Radical Generosity and Our Collective Future

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Radical Generosity and Our Collective Future 1

Table of contents 2



Growth and Impact




Nucleus Model








Organizational Design




Our Next Chapter


Leadership supporter

Also generously supported by

Laurence and Carolyn Belfer HiIlary Pennington Rob Reich Jennifer and Jonathan Allan Soros Arielle Tepper Walker Family Foundation

GivingTuesday Data Commons Partners ActBlue, Benevity, Bloomerang, Charity Navigator, Classy, Combined Federal Campaign, Cybergrants, Donately, DonorPerfect, DonorsChoose, every.org, Facebook, Fidelity Charitable, Firespring, Give Lively, Givebutter, GiveCampus, GiveGab, Givly, Givsly, Global Impact, GlobalGiving, GoFundMe, HelloFund, iATS Payments, iModules, Keela, Kindful, Mightycause, Movember, National Philanthropic Trust, NationBuilder, Neon One, Network for Good, PayPal, Philanthropi, Pledgeling, Qgiv, Salsa, Silicon Valley Community Foundation, TikTok, Tiltify, and Vanguard Charitable.


Radical Generosity and our Collective Future These are, as we will be reminded for decades to come, unprecedented times. We are confronting, and will continue to confront, global crises that stress our institutions, systems and communities, as they also give birth to movements for change. Even after the pandemic wanes, we will be left with economic hardship, systemic inequities, assaults on democratic values and a catastrophic climate emergency. We will also be left with challenges caused by the pandemic as well as challenges that were there long before. Moreover, we will be left with an enormous opportunity: to rebuild with generosityand the “love of humanity” as the driving force behind all of our actions. Working within the multi-layered and multifaceted communities that make up the global generosity movement that GivingTuesday has become, our globally distributed team is privileged to be able to witness humanity at its very finest on a daily basis : neighbor helping neighbor and stranger helping stranger, thereby demonstrating even in the darkest moments—especially in those moments—the kind of solidarity and caring that transcends and transforms fear and isolation. With acts of giving large and small, millions of people have shown that our better angels can indeed have the loudest voices, and that the rewards of listening to them are great. The GivingTuesday community has affirmed our vision of a world transformed by the recognition of our shared humanity. 2020 tested the limits of our organization and movement while challenging us to break through to unleash the power of radical generosity in new and profound ways. We addressed the multiple, devastating impacts of COVID-19 through #GivingTuesdayNow. We launched the Starling Collective to uplift and resource creative and passionate grassroots leaders who are advancing cultures of generosity in their communities. We concluded 2020 with the most successful GivingTuesday in our movement’s history, with people donating nearly $2.5B in one day in the US alone on top of the tidal wave of generosity expressed in non-monetary ways. Now, it’s time to look collectively to the future. We have a remarkable nine years behind us, and we know, as we approach our tenth anniversary in 2022, that we have much more to accomplish.


Looking ahead, we are clear on the milestones that matter: • Scale the first global social sector Data Commons, working collaboratively to understand and unleash generosity • Reach 125+ country movements, with an emphasis on the Global South and countries in crisis • Enlist 1,000+ community and cause, identity, and culture-based campaigns and coalitions in the US and more around the world, with an emphasis on uplifting proximate leadership, reaching and partnering with grassroots activists and organizers lacking traditional access to power and resources • Engage and connect the next generation of givers: hundreds of thousands of young people around the world working to improve their communities and the world through #GivingTuesdaySpark • Drive $10B in annual giving (in the US) and unlock exponentially more giving worldwide Our last strategic plan, completed in 2018, outlined our goal of establishing GivingTuesday as an independent 501(c)(3) organization after our spin-out as a program of the 92nd Street Y, while pursuing the work of the movement without pause—supporting and amplifying the work of our leadership networks, continuing to innovate and incubate— and we have achieved those goals and more. We committed to staying agile, and 2020 taught us how valuable that commitment was. The world changed, and we pivoted to respond. We know that radical generosity—the act of giving not as a transaction between haves and have-nots but as a powerful expression of solidarity and reciprocity—has a crucial role to play in solving the world’s most pressing challenges. Generosity is not a replacement for justice, but neither is justice possible without generosity. A resilient social fabric is not possible without generosity, nor are healthy communities, nor is a strong civil society, nor is true and lasting human connection. As we articulate the new framework and goals for GivingTuesday (both the movement and the organization at the heart of it), we do so with acute awareness of our opportunities and responsibilities: we have a credible path to creating a better future, together, and we must approach that work with hope, ambition, and humility.

