End-of-Year Giving Success with Springboard

A Look at 2024 Giving Trends

The 2024 end-of-year giving season was a tremendous success for Springboard, with a remarkable 18% increase in giving across all sectors from Giving Tuesday through December 31. Despite a shorter campaign cycle compared to last year, the numbers reflect the continued power of digital fundraising and the generosity of donors across sectors.

While the Chronicle of Philanthropy reported a more modest 16% increase across the nonprofit sector, we saw even stronger 18% growth. Notably, Civil Liberties/Human Rights organizations experienced the largest increase in giving, with an outstanding 71% jump, likely spurred by heightened political engagement and the recent election.

Giving Tuesday: A Day of Giving with Springboard

Giving Tuesday, the globally recognized day of charitable giving, set the stage for a strong finish to the year. We saw a 16% increase in donations across all sectors, which speaks to the continued effectiveness of our digital tools, such as personalized and optimized donation forms and peer-to-peer fundraising features.

• Civil Liberties/Human Rights organizations led the way with an impressive 54% increase in giving, leveraging the power of integrated timely advocacy campaigns to engage donors and highlight the policy impacts that they organizations are doing.
• Social Welfare and Public Media organizations also showed strong performance, with 31% and 29% increases in donations, respectively.
• Even Disaster/International Aid organizations, who had braced for a decrease, saw a 5% increase, demonstrating the lasting impact of personalized multi-channel outreach during times of crisis.

December 31: The Big Day of Giving

December 31 remained the largest single day of giving for nonprofits, with a 14% increase across all sectors. Thanks to the powerful tools we provide—such as branded donation pages and integrated CRM solutions—our organizations were able to drive strong engagement on this critical day.

• Civil Liberties/Human Rights organizations continued to lead the pack with a 54% increase, likely driven by end-of-year advocacy efforts and strong messaging.
• Social Welfare and Public Media organizations saw substantial increases, at 31% and 29%, respectively, showing the continued strength of these sectors in donor support.
• Disaster/International Aid also outperformed expectations, achieving a 9% increase in giving on December 31, which is especially impressive given the challenges of the year.

Key Takeaways from the 2024 Giving Season with Springboard

• Overall growth of 18% across all sectors, showcasing the success of Springboard organizations in optimizing their end-of-year campaigns.
• Civil Liberties/Human Rights organizations led the way with a 71% increase, capitalizing on the political climate and engaging donors through targeted campaigns.
• Animal Welfare/Environmental organizations saw a 34% increase, reflecting continued public interest in environmental issues.
• Public Media organizations achieved a 29% increase, underscoring the importance of supporting independent journalism.
• Disaster/International Aid exceeded expectations, with a 3% increase for the full period and a 9% increase on December 31.

This year’s success shows that, with Springboard, organizations can effectively harness donor generosity during the critical Giving Tuesday to December 31 period.

Looking ahead, these results highlight the importance of utilizing the advanced capabilities of Springboard’s platform to engage donors, optimize giving forms, and tailor year-end campaigns for maximum impact. Nonprofits can continue to leverage the strength of digital tools to drive success in future campaigns, particularly during high-impact periods like Giving Tuesday and December 31.