#GivingTuesday2015 Social Trends and Analysis

TOTAL POST VOLUME

Mentions of #GivingTuesday on December 1, 2015

441,135• +799.0% post volume

change from the previous day

• 82.8M Twitter impressions for the day 27-Nov 28-Nov 29-Nov 30-Nov 1-Dec 2-Dec 3-Dec

0

200,000

400,000

600,000

20142015

LEADING CHARITIES

• Conversation increased +4882.6% from the previous day

• The (RED) campaign accumulated 103.9M Twitter impressions on #GivingTuesday

10K1.5K

+1473.0%

1.6K+81050.0%

Day-Over-Day % Change

2.1K+9152.2%

KEY TOPICS OF CONVERSATION

126K Tweets related to

#WorldAIDSDay, celebrities and

organizations such as Elizabeth Banks, Jimmy

Kimmel, and the UN Foundation pledged to eradicate this disease.

Number of mentions of the #Unselfie hashtag. Among

organizations and retailers using this

hashtag were @Nasdaq, @OldNavy, and @michaeljfoxorg.

Cancer related tweets were shared on social channels during

#GivingTuesday. Pledges often referred

to breast cancer, leukemia, children, and teens affected with this

disease.

6.8K 5.4K

SENTIMENT

Positive mentions towards #GivingTuesday were driven by individuals “feeling good” about donating to health, poverty, and social causes

PositiveNegative

MEDIA CHANNELS• Twitter accounted for

98.6% of all #GivingTuesday mentions

• 82.8M impressions on Twitter in relation to #GivingTuesday

• Most mentioned Twitter handle was @RED (11,050)Videos

Forums

Comments

Forum Replies

Images

Mainstream News

Blogs

Facebook

Twitter

2

70

225

234

410

546

807

3.8K

435K

TOP HASHTAGS RELATED TO GIVING TUESDAY

415K#GivingTuesday#WorldAIDSDay#HIV

126K14K

TOP THEMES MENTIONED#WorldAIDSDay was the most popular hashtag used in conjunction to the RED campaign. Tweets from celebrities and well-known philanthropists, including Melinda Gates, were often retweeted during the day.

Breast cancer and leukemia were the most mentioned; poverty in Africa and mentions of different organizations collecting funds for refugees also appeared among the stream of #GivingTuesday related tweets.

Refugees

Poverty

Cancer

RED Campaign

1.5K

2K

5.4K

10K