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[00:00.04]Since its start in 2012, GivingTuesday,

[00:06.04]the Tuesday after Thanksgiving,

[00:08.52]has become one of the biggest

[00:11.36]money-raising days of the year

[00:14.04]for nonprofits in the United States.

[00:18.28]In 2022 and 2023,

[00:23.40]GivingTuesday raised $3.1 billion

[00:28.60]for charity, or aid, organizations,

[00:32.64]as estimated by GivingTuesday.

[00:36.00]This year, GivingTuesday is on December 3.

[00:41.76]The #GivingTuesday hashtag

[00:44.16]started as a project of the 92nd Street Y

[00:48.44]in New York City in 2012.

[00:52.08]It became an independent organization in 2020.

[00:58.32]It has grown into a worldwide organization

[01:02.84]of local groups that support giving

[01:06.40]in their communities,

[01:08.00]often on different dates

[01:10.76]that have local importance, like holidays.

[01:15.12]Now, GivingTuesday, the nonprofit,

[01:19.32]also gathers researchers

[01:21.64]studying everyday giving.

[01:24.76]It also collects data from wide sources

[01:29.00]like payment processors, crowdfunding sites,

[01:33.16]employee giving software

[01:35.76]and organizations that offer charitable giving.

[01:40.80]For nonprofits, the point of GivingTuesday

[01:44.88]is to raise money and engage their supporters.

[01:49.08]Many nonprofits will organize fundraising campaigns

[01:54.12]with email and mail appeals

[01:57.56]that arrive on the Tuesday after Thanksgiving.

[02:01.76]Nonprofits do not have to be linked

[02:05.08]in any way with GivingTuesday, the organization,

[02:09.36]to run a fundraising campaign.

[02:12.96]GivingTuesday will still provide them

[02:15.76]with graphics and advice.

[02:18.88]In that way, it remains a grassroots effort

[02:23.56]with groups and donors taking part as they like.

[02:29.60]GivingTuesday has grown far beyond its early days

[02:34.32]when it mainly pushed for giving on social media.

[02:39.24]The day has become a well-known event

[02:42.80]that seeks to center charitable giving

[02:46.12]and volunteering in the U.S. and around the world.

[02:52.28]For years, GivingTuesday has been a major focus

[02:56.80]of fundraising for nonprofits,

[02:59.96]with many seeking to organize

[03:02.88]matching donations from major donors.

[03:07.04]It is the beginning of the end-of-year

[03:10.84]fundraising race as nonprofits seek

[03:14.60]to reach their budget targets for the following year.

[03:18.96]Donations on GivingTuesday in 2022 and 2023

[03:26.04]reached $3.1 billion,

[03:30.12]an increase from $2.7 billion in 2021.

[03:36.24]While that is a lot to raise in a single day,

[03:41.16]the trend last year was flat

[03:44.72]and fewer donors were giving.

[03:48.32]The organization says that is a worrying sign.

[03:53.84]I'm Caty Weaver.

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Words in This Story

hashtag – n. a word or phrase preceded by the symbol # that classifies or categorizes the accompanying text (such as a tweet)

crowdfunding – n. the practice of obtaining needed funding (as for a new business) by soliciting contributions from a large number of people especially from the online community

graphics – n. graphic media such as images, maps, charts, etc.

focus – n. special attention you give something

matching – adj. equal in amount

trend – n. a general movement