Beyond the Hashtag: The Real Reason Nonprofits Can’t Ignore Giving Tuesday

I’ll be honest: I’ve never been terribly fond of Giving Tuesday.

For all the good it does, it has always felt a bit strange to funnel so much energy into one single day of generosity when, in reality, nonprofits need support every day of the year. Our communities don’t stop facing hunger, displacement, illness, or hardship on the other 364 days. Our organizations don’t pause the work. And the people we serve can’t afford to wait for a hashtag to receive help.

To me, philanthropy should be a mindset, not a moment.

I believe giving should be woven into the rhythm of our lives, whether it’s volunteering time, offering expertise, making a monthly donation, amplifying a mission, or simply choosing to support causes consistently, not reactively. When generosity becomes habit instead of hype, our impact becomes stronger, steadier, and more transformative.

And yet…
Even with my ambivalence, I also understand why Giving Tuesday matters.

It’s one of the few days each year when the world is collectively oriented toward giving. A day when donors actively look for organizations to support. A day when visibility skyrockets, momentum builds, and even small nonprofits can reach audiences they wouldn’t reach otherwise.

Showing up on Giving Tuesday doesn’t mean we believe generosity belongs to only one day. It means we’re meeting people where they already are, while reminding them that the needs continue long after the hashtags fade.

For nonprofits, it’s an opportunity:
• to reconnect with supporters,
• to share a story that might otherwise go unseen,
• to spark a gift that becomes a monthly commitment,
• and to invite people into a year-round community of care.

So, while Giving Tuesday may never be my favorite “holiday,” I recognize its value. Not for the frenzy, but for the connection. Not for the competition, but for the chance to highlight work that deserves attention every day, not just today.

If we use this moment wisely, we can help donors rediscover something deeper: that generosity is not an event.
It’s a practice.
It’s a choice we get to make, over and over again.

And when we make it together, consistently, communities change, not just on Giving Tuesday, but all year long.

If you’re moved, take a step—large or small—to support the causes that speak to your heart.