Monday, November 25, 2013

The Brand Known As #GivingTuesday

First, there was a phenomenon known as Black Friday, a day when retailers saw an increase in sales following Thanksgiving. Then, thanks to the Internet, Cyber Monday became the online equivalent. And now, there's a third day to kick off the holiday season. #GivingTuesday is a nationwide event to raise awareness for philanthropy, and this year, it takes place on December 3rd.

"New York’s 92nd Street Y was the catalyst and incubator for #GivingTuesday, bringing the expertise of 139 years of community-management to the project and providing #GivingTuesday a home. The United Nations Foundation joined as partners, bringing their strategic and communications clout to the project. Over 2,500 charities, volunteer organizations, corporations, and foundations came together in all 50 US states with one common purpose: to help others and incentivize ways to give more, give smarter, and celebrate the American spirit of contribution. Individuals were encouraged to be generous in whatever ways mattered to them, whether that meant volunteering at a local charity or by donating to a favorite cause."

Blackbaud processed over $10 million in online donations on November 27, 2012 – a 53% increase when compared to the Tuesday after Thanksgiving the previous year. DonorPerfect recorded a 46% increase in online donations and the average gift increased 25%. More than 50 million people worldwide spread the word about #GivingTuesday – resulting in milestone trending on Twitter.

"GivingTuesday is a counter narrative to Black Friday and Cyber Monday because it reminds us that the spirit of the holiday season should be about community and not just consumerism," said Kathy Calvin, CEO of the UN Foundation. "The most meaningful gift we can give our children, loved ones, friends, and neighbors is the commitment to work together to help build a better world."

In the words of Bill and Melinda Gates, "Whoever you support, and however much you give, thank you for participating in #GivingTuesday. It’s a great way to help create the better world we all want. We wish you a happy holiday season."

For more details about the #GivingTuesday movement, visit the #GivingTuesday website, Facebook page, or Twitter page. Also, don't forget to use the #GivingTuesday hashtag on all your social networks.

Image Credit: #GivingTuesday

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