Case Study
Creating a Day for Giving
The Challenge
After Thanksgiving, shopping took center stage. Black Friday and Cyber Monday dominated attention and spending. Big retailers knew how to compete and win. Nonprofits, on the other hand, were left without a moment of their own.
We saw an opportunity to change that. What if nonprofits had a shared platform to rally around? What if the holiday season began with giving, not just buying? And what if giving became something everyone could take part in, not just the wealthy?
The Approach
While I was at Mashable, I worked closely with Henry Timms, then executive director of 92Y, who had an idea to create an opening day for generosity: #GivingTuesday. He brought together a small group of industry leaders, including me, to bring it to life.
We set out to build a movement that felt inclusive and accessible. That meant redefining philanthropy as something anyone could be part of, not just those with deep pockets. Whether it was a $5 donation, a few hours volunteering, or simply spreading the word, everyone had a role to play.
We focused on two things:
Partner power. We called in favors, rallied support from corporate, nonprofit, and government partners, and tapped into the reach of major institutions to build momentum.
Enablement. We created starter kits, hosted meetups, held office hours, and shared anything that could help organizers take the idea and run with it.
And of course, we gave people a hashtag and a rallying cry they could make their own.
The Outcome
The first #GivingTuesday launched on November 27, 2012, and quickly surpassed expectations.
National recognition. The White House acknowledged the day, boosting its visibility and credibility.
Widespread participation. More than 2,500 partners joined in across all 50 states, including nonprofits, businesses, and civic groups.
Fundraising impact. Online donations processed by Blackbaud totaled over $10 million, a 53% increase from the year before.
More importantly, #GivingTuesday sparked a global conversation about generosity and helped reframe the holiday season as a time to give, not just to spend.
Learnings
People want to give. You just have to make it easy and meaningful. #GivingTuesday worked because we kept it simple. We offered a rallying cry, a flexible toolkit, and the freedom to make it their own. That sense of ownership is what turned an idea into a movement.
I also saw the power of relationships and trust. Much of that first year’s success came from picking up the phone, calling in favors, and building momentum one partner at a time.