#GivingTuesday is a brilliant idea. When it was started in 2012, its purpose was to create a “global day of giving fueled by the power of social media and collaboration.” It has expanded over the past five years to levels that none of us could have imagined. I am the first to applaud its “team of influencers and founding partners” who created this wonderful idea to capitalize on individual’s generosity and caring. In 2016, “#GivingTuesday” raised $168 million worldwide. Hopefully even more will be donated this November 28th.
That is all to say that I get it and I certainly celebrate its successes. But, despite its positives, it is just not working for our organization. At JEVS Human Services, a nonprofit located in Philadelphia, we received few, if any, contributions on #GivingTuesday, and so we will be changing our focus this year. Not because we do not need the donations… WE DO! And not because we don’t value the success of social media campaigns… WE DO and are grateful that this initiative has resulted in millions of dollars given to worthwhile organizations across the globe.
This year, however, we are taking a pass. In place of #GivingTuesday, we are instituting #DoingTuesday to encourage our donors (and hopefully non-donors) to support our clients in an active and hands-on way.
Read more from our own Chief Development Officer Nancy Astor Fox on why we are #DoingTuesday this year in eJewish Philanthropy.