#GivingTuesday Restores Our Faith In Humanity
After the insanity that was Black Friday and Cyber Monday where people rushed to get deals on holiday gifts for themselves and loved ones, a little light brightened the world. After people spent money buying presents for people they know, they were given the chance to do something great for people that they may not know but whom would certainly appreciate it. This is the idea behind #GivingTuesday.
According to GivingTuesday.org the day of charity was started last year (2012) by the Y on 92nd Street in New York City as a way to kick off the season of giving around the holidays. The United Nations was quick to join on with this great initiative to help get the word out, and get out it did. Soon many charity organizations were getting in on the idea of a day made for giving. So many in fact that GivingTuesday.org actually had to shut down registration to be an official partner this year because they had so many, but they still invited charitable organizations to use their hashtag anyways.
We thought this initiative was such a great idea. It also intrigued us as to how large of a movement #GivingTuesday had become in it’s second official year. So, we took to MAP, our social media monitoring and analytics software, to see how big of an impact #GivingTuesday had on the social world.
Looking for mentions of #GivingTuesday (as well as Giving Tuesday and the shortened hashtag of just #GT) on Tuesday, December 3rd, we were able to find it mentioned 472,240 times. There was 3,459 blog posts, 6,725 online news articles, 4,200 forum postings and 457,856 tweets mentioning #GivingTuesday. And that’s just on the day of. There were many more in the days leading up to #GivingTuesday to make sure that people were aware it was coming.
Since Twitter seemed to be main driver in conversation for #GivingTuesday, we delved a little bit deeper to see what happened on the channel.
Here we found that #GivingTuesday was mentioned at a rate of 19,077 tweets per hour over the 24 hours of Tuesday. That’s pretty awesome for a charity movement. We also found that charity has nothing to do with gender as the split between males and females tweeting about #GivingTuesday was almost even with 52% of the tweets coming from women and the 48% from men.
While the idea of #GivingTuesday originated in the United States, it actually turned into a world-wide event. A look at our geo location heat map of where tweets about #GivingTuesday were originating from shows that people all across the world were coming together in the spirit of giving.
Celebrities were also getting in on the giving action by using their massive amounts of followers and influence to help spread the word about their favourite charities. A look at the top retweeted #GivingTuesday tweets shows us that people like Selena Gomez, Demi Lovato and Marshall Mathers (better known to the world as Eminem) all had a charity that was dear to them that they were trying to help out.
To add to the #GivingTuesday hashtag, people were also hashtagging the charity that they were supporting. We pulled up the top 10 hashtags being used in conjunction with #GivingTuesday and all 9 that were under the #GivingTuesday hashtag were related to charitable campaigns and organizations. One of the most interesting hashtags in this list is #unselfie where people were taking pictures of themselves with signs about their favourite charity in an attempt to help spread the word of giving and solicit donations for their charity of choice.
Speaking of donating pictures, we also took a look at Instagram to see how the #GivingTuesday movement was spreading there. On Instagram we found an astounding 17,630 pictures that were tagged with #GivingTuesday.
Overall, for a movement that just seems to be finding its legs, #GivingTuesday was pretty huge. The sentiment around it was also fantastic. Looking at all social channels combined, we found #GivingTuesday to have an overall favourable rating of 87%. Why not 100% you may ask? Well, after looking into it, most of the mentions that were deemed negative were actually talking about the downside as to why these charities need donations in the first place. So, they were using the negative stories to bring around the positive of help, donations and awareness.
With this only being the second year of #GivingTuesday, we think it can only grow larger and larger in the following years.
Do you have a good #GivingTuesday story? We’d love to hear about it in the comments.