Giving from the heart: the story of Giving Tuesday

Behind every meaningful holiday or event lies a story that explains its origins and evolution.

Once a small idea to inspire giving, Giving Tuesday has grown into a worldwide movement that unites millions of people every year. Taking place on the first Tuesday after Thanksgiving, it marks the start of the holiday giving season – and serves as a powerful reminder of the impact of collective generosity.

For nonprofit organisations, this global day of giving offers a unique opportunity to raise funds, engage supporters and create lasting change. Born in 2012 as a counterbalance to the shopping frenzy of Black Friday and Cyber Monday, Giving Tuesday has since evolved into a symbol of community, solidarity and purpose.

In this article, we explore the origins, growth and global influence of Giving Tuesday – and highlight how charities can make the most of this key moment in the fundraising calendar.

What is Giving Tuesday?

In the world of fundraising and nonprofit work, there is one day of the year that truly stands out – Giving Tuesday.
For charities and nonprofit organisations, Giving Tuesday is a goldmine of:

• opportunities to raise funds
• build engagement
• advance their missions.

Giving Tuesday – often known as #GivingTuesday on social media – was launched in 2012. The day was created to counterbalance the consumer frenzy of Black Friday and Cyber Monday by shifting the focus to giving, nonprofit causes and supporting charitable organisations. Since then, Giving Tuesday has grown into a global phenomenon that takes place every year on the first Tuesday after Thanksgiving.

Learn more about key moments in the fundraising year – and how your organisation can run the most impactful campaigns.

The vision behind Giving Tuesday

The vision of Giving Tuesday was to create a global movement of giving. In 2012, the team at the Belfer Center for Innovation & Social Impact in New York launched the very first Giving Tuesday. The organisers believed strongly that people around the world should have one day each year to actively do good – through donations, volunteering or acts of social support.  They wanted to create a day where people would come together to make a positive impact on the world.

The growth of the movement

The first Giving Tuesday in 2012 was a modest start. A few nonprofit organisations took part in the campaign, raising a total of around 10 million USD. But the idea behind Giving Tuesday began to grow. In the following years, more and more organisations and individuals joined the movement. Donation totals steadily increased, and the reach of the campaign became global.

Different Campaigns - Always Important Input (Image Source: Giving Tuesday Karola G)

Giving Tuesday today

Today, Giving Tuesday has become a global phenomenon celebrated in over 70 countries. Thousands of nonprofit organisations, businesses and individuals participate in this day of giving and community. It’s a time when people come together to raise funds, volunteer, support those in need and help make the world a better place.

Giving Tuesday reminds us that there is great joy not only in consumption, but also in community and generosity. It shows that each of us can make a difference and help drive positive change. The story of Giving Tuesday is a powerful reminder of how one simple idea can grow into a global movement of compassion and generosity.

Giving Tuesday in the DACH region

In Germany, the German Fundraising Association, Thrive International e.V. and the Maecenata Foundation founded the Giving Tuesday Germany alliance. The alliance provides information about Giving Tuesday campaigns and serves as a resource for anyone who wants to get involved – from individuals to companies and nonprofit organisations. In Switzerland, the national fundraising association Swissfundraising initiated Giving Tuesday. Similarly, in Austria, the Fundraising Verband Austria is responsible for the national coordination of Giving Tuesday activities each year.