By Celeste Flores, GivingTuesday US and Canada Hub Director
The word “community” may evoke images of a town, neighborhood, or a group united by common interests or culture. For many, community is a deeply personal term. It’s not just about where you live, but who you identify with, who supports you, and whom you support in return. It is the backbone of our social fabric.
During the pandemic, the idea of community took on new meaning. As global systems struggled to meet unprecedented challenges of the time, people turned to more immediate, local networks for help. Mutual aid groups and community care efforts blossomed as individuals recognized the power of coming together to support one another. This wasn’t just about geography—it was about trust, shared values, and the simple need to belong and help those around you.
The bolstering of communities in response to crisis, demonstrates that our future lies in our ability to be flexible, inclusive, and grounded in shared humanity. It also highlights the essential role of local leadership and generosity in creating resilient, thriving communities.
The people who stepped up in those communities are the lifeblood that make them thrive. They understand the unique needs and values of their communities and are often best positioned to mobilize resources to address local challenges.
These individuals are shepherds of relationships and trust. Trust is the currency of any strong community. Local leaders who engage transparently and inclusively trade in trust, encouraging more people to participate in community-building efforts. By creating a sense of belonging, they solidify a community’s foundation.
At GivingTuesday, we recognize that success relies on leaning in and on leaders within their own communities. These “hand-raisers” are at the heart of the GivingTuesday movement.
On the annual celebration of GivingTuesday, community leaders capitalize on the central theme of the day to do good, using a shared attention-seeking moment to organize food drives, create safe spaces for dialogue, or lead fundraising campaigns. Their insight into the community’s pulse allows them to act swiftly and effectively.
With a deep understanding of their community’s dynamics, local leaders offer space to bring along others as they rally support from various sectors—civic groups, small businesses, nonprofits, and individuals. They create a network of resources that benefit everyone.
Local leaders know what they are doing. Why not join them?
At GivingTuesday, we recognize that success relies on leaning in and on leaders within their own communities. These “hand-raisers” are at the heart of the GivingTuesday movement.
A local campaign, aligned with a global movement, has proven to be highly effective.
When we engage in collective giving efforts it isn’t just about financial giving—it’s about the exchange of time, resources, and support that binds communities together. The last few years have demonstrated that when systems fail, it is the generosity of individuals within a community that sustains it.
People find solace in contributing to a cause alongside their neighbors, knowing their combined efforts can create significant change.
These local campaigns tap into the community’s spirit, encouraging participation from a broader base — including those new to philanthropy, families, and young people. They offer meaningful opportunities for everyone to engage, honoring each person’s unique contribution to their community.
The impact of such campaigns is profound: communities with active leader-led GivingTuesday initiatives raise 90% more funds than those without, highlighting the effectiveness of local engagement in philanthropy.
It’s more than money. They build the capacity of local nonprofits by increasing their access to unrestricted funds and strengthening their donor engagement strategies. Moreover, they foster stronger relationships among local people, businesses, and organizations, creating a network of trust and collaboration that extends beyond the campaign or day itself.
Local leadership and generosity are the cornerstones of a brighter future. By embracing our shared humanity and knowing that generosity can take many forms, we can build stronger, more resilient communities equipped to face the challenges of a changing world.
The value of GivingTuesday lies not just in the funds it raises, but in the communities it strengthens. As we move forward, let’s continue to build on the lessons of the past years, fostering connections that are both local and deeply personal, rooted in the understanding that our strength lies in our collective generosity.
Community Lifelines
Local leaders know how to support many local needs, making it easy for people to engage in meaningful ways and welcoming all forms of generosity. They create bigger tents to include organizations, community groups, churches, families, neighborhoods, local businesses and civic groups activating in generosity together because they know that together we go further and that the best solutions come from their backyard.
- Raye lives in Lebanon, Ohio, a small town with a population of 20,841 as of the 2020 census. She was inspired to take action after learning about local nonprofits struggling after a major decrease in annual funding. In response, she started the Giving Guide for Lebanon nonprofits on GivingTuesday. Raye balances this program with her day job. The Giving Guide gives nonprofits the opportunity to provide their giving links, while organizing under one branded campaign. But it’s more than just donation links – Raye’s Giving Guide includes volunteer opportunities, class registrations, and online wish lists for local organizations. A one stop giving shop for the people in her community.
- SHARE Omaha leverages ambassadors from the community to rally their workplaces or networks around local charitable causes. Ambassadors each host events to support their chosen organizations. The causes often hold personal significance for the ambassadors. For example, last year, one ambassador, a blood recipient herself, coordinated a blood drive at her workplace. Another, whose father was a rural physician specializing in obstetrics, championed a health center’s baby boutique, which provides essentials for new and expectant mothers.
- Richland County Foundation in Mansfield, Ohio invests in the capacity building of 100 local nonprofits and grows their unrestricted operating funds with a campaign to leverage this collective giving moment, engaging everyone in the community to participate and increase awareness of the important work being done by local organizations.
- E-Train (13), a leader in the GivingTuesday Spark youth movement from Sacramento, California visits schools in his area championing his passion for literacy and engages students in creating kindness bookmarks to exchange with their peers on GivingTuesday.
