Giving Tuesday

Last updated
Giving Tuesday
BeginsNovember 27, 2012
DateTuesday after U.S. Thanksgiving
2018 dateNovember 27  (2018-11-27)
2019 dateDecember 3  (2019-12-03)
2020 dateDecember 1  (2020-12-01)
2021 dateNovember 30  (2021-11-30)
Related to Thanksgiving, Black Friday, Small Business Saturday, Cyber Monday, and Christmas

Giving Tuesday, often stylized as #GivingTuesday for the purposes of hashtag activism, refers to the Tuesday after U.S. Thanksgiving in the United States. It is a movement to create an international day of charitable giving at the beginning of the Christmas and holiday season. [1] Giving Tuesday was started in 2012 by the 92nd Street Y and the United Nations Foundation as a response to commercialization and consumerism in the post-Thanksgiving season (Black Friday and Cyber Monday). The date range is November 27 to December 3, and is always five days after the holiday. [2] [3]

Hashtag activism is a term coined by media outlets which refers to the use of Twitter's hashtags for Internet activism. The term can also be used to refer to the act of showing support for a cause through a like, share, etc. on any social media platform, such as Facebook or Twitter. The point of hashtag activism is arguably to share certain issues with one's friends and followers in the hopes that they will also share the same information. This leads to a widespread discussion and allows for change to occur. However, hashtags have also been used to debate and make people aware of social and political issues. They can be seen as a way to help or start a revolution by increasing the number of supporters from across the world who have not been in contact with the issue. It allows people to discuss and comment around one hashtag. Hashtag activism is a way to expand the usage of communication and make it democratic in a way that everyone has a way to express their opinions.

Tuesday day of the week

Tuesday is the day of the week between Monday and Wednesday. According to international standard ISO 8601, Monday is the first day of the week and so Tuesday is the second day of the week. According to some commonly used calendars, however, especially in the United States, Sunday is the first day of the week and so Tuesday is the third day of the week. The English name is derived from Old English Tiwesdæg and Middle English Tewesday, meaning "Tīw's Day", the day of Tiw or Týr, the god of single combat, and law and justice in Norse mythology. Tiw was equated with Mars in the interpretatio germanica, and the name of the day is a translation of Latin dies Martis.

Thanksgiving (United States) holiday celebrated in the United States on the fourth Thursday in November

Thanksgiving is a national holiday in the United States, celebrated on the fourth Thursday of November. It originated as a harvest festival. Thanksgiving has been celebrated nationally on and off since 1789, with a proclamation by George Washington after a request by Congress. Thomas Jefferson chose not to observe the holiday, and its celebration was intermittent until the presidency of Abraham Lincoln, when Thanksgiving became a federal holiday in 1863, during the American Civil War. Lincoln proclaimed a national day of "Thanksgiving and Praise to our beneficent Father who dwelleth in the Heavens," to be celebrated on the last Thursday in November. Under President Franklin D. Roosevelt, the date was changed between 1939 and 1941 amid significant controversy. From 1942 onwards, Thanksgiving has been proclaimed by Congress as being on the fourth Thursday in November. Thanksgiving is regarded as being the beginning of the fall–winter holiday season, along with Christmas and the New Year, in American culture.



Summary of money moved

YearDate of Giving TuesdayTotal money movedTotal money moved through Blackbaud Total money moved through FacebookOther money moved
2012November 27no information$10.1 million [4] N/Ano information
2013December 3$28 million (covers Blackbaud, DonorPerfect, GlobalGiving, Network for Good, and Razoo) [5] $19.2 million [4] (+90% over 2012)N/Ano information
2014December 2$45.7 million ($34.9 million online, $10.8 million offline) (covers Blackbaud, DonorPerfect, GlobalGiving, Network for Good, and Razoo) [5] (+63% over 2013); also Indiegogo money moved of $7.5 million [5] $26.1 million [5] [6] [7] [8] (+36% over 2013, +159% over 2012)N/A Indiegogo reported raising $7.5 million for 419 organizations. [5]
2015December 1$116.7 million [9] [10] $39.6 million [11] (+52% over 2014, +292% over 2012)
2016November 29Estimates of $168 million [12] and $177 million [13] $47.7 million [14] $6.79 million, of which Facebook and the Gates Foundation matched $900,000 [15] PayPal: $48 million [16]
2017November 28$274 million [17] $60.9 million [18] $45 million, of which Facebook and the Gates Foundation matched $2 million [19] [20] PayPal: $64 million [21] [22]
2018November 27$400 million (tentative approximate estimates) [23] $62.6 million [22] [24] $125 million, of which Facebook and PayPal matched $7 million [22] [23] [25] [26] PayPal: $98 million, [22] [27] DonorPerfect: $35.2 million, [22] Classy: $15.4 million [22]


