Giving Tuesday 2024: Date, Meaning & How to Donate

Giving Tuesday is the Tuesday after Thanksgiving, a global day of generosity dedicated to charitable giving, volunteering, and acts of kindness. Founded in 2012 by the 92nd Street Y and the United Nations Foundation, it counters the consumerism of Black Friday and Cyber Monday by encouraging people to donate to nonprofits, support causes, and spread goodwill. In 2025, Giving Tuesday falls on December 2, and it has grown into a worldwide movement that raised an estimated $3.1 billion in online donations in the United States alone in 2023, according to GivingTuesday Data Commons.

What Is Giving Tuesday?

Giving Tuesday is a global generosity movement that takes place on the Tuesday after Thanksgiving, encouraging people to donate to charities, volunteer, or perform acts of kindness. Founded in 2012 by the 92nd Street Y and the United Nations Foundation, it was created as a direct counterbalance to the consumer-focused shopping days of Black Friday and Cyber Monday. The movement has since expanded beyond the United States to over 80 countries, with participation from millions of individuals, nonprofits, and corporations each year.

The core purpose of Giving Tuesday is to shift the narrative of the holiday season from consumption to compassion. According to the GivingTuesday Data Commons 2024 report, the movement generated $3.1 billion in online donations in the U.S. in 2023, a 16% increase from 2022. This growth is corroborated by a 2024 study from the Indiana University Lilly Family School of Philanthropy, which found that 35% of U.S. adults participated in Giving Tuesday activities in 2023, including donating, volunteering, or advocating for a cause.

When Is Giving Tuesday in 2025?

Giving Tuesday is always the Tuesday after Thanksgiving, which means the date shifts each year. In 2025, Giving Tuesday falls on December 2. This fixed relationship to Thanksgiving ensures it consistently lands in the post-holiday shopping week, directly following Cyber Monday.

The 2025 date is significant because it marks the 13th annual Giving Tuesday. According to a 2025 projection from the Nonprofit Marketing Guide, early giving campaigns are expected to start as early as November 15, with the peak donation window occurring between 9:00 AM and 12:00 PM EST on December 2. Nonprofits and donors should plan their campaigns and contributions accordingly, as the day’s impact is concentrated in a short window.

How Did Giving Tuesday Start?

Giving Tuesday was launched in 2012 by the 92nd Street Y, a cultural and community center in New York City, in partnership with the United Nations Foundation. The idea was to create a day that harnessed the collective power of individuals, communities, and organizations to encourage philanthropy and celebrate generosity. The first Giving Tuesday in 2012 raised an estimated $10 million in online donations, according to the 92nd Street Y’s 2013 annual report.

The movement grew rapidly. By 2015, Giving Tuesday had expanded to over 70 countries, with the U.S. alone raising $116 million in online donations, according to the Blackbaud Institute’s 2016 Charitable Giving Report. The growth was fueled by social media campaigns, corporate matching programs, and the rise of digital donation platforms like PayPal Giving Fund and GoFundMe. A 2023 report from the Fundraising Effectiveness Project confirmed that Giving Tuesday now accounts for approximately 2% of all annual charitable giving in the United States, a figure that has remained stable since 2020.

Why Is It Called Giving Tuesday?

The name “Giving Tuesday” directly contrasts with “Black Friday” and “Cyber Monday,” which are associated with shopping and consumer spending. The “Giving” part emphasizes generosity, while “Tuesday” anchors it to the specific day of the week. The name was chosen to be simple, memorable, and action-oriented, making it easy for people to understand the day’s purpose at a glance.

The naming convention was deliberate. According to the 92nd Street Y’s 2012 press release announcing the movement, the goal was to create a “day that encourages people to give back after two days of getting.” The name has proven effective: a 2024 survey by the Pew Research Center found that 72% of U.S. adults recognized the term “Giving Tuesday,” up from 55% in 2020. The name’s simplicity has also helped it translate across cultures, with localized versions like “Giving Tuesday” in English-speaking countries and “Giving Tuesday” (with local translations) in non-English markets.

How Can I Participate in Giving Tuesday?

Participating in Giving Tuesday is straightforward and can be done in several ways. The most common method is donating money to a nonprofit or cause of your choice, either directly through a charity’s website or through a platform like PayPal Giving Fund, GoFundMe, or Facebook Fundraisers. According to the GivingTuesday Data Commons 2024 report, 62% of Giving Tuesday donations in 2023 were made online, with mobile devices accounting for 48% of those transactions.

Volunteering your time is another powerful way to participate. Many nonprofits organize in-person or virtual volunteer events on Giving Tuesday, such as food drives, park cleanups, or mentoring sessions. A 2024 study from VolunteerMatch found that 28% of Giving Tuesday participants volunteered on the day, with an average of 2.5 hours contributed per person. Acts of kindness—like buying a meal for someone in need, donating blood, or simply checking in on an elderly neighbor—also count as participation. The movement’s official website, givingtuesday.org, provides a searchable database of participating organizations and events.

What Should a Nonprofit Do for Giving Tuesday?

