Giving Tuesday: Amplifying generosity in a connected world
In a season dominated by consumerism, Giving Tuesday stands as a refreshing call to action, urging people around the world to embrace generosity. Falling on the Tuesday after Thanksgiving in the United States, Giving Tuesday has evolved into a global movement, encouraging individuals, communities, and organisations to give back. But what exactly is it, where did it come from, and is it the right fit for every not-for-profit?
Born in 2012 as a counterbalance to the shopping frenzy of Black Friday and Cyber Monday, Giving Tuesday was spearheaded by the 92nd Street Y in New York in partnership with the United Nations Foundation. The initiative aimed to create a day dedicated to doing good – inspiring generosity in all forms, from donations to volunteerism and acts of kindness.
In its first year, the movement captured the imagination of people globally, leveraging social media and partnerships to spread its message. Today, Giving Tuesday is celebrated in over 80 countries, mobilising billions of dollars for causes worldwide.
Is it for you?
Giving Tuesday offers a wealth of opportunities, but not every not-for-profit (NFP) will find it aligns perfectly with their goals or capacity. Here’s a nuanced look at the pros and cons:
Why It Might Work for You:
Visibility: The day creates a natural platform for your organisation to connect with new audiences and highlight your mission.
Momentum: It taps into a global wave of generosity, making it easier to inspire action.
Creativity: The online-first nature of Giving Tuesday enables innovative campaigns, from social media challenges to peer-to-peer fundraising.
Potential Challenges:
Crowded Space: The day is highly competitive, with thousands of organisations vying for attention and funds.
Capacity: Smaller NFPs may lack the resources to create a standout campaign.
Strategic Fit: For organisations with ongoing campaigns or end-of-year appeals, Giving Tuesday might dilute their efforts.
While Giving Tuesday can yield impressive fundraising results, its true value often lies in building community and fostering a culture of giving. For many organisations, the day offers an opportunity to strengthen relationships with supporters and remind people why their contributions matter.
At Pluri, we believe Giving Tuesday represents the best of what philanthropy can be: collaborative, energising, and deeply human. However, it’s not a one-size-fits-all solution. Organisations should weigh the benefits against their unique goals and capacities. For some, the day can be a springboard to broader engagement; for others, it may make more sense to focus on bespoke campaigns tailored to their audience’s needs.
If you’re considering joining the Giving Tuesday movement (for 2025), take the time to plan thoughtfully. Whether it’s a bold campaign or a simple act of gratitude, remember that generosity takes many forms – and every effort counts.
For more insights on Giving Tuesday and to explore how your organisation can maximise its impact, visit www.givingtuesday.org or reach out to us at Pluri for tailored advice. Together, we can turn the spirit of giving into lasting change.
