Giving Tuesday: The Antidote to Black Friday

November 16, 2016 Payments
Viktoria Tsukanov
By Viktoria Tsukanov, Product Marketing Manager
Viktoria Tsukanov
By Viktoria Tsukanov, Product Marketing Manager

Every year a series of less traditional holidays follow the feast of Thanksgiving. Most people are familiar with Black Friday, when deal seekers swarm stores squashing each other in the process. Many are familiar with the digital version of this shopping frenzy, Cyber Monday. Less known is Giving Tuesday, a holiday much more in line with the spirit of Thanksgiving, falling on Tuesday, November 29th this year.

Giving Tuesday started in 2012 at the NYC 92nd Street Y with the mission to combat gluttony and consumerism. This event encourages people to give back to their communities and to donate to their favorite causes and charities. The initiative has grown enormously year over year thanks to social media attention and high usage of the hashtag #GivingTuesday. Donations from this initiative totalled to $116.7M in 2015, growing by 873% from $12M since the event’s inception in 2012. The Giving Tuesday team is looking to break records again this year.

WePay powers payments for many crowdfunding platforms that participate in Giving Tuesday, allowing donations to keep flowing smoothly even during peak giving season. On Giving Tuesday 2015 we saw an average spike of 60% in the number of donations and 50% in the average donations size in comparison to an average day that month. Turns out, not only are more people giving on that day, many to multiple causes, but they tend to be more generous as well. Some of the most involved platforms even saw spikes in giving of 300% to 500% with significantly elevated levels of giving throughout the week.

This year our partners are continuing to do amazing things to encourage people to contribute to worthy causes. You can head to a number of platforms on Giving Tuesday to make a charitable donation including Classy, Crowdrise, Fundrazr, GiveForward, GoFundMe, and YouCaring. If you are an individual charity looking for software tools to help manage your Giving Tuesday or ongoing campaigns head to Aplos or Rallybound. Here are just a few examples of how our partners are encouraging charitable giving this holiday season…


Crowdrise is offering $250,000 in cash prizes, including a $25,000 grand prize. Donors will also have the option to cover the platform and credit card fees so more of the donation goes to the charity of their choice. Crowdrise is also providing a campaign toolkit including sample emails, social media copy, and webinars. They are also running an interactive virtual reality initiative called the Giving Tower. Their Holiday Challenge runs through January. You can learn more here.


Classy is waiving transaction fees on all Giving Tuesday campaigns so every dollar you contribute goes to the cause of your choosing. Classy is also helping their campaign organizers fundraise by providing a number of free resources including a campaign planner with email samples and design assets.


YouCaring is encouraging people to give to the top five trending fundraisers on Giving Tuesday. They will also donate $5000 to ten fundraisers, two a day through December 6th. YouCaring is also providing best practices on how to run a great campaign. Follow the #YouCaringGives hashtag to get live updates and learn more here.


GoFundMe is challenging their community to fundraise for a charity, an individual in need, or for a community project in the #GoBeyondGiving challenge. These campaigns with have the chance to win a $10,000. GoFundMe will also be surprising over 100 #GoBeyondGiving campaigns with $1000 on Giving Tuesday. Learn more or read up on tips and tricks for fundraising here.

About the author

Viktoria Tsukanov

Viktoria Tsukanov, Product Marketing Manager

Viktoria Tsukanov is a Senior Product Marketing Manager at WePay, leading all outbound marketing efforts for a number of payment products and features. Prior to WePay, Viktoria consulted Marketing Executives on designing and implementing data driven marketing practices at Mintigo. Viktoria also loves black coffee, souffles, and group puzzle games.

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