Giving Back in the “New Normal”
While the 2020 holiday season will be like no other, waves of charitable giving during the pandemic are showing that people want to give back. It’s now more important than ever for non-profits to understand and quickly adapt to evolving shifts in online consumer behavior.
Quantcast analyzed thousands of US donations across key time periods to better understand shifts in donor audience profiles in the time of COVID-19.
Diving into the following timeframes, we have examined past and current trends to predict what this unique holiday season will look like for charitable giving:- Holiday 2019
- #GivingTuesday 2019
- “The New Normal” 2020
- #GivingTuesdayNow 2020
Donations by Device
Mobile dominated #GivingTuesdayNow donations, with 57% of donations coming through mobile devices. Comparing this to the 2019 baseline, which had similar device breakouts, this share is almost entirely taken from tablet, showing that larger mobile devices this year have made tablets less favored for credit card transactions.
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