GivingTuesday falls on December 1 this year, the Tuesday after Thanksgiving. It has grown into one of the biggest days for generosity in the country.

Last year, Americans gave an estimated $4.0 billion on GivingTuesday, up 13% from the year before. More than 38 million people took part, and the number who volunteered their time jumped 20%.

For brands, that energy is an opportunity, as long as it's handled with care.

01 | Generosity Is a Community Moment

GivingTuesday isn't about transactions. It's about people coming together around causes they care about, often close to home: food banks, shelters, schools, youth sports, hospitals.

When a business supports those causes, it signals something no product ad can: that it cares about the same community its customers do.

02 | Earned, Not Opportunistic

Audiences can tell the difference between a brand that supports a cause and a brand that borrows one.

The partnerships that build trust usually share a few traits:

•         A cause that genuinely connects to the business or its employees

•         A commitment that lasts beyond one day

•         Real, specific impact people can see

•         The nonprofit, not the brand, at the center of the story

When the partnership is authentic, the goodwill follows naturally.

03 | Participation Is Bigger Than Donations

GivingTuesday's own data shows people give in many ways: money, goods, volunteer time and speaking up for causes. Last year, 20.9 million Americans spoke out about causes they care about, up 26%.

That opens creative doors. A campaign can invite viewers to volunteer, drop off a coat, attend an event or share a story, not just donate.

04 | Local Media Makes Local Impact Visible

Community causes are local stories, and local stories live on local news. A cause partnership featured across trusted local TV, streaming and digital reaches the neighbors who can actually help.

It also lets your business be seen doing good in the place where your customers live.

Give People Something to Believe In

The most memorable holiday brands give shoppers more than a deal. They give them a reason to feel good about who they're supporting. GivingTuesday, and the season around it, is a natural place to start.

Connect with Hearst Pittsburgh to build a community partnership that connects your brand to the causes Pittsburgh cares about.

Sources: GivingTuesday 2025 results