“It’s kind of a big behemoth that’s accomplishing a lot of different things right now.” That’s how Asha Curran described Giving Tuesday, the annual global day of giving that raised more than $274 million across 150 countries in 2017.
A quick Google search confirms that many state and local bar foundations participate in Giving Tuesday, and it seems likely that, even at those foundations that don’t participate, leaders have heard of the event. Just how it grew to be such a phenomenon—and the role played by social media—was the subject of a breakout session at the 2017 Annual Meeting of the National Conference of Bar Foundations.
Giving Tuesday succeeds, in part, by encouraging social sharing and allowing people to adapt it to causes that matter most to them, said Curran, chief innovation officer for the 92nd Street Y.
“If Giving Tuesday is anything, it’s a license to innovate,” she said.
The 92nd Street Y, or 92Y, a nonprofit community and cultural center in New York, created Giving Tuesday in 2012 as a way for people to “give back” on the Tuesday following Thanksgiving, after two days of consumption on Black Friday and Cyber Monday.
“All of that money [being spent after Thanksgiving] is coming from the same wallet,” Curran said. “We wanted to appropriate a little bit of that money for the nonprofit world.”