Giving Tuesday 2018

By December 6, 2018Social Investment

Another Giving Tuesday has been and gone and wow, it really hit a high this year. The amount donated surpassed last years total by over 40%, having raised $380 million in the US alone! It’s not just the donations from individuals that have allowed this to happen, but the huge totals given by organisations and corporations alike. We’ll get into that, but first…

What is Giving Tuesday?

Giving Tuesday started in 2012 by the organisation the 92nd Street Y (92Y) in New York and the United Nations Foundation. These two charities joined forces to make this day a global success but how did they know it was going to work?

Thanksgiving in the US is a huge holiday and over the years Black Friday has developed into a huge free-for-all sales. I’m sure you’ve all seen the videos of the crowds in America pushing their way into stores, giving no mind as to who is in the way. These sales have spread to all over the world, with every shop of every highstreet cutting their prices.

Marketers wanted to utilise the effect of the Black Friday sales and created Cyber Monday. On the first Monday after Thanksgiving, all online stores host their own sales of price cuts as good as Black Friday.

With these two days of massive spending and bargain hunting, 92Y and the United Nations Foundation felt there was a need for giving back. Knowing the success of these two holidays they were sure that giving people the opportunity to give back to those less fortunate would spark a giving revolution. As they wanted this to become a global tradition, they didn’t add any of their own brandings to the posters so that others would be more likely to use them and started the hashtag #GivingTuesday. And as they say, the rest is history. It has grown year on year and is now the biggest day for giving.

Companies Initiative to Give

T-Mobile #GivingOnUs

T-mobile are conscious givers all year round, having donated over $8 million so far this year already. Therefore Giving Tuesday was going to no exception. They joined forces with the organisation Feeding America, to donate 10 meals to the hungry everytime someone used the hashtag #GivingOnUs – whether they were a customer or not.

As well this, they deposited $27 or more into every one of their employees ‘Giving Accounts’. This can then be donated to an eligible charity of their choice.

Having given their employees a way to donate and the general public, they wanted to do something special for their customers for Giving Tuesday. T-Mobile created a T-Mobile Tuesday app, where their customers could donate 10 meals to Feeding America paid for by them as well as the chance to enter a sweepstake to win $25, $100 or even $500 for their chosen charity.

T-mobile estimated a total of $2 million to be donated.

Amazon Utilised Alexa

One of Amazons biggest trading week is Thanksgiving, with Black Friday followed by Cyber Monday hundreds of people would have brought a brand new Alexa. So why not use this technology to make donating easier.

Amazon partnered with Toys for Tots to create their Giving Tuesday campaign. Making it as easy as saying “Alexa, donate to Toys for Tots” and taa daa! Depending on which device you own, you’ll get different responses.

  • The Fire TV Cube sends you an email immediately.
  • Non-video Echo devices will give you an option, then send you an email if you’d like additional options.
  • The Echo Show and Echo Spot will display the product listing

As well as taking your donation, Amazon promises to match your toy! The toys donated varied throughout the day, to stop there being the same toy donated hundreds of time and if people wanted to donate money, they simply had to say “Alexa, I’d like to make a donation”.

Facebook and PayPal Partnered Up

Facebook has had a fundraising option on its profiles for a while now, as well as the donate for your birthday feature, therefore it made sense for the social media site to use its platform to raise money for the hashtag #GivingTuesday. And what a better company to partner with than PayPal, to make their transaction simple and smooth.

The pair promised to match any donations made through Facebook of up to $7 million. The campaign started at 8 am eastern time and Facebook announced at 9.05 am that their target was hit!

It was truly amazing how quickly the $7 million was hit and Facebook made sure to promote people to keep donating, even without the match donation. By the end of the day, Facebook collected over $125 million for charity.

Giving Tuesday has gone so much over the last 6 years that I cannot wait to see the record 2019 may break. Corporations initiative and CSR strategies are growing, with millions being donated to people in need. Let us know what charity you donated to this Giving Tuesday on our Twitter @Optimy.

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