Since 2012, the Tuesday after American Thanksgiving has been observed as GivingTuesday, a global movement of generosity. Its goal is to encourage people and organizations to do good however they can. GivingTuesday kicks off the end-of-year giving season and aims to make the world a better place, with people being generous and showing generosity and tolerance.
One of the enduring effects of the pandemic is that organizations globally are expected to support their communities through action as well as effectively communicate their purpose to an increasingly younger workforce. By defining your brand's purpose, you can build affinity with employees and the public and stand out in a competitive marketplace.
Brands with a clear and powerful purpose motivate their employees to drive their social impact initiatives, such as volunteering for causes they care about. Organizations have realized that encouraging and enabling employee volunteering and corporate giving improved morale and increased retention and performance. A purpose-driven brand can increase your organization’s social and business impact.
In the wake of the pandemic, charitable giving increased by 24% in 2020, and the number of unique companies that got involved during GivingTuesday also increased by 49%. 2021 saw further growth, and now with high inflation and several crises in 2022, many communities across the world are in dire need of community investment.
In the third quarter of 2022, organizations of all sizes saw increases in their fundraising compared to the last 12 months. People continued to give in the first nine months of 2022, responding to the ongoing humanitarian crisis in Ukraine, supporting various social movements, or supporting pandemic-related causes.
However, the impact of the recent economic slowdown has begun to show, with Q3 2022 showing a slight decrease in giving compared to Q3 2021. Given the increased need for philanthropy and community investment and the decreased capacity of individuals to donate, organizations will increasingly be expected to step up and fill the void. Given that many companies across industries are reporting record profits, your organization needs to be able to efficiently disburse community investment funds through various CSR initiatives such as grantmaking and sponsorships.
Major brands around the world participate in the GivingTuesday movement every year. Individuals, community organizations, nonprofits, small businesses, and brands contribute in different ways during GivingTuesday and throughout the giving season. Individuals and corporations are encouraged to help however they can.
Whether it's helping a neighbor or stranger out, making someone smile, volunteering for a cause, or donating to those who need our help, every act of generosity counts, and everyone has something to offer.
In addition to corporate giving initiatives, how can you involve your team and effectively contribute to GivingTuesday, the biggest annual global day of giving?