The Impact of GivingTuesday: A Nonprofit Perspective

Written by Kristy Hayter In honour of GivingTuesday, happening this year on December 2, 2025, the world’s largest generosity movement.

Every year, after the shopping frenzy of Black Friday and Cyber Monday, a very different kind of day takes over: GivingTuesday. It’s a global generosity movement that reminds us of what really matters — community, connection, and kindness.

What started in 2012 as a simple idea — a day dedicated to doing good — has grown into something truly massive. Today, GivingTuesday inspires millions of people around the world to give, volunteer, advocate, and care. In Canada alone, online donations have topped $50 million in a single day.

But behind those big numbers are real stories of small organizations getting a moment in the spotlight, of volunteers stepping up when it matters most, and of communities rallying around the causes they care about.

As someone working in the nonprofit world, I see firsthand how much this day means.

Why GivingTuesday matters for nonprofits

For many nonprofits, especially the small or under-the-radar ones, GivingTuesday is more than just a fundraising campaign. It’s a lifeline. Here’s why:

• Visibility: It gives us a platform to reach new people and share our mission with a wider audience. Even the smallest groups can be part of a global conversation.
• Inspiration: It brings out the best in people, from kids holding lemonade stands for charity to local businesses matching donations.
• Momentum: A single day of giving can kickstart a season of support. It opens doors to new donors, volunteers, and partnerships.
• Hope: At a time when so many issues can feel overwhelming, GivingTuesday is a breath of fresh air, a reminder that people still care deeply and want to make a difference.

I often say that GivingTuesday is less about how you give, and what matters is that you give — whether that’s time, money, your voice, or simply acts of kindness.

A tougher year for the nonprofit sector

As we gear up for GivingTuesday 2025, it’s important to talk about the bigger picture — and it’s not all rosy. Across Canada, and particularly here in British Columbia, nonprofits are facing serious challenges. A recent Vancouver Sun article called it what it is: a funding crisis.

Here’s what that looks like on the ground:

• Costs are rising. Rent, insurance, wages, and basic operations have all gotten more expensive. Inflation isn’t just hitting families; it’s squeezing nonprofits, too.
• Funding is shrinking. Many groups rely on a patchwork of government grants, donations, and project-based funding. But budgets are tight, and some sources are drying up or being reallocated.
• Demand is skyrocketing. At the same time, more people are turning to nonprofits for support, whether it’s food, shelter, mental health care, or other critical services.

In other words, nonprofits are being asked to do more with less, and it’s not sustainable.

GivingTuesday helps, but it’s just one day. What we really need is long-term support, smarter funding models, and systems that value and sustain the essential work nonprofits do year-round.

What you can do

So what does this mean for you?

Whether you’re a donor, volunteer, business owner, or just someone who wants to help, you have a role to play in making this GivingTuesday count.

Here are a few ideas:

• Give. Find a cause that speaks to you or has helped those you know. Your donation might help keep a food bank open, fund after-school programs, or provide shelter to someone in crisis.
• Support smaller organizations. Big charities do essential work, but smaller ones often get overlooked, and your gift can have an outsized impact.
• Think beyond money. Volunteer. Share a campaign. Offer your skills. Even a kind word to a nonprofit team member can go a long way.
• Make it a habit. Let GivingTuesday be the start of something longer. Consider becoming a monthly donor or setting up a legacy gift.
• Speak up and share. Post on social media, bring it up with your workplace, or your school. Help keep the spirit of generosity visible year-round.

Final thoughts

GivingTuesday is a beautiful reminder that generosity isn’t rare. It’s in the neighbour who brings food to a local pantry, the teen who volunteers helping animals, the business that donates a portion of sales, or the donor who quietly gives every year.

But for nonprofits, especially this year, GivingTuesday also represents urgency. We’re here to serve our communities, but we can’t do it alone.

So as December 2 approaches, let’s keep showing up for each other. Let’s give what we can, do what we can, and remember: when we all give a little, we all gain a lot.