#GivingTuesday Predictions: Search Is Down, Hope Is Up (news)

2022 Giving Tuesday Predictions: Search Is Down, Hope Is Up

Whole Whale, the publishers of this newsletter, predict a record-setting $3.2 billion will be donated for Giving Tuesday this year. The prediction is the result of an analysis based on an adjusted linear regression, trends in Google Search terms around “Giving Tuesday,” and national giving trends. This method predicts an 18% or $500 million increase over 2021’s total amount raised. While this is an optimistic prediction, several negative indicators might give nonprofits more caution heading into the season of giving, including decreased Giving Tuesday search volume, narratives around inflation and economic pains, a public drained of giving after an election cycle, and a potential return to post-pandemic giving patterns. Yet, elections can lead to heightened social engagement, and online shopping trends continue to be strong despite economic worries. (2022’s Black Friday set a record for online giving.) Whatever the final tally of donation revenue comes in during #GivingTuesday, remember to thank your donors!




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Rough Transcript


[00:00:00] This week on the nonprofit News Feed for November 28th. This week we, uh, we have our big day, the day of the Tuesday of Giving, giving Tuesday. We’re excited to talk about this and what’s going on. Nick, hope you had a great Thanksgiving and enjoyed family time. I know you had a massive amount of, uh, of humans eating Turkey.

[00:00:26] We had a massive amount of humans eating Turkey. Multiple turkeys I should say, but it was super fun and happy giving Tuesday. George, I sorry I didn’t get you anything. Um, but what I do have for you is some predictions. Uh, we are starting out with our 2022 Giving Tuesday predictions, and we’re going with the headline.

[00:00:51] Search is down, hope is up. We’re seeing some. Conflicting factors. So Whole Whale, which is US , we write the nonprofit newsfeed, whole letter, uh, newsletter. And we as in you predict a record setting $3.2 billion to be donated for giving Tuesday this year. And our prediction is the result of an analysis based on an adjusted linear regression.

[00:01:17] But we also take a peak at things like Google Search terms around giving Tuesday and broader. Giving trends. So using this method, we have officially predicted an 18% or 500 million increase over 2020 ones total amount raised. So this is an optimistic prediction, but there are several negative indicators, uh, that could potentially, uh, be pushing down this increase in including headlines regarding, uh, inflation and economic pains.

[00:01:53] We just came off an election cycle. Maybe folks are tired of giving, um, and we’re potentially returning to kind of a post pandemic social engagement. That being said, we’re seeing online shopping trends from Black Friday set new records. So it seems that even though we’re all talking about the economy, the consumer, uh, sector, particularly on Black Friday did real well.

[00:02:21] So, George, what’s, what do you make of this as the, the, the predictor himself? The, the Chief Guesser and Chief Waer? Yeah. I am excited. 10 years of giving Tuesday. I mean, this is the 10 year anniversary, uh, of how it’s come up and, you know, it is pretty steadily in terms of donations, uh, increased at a, at a decent clip.

[00:02:45] One of the things though that


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