GivingTuesday

{{Advert section|date=November 2021}}

As an organization, GivingTuesday promotes the concept of "generosity not as a benevolence that the haves show to the have-nots but rather an expression of mutuality, solidarity, and reciprocity."{{Cite web|date=2021-03-11|title=We must embrace radical generosity with or without COVID {{!}} Opinion|url=https://www.newsweek.com/we-must-embrace-radical-generosity-without-covid-opinion-1571485|access-date=2021-06-21|website=Newsweek|language=en}} To that end, they execute several year-round activities to support the generosity sector around the world.

GivingTuesday has a global presence through 75 country movements spanning the world, each representing their own cultures and needs, while remaining united in their determination to mobilize their countries around generosity and shared humanity. In each country, a team of entrepreneurial leaders work with their own ecosystems of communities, nonprofits, platforms, religious institutions, families, schools, and private sector partners to drive increased giving, connection, and innovation.{{Cite web|title=GivingTuesday|url=https://www.givingtuesday.org/global/|access-date=2021-06-21|website=GivingTuesday|language=en-US}}

At a local and cause level, GivingTuesday operates through a network of leaders working toward a common goal. Around the world, hundreds of GivingTuesday communities are led by a range of hand raisers: community foundations, nonprofits, giving groups, giving circles, and social activists. In the U.S. alone, more than 240 GivingTuesday communities and coalitions drive generosity among people with a common connection to a geography, cause, culture or identity.{{Cite web|title=GivingTuesday in the United States|url=https://www.givingtuesday.org/united-states/|access-date=2021-06-21|website=GivingTuesday|language=en-US}}

The GivingTuesday Data Commons works with partners across sectors and borders to understand the drivers and impacts of generosity, explore giving behaviors and patterns, and use data to inspire more giving around the world.  With over 100 contributing partners and 50 global data labs, the initiative is the largest philanthropic data collaboration ever built.{{Cite web|title=GivingTuesday Data Commons|url=https://www.givingtuesday.org/insights/givingtuesday-data-commons/|access-date=2021-06-21|website=GivingTuesday|language=en-US}}

Originally called GivingTuesdayKids, the #GivingTuesdaySpark program focuses on amplifying the voices of young people and spreading the culture of generosity all over the world by connecting leaders from 8 to 22 years old to boost the impact of young people assuming leadership and recognizing their power to make change.{{Cite web|date=2019-10-04|title=Introducing GivingTuesday for Kids|url=https://www.givingtuesday.org/blog/introducing-givingtuesdaykids/|access-date=2021-06-21|website=GivingTuesday|language=en-US}}

Starling Collective is a learning lab and innovative fellowship for grassroots organizers that are often philanthropically unrecognized and under-supported.{{Cite web|date=2020-10-06|title=GivingTuesday Announces the First Cohort of the Starling Collective|url=https://apnews.com/press-release/prcom/technology-79b2abaa17538ce99fc19ab1c44484b4|access-date=2021-06-21|website=AP NEWS}}

The idea for GivingTuesday was first announced in October 2012, a month before the first planned GivingTuesday (November 27, 2012). The announcement was made by GivingTuesday founding partner Mashable, a technology website.{{cite web|last=Fox|first=Zoe|date=October 23, 2012|title=6 Inspiring Organizations Joining in #GivingTuesday|url=http://mashable.com/2012/10/23/giving-tuesday-skype-cisco/|access-date=February 15, 2014|publisher=Mashable}} Other founding partners listed in the story were Skype (launching Skype for Peace) and Cisco. Other partner organizations announced over the coming weeks included Microsoft,{{cite web|url=http://mashable.com/2012/11/02/giving-tuesday-microsoft-discover/|title = 5 Companies Making Change on #GivingTuesday|last = Fox|first = Zoe|date = November 2, 2012|access-date = February 15, 2014|publisher = Mashable}} Sony, Aldo, Case Foundation, Heifer International, Phoenix House, and Starwood.{{cite web|url=http://mashable.com/2012/11/21/giving-tuesday-starwood-sony/|title = 6 Inspiring Companies Joining #GivingTuesday|last = Fox|first = Zoe|date = November 20, 2012|access-date = February 15, 2014|publisher = Mashable}} Mashable provided detailed coverage of GivingTuesday.{{cite web|url=http://mashable.com/2012/11/27/join-giving-tuesday/|title = 10 Ways You Can Take Action for #GivingTuesday|publisher = Mashable|last= Fox|first = Zoe|date = November 27, 2012|access-date = February 15, 2014}}{{cite web|url=http://mashable.com/category/giving-tuesday/|title = GivingTuesday (category)|publisher = Mashable}}

