Giving Tuesday: How to Participate in the Global Generosity Movement and What to Know

Kristopher Fraser
·4 min read
  • Oops!
    Something went wrong.
    Please try again later.

Giving Tuesday, often stylized as #GivingTuesday to help generate social media buzz, will be celebrated on Nov. 28 this year. The annual global movement toward charity has been going for more than a decade, and as the years have gone on, more companies and organizations have joined the effort to support those in need and various philanthropic causes.

What exactly is Giving Tuesday?

Giving Tuesday is described as a global generosity movement. There is a formal organization of the same name, which is a 501(c)(3) nonprofit that describes its mission as promoting radical generosity.

More from WWD

When did Giving Tuesday Start?

Giving Tuesday was started in 2012 by Henry Timms at 92nd Street Y in New York City. The two co-founding organizations were the United Nations Foundation and Blk Shp.

When is Giving Tuesday?

This year, Giving Tuesday is Nov. 28. Giving Tuesday is always the Tuesday after Thanksgiving. Although the movement officially kicks on that Tuesday, retailers and the organization encourage giving throughout the rest of the week following that Tuesday.

What other major organizations have supported Giving Tuesday?

Giving Tuesday has received support from other philanthropic organizations, including The Bill & Melinda Gates Foundation, Craig Newmark Philanthropies, Fidelity Charitable, the Ford Foundation and the William and Flora Hewlett Foundation.

What brands and retailers are supporting Giving Tuesday?

Retailers participating in Giving Tuesday with special promotions, proceeds or cash-back offers going toward charitable and philanthropic causes include Amazon, Maurices, L.L. Bean, Rue21, Jared, Michael Kors, Omaze, Lilly Pulitzer, Marrow Fine, Foot Locker, Zales, Vanity Planet and Kay Jewelers.

How are brands supporting Giving Tuesday?

  • Maurices: The retail chain will give 4 percent cash back for customers to donate to their favorite charities.

  • L.L. Bean: The fashion brand will allow customers who shop on Giving Assistant to earn 6 percent cash back to donate to charity.

  • Rue21: The brand will give customers the chance to earn 12 percent cash back to donate to their preferred nonprofit. Rue21 also has its philanthropic arm, RueGivesBack, and gives back to its own store associates facing personal crises through the RuRelief fund.

  • Amazon: The company has announced collaborations with the American Red Cross and Habitat for Humanity to celebrate Prime Video’s upcoming holiday comedy, “Candy Cane Lane,” featuring an all-star cast, including Eddie Murphy and Tracee Ellis Ross. Various nonprofit organizations are also setting up Giving Tuesday Amazon wishlists for supplies.

  • Jared: The brand is offering 20 percent off of engagement rings and wedding bands. As a company, Jared supports Jewelers for Children, St. Jude Children’s Research Hospital, and the Diamond Empowerment Fund.

  • Michael Kors: 100 percent of every sale of the Michael Kors Love T-shirt, priced at $40, goes toward providing school meals.

  • Omaze: When the platform’s users enter for a chance to win incredible experiences (like travel or a celebrity meeting), they are also donating to charity. Omaze’s Giving Tuesday offers include extra entries for car giveaways and 4 percent cashback offers for customers to donate to charities of their choice.

  • Lilly Pulitzer: Customers will have a chance to earn 3 percent cash back to donate to their preferred nonprofit. Lilly Pulitzer partnered with the Women’s Tennis Association this year as part of its “Be The Sunshine” campaign. The brand will launch with a $50,000 donation to WTA’s philanthropic arm, WTA Charities.

  • Marrow Fine: 15 percent of all proceeds from the Always Collection will go toward Ronald McDonald House, a nonprofit giving children access to life-saving medical care while supporting their families

  • Foot Locker: The retail chain will give 6 percent cash back for customers to donate to their preferred charities. In addition, Foot Locker also has the Foot Locker Foundation, where the Foot Locker Scholar Athletes Program awards student scholarships.

  • Zales: Customers who shop through Giving Assistant can make a charitable donation part of their purchase. Customers can also earn 4 percent cash back on Giving Tuesday to give to a preferred charity.

  • Vanity Planet: The company will offer 8 percent cash back on purchases for customers to give to charity. Customers can also get 50 percent of the brand’s website.

  • Kay Jewelers: Customers who shop with Giving Assistant can earn 7 percent cash back to donate to charity. Kay Jewelers also supports the Diamond Empowerment Fund, which aims to provide higher education to young people in countries where diamonds are sourced. The jewelry company also partners with St. Jude Children’s Research Hospital to help defeat childhood cancer.

How big is Giving Tuesday?

Giving Tuesday is an international event, with the movement and organization having a presence in more than 75 countries. Many local nonprofits, schools and religious institutions work with Giving Tuesday.

Best of WWD