Causecast Blog

Somewhere along the way, the shopping frenzy of Black Friday and Cyber Monday became as synonymous with Thanksgiving as turkey and pumpkin pie. So, six years ago, the bright minds at Belfer Center for Innovation & Social Impact at 92Y in New York City launched #GivingTuesday as a counterbalance to the rampant consumerism that now surrounds a holiday founded on gratitude and community.

The word philanthropist sounds pretty fancy. Conjures images of Carnegie or Rockefeller, Zuckerberg or Gates. Someone extravagantly wealthy who breathes different air.

But philanthropy is a gift accessible to us all. And on #GivingTuesday, it’s important to remember that even small acts of service can be a big deal to everyone involved. Which is why this day creates such an enormous opportunity for business owners to connect with employees by channeling their own goodwill.

#GivingTuesday just completed its fourth year, and by most measures it has already become a successful fixture in the charity landscape. Launched as a response to the overt consumerism of Black Friday and Cyber Monday, #GivingTuesday focuses the attention of the world on the true meaning of the holiday season: sharing our capacity to care for and empower one another. According to a preliminary estimate by the Case Foundation, #GivingTuesday raised $45.7 million for nonprofits this year, representing a nearly 240 percent increase from the $13.46 million generated just two years ago when the event first launched.

As Thanksgiving looms, company leaders across the world are building thanks to their communities through their year-end giving campaigns. For many businesses, this year’s corporate philanthropy effort will reach its zenith on December 1st, also known as #GivingTuesday.