Put down your credit card and pick up your heart. The biggest day of generosity that you’ve never heard enough about is here, and people around the globe are giving back, one donation at a time.
GivingTuesday, held annually on the Tuesday after Black Friday and Cyber Monday, is dedicated to promoting what organizers call “radical generosity.” The movement began in 2012 at the 92nd Street Y in New York City as a counter to consumerism from Black Friday and Cyber Monday.
Originally the day was created to encourage people to “do good” and grew into a global movement in person and over social media allowing for nonprofits to raise funds and give back.
For many nonprofits, GivingTuesday marks the unofficial start of organizations fundraising before the end of the calendar year, but organizers insist the day is about more than financial contributions. Whether it’s helping a neighbor, supporting a cause or offering time or resources, “every act of generosity counts,” and everyone has something to give.
And while the movement unfolds on a global scale, its heartbeat is found in community organizations like A Place Called Home, a South Central nonprofit serving youth and families for more than 30 years.
A Place Called Home provides arts programs, athletics, academic support, mental health resources and essential services to families facing significant socioeconomic barriers.
“Our mission is all about inspiring, supporting, and encouraging young people in South L.A. to achieve social, emotional and economic success,” said Philippa Crowne, senior director of development at A Place Called Home. “We’re empowering them to write their own stories and write their own futures.”
This year, the organization hopes to raise $50,000 for GivingTuesday — a goal made more attainable thanks to a $25,000 matching gift from the Lockridge Charitable Foundation.
Amid rising economic pressures, recent cuts to the Supplemental Nutrition Assistance Program, or SNAP, left many families in Southern California struggling to put food on the table. Crowne said her organization saw more families seeking food support, particularly after immigration raids and reductions in federal assistance.
Donations on GivingTuesday help fill this gap, providing meals, essential supplies and support to communities facing food insecurity.
“We have seen a real increased need for food security and financial support from families with the recent SNAP cuts,” Crowne said. “So the need, especially around the holidays, is there.”
Nearly one-quarter of Los Angeles County residents face food or nutrition insecurity, said David May, the senior director of marketing at the Los Angeles Regional Food Bank. He said demand for meals is up 24% compared to last year.
“The cost of everyday goods and everyday necessities is something that is difficult to keep up with,” May said. “A lot of factors are making it difficult for families to keep up with basic necessities, from inflation to government cutbacks.”
Last week alone, A Place Called Home served Thanksgiving meals to 800 youth and families.
“We are doing everything we can to make sure that the young people and families feel supported, and that we’re working towards continuing to sustain our programs into 2026 and beyond,” Crowne said.
The Los Angeles Regional Food Bank has been serving communities across L.A. County for over 50 years, distributing millions of pounds of food each year.
“Our vision is that no one goes hungry in LA County,” May said. “We mobilize resources from donors, corporations, and volunteers to ensure that people in need receive meals.”
This year, an anonymous donor is matching donations up to $200,000, helping the organization reach its goal of serving 2 million meals. May said every dollar raised helps supply roughly four meals to local families.
“Our goal is to go really above that and generate about 2 million meals that would go out into the community,” May said. “Long-term goal would be, how can we reach even more people, and how can we reach them with the absolute healthiest food possible?”
In Long Beach, Leadership Long Beach, a nonprofit dedicated to developing community leaders, uses GivingTuesday not only to raise money but to mobilize volunteers.
“We are a catalyst that informs, activates and connects community leaders to more meaningfully serve Long Beach,” said Matt Guardabascio, interim executive director at Leadership Long Beach.
Guardabascio, who previously ran Long Beach Gives, said GivingTuesday aligns closely with the organization’s mission because it highlights generosity in all forms.
“One of the key components that doesn’t always get as talked about, because it’s less flashy than big numbers, is the idea of volunteerism and service,” Guardabascio said. “The way that communities that give of their time are also communities that give of their money.”
Guardabascio said the exposure that GivingTuesday provides is meaningful.
“To be able to leverage kind of a global marketing effort and push is incredibly impactful for us,” Guardabascio said. “It’s also great because it gives us a very clear call to action to donate.”
And despite noticing a decline in individual giving this year, Guardabascio says communities that engage with GivingTuesday stand out.
“In communities where GivingTuesday has a footprint, we’re actually seeing this really incredible kind of bucking of the trend where those communities are more philanthropic,” Guardabascio said. “People are more willing to give, and there is an increase in those individual gifts during those campaigns, which is pretty remarkable.”
Today, GivingTuesday operates across more than 110 countries and includes five international hubs, thousands of community leaders and GivingTuesday Spark, a youth-led leadership initiative.
The movement has grown steadily, leaving a deeper imprint on the communities it touches. In 2024, GivingTuesday participants in the U.S. donated $3.6 billion, with over 36 million people taking part.
Since 2012, over $18 billion has been raised, and over 9 million people reported giving back through volunteering, acts of kindness and community support.
“Service is the through line for everything we do,” Guardabascio said.