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 Foundation, DonorsChoose.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.