Other news and opinion websites that announced GivingTuesday well in advance were CNet,{{cite web|url=http://news.cnet.com/8301-17852_3-57552185-71/giving-tuesday-your-penance-after-black-friday-cyber-monday/|title = GivingTuesday: Your penance after Black Friday, Cyber Monday: In order to assuage your guilt, crowdfunding platform Razoo wants you to give to charities. Can this possibly catch on?|last = Matyszczyk|first = Chris|publisher = CNet|date = November 19, 2012|access-date = February 15, 2014}} the Huffington Post,{{cite news|url=http://www.huffingtonpost.com/jean-case/giving-tuesday-_b_2137127.html|last = Case|first = Jean|author-link = Jean Case|title = GivingTuesday -- What the Season of Giving Really Means|date = November 19, 2012|access-date = February 15, 2014|work = Huffington Post}} and Deseret News.{{cite news|url=http://www.deseretnews.com/article/865566865/Giving-Tuesday-to-give-Black-Friday-a-run-for-its-money.html?pg=all|archive-url=https://web.archive.org/web/20140224111805/http://www.deseretnews.com/article/865566865/Giving-Tuesday-to-give-Black-Friday-a-run-for-its-money.html?pg=all|url-status=dead|archive-date=February 24, 2014|title = GivingTuesday to give Black Friday a run for its money|last = White|first = Mercedes|date = November 15, 2012|access-date = February 15, 2014|work = Huffington Post}}

Shortly before, during, and after the date, GivingTuesday was covered by Washington Post,{{cite news|url=https://www.washingtonpost.com/local/giving-tuesday-launched-to-help-charities/2012/11/27/1c44092a-38af-11e2-a263-f0ebffed2f15_story.html|title = Organizers launch 'Giving Tuesday' to help charities|last = Gowen|first = Annie|date = November 27, 2012|access-date = February 15, 2014|newspaper = Washington Post}} the White House official blog,{{cite web|url=https://obamawhitehouse.archives.gov/blog/2012/11/27/giving-tuesday|title = Giving Tuesday|last = Greenblatt|first = Jonathan|author-link = Jonathan Greenblatt|date = November 27, 2012|via=National Archives|work=whitehouse.gov|access-date = February 15, 2014}} ABC News,{{cite web|url=https://abcnews.go.com/Business/charities-introduce-giving-tuesday-combat-consumer-holiday-shopping/story?id=17778557|title= Charities Fight Consumerism With Giving Tuesday|last = Kim|first = Susanna|website= ABC News|date = November 26, 2012|access-date = February 15, 2014}} and the Huffington Post.{{cite news|url=http://www.huffingtonpost.com/2012/11/27/giving-tuesday-ways-to-give_n_2198148.html|title = Giving Tuesday Offers Worthy Ways To Give |last = Prois|first = Jessica|date = November 27, 2012|access-date = February 15, 2014|work = Huffington Post}}{{cite news|url=http://www.huffingtonpost.com/2012/11/30/giving-tuesday-donations_n_2212467.html|title = Giving Tuesday Spurred 113% Spike In Number Of Donations|date = November 30, 2012|access-date = February 15, 2014|work = Huffington Post}} Forbes used the occasion to publish a guide to effective giving.{{cite magazine|url = https://www.forbes.com/sites/nextavenue/2012/11/26/6-mistakes-to-avoid-when-giving-to-charity/|title = Giving Tuesday: 6 Mistakes to Avoid When Giving to Charity|last = Mayer|first = Caroline|date = November 26, 2012|access-date = February 15, 2014|magazine = Forbes}}

