#GivingTuesday 2015 Social Trends and Analysis TOTAL POST VOLUME Mentions of #GivingTuesday 441,135 • +799.0% post volume change from the on December 1, 2015 600,000 previous day 400,000 • 201 82.8M Twitter impressions for the day 200,000 42335.0 42336.0 42337.0 42338.0 42339.0 42340.0 42341.0 LEADING CHARITIES 10K • 2.1K +9152.2% 1.6K Conversation increased +4882.6% from the +81050.0% previous day • The (RED) campaign accumulated 103.9M Twitter 1.5K impressions on #GivingTuesday +1473.0% Day-Over-Day % Change KEY TOPICS OF CONVERSATION 126K Tweets related to #WorldAIDSDay, celebrities and 6.8K Number of mentions of the #Unselfie hashtag Among 5.4K Cancer related tweets were shared on social channels during #GivingTuesday organizations such as Elizabeth Banks, organizations and retailers using this Pledges often referred to breast cancer, Jimmy Kimmel, and the UN Foundation hashtag were @Nasdaq, @OldNavy, and leukemia, children, and teens affected pledged to eradicate this disease @michaeljfoxorg with this disease SENTIMENT Positive mentions towards #GivingTuesday were driven by individuals “feeling good” about donating to health, poverty, and social causes Positive Negative MEDIA CHANNELS Twitter Facebook 3754 Blogs 807 Mainstream News 546 Images 410 Forum Replies 234 Comments 225 Forums 70 Videos 435110 • 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) TOP HASHTAGS RELATED TO GIVING TUESDAY #GivingTuesday 415K #WorldAIDSDay 126K #HIV 14K TOP THEMES MENTIONED RED Campaign 8,892 Cancer 5,427 #WorldAIDSDay was the most popular hashtag used in conjunction to the RED campaign Tweets from celebrities and well-known philanthropists, including Melinda Gates, were Poverty Refugees 2,210 often retweeted during the day 1,555 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 ... all #GivingTuesday mentions • 82.8M impressions on Twitter in relation to #GivingTuesday • Most mentioned Twitter handle was @RED (11,050) TOP HASHTAGS RELATED TO GIVING TUESDAY #GivingTuesday... shared on social channels during #GivingTuesday organizations such as Elizabeth Banks, organizations and retailers using this Pledges often referred to breast cancer, Jimmy Kimmel, and the UN... @Nasdaq, @OldNavy, and leukemia, children, and teens affected pledged to eradicate this disease @michaeljfoxorg with this disease SENTIMENT Positive mentions towards #GivingTuesday were driven