Giving Tuesday’s message could be transformational in Australia

Wayne Green, Philanthropy Australia’s Director, Engagement, for Victoria and Tasmania, was previously Executive Director of Honeycomb, a New York-based philanthropy organisation. During his time in the US, he saw Giving Tuesday grow from its inception to a significant day on the philanthropic calendar in many parts of the world. As fundraising platform Raisley takes on hosting the campaign in Australia – next week on 3 December – Wayne reflects on the new potential for the initiative here.

As someone who has spent some time immersed in the world of philanthropy across two hemispheres, I’ve often found myself reflecting on the cultural nuances that shape how we give. Living in the US for many years, I witnessed firsthand how Giving Tuesday became an essential part of the annual rhythm – a powerful counterbalance to the consumerism of Black Friday and Cyber Monday. Now, as Giving Tuesday prepares to re-launch in Australia, I am excited by this opportunity and what it could mean for philanthropy to grow.

In the US, Giving Tuesday sits comfortably in a sequence of seasonal rituals. The cycle begins with Thanksgiving, reminding us to express gratitude, followed by the tempting sales of Black Friday and Cyber Monday, and then culminating in Giving Tuesday’s invitation to pivot back to generosity. Giving Tuesday’s fundamental principle is that it’s not just about large donations or major campaigns; it’s about participation. From grassroots fundraisers to local community efforts, Giving Tuesday is focused on democratising giving, creating a sense that philanthropy is for everyone.

This model aligns with our growing desire in Australia to make giving more inclusive and impactful. Australia already has a strong commitment of community-mindedness and a formalised day dedicated to generosity can help grow this spirit. It can create a rallying point for non-profits, individuals and businesses alike to come together, share their stories and inspire collective action, and importantly giving.

One of the most powerful aspects of Giving Tuesday’s success in the US and other markets is the ease by which organisations can participant and become part of the conversations and movement that invites everyone to consider their role in building a culture of generosity. At its best it offers a platform to amplify, discuss and engage in giving as part of our cultural fabric and habitual patterns.

The accessibility and strength of Giving Tuesday is its ability to unite diverse organisations around a shared goal and a large-scale social media campaign. Regardless of where people choose to give – whether it’s to a large national charity, a local community group or even a grassroots initiative – the collective focus on giving creates momentum that benefits the entire sector.

In Australia, this message could be transformational. Our non-profit sector has been under strain, and many individuals feel disconnected from the causes they care about. Giving Tuesday has the potential to bridge that gap, making giving more approachable and showing that every contribution – no matter how small – has value. This chance to celebrate not just what we give, but why we give has motivated previous Giving Tuesday campaigns in Australia.

My time in the US taught me that philanthropy thrives when openly spoken about, celebrated, shared and importantly, when it’s deeply woven into the fabric of society. Giving Tuesday’s connection to Thanksgiving and the holiday season give it a natural momentum. It wasn’t just a one-off event; it became a tradition, a touchpoint that reminded people to give back amid the holiday hustle and bustle.

To embrace Giving Tuesday in Australia, we have to make it our own. This isn’t about just copying the US model but adapting it to fit our unique cultural landscape. How can we leverage our deep sense of everyone getting an ‘a fair go’ around better and more giving? So as this movement takes shape in Australia, I’m hopeful that it will inspire us to think differently about philanthropy and that it builds a sense of a shared responsibility and joy for all.

This Giving Tuesday, Aussie, Aussie Aussie … Oi, Oi, Oi! Let’s make this movement matter and build a stronger, more connected, more giving community together.

For more information on Giving Tuesday, visit Raisely’s website.