Mashable also covered GivingTuesday in 2013,{{cite web|url=http://mashable.com/2013/12/03/giving-tuesday-campaigns/|title = 15 Giving Tuesday Campaigns Making a Difference|last = Fox|first = Zoe|date = December 3, 2013|access-date = February 15, 2014|publisher = Mashable}} including a partnership with Google+ to hold a "hangout-athon" for GivingTuesday.{{cite web|url=http://mashable.com/2013/12/02/giving-tuesday-google-hangout/|title = Google+ and Mashable to Host First Hangout-a-thon for Charity|author = Mashable Team|date = December 2, 2013|access-date = February 15, 2014|publisher = Mashable}} The Huffington Post also covered GivingTuesday extensively.{{cite web|url=http://www.huffingtonpost.com/news/giving-tuesday/|title = Giving Tuesday|website = HuffPost|access-date = February 15, 2014}}

GivingTuesday also received coverage in many philanthropy information websites, including Charity Navigator and the Chronicle of Philanthropy.{{cite magazine|url=http://philanthropy.com/article/Giving-Tuesday-s-Second-Year/143299?cid=megamenu|title = Giving Tuesday's Second Year Brings More Participation|date = November 26, 2013|access-date = February 15, 2014|last = Flandez|first = Raymund|magazine = Chronicle of Philanthropy}}{{cite magazine|url=http://philanthropy.com/article/Giving-Tuesday-Shows-Robust/143375/|title = Giving Tuesday Shows Robust Results|last1 = Flandez|first1 = Raymund|last2 = Frostenson|first2 = Sarah|magazine = Chronicle of Philanthropy|date = December 4, 2013|access-date = February 15, 2014}} The December 4 Chronicle of Philanthropy article highlighted a donation by Good Ventures (a foundation funded by Dustin Moskovitz and run by his wife Cari Tuna) to GiveDirectly, Google's hangout-a-thon, and matching grants announced by the Case Foundation.

GivingTuesday was also covered by mainstream newspapers such as the Los Angeles Times{{cite news|url=http://articles.latimes.com/2013/dec/02/business/la-fi-mo-charities-giving-tuesday-20131202|archive-url=https://archive.today/20140216031324/http://articles.latimes.com/2013/dec/02/business/la-fi-mo-charities-giving-tuesday-20131202|url-status=dead|archive-date=February 16, 2014|title = Charities hope to make 'GivingTuesday' as big as Black Friday|last = White|first = Ronald|date = December 2, 2013|access-date = February 15, 2014|newspaper = Los Angeles Times}} and USA Today.{{cite web|url=https://www.usatoday.com/story/news/nation/2013/12/10/giving-tuesday-numbers-impressive/3951541/|title = Growth in online 'Giving Tuesday numbers 'inspiring'|last = Ostendorff|first = Jon|website = USA Today|date = December 10, 2013|access-date = February 15, 2014}}

Charitable giving on GivingTuesday in 2013 was approximately twice the value in 2012.{{cite magazine|url=https://philanthropy.com/article/Giving-Tuesday-Doubled/143391/|title = Giving Tuesday Doubled Donations in 2nd Year|last1 = Flandez|first1 = Raymund|last2 = Frostenson|first2 = Sarah|date = December 5, 2013|access-date = February 15, 2014|magazine = Chronicle of Philanthropy}} Over 7,000 nonprofits participated in the 2013 GivingTuesday.

