Last updated: November 12, 2026. This guide is for general information and is not legal or tax advice. Charitable promotion rules vary by state, so check with your state attorney general’s office or a qualified advisor before running a sales-for-charity campaign. It is independent and not affiliated with GivingTuesday or any fundraising platform. Figures come from the sources named at the end.
GivingTuesday 2026 is Tuesday, December 1, 2026, the Tuesday after US Thanksgiving. It opens GivingTuesday’s “Generosity Week,” which runs December 1 to 5 and ends on International Volunteer Day. In 2025, US participants gave an estimated $4.0 billion on the day, up 13% from 2024, according to GivingTuesday’s own data.
That makes it one of the biggest single days for donations in the US, and it lands right after Black Friday (November 27), Small Business Saturday (November 28) and Cyber Monday (November 30). Below is what the numbers say, what nonprofits and businesses are allowed to do, and a practical three-week plan you can start today.
GivingTuesday 2026 Key Dates
| Day | Date | Why it matters for your plan |
|---|---|---|
| Thanksgiving | Thursday, November 26 | Low-volume day for email; schedule a light “thank you” touch at most |
| Black Friday | Friday, November 27 | Inboxes are at their most crowded |
| Small Business Saturday | Saturday, November 28 | Good moment for local businesses to announce a GivingTuesday pledge |
| Cyber Monday | Monday, November 30 | Use for a “tomorrow is GivingTuesday” reminder |
| GivingTuesday | Tuesday, December 1 | Main ask, progress updates, final push |
| Generosity Week | December 1-5 | Extend matching gifts and volunteer activities through Saturday |
What the 2025 Results Tell Marketers
GivingTuesday publishes its US estimates through its Data Commons. The 2025 figures were released on December 3, 2025.
| US metric | 2024 | 2025 |
|---|---|---|
| Dollars donated | $3.6 billion | $4.0 billion (+13%) |
| Total participants | 36.1 million | 38.1 million (+6%) |
| Donors | 18.5 million | 19.1 million (+3%) |
| Volunteers | 9.2 million | 11.1 million (+20%) |
| People who gave goods | 12.9 million | 13.5 million (+4%) |
| People who spoke out for causes | 16.6 million | 20.9 million (+26%) |
Three takeaways stand out:
- Dollars grew faster than donors. Money rose 13% while the donor count rose 3%, so existing supporters gave more. Your best list is the one you already have.
- Volunteering jumped 20%. Asks that are not about money, such as volunteer shifts, goods drives and advocacy, are a real part of the day and suit businesses that cannot donate cash.
- GivingTuesday donors come back. Blackbaud Institute’s GivingTuesday report found a 65% repeat-gift rate for GivingTuesday donors in 2024, against 52% for all donors, and that 16% of GivingTuesday donors made their first gift to that organization on the day. The follow-up after December 1 matters as much as the day itself.
Other useful data points: Blackbaud reports that 53% of first-time GivingTuesday donors gave between $1 and $50, and that Baby Boomers were 41% of GivingTuesday donors in 2024. One fundraising platform, Gravyty, found late morning was the strongest giving window on GivingTuesday 2025 among its clients, with smaller lifts at lunch and in the early evening. That is one vendor’s client base, so test your own timing.
Who Can Take Part, and Can You Use the Logo?
GivingTuesday describes itself as unbranded. Its FAQ says “movements shouldn’t be trademarked,” and its logos page invites organizations to adapt the logo to their own brand colors. Participation is free; GivingTuesday does not collect donations, and gifts go directly to each nonprofit through whatever platform it uses, which may charge its normal fees.
Businesses are explicitly welcome. The GivingTuesday FAQ says small businesses and brands participate by using “their platforms, networks, talents and resources for good,” and gives examples such as donating a share of sales, acting as a drop-off site or offering matching grants.
A Three-Week GivingTuesday Plan for Nonprofits
Week of November 9-15: Set the goal and the story
- Pick one specific outcome the money will fund (“$5,000 covers winter coats for 200 kids”) rather than a general appeal.
- Secure a matching gift from a board member or local business. A match gives donors a reason to act on the day.
- Check your donation page on a phone. Cut it to as few fields as possible and pre-select a suggested amount that reflects your typical gift.
Week of November 16-22: Build the assets
- Write four emails: a save-the-date, a launch email on the morning of December 1, a midday progress update and an evening last call.
- Prepare a simple progress graphic you can update during the day.
- Line up volunteer or goods-drive options for supporters who cannot give money.
- Run a deliverability check before the busiest inbox week of the year. Our pre-send email deliverability checklist covers authentication and list hygiene.
Week of November 23-December 1: Launch
- Send the save-the-date around November 24, before the Thanksgiving rush.
- On Cyber Monday, send a short “tomorrow” reminder that mentions the match.
- On December 1, send the launch email in the morning, post progress updates on social media, and send the last call in the evening.
- Thank every donor within 48 hours, and plan a second touch in January that shows the result. That is how the 65% repeat rate is earned.
