Since its launch as a hashtag in 2012, GivingTuesday has become one of the most significant fundraising days for nonprofits across the United States. This year, the event takes place on December 2 and comes at a time when nonprofits face several uncertainties regarding donor participation.
Rising prices may impact how much small donors contribute or how many organizations they choose to support. However, recent federal tax changes could influence giving patterns. President Donald Trump’s tax and spending legislation passed in July introduced a new charitable deduction—up to $1,000 for individuals and $2,000 for married couples—for most taxpayers. This change is expected to encourage more households to donate.
For larger donors, trends in the stock market often affect their willingness to give. According to research from the Indiana University Lilly Family School of Philanthropy with Bank of America, these major contributors are an increasingly important segment of overall charitable donations and are more likely to donate than less wealthy households.
Nonprofits are also communicating new challenges this year. Many human service organizations report higher demand while facing reduced government grants, particularly following last month’s freeze of Supplemental Nutrition Assistance Program (SNAP) benefits. Some charities have announced programs that match or multiply donations by up to five times as a way to highlight increased impact for donors.
GivingTuesday began as a project at New York’s 92nd Street Y in 2012 before becoming an independent organization in 2020. It has expanded into a global network that promotes charitable giving within local communities, sometimes adapting dates based on local significance.
The nonprofit behind GivingTuesday now brings together researchers focused on everyday giving and collects data from various sources including payment processors, crowdfunding platforms, employee donation software, and institutions offering donor-advised funds.
Asha Curran, CEO of GivingTuesday, suggests considering what friends or family members have supported when deciding where to give: “It’s like a double act of generosity,” Curran said. “You’re giving to the cause and you’re also saying, ‘I really care about what you care about.’”
Curran recommends looking at local organizations or those working on causes with personal relevance when choosing where to donate. There are resources available that rate nonprofits or analyze effectiveness; opinions vary widely about what makes an organization effective.
Many groups appreciate regular monthly gifts rather than one-time end-of-year donations because recurring contributions help them plan ahead financially. Donors can also consider supporting people directly through crowdfunding sites or mutual aid networks—informal groups addressing community needs.
GivingTuesday has grown beyond its original social media campaign into an established annual event encouraging charitable giving and civic engagement both in the U.S. and internationally. For many nonprofits it marks the start of their year-end fundraising efforts aimed at meeting budget goals for the upcoming year.
In 2024, donations made during GivingTuesday totaled $3.6 billion—a figure that surpassed totals from previous years.