In 2014, the #GivingTuesday movement launched the #GivingTower. The #GivingTower is a partnership between 92nd Street Y, the United Nations Foundation, and Crowdrise. Every donation in the #GivingTower represents a brick in the virtual Tower.{{cite web|url=https://www.today.com/news/edward-norton-giving-tuesday-its-rallying-point-holiday-giving-1D80326754|title = Edward Norton on Giving Tuesday|last = Murray|first = Elizabeth|publisher=The Today Show|date = November 30, 2014|access-date = December 1, 2014}}

Philanthropy News Digest, the Chronicle of Philanthropy and Mashable reported estimates by the Indiana University Lilly Family School of Philanthropy (with help from the Case Foundation), based on payments processed by Blackbaud, DonorPerfect, GlobalGiving, Network for Good, and Razoo, that a total of $45.7 million was donated on GivingTuesday ($34.9 million online, and $10.8 million offline that were processed on the next day).{{cite magazine|url = https://philanthropy.com/article/Giving-Tuesday-Shows-Strong/152149|title = Giving Tuesday Shows Strong Growth in Both Donations and Volunteerism|date = December 4, 2014|access-date = November 1, 2015|magazine = Chronicle of Philanthropy|last = Held|first = Tom}}{{cite web|url=http://philanthropynewsdigest.org/news/third-annual-givingtuesday-raises-45.7-million-for-charity|title = Third Annual #GivingTuesday Raises $45.7 Million for Charity|date = December 5, 2014|access-date = November 1, 2015|publisher = Philanthropy News Digest}}{{cite web|url=http://casefoundation.org/blog/givingtuesday-moves-campaign-tradition/|title = #GivingTuesday Moves From Campaign To Tradition|last = Herrling|first = Sheila|date = December 3, 2014|access-date = November 1, 2015|publisher = Case Foundation}} Of this, $26.1 million was processed by Blackbaud. The tally did not include $7.5 million that Indiegogo claimed to have raised for 419 nonprofits on that day. By 2014, the movement became global and involved organizations and individuals from 68 countries.{{cite web|last1=MSNBC Staff|title=#GivingTuesday campaign to sweep social media|url=http://www.msnbc.com/msnbc/givingtuesday-campaign-sweep-social-media|website=MSNBC|access-date=1 December 2015}}

The John Templeton Foundation released a study based on a survey of Americans that showed that whereas 93% of respondents were familiar with Black Friday, only 18% were familiar with Giving Tuesday, showing that the day still had a long way to go in terms of achieving name recognition.{{cite magazine|url = https://philanthropy.com/article/Study-Few-Consumers-Familiar/234323|title = Study: Few Consumers Familiar With Giving Tuesday|last = Stiffman|first = Eden|date = November 23, 2015|access-date = November 28, 2015|magazine = The Chronicle of Philanthropy}}{{cite web|url = http://philanthropynewsdigest.org/news/18-percent-of-americans-familiar-with-giving-tuesday-survey-finds|title = 18 Percent of Americans Familiar With 'Giving Tuesday', Survey Finds|publisher = Philanthropy News Digest|date = November 26, 2015|access-date = November 28, 2015}} Nonetheless, organizers were optimistic about continued growth in money moved, volunteering, and name recognition for the day, and payment processors and retailers offered donation matching and incentive schemes to encourage people to donate on the day.{{cite web|url=http://www.cbsnews.com/news/giving-tuesday-after-the-turkey-and-before-the-mall-time-to-give/|title = In case you haven't heard, charity has a day too|last = Gibson|first = Kate|date = November 26, 2015|access-date = November 28, 2015|work = CBS News}}{{cite news|url = http://www.dispatch.com/content/stories/local/2015/11/28/annual-giving-tuesday-strives-to-keep-growing.html|newspaper = Columbus Dispatch|title = Annual Giving Tuesday strives to keep growing |last = Price|first = Rita|date = November 28, 2015|access-date = November 28, 2015}} In 2015, Blackbaud supplied data to show real-time statistics on an online dashboard to highlight the impact of #GivingTuesday.{{cite web|last1=Prang|first1=Allison|title=Charleston tech firm Blackbaud helps out with #GivingTuesday|url=http://www.postandcourier.com/article/20151130/PC05/151139934/1010/charleston-tech-firm-blackbaud-helps-out-with-givingtuesday|website=Post and Courier|access-date=1 December 2015}}

