A post-GivingTuesday reflection
The Huffington Post - 12/10/2015
#GivingTuesday, a creation of the 92nd Street Y in New York City, is intended to bring together individuals, communities and organizations to celebrate generosity and giving. Now in its fourth year, #GivingTuesday takes place on the first Tuesday following Thanksgiving, Black Friday and Cyber Monday. In the US, charities receive about one-third of their donations during the holiday season. With a focus on social media, #GivingTuesday kicks off the charitable season. By drawing attention to the virtue of giving it may increase donations. But for charity to be effective it must consist in more than giving and good intentions.
Donors often give when asked by an organization they know or a person they like. In the US education and religion receive the most charitable funds. People give to their schools and churches. #GivingTuesday may perpetuate the inclination of donors to give to organizations with which they are familiar, but without due consideration to the organization’s effectiveness. Social norms praise giving for its own sake, not for care in executing it, and #GivingTuesday does little in the way of encouraging donors to exercise due diligence with respect to giving. With its focus on social media #GivingTuesday directs the attention of donors to organizations with a social media presence.