The UK’s fourth annual #GivingTuesday will take place on 28 November this year, as the organisers said that the day has boosted support for charities throughout the year.
#GivingTuesday, which is the biggest single day of giving in the UK, is co-ordinated by the Charities Aid Foundation, which held a launch event last week to launch the campaign.
Starting in the US and taking place on the Tuesday after Thanksgiving, it is intended as an antidote to the busy shopping days of Black Friday and Cyber Monday. It involves charities, companies and others working together to encourage the public to give time or money to good causes. It has expanded around the world with versions now taking place in 98 countries.
Sir John Low, chief executive of CAF, said: “The campaign brings together a diverse group of people committed to doing good stuff.”
He added that there is “some evidence” that #GivingTuesday “encourages people to stay engaged with charity all year around”.
Low said that analysis suggested that 6.4 million people had heard of the campaign, 4.5 million had taken part and that “more importantly one-third said they would be doing something in the future for charity as a direct result of the campaign”.
Kirsty Britz, director of sustainable banking at RBS, which has been involved with the campaign since the start, said that last year the bank saw a “massive uplift in terms of average monthly donation” with monthly giving via its reward current account increasing by 269 per cent from £11,674 to £43,097.
Resources and case studies for organisations looking to get involved are available on the #GivingTuesday UK website.