What is GivingTuesday? Ways to make a donation on the yearly day of giving back

Since emerging as a hashtag in 2012, GivingTuesdaythe Tuesday following Thanksgivinghas grown into one of the most significant fundraising days for American nonprofits. This year, organizations face uncertainty over how donors will respond to economic and policy shifts.

Rising prices may influence contributions from small-dollar donors or the number of charities they choose to support. At the same time, the tax and spending legislation signed in July introduced a new charitable deduction, offering up to $1,000 for individuals and $2,000 for married couples, which could motivate more households to donate.

For wealthier donors, a strong stock market is often linked to increased generosity. These major contributors constitute a growing portion of total charitable donations and are more likely to give compared to less affluent households, according to a study by the Indiana University Lilly Family School of Philanthropy in collaboration with Bank of America.

Nonprofits are also alerting supporters to challenges this year, including heightened demand for human services alongside reductions in government grants, such as the recent freeze on Supplemental Nutrition Assistance Program (SNAP) benefits. Many organizations are offering donation-matching initiatives, sometimes multiplying contributions up to five times, to demonstrate greater impact.

GivingTuesday 2025, occurring on December 2, is shaping up to be a crucial fundraising day for U.S. nonprofits.

The #GivingTuesday hashtag originated at the 92nd Street Y in New York in 2012 and became an independent nonprofit in 2020. Since then, it has evolved into a global network of organizations promoting community giving, often aligning the day with local holidays or events. The nonprofit also supports research on giving and aggregates data from payment platforms, crowdfunding sites, employee giving software, and donor-advised funds.

The initiative encourages generosity and helps nonprofits engage supporters through fundraising campaigns. While the organization provides guidance and graphics, groups can participate independently, maintaining a grassroots character.

Asha Curran, CEO of GivingTuesday, recommends donors consider matching gifts with friends or relatives, supporting local organizations, or choosing causes with personal significance. Monthly contributions are often more beneficial for planning purposes than one-time donations. Donations can also be made directly to individuals via crowdfunding or mutual aid networks.

GivingTuesday has expanded far beyond its original social media campaign, becoming a prominent event that highlights charitable giving, volunteering, and civic engagement both in the U.S. and globally. For nonprofits, it marks the start of the year-end fundraising push, leveraging networks and major donors to meet budget goals. In 2024, donations on GivingTuesday totaled $3.6 billion, showing steady growth over previous years.

Coverage of philanthropy and nonprofit activities by the Associated Press is supported through its partnership with The Conversation US, funded by Lilly Endowment Inc. The AP maintains full editorial responsibility for this content. More information on philanthropy coverage can be found at AP News: Philanthropy.

Author: Sophia Brooks