Thanksgiving and the days that follow — Black Friday, Small Business Saturday, and Cyber Money — have been gobbled up by corporate retail giants, but Tuesday's theme aims to bring the focus back to giving thanks.
Giving Tuesday was created in 2012 by New York's 92nd Street Y and the United Nations as a response to commercialism and consumerism. The goal was to encourage people to donate their leftover money to nonprofit organizations in their communities.
What began as a relatively small movement seven years ago grew to more than 150 countries by 2018. Locally, the movement continues to pick up steam as well.
Giving Tuesday is one of the Greater Toledo Community Foundation's biggest annual events. President Keith Burwell said it's a great way to remember what the holiday season is really about.
"If you haven't spent every dime by Black Friday, we tell you to spend money on small businesses on Saturday," Mr. Burwell said. "Then Monday comes around and we tell you to go online and spend even more money on things you don't need. Then we finally get to Tuesday and say, 'Let's come back to where we started.' Let's support those organizations in our community doing good work and make our community a better place."
The foundation awards three $5,000 grants each year to local nonprofits: one small, one large, and one that participates in the annual Masterminds class. The foundation provides training for nonprofits and gives them the tools to make the most of the day of giving.
Topics covered include how to use social media and effective marketing strategies.
The 577 Foundation in Perrysburg attended last year's Mastermind session and won the $5,000 grant. Executive Director Heather Gallant said the money allowed the 12-acre farm property on East Front Street to make capital improvements on-site and to the grounds.
She said the Masterminds program allowed the foundation to focus its efforts for a Giving Tuesday campaign on gratitude and thanking donors. The results were positive.
"We put together a storytelling series where we featured people who attended classes or were regular visitors." Ms. Gallant said. "That inspired other people. So there was a ripple effect of people sharing their stories about how 577 enriches their lives.They were really helpful to determine our strategy."
Mr. Burwell said most large nonprofits have plenty of resources and staff to market themselves, but many smaller organizations do not. That's where the foundation comes into play, especially teaching nonprofits how to use technology to their advantage.
"Not only a donate button on the website, but a need to work with a financial institution to get credit card processing," Mr. Burwell said. "We help with the web, social media, text messages. It's totally different than just sending a letter in the mail. If we can help our smaller nonprofits, it's a great benefit."
Giving Tuesday raised an estimated $400 million in the United States last year, according to GivingTuesday.org. Some 3.6 million donations were made with an average online contribution of $105.
#GivingTuesday netted 14.2 billion social media impressions. Nonprofits are seeing an increase in online donations, thanks in large part to social media.
Lucas Camuso-Stall, manager of public affairs and advocacy for the United Way of Greater Toledo, said social media has allowed his organization to expand its donor base.
"The rise in digital giving — whether you see more on social media through Facebook fund-raisers or other means — we're seeing more of those pop up," Mr. Camuso-Stall said. "It makes it really easy for nonprofits to solicit donations and reach people in different ways."
The United Way is taking a slightly different approach to Giving Tuesday. Instead of asking for donations, the group is thanking its donors for the second year in a row. Representatives visit companies who donate and award them a framed photo.
Mr. Camuso-Stall said their "Thanking Tuesday" has been well received.
"We've been dropping off art in a frame that says 'because change doesn't happen alone,'" he said. "It takes all of us working together to create change in our community. Everyone has a role to play whether it's volunteering in the community or advocating."
For those interested in donating this Giving Tuesday, Dec. 3, the Greater Toledo Community Foundation is keeping a running list of local nonprofits on its website that have been vetted. Mr. Burwell suggests donors give to an organization that interests them. They also can call the foundation at 419-241-5049 to determine which organizations may be good fits.
"For all the negatives these days around social media, this is one positive," Mr. Burwell said. "It's exploded across the country and now it's a recognized day. If you say 'Giving Tuesday,' people are starting to know what that's about."
First Published November 30, 2019, 1:00 p.m.
