PHILADELPHIA (KYW Newsradio) — Today is Giving Tuesday, a time that marks the start of fundraising season for hundreds of thousands of nonprofits.
In 2019, in the 24 hours that make up Giving Tuesday, nonprofits based in the U.S. raised more than $500 million in online donations alone.
“COVID has actually inspired Americans to give more,” said Jon Biedermann, chair of the Fundraising Effectiveness Project, a group that partnered with Giving Tuesday to analyze data on charitable giving.
He said nonprofits have seen a 6% uptick in donations in 2020. The only problem is where the donations are going has shifted.
“Arts and culture organizations and museums are really hurting — down 30, 40% in revenue,” he explained.
On the other hand, human services organizations like food pantries and animal shelters are up.
“It’s because there’s much more need in our community,” noted Biedermann. “Food insecurity is very high.”
Biedermann said for those who can give, focus on where the need is most — that’s in arts, culture and religious organizations — and of course, to nonprofits tackling food insecurity.
“Match your donation with your passion,’” he added.
As for fundraising for Giving Tuesday, Biedermann predicts a big increase today and beyond: $650 million in 24 hours and $2.1 billion over the week.