Asha Curran, CEO GivingTuesday


Our Growth & Impact In nine years we’ve grown into a global generosity movement that inspires millions of people to give, collaborate, and celebrate generosity. GivingTuesday has led to billions of dollars in donations in the US and countless acts of generosity, kindness, and civic participation the world over.






country movements in 2020

US community movements in 2020

donated in the US in 2020

participated in the US in 2020 and many millions more taking action around the world




GivingTuesday social media activity takes place in every country and territory around the world.

media impressions worldwide

conversations on social media

average awareness growth around the world since 2017



Country Movements GivingTuesday has a global presence through 75 country movements spanning the world, each representing their own unique cultures and needs, while remaining united in their determination to mobilize their countries around generosity and shared humanity. In each country, a team of entrepreneurial leaders work with their own ecosystems of communities, nonprofits, platforms, religious institutions, families, schools, and private sector partners to drive increased giving, connection, and innovation.

Community Movements At a local and cause level, GivingTuesday is brought to life through an interconnected network of leaders working toward a common goal in their own unique, entrepreneurial ways. Around the world, hundreds of GivingTuesday communities are led by a range of handraisers: community foundations, nonprofits, giving groups, giving circles, and social activists. In the U.S. alone, more than 240 GivingTuesday communities and coalitions drive generosity among people with a common connection to a geography, cause, culture or identity.


GivingTuesday Data Commons

The GivingTuesday Data Commons works with partners across sectors and borders to understand the drivers and impacts of generosity, explore giving behaviors and patterns, and use data to drive innovation and inspire more giving around the world. With over 100 contributing partners and 50 global data labs, the initiative is the largest philanthropic data collaboration ever built.

#GivingTuesdaySpark #GivingTuesdaySpark focuses on amplifying the voices of youth and spreading the culture of generosity in communities all over the world. This robust and inclusive youth- and young adult-led community inspires and connects leaders from 8 to 22 years old to boost the impact of young people assuming leadership and recognizing their power to make change.

The Starling Collective

Thought Leadership

GivingTuesday’s Starling Collective is a learning lab and innovative fellowship for grassroots organizers, activists, artists and changemakers. The program recognizes, supports, and uplifts the extraordinary leadership arising from within communities to meet needs and provide healing—leadership that is often philanthropically underrecognized and undersupported. The 2020 cohort engaged 50 leaders from 29 countries, speaking 33 different languages.

GivingTuesday’s ongoing social conversation, outreach, and thought leadership connects and activates new and existing leaders, partners, and generous individuals. We create and curate resources and training that distill learning from the movement to strengthen new power leadership skills, build capacity, and challenge traditional thinking in and about the social sector. We showcase powerful stories to elevate generosity, creativity, and global community. Through this work, we inspire others to embrace radical generosity and create the world they wish to see.


Social Leaders

Social Starling

Scaling GivingTuesday

The Nucleus Model

Spark Social

#GivingTuesday Spark Spark Leaders


GivingTuesday is made up of multiple layers of interconnected communities and networks, each growing, activating and expanding networks of their own in their own unique ways. Our nucleus organization provides tools, capacity, facilitation, and resources to support those communities and networks in service of a shared purpose. GivingTuesday’s nucleus model has both a proven record of success and enormous potential for future growth in leveraging the power of distributed networks to identify, empower, support and co-lead with changemakers around the world to unleash generosity. Building and investing in the nucleus model has allowed the movement to thrive, thereby multiplying the impact of shared resources and coordinated action. By cultivating distributed leadership, we connect global networks and iterate, measure, and scale what works to build support around leaders and ideas where they’re needed most.

Spark Givers

Data Commons Data Starling

Data Leaders

Data Social


Sector Cause

Sector Givers

Country Cause

Social Sector


Country Movements Social Spark

Country Community

Country Starling


Spark Starling


Country Cause


Community Social

Community Movements

Starling Social

Community Givers

Starling Collective

Cause Coalitions

Community Data

Starling Givers Starling Data

11 Starling

GivingTuesday was founded in 2012 in the Belfer Center for Innovation & Social Impact at New York’s 92nd Street Y. The concept was a simple one: what if there was a day to give following Black Friday and Cyber Monday, the two major days of consumption? The idea quickly went viral, then crossed borders. Campaigns became hyper-local even as the idea soared globally. Record amounts of funds were donated year after year. Generosity moved into the public sphere as an open topic of conversation, not one exclusive to big philanthropy and major institutions.

