I admit it. The news headlines about the second annual #GivingTuesday have been exuberant:
• “Giving Tuesday Shows Robust Results” — The Chronicle of Philanthropy
• “Growth in Online Giving Tuesday Numbers ‘Inspiring’” — USA Today
• “Giving Tuesday Smashes Records, Spurs 90% Donation Spike” — The Huffington Post
The good folks at #GivingTuesday even put together an infographic illustrating the day’s success. I’m sharing it in this post.
There’s only one problem with all of the enthusiasm: There is not a single shred of hard evidence that #GivingTuesday is good for the entire nonprofit sector.
Fortunately, Forbes contributor Tom Watson is one member of the media not afraid to ask the big question: “Inside The #GivingTuesday Numbers: Will American Philanthropy Grow?”
I share Watson’s healthy skepticism. Like him, I am not yet convinced that #GivingTuesday is a positive force for philanthropy although I certainly hope it is. While #GivingTuesday might have been effective for some individual charities, I wonder if it has been good for the entire nonprofit sector.
The fact that many more charities got involved with #GivingTuesday, compared with last year, does not necessarily mean anything. The fact that millions of people used social media to talk about #GivingTuesday does not necessarily mean anything. The fact that millions of dollars were raised on #GivingTuesday is equally meaningless, by itself.
Here are some questions about #GivingTuesday that the nonprofit sector should answer before rushing to congratulate itself:
