BETHLEHEM, Pa. — Just a few days after Thanksgiving sits a lesser-known day of celebration: Giving Tuesday.
It's today, and it's grown into a global movement that will have a direct impact on the Lehigh Valley, as many nonprofits and charitable organizations are promoting the holiday to increase donations and meet their needs.
“It’s an important day. It’s important to remind people between Thanksgiving and Christmas that there's a lot more going on besides just presents and turkeys.”Joanne Anderson, senior development officer at Second Harvest Food Bank of the Lehigh Valley and Northeast Pennsylvania
“It’s an important day," said Joanne Anderson, senior development officer at Second Harvest Food Bank of the Lehigh Valley and Northeast Pennsylvania.
"It’s important to remind people between Thanksgiving and Christmas that there's a lot more going on besides just presents and turkeys.”
'That next generation'
Giving Tuesday began in 2012 and encourages people to donate to charitable causes, and, according to givingtuesday.org, practice “radical generosity.”
Anderson said Second Harvest, a local food bank serving six counties, will be among many nonprofits campaigning through various media today.
“One of the nice things about Giving Tuesday is that it probably appeals to a little bit younger demographic overall because a lot of the funding is done online. So it's become another way we can share the story with hopefully that next generation of philanthropists.”Peter Brown, the executive director for American Red Cross Pennsylvania Rivers Chapter
She said there will be a donation “power hour” from 1 to 2 p.m., as well as various social media announcements to increase awareness of Giving Tuesday
Peter Brown, the executive director for the American Red Cross' Pennsylvania Rivers Chapter, said social media tends to be a large component of Giving Tuesday.
Brown said the Red Cross’s national and local chapters also will use social media to promote donations and the organization’s message.
“One of the nice things about Giving Tuesday is that it probably appeals to a little bit younger demographic overall because a lot of the funding is done online,” he said.
“So it's become another way we can share the story with hopefully that next generation of philanthropists.”
'Find out about who we are'
Both Anderson and Brown said they expect today’s total donations to be higher than that of a normal day. However, Anderson said that a financial boost is not all she is hoping for.
“The impact is really most significant not in monetary terms, but the impact is really most significant in how many new people find out about who we are and want to be involved in what we do."Peter Brown, the executive director for American Red Cross Pennsylvania Rivers Chapter
“The impact is really most significant not in monetary terms, but the impact is really most significant in how many new people find out about who we are and want to be involved in what we do,” she said.
Anderson said she hopes the impact of Giving Tuesday will last more than just one day.
She said the holiday can increase an organization’s visibility, which in turn exposes people to important work they may not have known was being done in their own communities.
She said the day can increase an organization’s ability to spread its message and inform people about its impact.
In turn, she said she hopes that creates longer-term relationships with people who turn into repeat, long-term donors.
'Shine a spotlight'
Anderson said the money raised today will go toward supporting Second Harvest’s mission of eliminating food insecurity through food distribution.
“It's a time of year when people are often thinking about what they can do to help and support others."Peter Brown, the executive director for American Red Cross Pennsylvania Rivers Chapter
More specifically, she said this year’s Giving Tuesday will focus on raising money for a barn being built at The Seed Farm, a program of Second Harvest that designates 42 acres in Upper Milford Township to strengthen local food systems by supporting and training new farmers.
Brown said today’s donations and support will support the Red Cross’s local chapter in providing local disaster relief, facilitating blood drives and supporting military members and their families.
“It's a time of year when people are often thinking about what they can do to help and support others," Brown said.
"And [Giving Tuesday] really helps shine a spotlight on what local nonprofits do to support the community.”