“ I may not be famous, I don’t have a million dollars, but I can help change lives on #GivingTuesday, ” one woman posted proudly on social media.

In addition, schools, religious institutions, families, corporations, and small businesses got involved. The degree to which the notion resonated was testament to the universality of generosity as a value. Scaling GivingTuesday, beginning with the annual ritual, hinged on a commitment to new power, which is defined as follows by GivingTuesday co-founder, Henry Timms:


“ New power operates differently, like a current. It is made by many. It is open, participatory, and peer-driven. It uploads, and it distributes. Like water or electricity, it’s most forceful when it surges. The goal with new power is not to hoard it, but to channel it. ”

People and organizations were free to adapt the concept, to use it in their own unique ways, to innovate, to collaborate, to experiment. And they did while remaining unified by the broader vision of a more generous world. In its early years, GivingTuesday was run by a lean team and a globally distributed network of volunteer leaders who founded GivingTuesday campaigns at the country or community level. Leadership became a dominant theme of the work as we realized that the type of “ handraiser ” drawn to the movement was unusually entrepreneurial, risktolerant, team-oriented and ready and willing to contribute to a generous, transparent culture within the network. With continuous collaboration and peer learning, GivingTuesday went from being a day to being a year-round effort with a big day of celebration.

Old power

New power



Made by few

Made by many





Old power values

New power values

Formal (representative) governance, managerialism, institutionalism

Informal (networked) governance, opt-in decision-making, selforganization

Competition, exclusivity, resource consolidation

Collaboration, crowd wisdom, sharing, opensourcing

Confidentiality, discretion, separation between private and public spheres

Radical transparency

Expertise, professionalism, specialization

Maker culture, “do it ourselves” ethic

Long-term affiliation and loyalty, less overall participation

Short-term conditional affiliation, more overall participation


Our Strategic Framework GivingTuesday engaged Community Action Partners (CAP), a social impact consultancy, to facilitate its first strategic planning process since establishing itself as a standalone 501(c)(3) organization, as well as a comprehensive assessment of the movement’s marketing and brand. CAP combined best practices in strategy development with a bespoke process that responds to GivingTuesday’s unique culture, assets, and needs. What follows is the product of hundreds of hours of deep conversations with dozens of leaders from across the ecosystem of GivingTuesday— from country leaders to affinity groups to nonprofits and philanthropy.


As the building blocks of our culture, GivingTuesday’s values are vital to our success. The culture is carried and embodied by the people who work every day at the GivingTuesday nucleus and across the extraordinary community of the movement. These values guide our work, both as a movement and an agile organization designed to celebrate and uplift co-creation and share power with its many diverse stakeholders in order to drive generosity every day, in every community, and in every form. The nucleus organization and the larger movement operate within the same culture and foundational set of values.

Our values • Interconnection is the movement’s superpower; it multiplies the strength of our organic, distributed creativity and problem solving. • We collectively share success and accountability across our global network. • We are continually intellectually curious; at the same time, we value our deep base of shared learnings drawn from across the movement. • We believe in collaborative experimentation and innovation. • GivingTuesday embraces new models of hierarchy and power, bolstering leaders from not only expected but also unexpected backgrounds. • We all have gifts and talents to give; we all have wants and needs. Each generous action is a chance to connect, serve, and uplift one another. • We embrace an abundance mindset and believe generosity is plentiful and generative.


GivingTuesday reimagines a world built upon shared humanity and generosity.


What does the world look like if GivingTuesday succeeds? We pursue radical generosity, defined by the transformational powers of empathy and solidarity, not a series of transactions or discrete interactions. Radical generosity creates a world in which the collective recognition of humanity fundamentally respects what each of us can give, receive, and learn from one another. If we were to arrive at any destination, having fulfilled our mission, that world would be built upon a foundation of shared humanity. Generosity is uplifting, generative, equalizing, and connecting. We believe that each and every act of generosity is a worthy act in and of itself. In this work, generosity is the primary means and the primary end: GivingTuesday unleashes generosity to drive generosity. Generosity is GivingTuesday’s universal rallying cry and the foundation of our strategies.

