Countdown to #GivingTuesday
How & where will Americans donate?


of Americans regularly make donations on Giving Tuesday


of donors say the new tax law will affect their donations this year


of donors plan to donate to local charities this Giving Tuesday

Giving Tuesday has become a major movement in the US, with $400 million donated on this day in 2018 alone. However, the new tax law is impacting charitable spending by Americans. Which trends will define #GivingTuesday this year? To understand this, Piplsay (powered by Market Cube) polled 41,988 Americans in a nation-wide study. Charities and crowdsourcing sites can leverage this data for their media campaigns. For an in-depth analysis, download the full document here.

It’s that time of the year when Americans generously open their hearts, as well as their wallets, to the less fortunate. #GivingTuesday is less than a month away, and many Americans are already thinking about where they will donate this year. Piplsay surveyed 41,988 Americans across the country to understand how and where they plan to donate this year, especially given the recent changes in the tax law. Here’s a summary of what we found:

Other Insights

  • 26% of men donate on #GivingTuesday regularly as compared to just 19% of women
  • 25 to 44-year-olds donate the most on #GivingTuesday
  • Americans across all age groups will prefer donating to smaller local charities this year
  • 18 to 34-year-olds will prefer crowdsourcing more than other age groups
  • Most 18-44- year olds will donate to charities that help children and young people
  • Human rights and political causes rank low on the list of priorities for most Americans
  • 12% of men and 8% of women have stopped donating because of the new tax law
  • Fewer men will donate this year because of the new tax law
  • 10% of 18 to 24-year olds - the highest among the age groups- will not donate because of the new tax law
  • Donors in Rhode Island and Delaware are most affected by the new tax law

There Will Still Be Plenty Of Donations

Here’s what surprised us: A whopping 70% of Americans have not let the new tax law affect their charitable giving. This means we can expect a lot of action this #GivingTuesday as well, especially given that about 22% of Americans regularly donate on this day. Already, about one-third of Americans are confident that donations on #GivingTuesday this year will surpass last year’s total contribution of $400 million.

It’s Local Over Global

Local charities, in particular, have a big reason to smile. 7 out of 10 Americans are planning to donate to smaller charities this year, though a majority of them are still undecided about the cause they will support. A majority of those that have decided will donate towards environmental causes among others. That’s not surprising given the ever-increasing focus on global warming. Even food is a higher priority than education and women; two issues that traditionally have taken up larger chunks of the pie. Civil Rights and Political causes, on the other hand, figure low on the list of priorities.

Just over 60% of Americans will continue supporting the same charitable organization as before. Among those making a switch, a majority are doing so due to lack of trust. Is this because organizations are not transparent enough? This seems to be the key question for charities to consider.

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the US in the month of November 2019. We received 41,988 responses from individuals aged 18 years and older

For deeper insights, download the detailed research report here

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