You’ve probably heard about GivingTuesday, the day.
It’s the annual event dedicated to boosting radical generosity, held on the Tuesday after Black Friday and Cyber Monday. The idea behind GivingTuesday was to set aside a single day to counter consumerism by giving back.
Launched in 2012 at the 92nd Street Y, GivingTuesday became an independent organization in 2019 and has since expanded globally. Today it includes five international hubs, GivingTuesday Spark, a youth leadership development initiative, and the GivingTuesday Data Commons, where a team of researchers track and report on trends in generosity.
Today, GivingTuesday’s global network of over 110 country leaders and thousands of community leaders collaborates year-round to inspire generosity, with the shared goal of building a world where generosity is part of everyday life.
“When millions unite with a shared purpose, we don’t just give what we can—we create real, tangible change. Each donation, each act of generosity, is a building block for community solutions that actually make a difference.”
Asha Curran, CEO of GivingTuesday
Are you ready for GivingTuesday?
To kick off our 12-week sprint leading up to GivingTuesday on December 2, we want to make sure you have the facts, figures, and stories to get the most out of your campaign. Bookmark this page and sign up for our newsletter today to stay informed!
Why should you participate in GivingTuesday?
1. You can raise more money.
In 2024, GivingTuesday participants broke records and showed the far-reaching power of radical generosity. In the U.S. alone, $3.6 billion was donated by 36.1 million participants, bringing the total raised on GivingTuesday since 2012 to $18.5 billion.
For many nonprofits, funds raised on GivingTuesday serve as an important kickoff for year-end campaigns. So don’t be afraid to make the ask on—and beyond—GivingTuesday. Data from our GivingPulse reports show there’s an untapped generosity market: 55% of donors in the first three quarters, and 47% in the fourth quarter, don’t recall being asked to give.
Even more striking, 9% of those who weren’t asked said they would have donated if someone had reached out. That means if you’re not participating in GivingTuesday, you’re missing out on potential supporters.
Case study: See how Partridge Creek Farm crushed their 2024 GivingTuesday goal—and how you can apply their tips to your 2025 campaign.
2. You can recruit more volunteers.
People don’t just give money on GivingTuesday, they give their time, talents, treasures, and ties! In 2024, in the U.S. alone, 9.2 million people reported giving back, a 4% increase compared to 2023. Even more, 16.6 million spoke out about causes they care about through social media or other channels—a 17% increase from the year prior.
GivingTuesday is a great opportunity to introduce your organization to new supporters and reengage familiar ones. Don’t worry about all the “noise” around GivingTuesday, set yourself apart by sharing unique, mission-driven stories that clearly show the impact of your work.
Case study: See how Lasagna Love expanded their local, volunteer-led campaign into a global movement.
3. You can make a bigger impact.
Think about a viral campaign you recently saw on TikTok. Which brand or organization’s version of that campaign caught your attention? And which one didn’t stand out?
If your organization isn’t part of the conversation on GivingTuesday, in whatever way makes the most sense for you, you’re likely missing out on engagement with potential donors, volunteers, and advocates.
By participating, you get to control the story you share with your supporters. Plus, you join a global network of participants giving back in a big way.
Case study: See how the Church of Jesus Christ of Latter-day Saints’ Light the World campaign supports nonprofits worldwide on GivingTuesday through their viral Giving Machine initiative.
Simply put, GivingTuesday will help your nonprofit or community organization.
As you plan for GivingTuesday and the rest of your giving season, use the metrics and facts on this page to build a strong case for your campaign. Adequate preparation is key to driving participation and engagement.
Need help pitching GivingTuesday participation to your team?
Download your copy of the GivingTuesday Key Messaging Guide. This will help you navigate conversations and get your team inspired to participate in GivingTuesday!