“Behind the vision of GivingTuesday is nothing less than a moral and political philosophy: mutuality, reciprocity, equal dignity, creativity, and subsidiarity (devolve power as far as possible to the most local place). GivingTuesday is about unleashing human capabilities by empowering people to express their generosity within their communities, thereby strengthening their communities.” Rob Reich GivingTuesday Board Chair and Professor of Political Science at Stanford University


GivingTuesday is a movement that unleashes the power of radical generosity around the world. How does GivingTuesday fulfill its vision?


The global generosity movement is powerful: across six continents, hundreds of thousands of leaders and millions of people work together to change, and in many cases, transform their communities for the better. The GivingTuesday nucleus supports that local impact through networked leadership development in communities around the world; storytelling and strategic communication that uplifts the impacts of generosity; the deployment of human, financial, and social capital to and throughout the movement; and ultimately, the global ritualization of generosity, which has dramatically increased the rate at which people give and volunteer worldwide. GivingTuesday is invested in communities around the globe with a mandate to propel generosity across every culture, continent, and context.

Catherine Mwendwa, GivingTuesday’s Starling Regional Director for Africa, applies the lens of radical generosity to her work, aligning it to Ubuntu, which means, “I am because we are.” Coming from a place of true solidarity and reciprocity, radical generosity levels the playing field for all and bravely states, “ What I can give is meaningful, and everyone has something that’s meaningful. ” Though Ubuntu is conceptualized in different ways across Africa, it implores every person to see the value they have to give and appreciate all forms of generosity. Too frequently, generosity is viewed as transactional and financial; GivingTuesday reframes that. Giving blood saves lives, giving voice leads movements, and giving time changes communities. Giving changes the world, one act at a time.

Catherine Mwendwa Starling Regional Director for Africa


Our Organizational Design GivingTuesday operates in a matrixed structure, which aligns with its functional orientation and intensely collaborative and innovative culture. While a linear structure formed around programs serves many organizations well and can foster effective service delivery, in the context of GivingTuesday’s distributed model, cross-functionality has been key to our success. So much of what GivingTuesday has become is the result of organic growth and evolution. As GivingTuesday expands, the fundamental idea organizing our work is that we build together, we grow together, we tackle challenges together, and we seek opportunities together.


Leadership Development

Communications and Storytelling

We work with a diverse global network of leaders to scale impact, supporting the development of geography- and affinity-based coalitions and creating ladders of opportunity for new and existing leaders in the movement. The collaboration, innovation and learnings from the movement, coupled with our nucleus organization’s strengths, help build leadership capacity within and beyond the social sector.

We leverage communications and storytelling to connect with a global audience and instill a sense of belonging in the movement. GivingTuesday’s communications platform uses movement-building principles to highlight the important and inspiring work of leaders, organizers, and individuals who are embracing radical generosity and driving change for their communities, cultures, causes, and coalitions.

The GivingTuesday nucleus, and the work it drives, is organized to reflect an interconnected approach: the core functions intersect to drive our strategies and ultimately unleash generosity. We focus on these functional strengths to fully leverage our strategies and fulfill our shared mission and vision.

Insights and Learning

Operations and People

We build and scale the movement with a data-driven approach that explores giving patterns and behavior, the growth of movements, and the drivers and impacts of generosity. We initiate and analyze research across sectors, identifying and supporting the adoption of best practices and innovative efforts—big and small—that unleash radical generosity.

We amplify our functional strengths and strategies through our operations and people. This begins and culminates in culture: the organization recruits and enlists talented teammates who are experts in their fields. GivingTuesday’s culture—articulated and codified in its values, norms, habits, and beliefs— empowers the organization to deploy its capabilities in its strategies in new and nimble ways.


Our Strategies The GivingTuesday nucleus organization and the global movement work collaboratively to advance a culture of radical generosity. The GivingTuesday nucleus propels the movement forward through three overarching strategies.

Broaden and Deepen the Movement GivingTuesday’s mission is fundamentally global and inclusive; to that end, we work to empower, support, and invest in those within the movement, to connect the movement’s leaders and networks, and to build diverse and accessible on-ramps for those seeking to unleash generosity in their own communities.