Facebook's principal founder and CEO Mark Zuckerberg and his wife Priscilla Chan published an open letter to their newborn daughter, announcing their intention to donate 99%+ of Zuckerberg's wealth from his Facebook shares through the newly formed Chan Zuckerberg Initiative. Their announcement, which did not mention GivingTuesday, happened on GivingTuesday 2015, and some commentators noted that the couple had taken GivingTuesday to a new level.{{cite web|url = https://www.devex.com/news/how-the-chan-zuckerberg-initiative-could-influence-global-giving-87437|title = How the Chan Zuckerberg initiative could influence global giving|last = Cheney|first = Catherine|date = December 3, 2015|access-date = December 4, 2015|publisher = Devex}} However, Blackbaud's data analysts suspected that Zuckerberg's announcement did not have much effect on the overall volume of charitable giving for the day.

According to initial reports, Blackbaud processed $39.6 million in donations for GivingTuesday, and total money moved for the day was $117 million.

In 2016, according to USA today, #GivingTuesday broke a record with $168 million in charitable donations worldwide, topping 2015 by 44%. CNBC reported GivingTuesday.org's number of $177 million.{{cite web|url = https://www.cnbc.com/2017/11/28/how-to-maximize-charitable-donations-on-giving-tuesday.html|title = How to make the most of Giving Tuesday|last = Dickler|first = Jessica|date = November 28, 2017|access-date = December 1, 2017|publisher = CNBC}} The Blackbaud group processed more than $47.7 million from more than 6,700 organizations (a 20% increase from 2015).

Furthermore, when compared with the previous year, online donation volumes increased by 31% while 33% more nonprofit groups received an online donation. Since 2012, they also calculated that the presence of GivingTuesday had increased by 317%.

In the U.K., Charities Aid Foundation announced more than one in ten adults took part in the event while 6.4 million people stated they had heard of the movement. Of these people, one in three stated they would do something for charity.{{cite web|url = https://www.cafonline.org/about-us/policy-and-campaigns/giving-Tuesday|title = WHAT IS #GIVINGTUESDAY?|access-date = December 1, 2017|publisher = Charities Aid Foundation}}

Facebook and the Bill & Melinda Gates Foundation announced $500,000 in matching for donations to fundraisers on Facebook, and Facebook waived fees for $500,000 in donations. After the $500,000 limit was hit within hours, the Gates Foundation increased its matching to $900,000.

For GivingTuesday 2017, Facebook and the Bill & Melinda Gates Foundation announced $2 million in matching for donations to fundraisers on Facebook, and Facebook announced that it would waive its 5% fees for U.S.-based nonprofits all day long. Matching was limited to $1,000 per fundraiser and $50,000 per nonprofit.{{cite news|url = https://techcrunch.com/2017/11/28/the-gates-foundation-is-matching-2m-in-donations-on-facebook-for-givingtuesday/|title = Facebook and The Gates Foundation are matching $2M in donations for #GivingTuesday|last = Tepper|first = Jake|date = November 28, 2017|access-date = December 1, 2017|work = TechCrunch}}{{cite web|url = http://philanthropynewsdigest.org/news/facebook-gates-to-match-up-to-2-million-for-givingtuesday|title = Facebook, Gates to Match Up to $2 Million for #GivingTuesday|date = October 27, 2017|access-date = December 1, 2017|publisher = Philanthropy News Digest}} $45 million was raised by nonprofits through Facebook fundraisers on Giving Tuesday, well above the $2 million matching limit.{{cite news|url = https://qz.com/1141658/facebook-is-dropping-its-fundraising-fees-for-non-profits-but-not-for-personal-causes/|title = Facebook is dropping its fundraising fees for nonprofits, but not for personal causes|last = Kozlowska|first = Hanna|work = Quartz|date = November 29, 2017|access-date = December 1, 2017}}{{cite web|url = http://www.wxyz.com/lifestyle/people-donated-45m-to-nonprofits-via-facebook-on-giving-tuesday|title = People donated $45M to nonprofits via Facebook on Giving Tuesday|publisher = WXYZ Detroit via Scripps National Desk|date = November 29, 2017|access-date = December 1, 2017}}

An unofficial third-party analysis, based on data shared by donors with timestamps of donations and whether or not they were matched, showed that donations were matched for only the first 86 seconds.

