With just over a week to go until this year’s #GivingTuesday—November 28—I was wondering, what exactly is #GivingTuesday?

#GivingTuesday was started in 2012 by the Belfer Center for Innovation & Social Impact team at the 92nd Street Y. Their goal was to connect individuals, communities, and organizations globally to encourage giving. Similar to the way Black Friday and Cyber Monday kick off the holiday buying season, #GivingTuesday commences the giving season; after all, that is the true meaning behind this time of year!

Social media has provided a platform for people around the world to voice their concerns, opinions, and goals. This charitable holiday is certainly a social media holiday, hence the hashtag in the name. Many participants take to sites such as Twitter, Facebook, Instagram, and Pinterest (just to name a few) to share about their favorite causes and encourage their family, friends, and peers to do the same. Last year, social media engagement on #GivingTuesday totaled 2.4 million users.

Who would have thought that this idea would be launched into a movement observed annually around the globe? Just to give you some statistical insight, in 2016 over $168 million was raised from more than 1,560,000 donations made to over 40,000 nonprofits in 98 countries!

Has your organization joined the movement?

For more information on #GivingTuesday, please visit the #GivingTuesday website.

Victoria Mulherin is a Marketing Sales Analyst at Innovairre Communications, which supports more than 500 nonprofit organizations around the world. Contact us at Answers@Innovairre.com. And follow us on LinkedIn and Twitter.