January 25, 2015

#GivingTuesday Joins Black Friday and Cyber Monday among Holiday Shopping Days


A movement to create a national day of giving on November 27, 2012, the Tuesday after Thanksgiving, called #GivingTuesday, will be the first of its kind. Coinciding with the kickoff of the holiday shopping season, #GivingTuesday will harness the power of social media to create a national moment around the holidays dedicated to giving, similar to how Black Friday and Cyber Monday have become days that are synonymous with holiday shopping.

Last year, Black Friday brought in over fifty-two billion dollars while Cyber Monday sales topped one and a quarter billion dollars in the US. #GivingTuesday aims to have a stake in the total money spent during the shopping weekend.

Thought leaders in philanthropy, social media and grassroots organizing joined with 92nd Street Y to explore what is working in modern philanthropy and how to expand these innovations throughout the philanthropic sector. The concept gained steam, and by bringing together a group of founding partners-including the United Nations FoundationDonorsChoose.org, Mashable, Blackbaud, charity: water, GlobalGiving, Iraq and Afghanistan Veterans of America (IAVA), Kiva, Darden Restaurant Group, Groupon, Unilever and VENTURE3Philanthropy-a nationwide series of discussions about how to make #GivingTuesday a success is already underway.

"Communities like ours are about opening doors and bringing people together," said Sol Adler, 92Y Executive Director. "#GivingTuesday allows us to create a new kind of community - across geographical borders - around the idea of ‘doing good.'"   

Driven by the guiding principles of inclusiveness and creativity, along with the promise of crowdsourcing solutions to today's challenges, #GivingTuesday suggests many easy ways that charities, businesses, organizations and individuals can participate in the movement.

"#GivingTuesday offers America a new narrative, challenging us to think beyond Black Friday and Cyber Monday and reminding us that the spirit of the holiday giving season should be about community and not just consumerism," said Kathy Calvin, CEO of the UN Foundation. "The most meaningful gift we can give our children, loved ones, friends and neighbors is the commitment to work together to build a better world."

Those who are interested in joining the #GivingTuesday movement can commit to give back to their favorite charity on Nov. 27, 2012, or plan to participate in one of the many #GivingTuesday partner initiatives. Details about partner initiatives and ideas for creating individual #GivingTuesday events and actions are available at givingtuesday.org and on Facebook. People can help spread the word about the movement by using and following the #GivingTuesday hashtag, which will serve as a centralized hub to share why the movement matters, highlight successes and celebrate giving. 

#GivingTuesday is endorsed by Committee Encouraging Corporate Philanthropy, Dorothy A. Johnson Center on Philanthropy, Giving Institute, Giving USA Foundation and InterAction. Charity Navigator and GuideStar are serving as the movement's charity advisors. VolunteerMatch is a volunteer advisor to #GivingTuesday.

Comment on this article


I agree that Giving Tuesday offers the United States of America a brand new narrative while challenging us to think beyond Black Friday and Cyber Monday and at the same time reminding us that the spirit of the holiday giving season should be about community and not just consumerism.

I would like to thank you for the efforts you have made in writing this article. I am hoping the same best work from you in the future as well.

I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon.
SEO colorado

Great Post! I didn't thought about shopping in this season, but it definitely sounds like something to think about. I'll definitely do it.

Health Retreat

It would have been nice to have advance publicity about this. Our organization only heard about it the day of the event. This didn't give us any time to prepare or promote giving to our audiences. There are too many non-profit associations out there who are disconnected or are stepping all over one another for credit, doing their own thing. A unified voice would help the non-profit community a great deal.

I love this idea because it feels empowering. For my family, giving during the holidays dominates our spending. We buy a few small gifts for our children, and the rest is given to causes that meant a lot to us the past year. My four year old son is already interested in giving to an organization that saves the sharks -- he is a budding environmentalist. It is nice to have something so positive to blog about; my focus is estate planning and probate - not the cheeriest of topics. http://gustafsonlegal.blogspot.com/2012/09/givingtuesday.html

I think this is a wonderful idea. It really hits home with the feeling of the season. Great idea.

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