For GivingTuesday 2018, Facebook and PayPal announced donation matching for up to $7 million in donations to United States nonprofits starting 8:00 EST on GivingTuesday, on a first-come-first-serve basis, up to $20,000 per donor and $250,000 per nonprofit.{{cite web|url = https://www.facebook.com/help/332488213787105|title = What is Facebook doing for #GivingTuesday 2018?|website = Facebook|archive-url = https://web.archive.org/web/20181122031535/https://www.facebook.com/help/332488213787105|archive-date = November 22, 2018}}{{cite web|url = https://www.paypal.com/stories/us/paypal-facebook-partner-to-match-donations-on-giving-tuesday|title = PayPal & Facebook Partner to Match Donations on Giving Tuesday|date = November 14, 2018|access-date = December 2, 2018|publisher = PayPal}} The match limit being hit was announced 9:05 EST (about one hour after the beginning of matching), and the announcement said that the match was achieved within seconds.{{cite web|url = http://www.thenonprofittimes.com/news-articles/facebook-and-paypal-matches-quickly-hit-limit/|title = Facebook and PayPal Matches Quickly Hit Limit|last = Hrywna|first = Mark|date = November 27, 2018|access-date = December 2, 2018}} An unofficial third-party estimate, based on data shared by donors with donation timestamps and whether or not they were matched, showed that donations made till 14 seconds after the start of donations were matched, but donations made 15 seconds or more after the start of matching were not matched.{{cite web|url = https://forum.effectivealtruism.org/posts/Ns3h8rCtsTMgFZ9eH/ea-giving-tuesday-donation-matching-initiative-2018|title = EA Giving Tuesday Donation Matching Initiative 2018 Retrospective|last = Norowitz|first = Avi|date = January 6, 2019|access-date = January 7, 2019|publisher = Effective Altruism Forum}} The analysis also claimed that only amounts up to $2,500 per donation were matched (distinct from the total limit per donor and per nonprofit of $20,000 and $250,000). A total of $125 million was raised via Facebook on GivingTuesday, the highest for a single day on the platform. Total donations on GivingTuesday were estimated to be nearly $400 million in the United States alone, according to tentative estimates.

In July 2019, GivingTuesday spun off as a separate nonprofit from its former parent 92nd Street Y.{{cite web|url = https://www.vox.com/future-perfect/2018/11/26/18098840/when-is-giving-tuesday|title = Giving Tuesday, explained. A short history of GivingTuesday, the international day for giving back.|last = Piper|first = Kelsey|date = December 2, 2019|access-date = January 25, 2020|publisher = Vox (Future Perfect)}}{{cite web|url = https://www.thenonprofittimes.com/fundraising/giving-tuesday-becoming-stand-alone-nonprofit/|title = Giving Tuesday Becoming Stand Alone Nonprofit|last = Clolery|first = Paul|date = July 25, 2019|access-date = January 25, 2020|publisher = The Nonprofit Times}}

GivingTuesday was held on December 3, 2019. This was the first year that the GivingTuesday Data Collaborative attempted to estimate both online and offline donations on GivingTuesday. The estimate for online donations was $511 million, and the estimate for the total across online and offline donations was $1.97 billion.

