Following a slew of shopping days that drew consumers out by the millions, there’s a new cleverly named spending holiday on the scene — Giving Tuesday.
Unlike its more consumption-oriented (and wildly successful) cousins Black Friday andCyber Monday, Giving Tuesday aims to persuade consumers to open up either their wallets or schedules for a good cause.
The inaugural event was created by New York City’s 92nd Street Y and the United Nations Foundation. It has attracted more than 2,000 partners, both registered charities that have committed to a Giving Tuesday initiative and for-profit businesses or groups that have pledged projects to benefit a charity.
“#GivingTuesday offers America a new narrative, challenging us to think beyond Black Friday and Cyber Monday and reminding us that the spirit of the holiday giving season should be about community and not just consumerism,” said Kathy Calvin, the U.N. Foundation’s chief executive officer.
As part of the initiative, companies such as JPMorgan Chase and Microsoft have launched various matching programs related to the holiday, while nonprofits are hosting social media and cybergiving drives along with volunteer events.