GivingTuesday Explained: How to Give, Why It Matters — Dec. 2

Since its origin as a hashtag in 2012, GivingTuesday — the Tuesday after Thanksgiving — has become one of the largest single days of charitable fundraising in the United States. This year’s event on Dec. 2 arrives amid higher living costs, recent tax changes that include a new limited charitable deduction for many taxpayers, and rising demand for services as some government supports have been cut.

Why this GivingTuesday matters

Higher everyday costs may reduce how much small-dollar donors can give or the number of organizations they support. At the same time, recent legislation introduced a charitable deduction of up to $1,000 for most individual filers (up to $2,000 for some married couples), which could encourage additional household giving.

Large donors are also important: major gifts comprise a growing share of total philanthropic dollars, and research from the Indiana University Lilly Family School of Philanthropy (in partnership with Bank of America) finds wealthier households are more likely to give. For those donors, a strong stock market often correlates with increased generosity.

Nonprofits report rising demand for services while some public supports have been reduced or frozen, such as recent pauses to certain benefit programs. Many organizations are promoting matching or multiplier programs — in some cases pledging matches that multiply donations several-fold — to demonstrate the increased impact of each gift.

How GivingTuesday began and what the movement does

The #GivingTuesday hashtag was launched by the 92nd Street Y in New York in 2012 and later evolved into an independent organization. Today, the GivingTuesday movement includes a global network of local initiatives that encourage charitable action, often timed to local calendars and holidays.

The GivingTuesday nonprofit also convenes researchers who study everyday philanthropy and aggregates data from payment processors, crowdfunding platforms, employee-giving tools, and institutions that manage donor-advised funds to better understand giving trends.

How to give (smart and meaningful options)

There is no single right way to give. Consider these approaches:

• Match a friend or family member: Asha Curran, CEO of GivingTuesday, suggests matching a loved one’s gift — it signals shared values and doubles the personal connection to the cause.
• Support local organizations: Gifts to community-based groups often have visible, immediate impact.
• Set up recurring donations: Monthly gifts, even small ones, help nonprofits plan and sustain services year-round.
• Use vetted evaluators: Independent rating services and charity evaluators can help if you want to compare efficiency and results, though methodologies vary.
• Give directly where appropriate: Crowdfunding sites and mutual-aid networks can channel help quickly to individuals and hyperlocal needs.

Many nonprofits welcome smaller regular donations as much as or more than one year-end lump sum; steady contributions are easier for planning and program continuity.

Has GivingTuesday been successful?

Success depends on the metric, but the movement has grown far beyond a social-media hashtag. It is now a widely recognized moment to focus on donations, volunteering and civic engagement, and it often kicks off the year-end fundraising season for many organizations. Donations on GivingTuesday in 2024 totaled about $3.6 billion, up from the prior two years, highlighting the day’s continuing importance to the nonprofit sector.

If you plan to give this Dec. 2, think about causes you care about, the type of gift that best supports them (one-time, recurring, or matching), and whether a local organization or vetted national charity will best accomplish the impact you want to achieve.