The idea for Giving Tuesday was first announced in October 2012, a month before the first planned Giving Tuesday (November 27, 2012). The announcement was made by Giving Tuesday founding partner Mashable, a technology website. [2] Other founding partners listed in the story were Skype (launching Skype for Peace) and Cisco. Other partner organizations announced over the coming weeks included Microsoft, [28] Sony, Aldo, Case Foundation, Heifer International, Phoenix House, and Starwood Hotels. [29] Mashable provided detailed coverage of Giving Tuesday. [30] [31]

Mashable is a digital media website founded by Pete Cashmore in 2005.

Skype telecommunications software service

Skype is a telecommunications application that specializes in providing video chat and voice calls between computers, tablets, mobile devices, the Xbox One console, and smartwatches via the Internet. Skype also provides instant messaging services. Users may transmit text, video, audio and images. Skype allows video conference calls.

Microsoft U.S.-headquartered technology company

Microsoft Corporation is an American multinational technology company with headquarters in Redmond, Washington. It develops, manufactures, licenses, supports, and sells computer software, consumer electronics, personal computers, and related services. Its best known software products are the Microsoft Windows line of operating systems, the Microsoft Office suite, and the Internet Explorer and Edge web browsers. Its flagship hardware products are the Xbox video game consoles and the Microsoft Surface lineup of touchscreen personal computers. In 2016, it was the world's largest software maker by revenue. The word "Microsoft" is a portmanteau of "microcomputer" and "software". Microsoft is ranked No. 30 in the 2018 Fortune 500 rankings of the largest United States corporations by total revenue.

Other news and opinion websites that announced Giving Tuesday well in advance were CNet, [32] the Huffington Post , [33] and Deseret News. [34]

<i>Deseret News</i> daily broadsheet newspaper published in Salt Lake City

The Deseret News is a newspaper published in Salt Lake City, Utah, United States. It is Utah's oldest continuously published daily newspaper and has the largest Sunday circulation in the state and the second largest daily circulation behind The Salt Lake Tribune. The News is owned by Deseret News Publishing Company, a subsidiary of Deseret Management Corporation, a holding company owned by The Church of Jesus Christ of Latter-day Saints. The paper's name is derived from the word for "honeybee" in the Book of Mormon.

Shortly before, during, and after the date, Giving Tuesday was covered by Washington Post , [35] the White House official blog, [36] ABC News, [37] and the Huffington Post . [38] [39] Forbes used the occasion to publish a guide to effective giving. [40]

White House Official residence and workplace of the President of the United States

The White House is the official residence and workplace of the president of the United States. It is located at 1600 Pennsylvania Avenue NW in Washington, D.C. and has been the residence of every U.S. president since John Adams in 1800. The term "White House" is often used as a metonym for the president and his advisers.

ABC News News division of the American Broadcasting Company

ABC News is the news division of the American Broadcasting Company (ABC). Its flagship program is the daily evening newscast ABC World News Tonight with David Muir; other programs include morning news-talk show Good Morning America, Nightline, Primetime, and 20/20, and Sunday morning political affairs program This Week with George Stephanopoulos.

<i>Forbes</i> American business magazine

Forbes is an American business magazine. Published bi-weekly, it features original articles on finance, industry, investing, and marketing topics. Forbes also reports on related subjects such as technology, communications, science, politics, and law. Its headquarters is located in Jersey City, New Jersey. Primary competitors in the national business magazine category include Fortune and Bloomberg Businessweek. The magazine is well known for its lists and rankings, including of the richest Americans, of the world's top companies, and The World's Billionaires. The motto of Forbes magazine is "The Capitalist Tool". Its chair and editor-in-chief is Steve Forbes, and its CEO is Mike Federle. In 2014, it was sold to a Hong Kong-based investment group, Integrated Whale Media Investments.