Innovate the Movement To accelerate growth of the movement and unlock new ways to increase generosity, we continually experiment, innovate and optimize the ways in which we increase participation in communities and cultures around the world. We are committed to data-driven approaches that support a collaborative learning model that is shared throughout the movement.

Resource the Movement To further the exponential growth and massive returns on investment the movement generates, we seek partnerships with funders and collaborators that deliver deeper support of existing and emergent programs. In tandem, we leverage our infrastructure to support our network of leaders’ efforts to fund the work of their local movements.


To define its broad strategies, GivingTuesday reviewed its prevailing objectives and the opportunities and challenges in the current environment to answer these questions: • Are the strategies responsive to the current environment? • Are the strategies appropriate, given our current resource allocation? • Does the strategy involve an acceptable amount of risk? • Does the strategy have an appropriate and defined time horizon? • Are the strategies internally consistent? • Finally, is the strategy working ?


Broaden and Deepen the Movement 22

Movement-building is key to expanding the reach and impact of GivingTuesday. Our work thrives because we are able to engage leaders to form self-sustaining networks globally with representatives of for-purpose organizations, grassroots organizers, activists, global leaders, philanthropic insiders, everyday givers, and communities that come together to support good causes and one another. We rely on networks to both bring movement actors and leaders together in the work and to enable connections and sharing between networks to provide cross-pollination of ideas and information. In turn, we facilitate the ecosystem of networked leaders, partners and individuals, which helps us achieve our shared vision. To further grow and strengthen the network that propels the movement forward, we will continue to grow our ability to scale and support a broader, more diverse network— investing in regional hubs; designing systems that identify trends and opportunities within the movement; and encouraging and extracting more data and insights to accelerate the pace of the growth and impact of the movement. To create a more representative network that reflects the rich diversity of giving cultures, we will invest more resources into building relationships with underrepresented communities, recruiting country leaders in regions where the movement has yet to be formally organized, and uplifting proximate leadership worldwide.


As we broaden and deepen the movement, we will continue to identify new opportunities to work with leaders to build capacity and enable them to successfully support their own organizations and networks, while also connecting them with others in the network to share expertise and collaborate to develop resources and partnerships. This strategy will employ creating and facilitating regional and affinity group convenings as well as fostering mentorship relationships between leaders at the country, community and coalition levels to increase collaboration within the network and accelerate onboarding of new leaders into the network. To support these efforts, our communications work will focus on storytelling and thought leadership that celebrates the global leadership network, its power and impact as a peer-learning community that is greater than the sum of its parts, and the radical generosity that GivingTuesday fosters around the world.

A key Outcome of our Broaden and Deepen the Movement strategy: a community of practice around the world focused on the centrality of generosity in life.

Some of our targets to achieve this include: 125 country movements and 1,000 US community movements by 2022.

Uplifting Proximate Leaders: The Starling Collective The GivingTuesday Starling Collective launched in the spring of 2020 as a response to the upheaval of the pandemic and the demands for social justice. This learning lab and innovative fellowship for grassroots organizers, activists, artists and changemakers recognizes, supports, and uplifts the extraordinary leadership arising from within communities to meet needs and provide healing—leadership that is often philanthropically underrecognized and undersupported. Nearly 2,000 applications were submitted from 93 countries, and the inaugural cohort included 50 grassroots leaders representing 29 countries, speaking 33 languages, and ranging in age from 11 to 71. The Starling Collective connected leaders from around the world through skill-building, coaching, and peer-learning


as well as seed funds to accelerate onthe-ground work, thereby forming a collaborative and supportive community of diverse grassroots changemakers. Barbara Kimigisa, an Ugandan HIV activist and founder of S.H.E. (Safe, Healthy and Empowered) ambassadors—an initiative that mentors young girls to speak up and step out to be the change in their communities—credits the Starling Collective experience in providing the support and tools to become a more vocal and active leader in her community. Barbara is an active participant of the Starling alumni community and continues to collaborate with leaders around the world to exchange ideas and encouragement. “It is a relief to know I can walk this journey with someone.”

