Founded: 2012

Mission: To celebrate and encourage charitable giving, volunteer opportunities, and social issue advocacy on the Tuesday following Thanksgiving and support the spirit of giving globally and year-round.

About the Organization:  Now in its fourth year, #GivingTuesday, the brainchild of 92nd Street Y executive director Henry Timms (whom PND interviewed in July), was launched by a team of social sector influencers and other partners as a philanthropic retort to rampant holiday consumerism. Fueled by social media, and supported organizationally by the 92nd Street Y in New York City and the United Nations Foundation, the campaign has engaged more than thirty thousand organizations worldwide since its inception. #GivingTuesday does not accept or distribute donations; all donations made on #GivingTuesday itself, which this year falls on December 1, are directed to nonprofits through their websites or the sites of partner nonprofits such as Network for Good. The momentum behind the #GivingTuesday campaign is such that in just four years, the first Tuesday after Thanksgiving has come to be accepted as the start of the end-of-year giving season.

Current Programs:  #GivingTuesday’s core program is its partners initiative, which provides a platform for nonprofits to solicit donations of time, resources, and talents. (For-profit businesses, schools, and community groups also can participate as partners so long as they create a project benefiting at least one registered charity.) The initiative also invites individuals to participate as social media “ambassadors.” The organization’s other current initiatives include the #UNselfie campaign, which encourages individuals to share on social media how they give and why; #MyGivingStory, a social media contest hosted on Facebook (deadline to apply is November 24); #GenerationGive, a program created by the 92nd Street Y and the Nightingale-Bamford School to help students and teachers learn about and celebrate generosity; and GreatGiving, which is designed to help donors give smarter, more effectively, and more meaningfully.

Website: Hosted by the 92nd Street Y, the #GivingTuesday website provides a simple sign up page for individuals and organizations wishing to participate as partners and an events page for related webinars, Twitter chats, and even a party or two. It also provides an interactive map of #GivingTuesday campaigns around the country, from #BoothbayTreasures in Maine to #GivingTuesdaySoCal, as well as links to the official #GivingTuesday websites of twelve countries. The site’s news page offers profiles of partner organizations, a “campaign of the week” feature, and articles about #GivingTuesday trends and tools. Advice, campaign examples, and more for nonprofits, businesses, foundations, schools, families, cities, and individuals can be found in the tools section, while those interested in exploring #GivingTuesday trends can visit a data page containing reports and analyses or browse case studies. The site also offers a gratitude page that includes stories about the effect of giving on people and organizations, and a science of giving page complete with stories, videos, and other resources designed to answer the big questions about why people give.

Funding: #GivingTuesday is supported by a variety of philanthropic, corporate, and academic institutions.


April 14, 2020