Facebook announced donation matching for the first $7 million donated starting 8 AM EST on GivingTuesday (the amount matched, start time of match, and other conditions were the same as in 2018). A total of $120 million was raised through Facebook on GivingTuesday, and an additional $20 million was raised in GivingTuesday fundraisers in the week leading up to GivingTuesday. The amount raised through Facebook on GivingTuesday was slightly less than the corresponding amount from the previous year ($125 million).{{cite web|url = https://www.facebook.com/help/332488213787105|title = What is Facebook doing for GivingTuesday?|access-date = December 3, 2019|publisher = Facebook|archive-url = https://web.archive.org/web/20191203143441/https://www.facebook.com/help/332488213787105|archive-date = December 3, 2019}}

An unofficial third-party analysis, based on data shared by donors with timestamps of donations and whether or not they were matched, estimated that Facebook's donation matching ran out within 14 seconds (similar to the 15 seconds seen for the previous year), but donation processing delays caused some donations made significantly earlier to not get matched.{{cite web|url = https://forum.effectivealtruism.org/posts/EYtad3vgsJDMjKKju/ea-giving-tuesday-donation-matching-initiative-2019|title = EA Giving Tuesday Donation Matching Initiative 2019 Retrospective|last = Norowitz|first = Avi|date = July 3, 2020|accessdate = November 11, 2021}}

In response to the COVID-19 pandemic, an extra GivingTuesday was organized for May 5, 2020, under the name of GivingTuesday Now.{{cite press release |title=GivingTuesday Announces Day of Global Action for Giving and Unity in Response to COVID-19 |url=https://www.givingtuesday.org/blog/2020/03/givingtuesday-announces-day-global-action-giving-and-unity-response-covid-19 |publisher=givingtuesday.org |access-date=2020-05-05}}

On #GivingTuesdayNow, people responded with activity in 145 countries and a total of $503M in online donations were contributed in the U.S. alone.

The GivingTuesday Data Commons estimates that 34.8 million people participated in GivingTuesday on December 1, 2020, a 29% increase over 2019. GivingTuesday reports total giving increased from $1.97 billion to $2.47 billion in the United States alone, representing a 25% increase compared to GivingTuesday 2019. These totals are in addition to the surge of generosity represented by #GivingTuesdayNow on May 5.

During GivingTuesday 2020, it was reported that 12 countries officially participated in the national movement for the first time; these countries included Chile, Ghana, Guam, Ireland, Lebanon, Nigeria, Paraguay, Philippines, Senegal, Sierra Leone, South Korea, and Turkey.{{Cite web|date=2020-12-02|title=After Year of Global Crisis, Millions Respond with Massive Swell of Generosity and Shared Humanity on GivingTuesday 2020|url=https://hq.givingtuesday.org/after-year-of-global-crisis-millions-respond-with-massive-swell-of-generosity-and-shared-humanity-on-givingtuesday-2020/|access-date=2021-03-10|website=GivingTuesday|language=en-US}}

For the normal GivingTuesday (December 1, 2020), Facebook announced slight changes to its donation matching. While the total match amount remained at $7 million and applied to donations starting at 8 AM EST, same as the previous two years, the structure of the match was changed: the first $2 million of donations to U.S. nonprofits would be matched at 100%, and the next $50 million would be matched at 10% (resulting in a spend of $5 million in matching funds). Limits were $100,000 per nonprofit and $20,000 per donor.{{cite web|url = https://www.facebook.com/help/332488213787105|title = What is Facebook doing for GivingTuesday?|access-date = November 29, 2020|publisher = Facebook}}{{cite web|url = https://www.adweek.com/digital/facebook-kicks-off-season-of-giving-with-new-drives-feature-in-us/|title = Facebook Kicks Off Season of Giving With New Drives Feature in US. The company will match up to $7 million in eligible donations to US nonprofits via its platform on #GivingTuesday|last = Cohen|first = David|date = November 23, 2020|access-date = November 29, 2020|publisher = Adweek}}

An unofficial third-party analysis, based on data shared by donors with timestamps of donations and whether or not they were matched, estimated that Facebook's 100% match (for the first $2 million) ran out within two seconds of matching, and the 10% match (for the next $50 million) lasted about three hours.{{cite web|url = https://forum.effectivealtruism.org/posts/KmBbJJxrj3Mkum36K/ea-giving-tuesday-donation-matching-initiative-2020|title = EA Giving Tuesday Donation Matching Initiative: 2020 retrospective|last = Jamer|first = Megan|publisher = Effective Altruism Forum|date = June 25, 2021|accessdate = November 11, 2021}}