To Broaden and Deepen the Movement, we will: • Deepen impact and build capacity of existing and newly onboarded countries and communities • Build, strengthen, and connect networks within the movement • Bring people, groups, and communities into the movement and help them succeed • Drive inclusion and belonging across the movement, from participants to leaders • Expand awareness, increase participation, and shift perception of the movement


Innovate the Movement 26

GivingTuesday is a global hub for data, learning, and ultimately, innovation around ways to inspire and increase generosity. Our nucleus organization facilitates peer learning to encourage experimentation, testing, and measurement. We capture and disseminate these learnings from and to the distributed network and then use this data to identify where there is momentum and potential value to unlock. This commitment to innovation and shared learning has propelled the movement’s success. This strategy enables both sides of our innovation model. It involves facilitating the adoption of innovations and ideas across leadership networks, while also creating opportunities for experimentation and collaboration. These efforts are designed to accelerate learning and adoption across the movement and

strengthen its efficacy and impact. We distill case studies, insights, and success stories from all parts of the movement and use our communications platform to uplift and distribute these learnings. In addition to and in collaboration with this work, the GivingTuesday Data Commons explores giving behaviors and patterns, movements, and altruistic behaviors more broadly. Our strategy includes expanding global data and learning about generosity across sectors, including conducting and sharing original research that will spark further innovation within the movement and throughout the sector. Applying radical generosity to insights and learning, the Data Commons seeks to create a mechanism and open forum for research collaboration.


To Innovate the Movement, we will: • Drive increased opportunities for innovation and co-creation • Build best practice, measure excellence, and serve as a clearinghouse for insights for the generosity sector • Support and uplift innovation within the movement • Invest in pathways to success for innovative new power leaders of the next generation of the sector 28

A key outcome of our Innovate the Movement strategy: an agile and resilient civil society achieving measurable change through experimentation. Some of our targets to achieve this include: more than 80% of GivingTuesday participating groups and organizations actively experimenting with new interventions; 24 research hubs hosted on the GivingTuesday Data Commons by 2022. The GivingTuesday Data Commons has developed a model for collaborative research that is being adopted in countries around the world. Data Commons global chapters are leveraging the relationships, data assets, technical infrastructure, and methodology to address the challenges of access to data and insights for the social sector. Fifty countries are working to develop coalitions and projects to bridge the gaps in understanding about generosity and philanthropy and to answer the questions most important to their local and regional situations. In India, a coalition of donation platforms, the GivingTuesday team, and researchers led by Ashoka University used the Data Commons handling systems to analyze data on giving and storytelling around GivingTuesday to understand trends in online giving, and donor attitudes and values.

In Mexico, a collaboration with online donation platforms, payment processors, and academic researchers have replicated the successful hack-a-thon model and analysis approach that the Data Commons employed in the US to understand the trends in digital philanthropy, the impact of GivingTuesday locally, and the opportunities and barriers to growing online giving. A broad partnership of nonprofit practitioners, major funders, universities, and key sector institutions in Canada is using the Data Commons working group model to rapidly advance new research into philanthropy, charitable sector resilience, and civic engagement—work that includes a cross-border research hub for US and Canadian academic researchers to closely collaborate and build on one another’s work.


Resource the Movement 30

At our last strategic review, the resource priority for GivingTuesday was to secure multi-year operating support for launching the new independent organization. The success of those efforts has provided a solid foundation for the growth of the movement and development of new programs. Our reach, impact, and ambitions have grown exponentially since that time. The imperative now is to secure the resources needed to fully realize this potential and maintain the exponential growth and return on investment the movement generates. To maintain the rate of growth and impact GivingTuesday has generated so far, as well as to continue to achieve the economic leverage that our decentralized model enables, our aim is to increase our operating budget by a factor of five by 2022. To accomplish this, we will focus our efforts on funding for specific strategic outcomes where proof of concept has been established and there is immediate opportunity for scale. This will mean seeking partnerships with funders and collaborators that deliver deeper support of existing and emergent programs. The maturity of the movement around the world and our track record with funders provides a strong foundation for us to work with our global leadership network on joint projects and funding proposals. This strategy will involve collaborating with leaders in key regions where funding opportunities exist, where we can provide mechanisms, program resources, and credibility, and our partners have local relationships and connections to the needs and beneficiaries on the ground. We will also work intentionally with our GivingTuesday global network to make connections and leverage our infrastructure to support their efforts to fund the work of their movements— an approach that proved successful in Canada, which we believe can be replicated elsewhere.

