Beyond the wish list: sparking goodwill in the community on Giving Tuesday

As the festive season approaches, it’s easy to get swept up in the hustle and bustle of holiday shopping, sales and social gatherings.

While the pre-Christmas build-up brings joy and excitement to many, it can also feel overwhelmingly commercial.  Black Friday and Cyber Monday dominate the narrative, urging us to buy more, save more and spend more on top.  

But nestled in the week following these shopping frenzies is a day with a completely different message: Giving Tuesday.

Originating in 2012 in the United States, Giving Tuesday was created as a counterbalance to the consumerism that surrounds the holiday season.  It began as a simple idea – a day to encourage people to give back to their communities and causes they care about.  The movement quickly gained traction and has since spread globally, including here in the UK.  It serves as a reminder that the festive season isn’t just about receiving; it’s about generosity, compassion and connection.

At UK Community Foundations, Giving Tuesday represents a unique opportunity to refocus our attention on what truly matters – supporting the incredible efforts in our communities and strengthening the fabric of society.

The challenges of the season

For many, the holiday season is a time of joy, togetherness and celebration.  But for others, it can be a period of immense difficulty.

Families living on tight budgets may struggle to provide even the basics, let alone the festive meals or gifts we so often associate with Christmas.  Individuals experiencing homelessness may feel the sting of cold weather and societal indifference more acutely.  People living alone or experiencing grief can find this season particularly isolating, as the world around them seems to burst with the warmth and togetherness they are left without.

The truth is, the festive season tends to amplify the disparities in our communities.  And it’s not just individuals who feel the strain.  

Local charities and grassroots organisations that work tirelessly to support these vulnerable groups often face increased demand for their services, all while navigating limited resources.  These smaller organisations make up over 80% of the charity sector, while receiving the smallest amount of funding*, as opposed to national charities that are often the donate button of choice at this time of year.

A chance to reconnect with community

This is where Giving Tuesday and your local community foundation come in.  Community foundations are uniquely positioned to understand and address the needs of their local areas.  By pooling resources and connecting donors with grassroots organisations, they work to create meaningful, lasting change.

When you support your community foundation, you’re not just making a donation – you’re starting a journey of impact.  Your contribution could help fund multiple services, including a small food hub that ensures families have warm meals during the school holidays, a youth club that provides a safe space for young people, emergency flood relief to households having to find refuge and a mental health programme that offers solace to those feeling overwhelmed.

Giving Tuesday isn’t just about financial donations, either.  It’s about giving your time, skills and voice to the causes that matter to you.  Whether it’s volunteering at a local shelter, organising a fundraiser or simply spreading the word about the vital work happening nearby, every act of generosity counts.

Giving goes beyond money

This Giving Tuesday, we invite you to take a moment to reflect on how you can give back to your community.  Here are a few ways to get started:

1. Donate:

Even a small contribution can have a big impact.  A donation of any size to your choice of fund, via your local community foundation, will go directly to vital grassroots initiatives like youth clubs, mental health programmes or emergency winter provisions in your area.

2. Volunteer:

Dedicate some time to a local charity or community group.  Whether it’s helping at a food hub, assisting in activities for older or isolated people or mentoring a young person at your community centre, your efforts can make a world of difference to someone.  

3. Spread the word:

Use your social media platforms to highlight Giving Tuesday and the work of your local community. Post their stories, share donation links or simply tag friends and family to encourage them to get involved.  

4. Organise a fundraiser:

Rally your network to support a cause close to your heart.  Host a bake sale at your workplace, organise a sponsored walk in your neighbourhood or run an event at your local pub.  Money you raise can go directly to your local charity or group.  Likewise, you could start a community foundation fund to fundraise towards throughout the year, continuing your support for multiple local groups/charities of your choice. 

5. Think longer term:

Consider setting up a regular donation to a local charity or your local community foundation to provide longer-lasting resources, enabling smaller charities and groups to plan more preventative services.  Alternatively, think about planning a legacy gift, such as including your community foundation in your Will, to ensure your generosity supports your community in perpetuity.

Finding a trusted source of giving

Community foundations are trusted custodians of local philanthropy.  With a presence in communities across the UK, they have an intimate understanding of the issues their areas face and have good relationships with the organisations making a difference on the ground.

Here at UK Community Foundations, we’re proud to support a network of 47 community foundations across the country.  These foundations work tirelessly to connect people who care with causes that matter.  Whether you live in a bustling city or a quiet rural area, your local community foundation is ready to help you make a difference where it’s needed most.

One of the wonderful aspects of community foundations is their ability to foster collaboration.  By bringing together individuals, families, businesses and charities, they create a ripple effect of generosity that benefits everyone involved.  

Giving Tuesday is the perfect time to be a part of this movement.

Whatever you decide to do on 3^rd December, Giving Tuesday reminds us that the true spirit of the season lies in generosity and compassion.  It’s an opportunity to step back from the noise of consumerism and focus on the values that bind us all as a community.

To learn about the good work happening in your community, take a look at your nearest community foundation's website.

*UK Civil Society Almanac 2024, NCVO