The Heart of Giving: A GivingTuesday Guide by Mission Matters Partners

As the holiday shopping frenzy of Black Friday and Cyber Monday winds down, a different movement begins—one focused not on getting, but on giving. Welcome to GivingTuesday, a global celebration of generosity that transforms communities and lives.

The Story Behind GivingTuesday

In 2012, a simple yet powerful idea emerged at New York’s 92nd Street Y, where Henry Timms and the United Nations Foundation envisioned a day to counter consumer culture and refocus people’s energy on helping others. What started as a modest campaign has grown into a worldwide phenomenon spanning 75 countries.

The concept was straightforward: create a day dedicated to giving back, positioned on the Tuesday following Thanksgiving. This timing was intentional, offering people a chance to balance the shopping-focused weekend with acts of generosity and community support.

Over the years, GivingTuesday has evolved far beyond its New York origins. The movement became an independent organization in 2019, and its impact has been staggering. In 2020, an estimated 34.8 million people participated, contributing $2.47 billion in the United States alone. The movement has proven especially resilient during challenging times—when the COVID-19 pandemic hit in 2020, organizers created an additional "GivingTuesday Now" in May, which raised over $500 million. By 2024, the movement reached new heights with a record $3.6 billion given in a single day.

Why GivingTuesday Matters

GivingTuesday represents something deeper than a single day of donations. The movement promotes generosity as an expression of solidarity and shared humanity rather than simple charity. It's about recognizing our interconnectedness and the power we have to transform communities together.

For organizations like Mission Matters, GivingTuesday offers a unique opportunity to engage partners, highlight impact, and introduce new supporters to missions we care about. It's a day when the spotlight shines on missions that matter, when social media buzzes with stories of compassion, and when individuals feel empowered to make a difference.

Choosing Where to Give: Making Your Impact Count

With thousands of organizations participating in GivingTuesday, how do you decide where to direct your generosity? Here are some thoughtful guidelines to help you make choices that align with your values and maximize your impact:

Connect with Your Passion

Start by identifying causes that resonate personally with you. Whether it's education, senior healthcare, environmental conservation, healthcare access, or community development, giving is most meaningful when it reflects your genuine interests and concerns. Ask yourself: What issues keep me up at night? What kind of world do I want to help create? Also research what your community needs most right now - with the government cuts - what do you see as critical?

Look for Transparency and Accountability

Strong organizations are open about their work, finances, and impact. Look for nonprofits that clearly communicate how donations are used, share their financial statements publicly, and demonstrate measurable outcomes. Resources like Charity Navigator, GuideStar, and BBB Wise Giving Alliance can help you assess an organization's financial health and transparency.

Consider Local and Community Impact

While global causes are important, don't overlook organizations making a difference in your own community. Local nonprofits often need support just as much as larger organizations and can create immediate, visible change in your neighborhood.

Evaluate Long-term Sustainability

The best organizations don't just address immediate needs—they work toward lasting solutions. Look for groups that combine direct service with advocacy, education, and systemic change efforts.

Ask About Innovation and Adaptation

In our rapidly changing world, effective organizations stay nimble and responsive. Consider supporting nonprofits that demonstrate creativity in their approaches, embrace technology and new methods, and learn from both successes and setbacks.

Check for Collaboration

No single organization can solve complex social problems alone. Value nonprofits that partner with other groups, listen to the communities they serve, and build coalitions for greater impact.

Your Role in the Movement

GivingTuesday isn't just about writing a check—though donations are certainly valuable. The day also celebrates volunteering time, sharing skills, donating goods, and spreading awareness about causes you care about. Every act of generosity, no matter how small, contributes to the larger wave of giving.

For Mission Matters partners, this is your invitation to be part of something bigger. Your participation helps create ripples of positive change that extend far beyond a single day, strengthening communities and building a more compassionate world.

As you prepare for GivingTuesday, remember: generosity isn't just about what you give, but about who you become in the giving. It's an opportunity to live out your values, connect with others who share your commitment to making a difference, and be part of a global movement toward a better tomorrow.

Ready to make your impact this GivingTuesday? Join us in creating change that matters. Together, we can build a legacy of generosity that transforms lives and strengthens our shared future.