Retailers Give Back
Today is #GivingTuesday.
Founded in 2012 by the 92Y, the now-annual event provides a balance to the Black Friday, Small Business Saturday and Cyber Monday shopping commotion that immediately precedes it.
Says Asha Curran, director of 92Y Center for Innovation & Social Impact, “#GivingTuesday grew out of looking at our core beliefs in community and philanthropy and imagining how social media might catapult them well beyond our walls. The result has been a global movement around giving that exceeded all of our expectations.”
The numbers are impressive. #GivingTuesday has increased online donations the Tuesday after Thanksgiving by an estimated 470 percent since its inception in 2012. To date, the trend has garnered 15.4 billion global impressions in print and social media.
Community-minded retailers and shopping brands have embraced #GivingTuesday, understanding that giving can be as important as selling. Following are a few standouts:
Every year, CVS Health invites employees to nominate a favorite charity to receive a #GivingTuesday grant from the CVS Health Foundation. The grants, awarded on #GivingTuesday, provide much-needed funds to dozens of charitable organizations. Since 2013, CVS Health has granted $125,000 to 75 charities across the country.
The company behind classic school supply brands like Mead, AT-A-GLANCE and Five Star will partner with the Kids in Need Foundation this #GivingTuesday. “Access to quality school supplies is critical to getting students on the right educational paths. ACCO Brands is committed to helping, and #GivingTuesday is a fantastic platform to challenge others to join us,” said Tom Tedford, president of ACCO’s North America office.
eBay is a pioneer in the digital fundraising space. Last year, eBay for Charity raised $176 globally every minute in partnership with PayPal Giving Fund. Over a million customers made a donation during checkout.
This year, eBay will introduce Gifts that Give Back. The American Cancer Society, American Red Cross, ASPCA, CARE, March of Dimes and the Nature Conservatory are on board for the charitable gift program. Shoppers can purchase gifts with 100 percent of proceeds going directly to the nonprofit organizations.
On the very first #GivingTuesday, Microsoft launched YouthSpark on Global Living, a Microsoft fundraising program allowing the broader public to help empower youth. This year the company will match donations on the site, up to $350,000, to create technology education opportunities for young people around the world.
The tech giant will also provide #GivingTuesday organizers with the technology to turn vast amounts of data into a vivid, real-time picture of the day’s momentum and deliver it via a #GivingTuesday dashboard.
This year, QVC says it will become the first company to globally support #GivingTuesday. The video and e-commerce retailer will offer a specialty shirt from Peace Love World, a line of inspirational women’s clothing. Sixty percent of the purchase price of every shirt will benefit Nest, a global nonprofit committed to the social and economic advancement of women by supporting female artisans.
To celebrate #GivingTuesday, GoFundMe is challenging people to #GoBeyondGiving by starting a GoFundMe for community improvement projects or favorite charities. By using the hashtag #GoBeyondGiving, campaign organizers will be entered to win a $10,000 donation to their cause.
The company will ask employees to nominate their favorite #GoBeyondGiving campaigns, and it will surprise over 100 campaigns with $1,000 donations on #GivingTuesday. Additionally, all GoFundMes started on behalf of charities will be part of the company’s new partnership with PayPal Giving Fund with more than a million charities to choose from.