Case Study
Creating a Day for Giving
The Challenge
After Thanksgiving, the focus quickly shifts to shopping—Black Friday and Cyber Monday dominate attention and spending. Big retailers had figured out how to win, even in competition. But nonprofits? They were left without a moment of their own.
We believed that could change. What if we gave nonprofits the same kind of infrastructure—and created a day that kicked off the season of giving? More than that, what if we reimagined giving as something everyone could participate in, not just wealthy donors?
The Approach
During my time at Mashable, I had worked closely with Henry Timms, who had the idea to create an opening day for generosity: #GivingTuesday. He pulled 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 moving away from the idea that philanthropy was just for people with deep pockets. Whether it was a $5 donation, a few hours volunteering, or spreading the word, everyone could be part of it.
We focused on two things:
Partner power. We called in favors, rallied corporate, nonprofit, and government partners, and leaned on the influence of big institutions to help it spread.
Enablement. We created starter kits, hosted meetups, held office hours—anything that would help organizers make #GivingTuesday their own.
And of course, we gave people a hashtag and a rallying cry they could make viral.
The Outcome
The inaugural #GivingTuesday on November 27, 2012, surpassed our expectations:
Official Recognition: The White House acknowledged #GivingTuesday, amplifying its visibility and legitimacy.
Widespread Participation: Over 2,500 partners across all 50 U.S. states participated, including nonprofits, businesses, and civic organizations.
Significant Fundraising Impact: Online donations processed by Blackbaud on #GivingTuesday 2012 totaled over $10 million, marking a 53% increase compared to the same day in 2011.
Beyond the numbers, #GivingTuesday sparked a global conversation about philanthropy, encouraging people worldwide to embrace generosity during the holiday season.
Learnings
People want to give—you just have to make it easy and meaningful. #GivingTuesday worked because we didn’t over-engineer it. We gave people a rallying cry, a flexible toolkit, and the freedom to make it their own. That sense of ownership is what fueled the movement.
I also saw firsthand the power of relationships and trust. Much of year one’s success came from picking up the phone, calling in favors, and building momentum one partner at a time.