Today is Giving Tuesday. So what exactly IS Giving Tuesday and why is the #GivingTuesday hashtag filing up your Facebook News Feed this morning?
Here’s the gist: Giving Tuesday is very young, very popular, and very powerful. Think Taylor Swift.
In 2012, the 92nd Street Y and United Nations Foundation launched the concept of Giving Tuesday as a day focused on putting the giving back in Thanksgiving. It was meant to serve as the day that officially kicks off the year-end charity giving season, when the majority of dollars are donated to non-profits big and small around the world. Everyone wants that beloved tax write-off, right? So some very smart folks decided that it was high time to help non-profits gear up with events and social media campaigns, spread the good news through a simple hashtag, and encourage friends and families to give to their preferred charities. Giving Tuesday is held on the Tuesday following Black Friday, Small Business Saturday, and Cyber Monday. Now only in its third year, Giving Tuesday helped raise over $12 million for charities and non-profits in 2012 and roughly $27 million in 2013. Nearly 10,000 non-profits participated in the movement last year.
Giving Tuesday has quickly become an important component of every non-profit’s annual fundraising plan. Regardless if you’re an executive director of a small, volunteer-based organization, or if you’re on the board of a globally-recognized, multi-million dollar charity like American Cancer Society, it’s imperative to have a Giving Tuesday plan in place.
Just as we’ve helped our clients strategize and develop online marketing campaigns for the holiday season, it’s been equally fun and challenging to work with our non-profit clients on Giving Tuesday fundraising campaigns. We’re looking forward to seeing how today goes–both in our own fundraising goals and within the global Giving Tuesday community. Can the movement top over $40 million in donations this year? Or perhaps even loftier–how long will it be until our collective charitable giving matches our collective consumerism?
Which non-profits continue to inspire and motivate you? Snap an #unselfie and help spread the love!