In honor of Giving Tuesday, we recently profiled education and research charity donors. Now that the day is over, we were interested to see how this well-intentioned new holiday has evolved.

For those of you who don’t remember our previous post, here’s a quick recap of last year’s numbers.

Last Giving Tuesday, 62% of people had not heard of Giving Tuesday.

Now let’s look at this year’s numbers.

This year, only 57% of people have not heard of Giving Tuesday, and equal number of people have participated as last year.

As you can see, the number of people who have participated in Giving Tuesday has remained at a stagnant 7%. But there’s good news.

At least now more people know about Giving Tuesday! Awareness of the holiday has increased by 5% from last year to this year. It seems, however, that these newly aware consumers have not yet been driven to participate.

We looked at this year’s respondents who answered, “No, but I want to next year.” Here are some of the insights we discovered. These folks are:

  • More than twice as likely to choose food items based on social media influence
  • More likely to be women
  • More likely to live in the US Northeast
  • More likely to go to the movies at least once a month
  • More likely to use Netflix
  • More likely to donate to health, religious or environmental charities

Next time this day of kindness rolls around, it may be useful for charities to keep these traits in mind as they go after persuadable givers.

If nonprofits are really feeling daring, they also might want to bump up Giving Tuesday to before Black Friday and Cyber Monday – while people still have some money!

Interested in more insights? Check out our findings on Standing Rock, Thanksgiving, and even interviews with our resident UX Designer and Leading Data Scientist!