A tax point worth mentioning to US donors
Starting with tax year 2026, people who do not itemize can deduct up to $1,000 of qualifying cash gifts to charity, or $2,000 for married couples filing jointly, according to an IRS reminder published on November 10, 2026. Noncash gifts and gifts to donor-advised funds do not qualify. A gift made on December 1, 2026 falls in the 2026 tax year. Mention this accurately, without promising any donor a specific tax result. Our guide to the 2026 charitable giving deduction explains the rules for itemizers and non-itemizers.
A GivingTuesday Plan for Small Businesses
GivingTuesday’s 2026 corporate engagement toolkit suggests several formats. Pick one that fits your margins and your customers:
| Format | How it works | Best for |
|---|---|---|
| Matching gift | Match customer or employee donations 1:1 or 2:1 from December 1-5, up to a cap | Businesses with a fixed giving budget |
| Weekend pledge | Pledge a share of Black Friday through Cyber Monday revenue and announce the total on GivingTuesday | Retailers and ecommerce shops |
| Round-up at checkout | Customers round up their purchase for a named charity | Shops with point-of-sale or ecommerce round-up tools |
| Buy one, donate one | Donate a product for each one sold over the weekend | Product businesses with a natural nonprofit partner |
| Volunteer day or skills workshop | Paid volunteer time for staff, or pro bono workshops for local nonprofits | Service businesses and agencies |
| Drop-off site | Collect coats, food or toys at your location | Local storefronts |
The toolkit also advises leading with values and impact rather than the sale itself. In practice, that means your GivingTuesday email should talk about the nonprofit and the result, not a discount code.
If you are already running a local weekend campaign, fold GivingTuesday into it. Our Small Business Saturday 2026 marketing plan and week-by-week Black Friday email plan show where a charity pledge fits in the sequence. Remember to update your listing hours as well; see our guide to Google Business Profile holiday hours.
Legal Checks Before a Business Runs a Charity Promotion
When a business advertises that a purchase will benefit a charity, many states treat it as a commercial co-venture. Rules differ by state. New York’s Attorney General, for example, requires a written contract with the charity before the promotion starts and a final accounting to the charity within 90 days after it ends, showing items sold, the amount of each sale and the amount paid or to be paid to the charity. Before you launch:
- Get written agreement from the nonprofit, including how its name and logo will be used.
- State clearly what the charity gets (“$5 from every sale,” “10% of net sales up to $2,000”), and avoid vague phrases like “a portion of proceeds.”
- Check the requirements in each state where you sell, or ask an attorney.
- Keep records and report the final amount publicly.
Corporations should also note a 2026 tax change: according to Fidelity Charitable, corporations can now deduct charitable gifts only to the extent they exceed 1% of taxable income. Discuss the impact with your accountant before sizing a match.
Common GivingTuesday Mistakes
- Starting on December 1. Donors who hear about your goal only on the day have less time to act. Pre-announce it.
- A generic ask. “Support our mission” loses to “help us fund 40 meals by midnight.”
- Ignoring mobile. Test the full donation flow on a phone before launch.
- No follow-up. A thank-you and an impact update are what turn one-day donors into repeat donors.
- Unclear business pledges. Vague promises create legal and trust problems. Say exactly what the charity receives.
FAQ
What date is GivingTuesday 2026?
Tuesday, December 1, 2026. Generosity Week runs December 1-5.
How much was raised on GivingTuesday 2025?
GivingTuesday estimates $4.0 billion in the US, up 13% from $3.6 billion in 2024.
Can a for-profit business take part?
Yes. GivingTuesday welcomes businesses, and common formats include matching gifts, a share of sales, round-ups and volunteer days. Check your state’s commercial co-venture rules before advertising a sales-for-charity promotion.
Do I need permission to use the GivingTuesday logo?
GivingTuesday says the movement is unbranded and encourages organizations to adapt the logo to their own colors, and asks that you tag GivingTuesday on social media.
Are GivingTuesday donations tax-deductible?
Gifts to qualifying charities can be. From tax year 2026, non-itemizers can deduct up to $1,000 ($2,000 for joint filers) in qualifying cash gifts, per the IRS. Individual results vary, so donors should check with a tax professional.
Bottom Line
GivingTuesday rewards preparation. Choose one concrete goal, secure a match, warm up your list before Thanksgiving and send a focused sequence on December 1. Businesses can join with a clear, documented pledge that keeps the nonprofit at the center. Then do the part most organizations skip: thank donors quickly and show them the result in January.
Sources
- GivingTuesday, FAQ, Generosity Week page, logos page and 2026 Generosity Week Corporate Engagement Toolkit
- GivingTuesday, 2025 results (December 3, 2025) and 2024 results
- Blackbaud Institute, GivingTuesday Special Report
- Gravyty, “What we learned from Giving Tuesday 2025”
- IRS, IR-2026-135 (November 10, 2026), charitable contribution deduction for non-itemizers
- New York State Attorney General, commercial co-venturer guidance
- Fidelity Charitable, tax reform overview
