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Get Ready for Giving Tuesday!
You’ve probably heard about GivingTuesday, the dedicated day for promoting radical generosity, celebrated on the Tuesday following Black Friday and Cyber Monday. The purpose of GivingTuesday is to provide a counter-narrative to consumerism by encouraging people to give back.
Originally launched in 2012 at the 92nd Street Y, GivingTuesday became an independent organization in 2019 and has since expanded its reach globally. Today, it encompasses five international hubs, the GivingTuesday Spark initiative focused on youth leadership development, and the GivingTuesday Data Commons, where researchers track and analyze trends in generosity.
Currently, GivingTuesday’s global network includes over 110 country leaders and thousands of community leaders, all working year-round to inspire acts of generosity, aiming to create a world where giving is part of daily life.
“When millions unite with a shared purpose, we don’t just give what we can—we create real, tangible change. Each donation, each act of generosity, is a building block for community solutions that actually make a difference.” — Asha Curran, CEO of GivingTuesday
Are you ready for GivingTuesday?
To kick off our 12-week sprint leading up to GivingTuesday on December 2, we want to ensure you have the facts, figures, and stories to maximize your campaign's success. Bookmark this page and sign up for our newsletter today to stay informed!
Why should you participate in GivingTuesday?
1. You can raise more money.
In 2024, participants in GivingTuesday set new records, demonstrating the extensive power of radical generosity. In the U.S. alone, $3.6 billion was donated by 36.1 million participants, bringing the total raised on GivingTuesday since its inception in 2012 to $18.5 billion.
For many nonprofits, funds raised on GivingTuesday serve as a critical kickoff for year-end fundraising campaigns. So don’t hesitate to make your ask on—and beyond—GivingTuesday. Data from our GivingPulse reports reveal an untapped potential in generosity: 55% of donors in the first three quarters and 47% in the fourth quarter don’t recall being asked to give.
Even more striking, 9% of those who weren’t asked indicated they would have donated if someone had reached out. This means if you’re not engaging in GivingTuesday participation, you might be missing out on potential supporters.
2. You can recruit more volunteers.
People don’t just give money on GivingTuesday; they also contribute their time, talents, treasures, and connections! In 2024, 9.2 million people in the U.S. reported giving back, marking a 4% increase compared to 2023. Even more impressive, 16.6 million people advocated for causes they care about through social media and other channels—a 17% increase from the previous year.
GivingTuesday offers a fantastic opportunity to introduce your organization to new supporters and reengage familiar faces. Don’t worry about the “noise” surrounding GivingTuesday; distinguish yourself by sharing unique, mission-driven stories that clearly illustrate the impact of your work.
3. You can make a bigger impact.
Consider a viral campaign you recently encountered on TikTok. Which brand or organization’s version resonated with you? And which one didn’t leave a mark?
If your organization isn’t part of the conversation on GivingTuesday, in whatever way aligns with your mission, you may miss engagement opportunities with potential donors, volunteers, and advocates.
By participating, you can control the narrative you present to your supporters while joining a global network of participants committed to giving back in significant ways.
In simple terms, GivingTuesday will benefit your nonprofit or community organization.
As you prepare for GivingTuesday and the remainder of your giving season, utilize the metrics and facts provided on this page to build a compelling case for your campaign. Adequate preparation is essential for driving participation and engagement.
Need help pitching GivingTuesday participation to your team?
Download your copy of the GivingTuesday Key Messaging Guide to help navigate conversations and inspire your team to engage in GivingTuesday!