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Andrew Carnegie once said “It is more difficult to give money away intelligently than to earn it in the first place.” So, where are people today deciding to donate their hard earned dollars?

Some elect to support medical research initiatives, while others choose to back political leaders or religious institutions. And with the emergence of online crowdfunding and fundraising sites, participation methods are as varied as the causes themselves.

In order to get the most ROI on your next donation campaign, it’s important to understand the donation landscape and where your organization stands. So, let’s look at some data around how people discuss their donation habits.

Breaking down the data around specific causes and industries

After analyzing thousands of conversations across millions of sites, it became clear that there is not a one-size-fits-all season for donations. Not surprisingly, these metrics vary drastically depending on specific industries and causes.


High school alumni, for example, tend to discuss donating to their alma maters at the start of the school year in September. This is an important consideration for anyone planning a local campaign for an K-12 school (see below).

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