Mashable also covered Giving Tuesday in 2013, [41] including a partnership with Google+ to hold a "hangout-athon" for Giving Tuesday. [42] The Huffington Post also covered Giving Tuesday extensively. [43]

Google+,, was a social network owned and operated by Google. The network was launched on June 28, 2011, in an attempt to challenge other social networks, linking other Google products like Blogger and YouTube. The service, Google's fourth foray into social networking, experienced strong growth in its initial years, although usage statistics varied, depending on how the service was defined. Three Google executives oversaw the service, which underwent substantial changes that led to a redesign in November 2015.

Giving Tuesday also received coverage in many philanthropy information websites, including Charity Navigator [44] and the Chronicle of Philanthropy . [45] [46] [47] The December 4 Chronicle of Philanthropy article highlighted a donation by Good Ventures (a foundation funded by Dustin Moskovitz and run by his wife Cari Tuna) to GiveDirectly, Google's hangout-a-thon, and matching grants announced by the Case Foundation.

Charity Navigator charity assessment organization that evaluates charitable organizations in the United States

Charity Navigator is a major charity assessment organization that evaluates charitable organizations in the United States, operating as a free 501(c)(3) organization that accepts no advertising or donations from the organizations it evaluates.

Good Ventures is a private foundation and philanthropic organization in San Francisco. It was co-founded by Cari Tuna, a former Wall Street Journal reporter, and her husband Dustin Moskovitz, one of the co-founders of Facebook. Unlike many other foundations that aim to maintain an endowment indefinitely or at least for a very long period of time, Good Ventures aims to spend most or all of its money before Moskovitz and Tuna die.

Dustin Moskovitz American computer/Internet entrepreneur

Dustin Aaron Moskovitz is an American Internet entrepreneur who co-founded Facebook with Mark Zuckerberg, Eduardo Saverin, Andrew McCollum and Chris Hughes. In 2008, he left Facebook to co-found Asana with Justin Rosenstein. In March 2011, Forbes reported Moskovitz to be the youngest self-made billionaire in history, on the basis of his 2.34% share in Facebook.

Giving Tuesday was also covered by mainstream newspapers such as the Los Angeles Times [48] and USA Today . [4]

Charitable giving on Giving Tuesday in 2013 was approximately twice the value in 2012. [4] [46] [47] Over 7,000 nonprofits participated in the 2013 Giving Tuesday. [45]


In 2014, the #GivingTuesday movement launched the #GivingTower. The #GivingTower is a partnership between 92nd Street Y, the United Nations Foundation, and Crowdrise. Every donation in the #GivingTower represents a brick in the virtual Tower. [49]

Philanthropy News Digest, the Chronicle of Philanthropy and Mashable reported estimates by the Indiana University Lilly Family School of Philanthropy (with help from the Case Foundation), based on payments processed by Blackbaud, DonorPerfect, GlobalGiving, Network for Good, and Razoo, that a total of $45.7 million was donated on Giving Tuesday ($34.9 million online, and $10.8 million offline that were processed on the next day). [5] [6] [7] [8] Of this, $26.1 million was processed by Blackbaud. [5] The tally did not include $7.5 million that Indiegogo claimed to have raised for 419 nonprofits on that day. [5] By 2014, the movement became global and involved organizations and individuals from 68 countries. [50]


The John Templeton Foundation released a study based on a survey of Americans that showed that whereas 93% of respondents were familiar with Black Friday, only 18% were familiar with Giving Tuesday, showing that the day still had a long way to go in terms of achieving name recognition. [51] [52] Nonetheless, organizers were optimistic about continued growth in money moved, volunteering, and name recognition for the day, and payment processors and retailers offered donation matching and incentive schemes to encourage people to donate on the day. [53] [54] In 2015, Blackbaud supplied data to show real-time statistics on an online dashboard to highlight the impact of #GivingTuesday. [55]

Facebook's principal founder and CEO Mark Zuckerberg and his wife Priscilla Chan published an open letter to their newborn daughter, announcing their intention to donate 99%+ of Zuckerberg's wealth from his Facebook shares through the newly formed Chan Zuckerberg Initiative. Their announcement, which did not mention Giving Tuesday, happened on Giving Tuesday 2015, and some commentators noted that the couple had taken Giving Tuesday to a new level. [56] However, Blackbaud's data analysts suspected that Zuckerberg's announcement did not have much effect on the overall volume of charitable giving for the day. [11]

