What if giving was as simple as pushing a button or as fun as playing an arcade game?
Well, you won’t have to look far to make that a reality.
Just last year, ahead of GivingTuesday, UNICEF was named one of the recipients of the Church of Jesus Christ of Latter-day Saints, “Giving Machines” which are a part of a global Light the World campaign. Giving Machines offer people a tangible (and fun) way to participate in the most generous day of the year by purchasing items that are then donated to various charities.
A key feature of these are the no cost association with the nonprofits using the unique fundraising tool. 100% of every donation goes to the charity chosen—the Church of Jesus Christ of Latter-day Saints covers all operational costs.
For the past two years, the Giving Machines kicked off their global campaign with an event in New York City’s Times Square on the eve of GivingTuesday.
We wanted to know more about how Giving Machines came about, who was behind the movement, and how people can get involved. So we spoke with Thatcher+Co, the team of experienced storytellers who support The Church of Jesus Christ of Latter-day Saints’ Light the World campaign.
Q&A with Eliott Maidenberg – Senior Vice President Business Development and Digital at Thatcher+Co
Q: When did you first hear about GivingTuesday, and what made you want to participate in the world’s most generous day of the year?
A: We have worked deliberately around GivingTuesday for years, recognizing its role as the world’s most generous day of the year. It’s a unique opportunity for the media and individuals to rally around meaningful causes. GivingTuesday provides a natural platform to highlight the Giving Machines, and we strategically crafted stories and content to illustrate the theme of generosity.
Q: The Giving Machines have been such a huge success! What a unique opportunity for people to be generous. Tell us more about this idea and where it came from.
A: Giving Machines are bright red vending machines that make donating to charity as easy as buying a soda or candy bar. Instead of purchasing a snack, holiday do-gooders can “purchase” specific items—like chickens and goats, vaccines, hygiene kids, school supplies, and a hot meal for someone in need—from vetted charities including:
- American Red Cross
- Care
- CRS (Catholic Relief Services)
- CWS
- Days for Girls
- iDE
- Lifting Hands International
- Mentors International
- Right to Play
- Save the Children
- UNICEF
- UN WFP
- WaterAid
An initiative of the Church of Jesus Christ of Latter-day Saints, with the creative support of Utah-based advertising agency Boncom, the Giving Machines were first introduced in 2017 in Salt Lake City. In 2024, the Giving Machines were in 32 states across the United States as well as 12 other countries (including Kenya, the first African country to ever participate), marking the campaign’s largest effort ever. More than 450 charities benefited from their participation in Giving Machines in 2024. Since their inception in 2017, the Giving Machines have raised nearly $50 million, with $16 million generated in 2024 alone. The Church of Jesus Christ of Latter-day Saints covers all operational costs, ensuring that 100% of every donation goes to the giver’s desired charitable cause.
In 2024, the Light the World Giving Machine campaign generated thousands of media placements across most U.S. states with a reach in the upper nine figures.
Q: What has most surprised you about the reception of the Giving Machines?
A:The simplicity and clarity of the Giving Machines make them universally appealing. Media outlets and donors intuitively grasp the concept, leading to widespread adoption and media coverage—even in areas without physical machines. The fact that 100% of donations go directly to the charities with no administrative fees speaks to their authenticity, which resonates deeply with both the media and the public.
Q: How did you engage with donors and volunteers ahead of GivingTuesday?
A: We collaborated closely with national charity partners to promote GivingTuesday. These organizations encouraged their followers to visit local machines to make donations, helping to build awareness in the days leading up to the event. Additionally, our team purposely held the Times Square launch the day before GivingTuesday to ensure we maximized media coverage. This strategy resulted in both preview coverage on Monday and feature stories during GivingTuesday, providing footage for reporters to enhance their segments.
Q: What worked well, and how would you do your next GivingTuesday differently?
A: The strategy of holding the event before GivingTuesday was incredibly successful, ensuring comprehensive coverage across morning, afternoon, and evening newscasts. Media outlets appreciate having access to engaging footage prior to GivingTuesday, such as the visual of items dropping in the Giving Machines—a moment that consistently draws interest. Looking ahead, we plan to refine this approach while continuing to prioritize impactful storytelling and multimedia assets.
Q: Any unexpected challenges, either with the machines specifically or your GivingTuesday campaign? How did you overcome them?
A: Thanks to meticulous planning and effective logistics, the 2024 Giving Machines campaign experienced no significant hurdles. Weather is always a consideration during winter events, especially in Times Square, but fortunately, we faced no disruptions. By focusing on contingency planning and seamless execution, we avoided any challenges that might have detracted from the campaign’s success.
Q: How will you continue the momentum after GivingTuesday?
A: The Giving Machines campaign doesn’t end with GivingTuesday.
Ongoing efforts include maintaining media relationships, highlighting inspiring donor stories, and sharing updates on the tangible impact of donations. These stories keep the initiative top-of-mind throughout the holiday season.
Q: We know it’s several months away, but what can we expect for GivingTuesday 2025 on Dec. 2?
A: The Church of Jesus Christ of Latter-day Saints have already announced that the Light the World Giving Machines will return for the 2025 Christmas season. With Dec. 2, 2025, marked on the calendar, plans are underway to expand their reach and continue inspiring generosity around the globe. You can expect another impactful campaign that brings communities together and demonstrates the power of giving.
