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Giving Tuesday: A seasonal tradition that celebrates generosity

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Ariel Skelley/Getty Images

There's no wrong time to give. But when you choose to contribute your money or time on Giving Tuesday, you become part of a global commitment to generosity.

What is Giving Tuesday?

Giving Tuesday is a global movement focused on philanthropy and altruism. It takes place annually on the Tuesday after Thanksgiving; in 2023, Giving Tuesday falls on November 28. It follows Black Friday and Cyber Monday, days that historically kick off the holiday shopping season.

Giving Tuesday was developed to counter those days' focus on consumption. Instead of encouraging people to collectively spend money on "hot deals," the initiative promotes radical generosity—a shared commitment to doing good and helping people in need. Many organizations, including Thrivent, celebrate Giving Tuesday as a meaningful cultural moment and an opportunity to amplify the impact of philanthropy.

How Giving Tuesday began—and grew

Giving Tuesday was the brainchild of the 92nd Street Y, a cultural center in New York City, with initial support from the United Nations Foundation. In 2012, the cofounders developed resources and branding materials for charitable organizations that wanted to participate. That year, 2,500 nonprofits raised around $12 million in donations on Giving Tuesday. In 2013, total donations more than doubled.

Since then, public awareness of the event—and giving during it—have increased dramatically. Giving Tuesday in 2022 saw $3.1 billion in donations, and 35 million people in the U.S. participated in the day's events. The concept also has gone international, with formally established movements in more than 85 countries.

How Thrivent celebrates Giving Tuesday

Since 2018, Thrivent has participated in Giving Tuesday by rallying clients and community members across the U.S. to donate, celebrate and participate in events supporting featured local nonprofits.

“This is my favorite work day of the entire year,” says Diane Chicos, senior marketing specialist and leader of Thrivent’s Giving Tuesday campaign. “Every year, we see miracles happen.”

There are two components to Giving Tuesday at Thrivent, both of which are open to everyone:

  • Donate. On Giving Tuesday, personal donations made online through Thrivent’s Giving Tuesday Giving Hub or at an in-person event will be matched $1 for every $2 donated, up to a $20,000 match per participating regional Thrivent Member Network. 
  • Participate. Thrivent Member Networks are hosting a variety of virtual and in-person events in honor of Giving Tuesday. To see what’s happening in your local area, enter your zip code on the Thrivent Member Network page.  

More ideas for getting involved on Giving Tuesday

Giving Tuesday is about more than money. You can contribute your time and talent, spread the word, and inspire others to join the movement. Here are a few ideas:

  • Volunteer with an organization whose mission is close to your heart. 
  • If you’re a Thrivent member, apply to lead a Thrivent Action Team—a group that receives tools and resources from Thrivent to support a fundraiser, educational event or service activity. 
  • Start a fundraiser for a cause you support or maybe one you haven't previously supported. 
  • Give food, clothing or other items to organizations that accept such contributions. 
  • Post on social media using the #GivingTuesday hashtag and directing friends and followers to organizations that amplify their impact, such as Thrivent’s Giving Tuesday campaign. 

Why should you donate on Giving Tuesday?

By taking advantage of donation matching from Thrivent or other organizations, your money can be worth more on Giving Tuesday. Also, participating in the high-profile event may encourage others to do so—in effect, increasing your gift's impact even further. You even could get the whole family involved.

Generally, the more money raised on Giving Tuesday, the more publicity the initiative is likely to receive. As awareness rises, the number of people inspired to contribute is likely to go up, too—a ripple effect that can benefit organizations all year long.

How to amplify your generosity

Consider contributing to one of the featured nonprofits participating in Thrivent’s national Giving Tuesday campaign. For every $2 you donate through Thrivent's Giving Tuesday Giving Hub or at an in-person event as part of our Giving Tuesday campaign, Thrivent will kick in an additional $1—up to $20,000 total per Thrivent Member Network***.

If you donate money online, watch out for fees that could reduce how much of your donation will ultimately end up with the organization. In addition to matching gifts to featured organizations, Thrivent will pay the processing fees* for donations made on the Giving Tuesday Giving Hub during the Giving Tuesday campaign.

If you're a Thrivent client with membership, and your favorite nonprofit is not listed in the Thrivent Choice catalog, you can show your support by nominating them. Once the organization enrolls, it can receive online personal donations through the Thrivent giving platform, be supported by Thrivent Action Teams and receive Choice Dollars® grant funding. Eligible clients with membership also can direct Choice Dollars® to the organization of their choice**.

If you donate money on Giving Tuesday (or any time throughout the year), remember to check with your employer. Many companies match employees' charitable donations, which could boost your gift even further.

Join the global giving movement

Giving Tuesday is an opportunity to make our communities stronger, one act of generosity at a time.

Since it takes place late in the year, Giving Tuesday also provides a nice opportunity to review your annual giving goals and make new donations to ensure you meet them. Consider these resources for charitable giving as you plan your next act of generosity—on Giving Tuesday and throughout the year.


More to explore

* Thrivent will pay up to $300,000 in online processing fees per calendar year for personal donations made through Thrivent's online giving platform.

**The Thrivent Choice® charitable grant program engages Thrivent members in providing grants that support charitable activities, furthering Thrivent's mission and its purposes under state law. All grant decisions, including grant recipients and amounts, are made at the sole discretion of Thrivent. Directing Choice Dollars® is subject to the program's terms and conditions available at

***For every $2 donated to our featured nonprofits through Thrivent’s online giving platform or at in-person events on Giving Tuesday, November 28, 2023, Thrivent will match $1 up to an additional $20,000 per Thrivent Member Network.

Member benefits, programs and activities are not guaranteed contractual benefits. You should never purchase or retain any insurance or annuity products simply to be able to participate. Participation is subject to applicable Terms and Conditions.