Why #GivingTuesday Is Important


Since you’re reading my blog, you probably already know what #GivingTuesday is. But in case you live under a rock (or are new here – welcome!), #GivingTuesday is a response to the consumerism of Black Friday, Small Business Saturday, and Cyber Monday – a way to launch the upcoming giving season and celebrate the nonprofit organizations that make the world go ’round. You can learn more at the #GivingTuesday website here.

There have been a crop of critics to the #GivingTuesday movement, and they are actually coming from inside the philanthropic sector. This one, an opinion piece in the Stanford Social Innovation Review, is what finally caused me to write this post. The author’s post argues that there is no concrete evidence that #GivingTuesday actually increases giving. In actuality, although it might spur people to give, it might mean that they won’t give their gift another time of year. He believes that because of this, #GivingTuesday won’t “work.”

The author is being too short-sighted in determining what success would look like for #GivingTuesday. You can even look to the mission of #GivingTuesday to explain this:

#GivingTuesday™ is a campaign to create a national day of giving at the start of the annual holiday season. It celebrates and encourages charitable activities that support nonprofit organizations.

While of course it would be good, I see nothing in that statement about increasing donations.

In fact, I would argue that the best part about #GivingTuesday is that the day’s conversation is about nonprofits, donations, and the change we wish to see in the world. While I whole heartedly believe in the nonprofit sector, I don’t believe that it has the respect it deserves amongst general society. The words philanthropy and donation simply aren’t uttered enough in the public eye. #GivingTuesday starts a global conversation about these important topics – it brings nonprofit organizations and philanthropy to the forefront – something that doesn’t happen often enough. The fact that we are talking about it at all is a win.

The author of that post said it himself:

I don’t think it will work. That’s not to say that I don’t think the idea will catch on. I think we’ll see a huge number of tweets and
Instagrams on Giving Tuesday. And I expect that the effort will grow each year. What I don’t think it will do is materially affect giving in any positive way.

I’d challenge him to think outside the box of what “affect giving” might mean.


2 thoughts on “Why #GivingTuesday Is Important

  1. Great job Chapin – agreed! It’s not always about raising money, and sometimes raising awareness is going to bring about more positive change (and dollars) than anything else will. Making people shift their thinking about the “giving season” to actual giving to those in “need” and not “want” is an important factor when considering a special day like #GivingTuesday.

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