Key outcomes of our Resource the Movement strategy: the organization and movement have the resources necessary to continue exponential growth and impact. Some of our targets to achieve this include: working with five country teams to secure funding for their national movements by 2022. In addition, we have set a target of at least $3.4B in donations in the US on GivingTuesday 2022.



To Resource the Movement, we will: • Build, grow, and sustain the organization to meet the moment and maximize GivingTuesday’s potential • Diversify and deepen support to forge relationships with those who can help us ensure the movement’s longer-term success and achieve our vision • Partner with leaders in the network to secure resources and help them grow their movements

Opportunities to Fuel Exponential Growth • Accelerating the onboarding of new countries and communities into GivingTuesday in order to enlist in the global generosity movement. • Focusing on equitable investment in specific regions around the world, such as the Global South, to unlock this powerful potential to extend the reach of the global generosity movement. • Activating hundreds of additional cause and affinity campaigns in thousands of communities in the United States and around the world. • Empowering leaders across the globe and across affinities who are frequently under-resourced and fight against a tide of ever-shrinking budgets while confronting acute community need. • Mobilizing the power of our global generosity movement to drive collective action in support of Sustainable Development Goals in partnership with other organizations. 33

A closer look:

Our Collaborative Learning Model How will we learn and adapt to maximize our impact? GivingTuesday has comprehensive processes for measuring impact and capturing key learning. At the program level, our Data Science team evaluates the impact of initiatives, identifies important indicators, and tracks them over time. In addition, we examine the factors that correlate with program success to help inform our own processes. Within these programs, we also measure the individual projects, collaborators, and interventions involved in order to inform our program reviews and to help establish and share best practices for the movement as well as the people and organizations within the GivingTuesday network around the world. As part of our strategic planning process, we have identified longterm goals and the metrics we will use to measure progress. On an ongoing basis, we also establish outcome measures and key performance indicators for the activities related to those goals. This provides us with a clear and flexible framework for tactical planning and performance assessment. The GivingTuesday distributed learning model provides a platform to not only disseminate learning outcomes, but also engage the broader community in planning and determining our goals and outcomes. Our Collaborative Learning Model (CLM) involves engaging key stakeholder groups (like our Global and Community leadership networks and Data Commons collaborators) to answer key questions about our successes, challenges, and priorities. This engagement informs both our strategic planning and ongoing evaluation practices.


Key performance indicator Measurement of an organization's health and performance We’ve identified meaningful metrics at each of these levels as well as approaches for gathering, reflecting on, and using this data to guide our strategic decisions moving forward. Where possible, our CLM leverages or builds upon data that is already being collected by the GivingTuesday core team and our data partners, and in other cases, we’ve identified new sources of data.

Internal Learning

Movement Learning

Sector Learning

Societal Learning

GivingTuesday Data Behavior and Generosity Data Impact Measures

GivingTuesday movement data

Behavior & generosity data

Results and metrics around the activity on GivingTuesday each year. This includes web and social media metrics, media listening, and donation data.

Findings and reporting on year-round individual behavior in aggregate. This includes longitudinal giving platform data, survey research, and experimental findings.

Impact measures Real-world results of our activities and the outcomes of the movement and participants. behavior in aggregate. This includes sector health and sustainability measures, SDG progress, and charitable programs’ impacts.

Combined, these sources help us understand our progress toward Organizational, Movement, Sector, and Societal Learning outcomes. Lastly, and most broadly, all of our impact work around the organization and movement feeds into the GivingTuesday Data Commons, a groundbreaking data collaborative of social sector practitioners and researchers. We make our impact data accessible for our collaborators to learn from and contribute to, and we continually build a community of practice around the measurement and influence of generosity.


Accelerating impact: An investment in GivingTuesday Because the opportunity for growth is exponential, GivingTuesday’s need for additional resources is significant. We know growing GivingTuesday as an organization will have an unprecedented return on investment, both in the US and around the world. There are countless new and existing constituencies who could be better supported (and in turn exponentially increase generosity in their communities) with more staff and resources devoted to them. As we head into our tenth anniversary, GivingTuesday has a oncein-a-lifetime opportunity to leverage this moment to mainstream the notion of radical generosity and create a lasting culture shift.

