Giving Tuesday was started in 2012 by the 92nd Street Y and the United Nations Foundation as a response to commercialization and consumerism in the post-Thanksgiving season (Black Friday and Cyber Monday).
The idea for Giving Tuesday was first announced in October 2012, a month before the first planned Giving Tuesday (November 27, 2012). The announcement was made by Giving Tuesday founding partner Mashable, a technology website.Other founding partners listed in the story were Skype (launching Skype for Peace) and Cisco. Other partner organizations announced over the coming weeks included Microsoft, Sony, Aldo, Case Foundation, Heifer International, Phoenix House, and Starwood Hotels. Mashable provided detailed coverage of Giving Tuesday.
Research has shown that Reception of Giving Tuesday has generally been positive, with a large number of organizations, including Google, Microsoft, Skype, Cisco, UNICEF, the Case Foundation, and others joining in as partners and has been praised as an antidote to consumer culture and as a way for people to give back.
A January 2015 article in Nonprofit Quaterly described Giving Tuesday as a federated, multi-platform campaign, that involved many different nonprofits and many donation processing platforms, all focusing on a single day so that they could coordinate efforts to raise awareness and publicity.
Learn even more about Giving Tuesday here.