Most people know about Black Friday and Cyber Monday – a branded marketing ploy used by the retail sector to spur sales of consumer goods for the holiday season. The charitable sector has responded in its own way with Giving Tuesday as a branded movement to mark the launch of the annual giving season. Immediately following Cyber Monday, Giving Tuesday falls this year on December 2, 2014.

Originally conceived in the US in 2012 and expanded into Canada in 2013, Giving Tuesday is a day for charities, businesses and individuals to join together, think about others, share commitments and rally for favourite causes. Giving Tuesday is also a day to acknowledge the philanthropy and volunteerism that happens throughout the year, and hopefully further extend their impact and reach.

Many human resources professionals have included corporate giving and workplace fundraising initiatives as part of their employee engagement strategy. Research shows that corporate social responsibility programs, if properly designed and implemented, can result in higher employee engagement and job satisfaction levels, especially among Gen Y workers who view community involvement and purposeful giving as integral to a healthy work-life balance.

Giving Tuesday provides a powerful “hook” to rally major social media, outdoor media, and traditional media partners to help tell giving stories to new audiences and bring attention to philanthropic commitments over the holiday season. Using the strength of a national and global “umbrella” and unified message that upholds and supports many individual brands, Giving Tuesday harnesses the power of a collective voice to make a difference. The Giving Tuesday website provides free resources and webinars for companies and individuals to expand the reach and raise the profile of workplace giving programs and fundraising initiatives.

HRMA plans to celebrate the humanity in human resources at a Giving Tuesday charity silent auction and artisan market event on December 2 at the Fairmont Hotel Vancouver.