According to initial reports, Blackbaud processed $39.6 million in donations for Giving Tuesday, [11] and total money moved for the day was $117 million. [10]


In 2016, according to USA today, #GivingTuesday broke a record with $168 million in charitable donations worldwide, topping the 2015 totally by 44%. [12] CNBC reported's number of $177 million. [13] The Blackbaud group processed more than $47.7 million from more than 6,700 organizations (a 20% increase from 2015). [14]

Furthermore, when compared with the previous year, online donation volumes increased by 31% while 33% more non-profit groups received an online donation. Since 2012, they also calculated that the presence of Giving Tuesday had increased by 317%.

In the UK, Charities Aid Foundation announced more than one in ten adults took part in the event while 6.4 million people stated they had heard of the movement. Of these people, one in three stated they would do something for charity. [57]

Facebook and the Bill & Melinda Gates Foundation announced $500,000 in matching for donations to fundraisers on Facebook, and Facebook waived fees for $500,000 in donations. After the $500,000 limit was hit within hours, the Gates Foundation increased its matching to $900,000. [15]


For Giving Tuesday 2017, Facebook and the Bill & Melinda Gates Foundation announced $2 million in matching for donations to fundraisers on Facebook, and Facebook announced that it would waive its 5% fees for U.S.-based nonprofits all day long. Matching was limited to $1,000 per fundraiser and $50,000 per nonprofit. [15] [58] $45 million was raised by nonprofits through Facebook fundraisers on Giving Tuesday, well above the $2 million matching limit. [19] [20]

An unofficial third-party analysis, based on data shared by donors with timestamps of donations and whether or not they were matched, showed that donations were matched for only the first 86 seconds. [59]


For Giving Tuesday 2018, Facebook and PayPal announced donation matching for up to $7 million in donations to United States nonprofits starting 8:00 EST on Giving Tuesday, on a first-come-first-serve basis, up to $20,000 per donor and $250,000 per nonprofit. [60] [61] The match limit being hit was announced 9:05 EST (about one hour after the beginning of matching), and the announcement said that the match was achieved within seconds. [25] [62] An unofficial third-party estimate, based on data shared by donors with donation timestamps and whether or not they were matched, showed that donations made till 14 seconds after the start of donations were matched, but donations made 15 seconds or more after the start of matching were not matched. [59] The analysis also claimed that only amounts up to $2,500 per donation were matched (distinct from the total limit per donor and per nonprofit of $20,000 and $250,000). [59] A total of $125 million was raised via Facebook on Giving Tuesday, the highest for a single day on the platform. [22] [23] [25] Total donations on Giving Tuesday were estimated to be nearly $400 million in the United States alone, according to tentative estimates. [23]


In 2019, Giving Tuesday will take place on December 3, 2019.


Reception of Giving Tuesday has generally been positive, with a large number of organizations, including Google, Microsoft, Skype, Cisco, UNICEF, the Case Foundation, Save the Children, and others joining in as partners. [63] Giving Tuesday has been praised as an antithesis of consumer culture and as a way for people to give back. [34] [44] [46]

Timothy Ogden, managing director of the Financial Access Initiative at New York University and board member at effective altruism organization GiveWell, wrote articles for the Stanford Social Innovation Review skeptical of Giving Tuesday, one in 2012 [64] and another in 2013. [65]

Inside Philanthropy attributed Giving Tuesday's growing success and global reach to the role that technology companies and founders played in promoting the event, including the $5 million matching grant to GiveDirectly announced by Facebook co-founder Dustin Moskovitz's foundation Good Ventures and the $75,000 in matching funds announced by former AOL CEO Steve Case for donations made to charities supported by his organization. [66]

A January 2015 article in Nonprofit Quarterly discussed Giving Tuesday in the context of giving days in general. Giving Tuesday was described as a federated, multi-platform campaign, that involved many different nonprofits and many donation processing platforms, all focusing on a single day so that they could coordinate efforts to raise awareness and publicity. It was contrasted with the Give to the Max Day in Minnesota, that involved many nonprofit participants but used a single donation processor every year to allow for better tracking of the money moved. [67]

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