4 nonprofit PR lessons from #GivingTuesday

The initiative is aimed at encouraging people to give and share their stories. Here’s how you can harness the campaign’s popularity throughout the year.

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Adobe reported that consumers spent $4.45 billion during Thanksgiving and Black Friday sales, and many retailers’ websites went down because of overwhelming Cyber Monday traffic. Though some may be passed out over their bills and shopping bags, many others are taking part in a new trend: #GivingTuesday.

#GivingTuesday was created in 2012 by both the United Nations Foundation and New York-based 92Y to kick off a season of donations and other charitable giving. The first year of the initiative saw $10 million in donations; in 2013, #GivingTuesday raised $19 million for charities throughout the world.

Consumers aren’t growing tired of the initiative. NPR reported that #GivingTuesday raised $46 million in donations last year—63 percent more than in 2013—and nearly 35,000 celebrities, companies and nonprofit organizations signed on to participate.

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