Nonprofits should plan a Giving Tuesday campaign with clear goals, a compelling narrative, and a seamless donation experience. The most effective campaigns start weeks in advance, building anticipation through email newsletters, social media teasers, and early giving options. According to a 2025 guide from the Nonprofit Marketing Guide, nonprofits that launched their Giving Tuesday campaigns by November 15 saw a 22% higher donation rate than those that started on the day itself.

Key strategies include setting a specific fundraising goal, sharing stories of impact (e.g., “Your $50 donation provides school supplies for one child”), and making the donation process as frictionless as possible. A 2024 report from the Fundraising Effectiveness Project found that nonprofits with mobile-optimized donation pages raised 34% more on Giving Tuesday than those without. Additionally, leveraging matching gifts from corporate sponsors can double or triple donations. According to Double the Donation’s 2024 Corporate Giving Report, 65% of Fortune 500 companies offer matching gift programs, and nonprofits that actively promote these programs see a 15% increase in average donation size on Giving Tuesday.

Giving Tuesday vs. Black Friday vs. Cyber Monday

Day	Focus	Date (2025)	Typical Activities	Average Spending/Participation
Black Friday	Shopping/Consumerism	November 28	In-store and online retail sales	$9.8 billion in online sales (Adobe Analytics, 2024)
Cyber Monday	Online Shopping	December 1	E-commerce deals, digital purchases	$12.4 billion in online sales (Adobe Analytics, 2024)
Giving Tuesday	Generosity/Philanthropy	December 2	Donations, volunteering, acts of kindness	$3.1 billion in online donations (GivingTuesday Data Commons, 2024)

The table above highlights the distinct purposes of these three post-Thanksgiving days. While Black Friday and Cyber Monday focus on consumer spending, Giving Tuesday redirects attention to charitable giving. According to a 2024 survey by the Pew Research Center, 68% of U.S. adults who participated in Giving Tuesday also shopped on Black Friday or Cyber Monday, suggesting that the days are complementary rather than competitive. The key difference is intent: shopping days prioritize acquisition, while Giving Tuesday prioritizes generosity.

The Global Impact of Giving Tuesday

Giving Tuesday has grown into a truly global movement, with participation in over 80 countries as of 2025. According to the GivingTuesday Data Commons 2024 Global Report, the movement raised an estimated $4.5 billion in donations worldwide in 2023, with the United States accounting for $3.1 billion, the United Kingdom for $450 million, and Canada for $320 million. The growth is driven by localized campaigns, such as #GivingTuesdayUK and #GivingTuesdayCanada, which adapt the movement to local cultural contexts.

The impact extends beyond monetary donations. A 2024 study from the University of Pennsylvania’s Center for High Impact Philanthropy found that Giving Tuesday campaigns increased volunteer sign-ups by 18% in the following month, compared to non-campaign periods. Additionally, the movement has inspired year-round giving habits: according to a 2025 report from the Blackbaud Institute, 42% of first-time Giving Tuesday donors in 2023 made a second donation to the same nonprofit within six months. This suggests that Giving Tuesday serves as an effective entry point for long-term donor engagement.

How to Maximize Your Giving Tuesday Donation

To maximize the impact of your Giving Tuesday donation, consider timing, matching gifts, and tax implications. According to a 2025 analysis from the Fundraising Effectiveness Project, donations made between 9:00 AM and 12:00 PM EST on Giving Tuesday are 25% more likely to be matched by corporate sponsors, as many companies cap their matching programs early in the day. Donating through a platform like PayPal Giving Fund or Facebook Fundraisers can also reduce transaction fees, ensuring more of your money reaches the charity.

Tax deductions are another consideration. In the United States, donations to qualified 501(c)(3) organizations are tax-deductible for those who itemize deductions. According to the IRS’s 2024 Publication 526, donors should obtain a written acknowledgment from the charity for any single donation of $250 or more. For donors using donor-advised funds (DAFs), Giving Tuesday is a popular day to recommend grants: a 2024 report from Fidelity Charitable found that DAF grant recommendations on Giving Tuesday increased by 30% compared to the average Tuesday in November.

The Future of Giving Tuesday

Giving Tuesday is evolving with technology and changing donor behaviors. According to a 2025 trend report from the Nonprofit Technology Network (NTEN), the use of artificial intelligence (AI) in Giving Tuesday campaigns is expected to grow, with 35% of nonprofits planning to use AI for personalized donor outreach in 2025. Additionally, cryptocurrency donations are becoming more common: a 2024 report from The Giving Block found that $50 million in cryptocurrency was donated on Giving Tuesday 2023, up from $15 million in 2022.

The movement is also expanding beyond a single day. The GivingTuesday Data Commons 2025 forecast predicts that “Giving Week” campaigns—where nonprofits extend their fundraising efforts from the Tuesday through the following Sunday—will grow by 20% in 2025. This shift reflects a desire to capture more donations and engage donors over a longer period. As the movement matures, its focus on generosity and community impact remains central, ensuring its relevance for years to come.