Our Giving Tuesday data show that this day is an absolute bonanza of new prospects. It brings in twice as many new donors as December 31, three times more than a typical day during disaster relief, and over 13 times more than a typical day. For each of these events, 75 percent of one-time donations are made by first-time donors—and because Giving Tuesday generates more traffic than any other day, it results in the largest influx of new donors.

Typically, strong acquisition channels like peer-to-peer fundraising campaigns can show lower retention rates, purely because the number of new donors is so great. But that’s not the case with Giving Tuesday.

Not only is Giving Tuesday the best acquisition opportunity, donors acquired during Giving Tuesday are 10 to 15 percent more likely to give again than donors acquired on typical days through peer-to-peer fundraising campaigns. These new donors from Giving Tuesday are also 10 to 15 percent more likely to give again than donors acquired on December 31.

Read the full article on Giving Tuesday by Dr. Ben Cipollini at Classy