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Charities Turn Holiday Spending into Giving on #GivingTuesday

Today’s information overload is changing our brains.

Today is a big day for charities as #GivingTuesday officially kicks off year-end fundraising. Since its 2012 inception, #GivingTuesday has become the fourth branded day of the holiday shopping season joining Black Friday, Shop Small Saturday and Cyber Monday.

Much like Cyber Monday, #GivingTuesday embraces online giving to encourage shoppers to donate in honor, or remembrance, of others through a holiday spirited donation. With so many ways to give — online, apps, text-to-give and fundraising on Facebook — it is easier than ever for people to give to their favorite charity.

“Much like Cyber Monday, #GivingTuesday embraces online giving to encourage shoppers to donate in honor, or remembrance, of others through a holiday spirited donation."

“#GivingTuesday is a wonderful way to reinforce a philanthropic spirit into the minds and souls of future mission supporters. While digitally adept baby boomers control the greatest wealth and are coming of age as active fundraisers, millennials are likely to inherit trillions of dollars in the years to come,” says Kathy Calta, president of Barton Cotton. As an agency that leads the digital strategy for many nonprofits, Calta says Barton Cotton encourages clients to capture generational donors through #GivingTuesday.

The wonderful thing about #GivingTuesday is that it is size neutral. From global charities to small-town organizations, today is the day to take advantage of all promotional opportunities to fundraise. Boost social media ads and posts, email donors, engage corporate sponsors, contact media and encourage social following.

“Just as Thanksgiving is the official start of the holiday season, #GivingTuesday kicks off year-end giving that significantly impacts our results. As people give gifts to friends and family, they’re often inspired to give to charitable causes too. The awareness and support that #GivingTuesday brings allows us to continue advocating for veterans, particularly veterans with spinal cord injuries or diseases, as well as families and caregivers,” says Carl Blake, executive director for Paralyzed Veterans of America.

Many charities, like Save the Children and Mothers Against Drunk Driving, use this day as a multiplier for donations thanks to generous matching gifts. Facebook and PayPal are matching gifts up to $7 million for a variety of nonprofits that receive donations on #GivingTuesday.

If you need some inspiration to start your own #GivingTuesday tradition, here is a list of organizations that are running campaigns today.

  • 4-H

  • Marine Toys for Tots Foundation

  • Alzheimer’s Association

  • Mothers Against Drunk Driving (MADD)

  • American Cancer Society

  • National Center for Missing and Exploited Children

  • American Heart Association

  • Operation Smile

  • American Red Cross

  • Paralyzed Veterans of America


  • Rebuilding Together

  • Boy Scouts of America

  • Salvation Army

  • Boys & Girls Clubs of America

  • Samaritan’s Purse

  • Charity Water

  • Save the Children

  • Children’s Miracle Network

  • Shriners Hospitals for Children

  • Christian Appalachian Project (CAP)

  • The American Legion

  • Disabled American Veterans (DAV)

  • The Independence Fund

  • Easterseals

  • Tim Tebow Foundation

  • Epilepsy Foundation


  • Fund for Animals

  • United Service Organizations (USO)

  • Goodwill

  • United Way

  • Habitat for Humanity

  • WomenHeart

  • Make A Wish Foundation

  • World Wildlife Fund

  • March of Dimes

  • Wounded Warrior Project

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