What Is Giving Tuesday?
Giving Tuesday, often described as a global day of giving or a global generosity movement, is held each year on the Tuesday following Thanksgiving. Since this first annual day of giving in 2012, nonprofits in the United States have raised more than $1.9 billion. In 2019, nonprofits in the US raised more than $500 million dollars online alone.
According to the official website, GivingTuesday.org Giving Tuesday was founded in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation as a day that encourages people to do good. In July 2019, GivingTuesday spun out into its own organization, led by GivingTuesday co-founder, Asha Curran, as its CEO.
Giving Tuesday is sometimes stylized as GivingTuesday or #GivingTuesday.
Why Do Nonprofits Participate?
Outside of awareness days, days that are significant for individual causes or organizations, or national or international crises, there are few opportunities to drive a large group of people’s attention to giving on any particular day.
Giving Tuesday presents nonprofits with a day full of opportunities. Because many members of the general public now know what it is and may even set aside money each year to donate on that day, it’s the perfect chance for nonprofits to highlight their missions, solicit donations, and gain new supporters. Nonprofits that are looking to increase visibility and capitalize on a day of giving would be smart to participate.
Because nonprofit organizations have varying levels of resources, sometimes a nonprofit’s involvement may be as simple as sharing a single social media post or sending an email newsletter. Participation is not mandatory.
Kindful Nonprofits: In 2018, organizations using Kindful raised $1.4 million online on Giving Tuesday. In 2019, that number increased by 50% to $2.1 million. Online donation pages hosted by Kindful saw a 1,151% increase in the number of donations compared to the average daily volume.
When Is Giving Tuesday?
The date for 2020 will be Tuesday, December 1.
The date is determined by the Tuesday following Thanksgiving each year. Considered by many as the day that kicks off the giving season, Giving Tuesday directly follows three major shopping days: Black Friday, Small Business Saturday, and Cyber Monday.
Because it usually falls on a day in late November or early December, some nonprofits use the day as an opportunity to launch end-of-year giving campaigns where they hope to take advantage of people making tax deductible donations and benefit from the generosity of those wishing to make a positive impact during the holiday season.
In response to the coronavirus (COVID-19) crisis, there was a special #GivingTuesdayNow on May 5, 2020. According to their website, #GivingTuesdayNow is organized by GivingTuesday, in partnership with its global network of leaders, partners, communities, and generous individuals.
Giving Tuesday is a day that encourages people to give back in whatever ways they can. It presents nonprofit organizations with the chance to raise even more money than they would on an average day of giving, which is why many organizations create special campaigns to participate in this day of giving.
For more, check out our 2020 Giving Tuesday Resources for Nonprofits.