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Aruba, November 26, 2014 - More Americans are giving online throughout the year instead of just during the holidays, according to new Cone Communications research.
With the holidays fast approaching, all eyes were on #GivingTuesday, the red kettle and other calls to help those in need. Yet, holiday giving is anything but traditional this year. Digital has forever shifted the paradigm, changing not just how but when and where donations are made. According to the 2014 Cone Communications Digital Activism Study, in the past 12 months, more Americans gave via digital channels, such as online (27%) or via mobile device (11%), than by regular mail (23%).
Americans are no longer waiting for year-end fundraising campaigns to inspire action. When it comes to giving online, it is less about the time of year and more about the urgency and relevancy of the request. Individuals are most likely to give online at various times throughout the year (29%) or following a major disaster that needs immediate support (24%) versus around the holidays (12%).