NEW YORK − On a November day, Sister Marie Sorenson faced a tough choice when she had to turn away those waiting outside St. John’s Bread & Life food pantry as it was closing. It had been an exceptionally busy day, and over a dozen people would need to return the next day, leaving Sorenson feeling both bewildered and disheartened.

As the last visitors collected boxes of macaroni and cheese, Sorenson expressed her anticipation for Giving Tuesday, a day when the pantry typically receives a significant increase in donations.

“We’re incredibly thankful that this day encourages people to think about those in dire need,” stated Sorenson, who serves as the pantry’s associate executive director.

Over the past decade, Giving Tuesday has emerged as a critical opportunity for millions of Americans to pause during the busy holiday season and engage with various charitable movements. Nonprofit organizations report that it is the most significant day of the year for contributions, bringing in waves of new donors, many of whom continue their support long-term.

An impressive total of $3.1 billion was raised on Giving Tuesday in 2023, despite an overall decline in charitable donations since the COVID-19 pandemic, according to nonprofit leaders who spoke to YSL News. On the other hand, Giving Tuesday has seen consistent growth each year since its inception, allowing more individuals to concentrate on the causes they want to support, remarked Ruth Ann Daily, chief development officer for the Muscular Dystrophy Association.

“I love Giving Tuesday,” exclaimed Daily, who has spent over 25 years in nonprofit development. “I can remember times before Giving Tuesday existed, and it has opened new doors for raising awareness.”

While many might feel overwhelmed by the number of donation requests from nonprofits during this annual event, it’s important to reflect on where you’d like your contribution to go, advises Ben Miller, a data analyst and senior vice president at the fundraising software firm Bonterra Tech.

“We’re all ready to contribute on that day, and those who connect with a cause will often choose to give,” Miller pointed out.

Here are some expert tips to consider as you look to make an impact this Giving Tuesday:

Spend a Few Minutes to Research and Reflect

Being conscious about where your contributions go is natural. View donating as investing in an organization you believe in, Daily suggested.

“I want to ensure that my contribution generates a positive impact for the mission I support,” Daily emphasized.

Use online platforms like Charity Navigator, Better Business Bureau, Charity Watch, GiveWell, GreatNonprofits, and Candid (previously known as GuideStar) to evaluate how much of a nonprofit’s budget is allocated to its mission versus its administrative expenses prior to donating.

Additionally, it’s essential to invest in your local community and support smaller social service providers that may not be listed on those platforms, highlighted Asha Curran, cofounder of Giving Tuesday and CEO of the organization with the same name.

“Even if it lacks a top rating or detailed impact reports, it’s likely doing meaningful work where you value it most, and that’s a great place for your donation,” Curran shared with YSL News.

Consider also putting yourself in someone else’s shoes — like a family member passionate about a specific cause. By matching their donation, you not only offer financial support but also show your affection for them. Take into account where your loved ones volunteer, and consider directing your contribution there. For instance, if your niece walks dogs at an animal shelter, think about donating $50 to that cause.

What is the Total Amount Raised on Giving Tuesday?

In 2023, donors contributed an impressive $3.1 billion during the 24-hour Giving Tuesday period following Thanksgiving, stated Curran. This figure was only slightly lower in 2022, also around $3.1 billion, according to Curran.

This total doesn’t fully capture all contributions, as many individuals continue to donate during the days leading up to and following Giving Tuesday.

As Giving Tuesday approaches and the days after it unfold, data reveals interesting trends.

“In just 24 hours, a total of $3.1 billion was donated, but we anticipate that the overall contribution is much greater,” noted Curran.

The significant sums raised on Giving Tuesday highlight that it’s a “mistake to sit back and do nothing” on this special day of giving, according to Miller, a former chair of the Fundraising Effectiveness Project. This project was initiated in 2006 by the Association of Fundraising Professionals, a well-established organization with over 30,000 members.

“Many people might feel discouraged, thinking ‘what’s the point?'” Miller expressed. “However, Giving Tuesday is rapidly expanding and offers a chance to express your support.”

Since its inception in 1950, Daily’s Muscular Dystrophy Association has dedicated its efforts to funding research aimed at developing drug treatments for rare neuro-muscular diseases, which have historically shortened lifespans considerably. Recently, the association has introduced a scholarship fund as well.

“It’s incredibly exciting to witness the array of drugs currently under development,” Daily remarked. “In the past, we didn’t offer scholarship programs because individuals weren’t living long enough to attend college.”

St. John’s Bread & Life, located in Brooklyn’s Bedford-Stuyvesant area, surpassed their fundraising target of $5,000, raising $8,200 on Giving Tuesday last year. This year, they aim to increase that figure even more as they partner with an outside donor to match the first $4,000 raised, according to Director of Development James Poisal.

Giving Tuesday is ‘not a gimmick’

While it might be overwhelming to receive numerous emails and texts from nonprofits simultaneously, research conducted by Miller’s Bonterra Tech shows that these outreach efforts are effective. He insists that the holiday “is not just a gimmick.”

Data indicates that those who donate on Giving Tuesday tend to maintain higher rates of giving, likely due to the deluge of donation requests prompting a thoughtful decision-making process on the part of the donor, Miller explains.

“When selecting a cause, you’re doing so among many others vying for your attention, which is why you may choose one over another,” he stated.

In addition, studies have shown that giving enhances personal well-being, both mentally and physically. Curran pointed out findings revealing that young children feel happier when they give rather than receive gifts.

At St. John’s Bread & Life, some individuals who receive food assistance from the pantry also contribute small donations during this time of year, as Sorenson noted, demonstrating their appreciation for the organization.

“This upcoming Giving Tuesday represents a significant opportunity for us,” she said.