The Giving Tuesday 2013 campaign is continuing to try to take the focus off consumerism and place it back on the idea of giving to others. Among the promotions which appear to be included in the special day of #GivingTuesday are Amazon.com (on their charitable site) with a Kindle Fire HDX tablet charity donation promotion. The promotion arrived one day after the site offered the tablets at a discount on their main website.
As Forbes.com reported on Dec. 3, Tuesday is the second annual #GivingTuesday, which is a day of philanthropy online following up the more buyer-hungry purchasing days of Black Friday and Cyber Monday. The special day was launched last year by the United Nations Foundation and Case Foundation. CEO of the Case Foundation, Jean Case, said of the occasion:
“This is the second year of what started in the hope of building a national movement that really was an answer to the consumption focus following Thanksgiving. The idea was to bring back the spirit of giving and help others this season.”
The giving campaign relies largely on social media platforms such as Twitter and Facebook to encourage the spirit of giving to others, with the “giving” encouraged even at the smallest amounts. Reportedly, there are 8,000 partners involved in the campaign just in the United States, with another 1,500 around the world.
As far as a breakdown of the giving, 83% of participants gave a financial gift or donation to an organization. Also, three out of four respondents to the survey summarized in the 2013 Millenial Impact Report noted they “liked,” “retweeted,” or shared content on social media to spread the concept. Giving Tuesday is symbolized by the hashtag #GivingTuesday on the various social media outlets, and was trending on Twitter for the United States, as of this report.
Among the retailers who are participating in the event in a way is Amazon.com. On Tuesday, the website is running a promotion on there Amazon Smile site, which has a limited-time offer where Amazon will donate $20 to a charity of your choice with the purchase of a Kindle Fire HDX tablet. On other purchases, the site donates 0.5% of the price of any eligible AmazonSmile purchases to a charitable organization of the buyer’s choice.
After all of the commotion over Black Friday sales events, including brawls and fights on Thanksgiving Day over low-priced goods, one can only hope that this day of giving back catches on among the masses in a positive way.