Study reveals online giving gains traction in Oz

Further study insights identify that Australians are suffering from a new form of weekday blues – ‘Friday-itis’ with 26 per cent saying they feel the least inspired on Friday afternoons.

According to the study, the nation is most inspired to give on Wednesdays. Over 60 per cent of respondents sighted giving as a way to lift their spirits and pull them out of their mid-week slump. JustGiving donation analysis also shows that Australians are most benevolent when it comes to giving to charity mid-week, with giving online hitting a high on Thursdays at 10am. The results also suggest that Australian generosity peaks during the month of November – average donations in this month are greater than any other month of the year.

With its official launch in Australia yesterday, JustGiving has developed Inspiragram, a Facebook app to help Australians beat the weekday slump and support the trend of giving to their causes of choice through social platforms. Inspiragram is an inspirational quote generator that allows fundraisers to share quotes and images in support of one of seven partner charities.

JustGiving’s Australian Director, Nikki Kinloch explains why Inspiragram was developed.

“We created Inspiragram as a fun way to help people support their favourite charity on social media, which is a huge driver of giving. More donations come to JustGiving from Facebook than from any other website. By telling their story through quotes and inspirational images, we hope to help fundraisers inspire Australians out of the doldrums during their end of week slump,” says Kinloch.

According to Kinloch, the decision to launch JustGiving in Australia was made simple by Australia’s well documented love affair with all things digital. In 2012, over $1.9 million was donated via JustGiving from Australian’s to charities in other countries. One in four donations in Australia now comes from a mobile device, with Facebook mobile the most popular referrer.

Sarah Harding

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