Let’s Celebrate Giving Tuesday

Each year on the first Tuesday after Thanksgiving, people across the world come together to celebrate Giving Tuesday, a day that encourages people to do good. Founded in 2012, Giving Tuesday is a global day of giving that aims to foster a culture of philanthropy and generosity. It is powered by the influence of social media and global collaboration, with thousands of Giving Tuesday partners across the world. This year’s Giving Tuesday theme is ‘Give Your Way’, designed to promote all the various ways people can get involved in charitable giving.

In contrast to other notable days around this time of year like Black Friday and Cyber Monday, Giving Tuesday promotes altruism. In the context of difficult economic times in the UK and global geopolitical challenges, Giving Tuesday is a powerful tool encouraging people to support others and leveraging the power of social media and digital giving to help individuals and corporations make a difference.

Traditionally, the final few weeks of the year are some of the most important for charities as they strive to meet their fundraising targets. Statistics suggest people feel most charitable at the end of year, during what many call ‘Giving Season.’ Approximately 31% of all annual giving in the UK occurs in December alone. Initiatives like Giving Tuesday help channel this into a coordinated and constructive effort.

Having said that, the Giving Tuesday movement does not position itself as the only, or best, route through which to donate to charity. Charities require regular donations recurring throughout the year. While not the end all and be all of philanthropy, the Giving Tuesday initiative successfully shines a spotlight on giving, starts conversations about our ability to do good, and encourages those who care deeply about social impact to learn how they can generate positive results with their donations or time.

What started as a simple idea to encourage people to do good has grown exponentially, inspiring millions of people the world over to give, volunteer or do both. As an independent campaign with no agenda other than to inspire and celebrate generosity, Giving Tuesday is a day where everyone, everywhere, can do something to support the causes that matter to them—whether through funding, time, skills or other resources.

It reminds us of the fundamental values of philanthropy; ‘doing good’ is an act shared by us all and we will have the greatest impact if we collectively support one another.

About the Author

Natalie Pinon is Executive Director, Development at NPT UK. She has over 15 years of experience working with philanthropists and impact investors to manage their giving.