Our outsized impact in driving generosity is significantly greater than other organizations often compared to GivingTuesday. Fully resourcing the strategies outlined in this document will enable us to maintain both that extreme rate of growth in impact as well as the continued economic leverage of these investments delivered by the GivingTuesday nucleus model.


• Our FY21 budget was $4M, a modest budget for an organization of our size and type. • Our movement has an estimated economic leverage of $14M to $24M total given our distributed network model of volunteer leaders. • Our model has led to incredible returns : in 2020, $3B was raised on GivingTuesday and #GivingTuesdayNow in the US, a force multiplier of 769x on the dollars invested to the nucleus organization to dollars donated into the generosity sector.

Uplifting the entire sector with a force multiplier of 769x

FY2021 budget



The estimated economic leverage GivingTuesday's brand, community and distributed leadership network


Amount raised through GivingTuesday in 2020


Our Next Chapter : Unleashing the power of radical generosity around the world. As GivingTuesday looks ahead to 2022 and beyond, we have a vision and roadmap of what it will take to create the world we wish to see. We know that radical generosity must be at the heart of the society we rebuild together, unlocking dignity, opportunity and equity around the globe.


The strategies outlined in this document form a scalable approach to investing in proximate leaders, engaging the next generation of givers, and fostering learning and innovation. Through our global distributed network, we will uplift the entire sector with stronger, more inclusive leadership and accelerated adoption of emerging best practices to unlock exponentially more giving worldwide. By growing and innovating the movement, GivingTuesday is positioned to inspire exponentially more people across all borders, sectors, and beliefs to come together in shared moments to give, mobilizing communities, and strengthening the ties that bind us together as a society. When we act collectively—what we can, with what we have, from where we are—we can make massive change happen. We invite you to join us.


Our Board

Laurence Belfer CEO, Belfer Management LLC

Asha Curran Co-Founder + CEO, GivingTuesday, President

Hilary Pennington Executive Vice President for Program, Ford Foundation


Anita Gallagher Director, InnovaSocial, GivingTuesday Mexico leader, Secretary

Rob Reich Faculty Co-Director, Stanford University Center for Philanthropy & Civil Society, Chair

Z.J. Jallah GivingTuesday Liberia leader

Jonathan Soros CEO, JS Capital Management LLC

Amanda Nguyen Founder + CEO, Rise

Shijuade Kadree Director of Diversity Strategy, Snap Inc.

Jeffrey C. Walker Author, The Generosity Network, Treasurer

Asim I. Khwaja Director of Harvard’s Center for International Development


Our Team

Asha Curran CEO, GivingTuesday

Dr. Ben Cippolini Data Scientist

Cherisse Faith Starling Regional Director

Dante Plush Youth Engagement

Kathleen Murphy Digital Strategy


Madelaine Diaz Programs

Brandon Salesberry Finance

Dr. Corneil Montgomery Strategy and Parterships

Staci Bruce Networks

Caryn Stein Chief Communications Officer

Jesse Bourns Technology

Kait Sheridan Global

Catherine Mwendwa Starling Regional Director

Celeste Flores Communities

Jessica Schneider Chief Operations Officer

João Paulo Vergueiro Starling Regional Director

Woodrow Rosenbaum Chief Data Officer

Z.J. Jallah Starling Regional Director



Argentina | Australia | Au Brazil | Bulgaria | Canada Costa Rica | Croatia | Czech R Eastern Caribbean (St. Lu Dominica, St. Vincent & the G France | Germany | Ghana Ireland | Israel | Italy | K Malaysia | Mexico | Nethe Pakistan | Paraguay | Phili Puerto Rico | Romania | Sierra Leone | Singapore | South Africa | South Korea | S Taiwan | Tanzania | Tur United Kingdom (Englan Northern Ireland) | United S 44


ustria | Barbados | Belarus | Chile | China | Colombia Republic | Dominican Republic ucia, Antigua & Barbuda, Grenadines) | Estonia | Finland | Guam | Hungary | India Kenya | Lebanon | Liberia erlands | Nigeria | Norway ippines | Poland | Portugal Russia | Rwanda | Senegal Slovakia | Slovenia | Somalia Spain | Sweden | Switzerland rkey | Uganda | Ukraine nd, Scotland, Wales & States | Uruguay | Venezuela 45