In 2012, the 92nd Street Y in New York in partnership with the United Nations Foundation introduced #GivingTuesday. The cause was created to renew a sense of giving and harness the power of social media to bring communities together during a time of fanatic holiday consumerism.
Every year the media heavily focuses on #BlackFriday and #CyberMonday, but the #GivingTuesday campaign is determined to gain momentum. The emerging campaign wants you to take a break from the biggest shopping spree of the year and focus on giving back to others.
We took a look at the media coverage over the past few years and dissected what could be attributed to #GivingTuesday's growth despite the distraction of #CyberMonday and #BlackFriday.
The Amplification of Social Media
#GivingTuesday has reached it's highest level of awareness this year and that can easily be attributed to the amplification of social media. Articles mentioning the campaign have been shared over 200,000 times and Facebook is driving the majority of conversations.
In just three years, a poll found that more than 1 in 8 Americans are now familiar with the cause. More than 40,000 organizations have registered to participate while thousands of others pursue the theme independently.
Tech Giants & Non-Profit Veterans Carry the Torch
This year tech giants have timed philanthropy announcements around #GivingTuesday. Facebook CEO and Founder, Mark Zuckerberg, revealed the $45 billion Chan Zuckerberg Initiative. Google pledged funds for special education across the country by donating $1 for every purchase made using Android Pay through December 31st.
The American Red Cross is one of the oldest humanitarian organizations in the nation and announced their 2015 Holiday Catalog during #GivingTuesday. Each year the catalog highlights items that are in demand for those in need and helps people donate gifts that will make the most impact.
Each year #GivingTuesday sees exponential growth in the media. In just the past three years, the cause has seen a 500% increase in media mentions. Despite being eclipsed by #CyberMonday and #BlackFriday, the cause is not going unnoticed. If more organizations and industry leaders continue to use #GivingTuesday as a springboard into new philanthropy causes, we could see even bigger leaps in growth.
Did you know about #GivingTuesday and make any donations? Share your questions or comments below. Check out the full #GivingTuesday PR interactive report to learn more about the media coverage.