Overview
#GivingTuesday is a global generosity movement and fundraising day held annually on the Tuesday after Thanksgiving (following Black Friday and Cyber Monday). Founded in 2012 by New York’s 92nd Street Y and the United Nations Foundation, it encourages charitable giving and has raised billions for nonprofits worldwide.
Origins
Launched on November 27, 2012, #GivingTuesday aimed to create a day celebrating generosity amid consumerism-focused holiday shopping. The concept: harness social media’s virality for charitable causes.
Growth and Impact
2012: 2,500 partners, $10 million+ raised
2015: $116 million raised (US online donations)
2019: $1.97 billion raised (US online), 28 million+ donors
2020: $2.47 billion (pandemic surge in giving)
2022: $3.1 billion raised globally
The movement expanded to 100+ countries, with localized versions (e.g., #GivingTuesdayUK, #GivingTuesdayCA).
How It Works
- Nonprofits, schools, businesses, and individuals participate
- Social media drives awareness (hashtag campaigns, matching gifts, celebrity endorsements)
- Many organizations offer matching donations or special campaigns
- Emphasis on transparency and storytelling
Cultural Significance
#GivingTuesday normalized online charitable giving and demonstrated social media’s fundraising power. It influenced how nonprofits approach year-end giving and created a cultural expectation around post-Thanksgiving generosity.
References
- GivingTuesday.org
- Chronicle of Philanthropy: Annual reports
- Blackbaud: GivingTuesday data tracker