On 3 December 2024, GivingTuesday in the United States generated an estimated US$3.6 billion, a 16 per cent increase over the previous year. Some 36.1 million people participated.
The monetary total naturally drew headlines. The figure I found most intriguing, however, lay further down the list: the number of people who donated goods rose by 32 per cent, to 12.9 million. Advocacy grew by 17 per cent, and volunteering and financial giving both increased more modestly.
The tangible turn
Why might people increasingly choose to give things — coats, food, books, equipment? I suspect it reflects a desire for generosity that feels concrete and immediate. A donated winter coat has an obvious recipient. Its usefulness requires no explanation.
For organisations, this presents both an opportunity and a responsibility. In-kind gifts can be enormously valuable when they match real needs. They can also create burdens — storage, sorting, disposal — when they do not.
Receiving goods wisely
- Publish a clear wish list, updated regularly, so donors know what is genuinely needed.
- Say no graciously to items that cannot be used, and suggest alternatives.
- Plan the logistics: collection points, volunteers for sorting and a destination for every item.
- Consider high-value categories such as computers and professional equipment, which can transform an organisation’s capacity when properly refurbished.
Generosity as a spectrum
The broader lesson is one I return to often: generosity is not a single act but a spectrum. Some people give money; others give time, expertise, goods or their voice. Organisations that welcome the full spectrum, and make each form of giving easy and meaningful, will find that their circle of supporters grows wider and more committed.
That, ultimately, is what our own Get Involved pages are designed to do — to offer every kind of giver a clear and welcoming door.
This article is commentary and personal reflection, not news reporting. Facts and figures are drawn from the publicly available sources listed below; the views expressed are the author’s own.
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