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#GivingTuesday Joins Black Friday and Cyber Monday among Holiday Shopping Days
Source: Philanthropy Journal  ·  Sept. 16, 2012  ·  Excerpt

A movement to create a national day of giving on November 27, 2012, the Tuesday after Thanksgiving, called #GivingTuesday, will be the first of its kind. Coinciding with the kickoff of the holiday shopping season, #GivingTuesday will harness the power of social media to create a national moment around the holidays dedicated to giving, similar to how Black Friday and Cyber Monday have become days that are synonymous with holiday shopping.

Last year, Black Friday brought in over fifty-two billion dollars while Cyber Monday sales topped one and a quarter billion dollars in the US. #GivingTuesday aims to have a stake in the total money spent during the shopping weekend.

Thought leaders in philanthropy, social media and grassroots organizing joined with 92nd Street Y to explore what is working in modern philanthropy and how to expand these innovations throughout the philanthropic sector. The concept gained steam, and by bringing together a group of founding partners-including the United Nations Foundation,, Mashable, Blackbaud, charity: water, GlobalGiving, Iraq and Afghanistan Veterans of America (IAVA), Kiva, Darden Restaurant Group, Groupon, Unilever and VENTURE3Philanthropy-a nationwide series of discussions about how to make #GivingTuesday a success is already underway.

"Communities like ours are about opening doors and bringing people together," said Sol Adler, 92Y Executive Director. "#GivingTuesday allows us to create a new kind of community - across geographical borders - around the idea of ‘doing good.'"

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Our take
Compass Pointe prides itself on monitoring trends both in and outside the world of philanthropy - and as the example above tells us, new opportunities to engage and connect with constituencies have to start somewhere. Social media has become a source of nearly boundless creativity and innovation for individuals as well as smaller organizations that don't have large marketing or media budgets.

Let us help you determine how to leverage cultural and technological trends to your advantage. Compass Pointe can help answer these and other questions:

  • How might social media or cultural touchstones like #GivingTuesday fit into my organization's broader communication plan?
  • What resources are necessary to actively engage with donor prospects and individuals via social media? What standards and best practices should my organization be aware of before getting involved?
  • Contact Compass Pointe now


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