Giving Tuesday, Giving Thanks

February 06, 2018

It is hard to believe, but the holiday season is near.  Families will gather, give thanks and enjoy a wonderful meal.  Then the frenzy of the shopping season will hit: Black Friday, Cyber Monday.

And then there is Giving Tuesday.

Started in 2012 by the 92nd Street Y and the United Nations Foundation, Giving Tuesday was created as a way to heighten the importance of giving during a season of spending.  Simply said, Giving Tuesday was designed as a 1-day opportunity for people to make charitable contributions.   While the intent is wonderful, it has also caused more than a little worry on the part of many nonprofits.  “Will my organization miss out if we don’t participate?”  “How do I get started?”  “My Board feels we need to promote this opportunity!”  “What is the best way to create a social media platform for this?”  And so on.

My simple advice to those in a state of panic is this: Relax.  If you can find a stress-free way to participate in Giving Tuesday, great.  If not, please do not worry.  In 2014, over 8,000 nonprofits participated, and the amount donated on Giving Tuesday was approximately $45.7M.  That averages out to approximately $5,725 per organization.  And while that is a nice amount, it is important to consider the investment of time and effort on the part of the staff and volunteers to make this a reality.

Giving Tuesday is a wonderful way to thank your donors and remind them about the great work of your organization.  Whether on Giving Tuesday or any other day during this holiday season, share a story or two about how your donors have made a difference this year.  And give thanks.  Now and throughout the year.