Reception of GivingTuesday has generally been positive, with a large number of organizations, including Google, Microsoft, Skype, Cisco, UNICEF, the Case Foundation, Save the Children, and others joining in as partners.{{cite web|url = http://www.givingtuesday.org/category/newsfeed/meet-our-partners/|title = #GivingTuesday: Partners|date = February 15, 2014|access-date = November 27, 2014|archive-url = https://archive.today/20141130061830/http://www.givingtuesday.org/category/newsfeed/meet-our-partners/|archive-date = November 30, 2014|url-status = dead}} GivingTuesday has been praised as an antithesis of consumer culture and as a way for people to give back.{{Cite web|url=http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=1651#.UwAkC4XJ1Xo|archive-url=https://web.archive.org/web/20131029144154/http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=1651#.UwAkC4XJ1Xo|url-status=dead|archive-date=October 29, 2013|title = #GivingTuesday: A Day of Giving Back|date = October 24, 2013|access-date = February 15, 2014|publisher = Charity Navigator}}

Timothy Ogden, managing director of the Financial Access Initiative at New York University and board member at effective altruism organization GiveWell, wrote articles for the Stanford Social Innovation Review skeptical of GivingTuesday, one in 2012{{cite web|url=http://www.ssireview.org/blog/entry/the_curmudgeons_guide_to_giving_tuesday|title = The Curmudgeon's Guide to Giving Tuesday: The effort to make giving public and start a "giving season" won't materially affect giving in any positive way.|date = November 26, 2012|access-date = February 15, 2014|last = Ogden|first = Timothy|publisher = Stanford Social Innovation Review}} and another in 2013.{{cite web|url=http://www.ssireview.org/blog/entry/what_exactly_is_giving_tuesdays_theory_of_change|title = What, Exactly, Is Giving Tuesday's Theory of Change? Giving Tuesday seems poised to be a permanent fixture in the philanthropic landscape. So what's the theory of change behind it?|last = Ogden|first = Timothy|date = December 4, 2013|access-date = February 15, 2014|publisher = Stanford Social Innovation Review}}

Inside Philanthropy attributed GivingTuesday's growing success and global reach to the role that technology companies and founders played in promoting the event, including the $5 million matching grant to GiveDirectly announced by Facebook co-founder Dustin Moskovitz's foundation Good Ventures and the $75,000 in matching funds announced by former AOL CEO Steve Case for donations made to charities supported by his organization.{{cite web|url = http://www.insidephilanthropy.com/tech-philanthropy/2013/12/4/how-tech-philanthropy-propelled-giving-tuesday.html|title = How Tech Philanthropy Propelled Giving Tuesday|last = Gentilucci|first = Michael|date = December 4, 2013|access-date = December 1, 2015|website = Inside Philanthropy}}

A January 2015 article in Nonprofit Quarterly discussed GivingTuesday in the context of giving days in general. GivingTuesday was described as a federated, multi-platform campaign, that involved many different nonprofits and many donation processing platforms, all focusing on a single day so that they could coordinate efforts to raise awareness and publicity. It was contrasted with the Give to the Max Day in Minnesota, that involved many nonprofit participants but used a single donation processor every year to allow for better tracking of the money moved.{{cite magazine|url = https://nonprofitquarterly.org/2015/01/20/giving-days-structures-model-crowdfunding-givingtuesday/|title = The Giving Days Model: Collaboration, Federation, or Unification?|last= Boland|first = Steve|date = January 20, 2015|access-date = December 1, 2015|magazine = Nonprofit Quarterly}}

• Random Acts of Kindness Day
• World Giving Index

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• {{official website}}

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Category:Philanthropy in the United States

Category:Observances based on the date of Thanksgiving (United States)

Category:Tuesday observances

Category:Recurring events established in 2012

Category:Retailing by time of year