Today is the fifth annual Giving Tuesday, a global effort to raise money and call attention to charities, philanthropy, and volunteerism, and the unofficial kick-off of the busy year-end fundraising season. Throughout the day, The Chronicle will monitor social media and highlight campaigns, appeals, and donor stories so you can follow along. Here are some of the trends we’ll be keeping an eye out for.
Many charities got a head start: Some organizations started fundraising earlier than in the past, launching their campaigns and announcing matching gifts before the official Tuesday kickoff. Heifer International, for example, sent an appeal encouraging donors to give on Monday by promising them that gifts made through email and social networks would be matched up to $840,000.
Civic campaigns are growing in number: As Giving Tuesday has expanded, it has also become much more localized. Many cities and states are supporting home-grown charities throughout the day through campaigns like #ILGive in Illinois and #LansingLoves in Michigan’s capital city.
Businesses get more involved: Companies are expected to participate in even larger numbers and in a variety of capacities this year. Outdoor-gear company Cotopaxi, for example, is selling a special-edition water bottle, the proceeds of which benefit a clean-water charity. At its Salt Lake City store, the company will host a live event to benefit refugee youths in Utah.
Foundations take on a bigger role: Grant makers are increasingly supporting the event by providing matching funds. The Columbus Foundation, for example, is offering donors who make gifts of at least $20 to its Gifts of Kindness Fund for emergency assistance a $20 “charitable gift card” that can be used to support one of more than 600 local charities. And 10 Columbus residents who report an act of kindness they took on social media will be entered in a random drawing to select a local charity to receive a $500 foundation grant from the foundation.
The event continues to go global: Each year, more countries have begun Giving Tuesday efforts, with more than 75 nations now helping organize their charities to participate. This year, look out for newcomers, including Kenya, Russia, and Tanzania.
Celebrities help make the case for support: Giving Tuesday’s reliance on social media means that celebrities can have major sway in how much attention a particular cause or organization receives. The National Parks Foundation has enlisted Bill Nye the Science Guy for a reimagined telethon event on Facebook Live. The “view-athon,” presented through Mashable’s social-media platforms, will call attention to the effects of climate change on America’s national parks and explain how donor support can help protect them.
Unknown impact of post-election donation surge: Some advocacy groups have seen an unprecedented outpouring of gifts in the wake of Donald Trump’s election as president. With Giving Tuesday so soon after, will those organizations continue to ride that wave of increased support?
Check back with The Chronicle as we report on dollars raised and other Giving Tuesday trends.
