How can you best maintain the spirit of generosity and goodwill amid all the hustle and bustle of year-end?

This question drives the mission of #GivingTuesday. Observed in late November—typically the Tuesday after the U.S. Thanksgiving holiday and the Black Friday and Cyber Monday shopping days—it is a global celebration of the power of giving. This year, it falls on November 27.


#GivingTuesday began as an initiative of New York’s 92nd Street Y. In 2012, the cultural and community center joined forces with the United Nations Foundation and influences across philanthropy, media, academia and other sectors, to further extend its 143-year legacy of encouraging the values of service and generosity.

The #GivingTuesday process is simple. Individuals can give alone or in conjunction with their family, their community, or a charitable organization of their choosing; and what they give can consist of anything— from material resources, to a donation of skills or time to a local community center. The goal is to give and share the act via social media, using the hashtag #GivingTuesday, to inspire others to do the same.

Now in its seventh year, #GivingTuesday has created real impact. In 2017, alone, it resulted in:

  • 2.5 million online gifts
  • $300+ million raised online
  • 21.7 billion social media impressions
  • 100+ community coalitions
  • 150+ countries participating

What’s more, #GivingTuesday has become the official starting point of giving season—the year-end period when people contribute to causes they’ve supported in the past or make their first donation to an area of critical concern.

What’s happening near me?

#GivingTuesday’s website lists ways individuals and organizations can give locally. It provides a directory that helps you identify organizations in your area—including schools, foundations and small businesses—that could benefit from your support. 

Bar graph showing the increase in assets managed within donor-advised funds. In 2016, there was $85.15 billion of charitable assets in donor-advised funds.

Donor-advised funds are easily established and offer immediate tax deductions. They can provide you great flexibility, enabling you to decide what assets to donate, how much, and through which vehicle. You also can give a donor-advised fund to others, engaging the next generation and allowing your children or grandchildren to pursue their own philanthropic passions.


The Charitable Giving Fund at J.P. Morgan can help you amplify your efforts during the giving season and beyond.

Graphic detailing the benefits of the Charitable Giving Fund.

Additionally, assets in the Charitable Giving Fund have the opportunity to grow tax-free until they are granted to the charity of your choice, and there is no deadline to choose potential recipients. However, your tax deduction is available immediately, and giving through the Charitable Giving Fund can generate the highest deductions possible.

To learn more about how you can optimize your giving strategy, please contact your J.P. Morgan advisor.