Businesses Needn’t Back Away on #GivingTuesday

By Brigitta Witt, Global Head of Corporate Responsibility, Hyatt

The #GivingTuesday movement is a much-needed respite for the holiday shopper, a time to step back and think about how we can all reconnect with the true generosity of the holiday season. Now in its third year, it’s an event that has grown in name and number to rival the famous Black Friday and Cyber Monday preceding it.

This year, the business community has joined the movement in force, with many signing on as official corporate partners for #GivingTuesday. But, on a holiday that has quickly gained momentum and influence on a message of consuming less, how can big brands and companies authentically join in and support the spirit of giving alongside nonprofits and passionate individuals?

Make Global Change Through Local Impact. This year, #GivingTuesday has gone global, with 10 countries now participating.

But the spirit of making a local, personal impact remains at the center of the movement, with more than 19,000 partners taking part. Hyatt is a name known around the world, but our approach to #GivingTuesday zeroes in on making a local impact by embracing the knowledge and passion of our more than 95,000 colleagues to nominate nonprofit organizations in their own communities to receive Hyatt Community Grants. This year’s 31 grant recipients, like Hyatt, are organizations dedicated to making a difference on the pressing issues that are at the heart of helping their own communities thrive– from improving education systems to putting an end to domestic violence.

Use your businesses’ voice and reach to spread the word. #GivingTuesday has grown, in part, because of the impact and visibility brought to the movement by the heartwarming stories about making a difference. In selecting the nonprofits that will receive this year’s Hyatt Community Grants, we prioritize those organizations where there’s a deeper connection and an important story to share. More than just writing a check, we’re using the power of our brand’s social and digital channels to share the stories of how each organization is making a difference – like grant recipient All Faiths Food Bank, an organization that has worked hand-in-hand with Hyatt Regency Sarasota for 17 years to reach food deserts and low-income neighborhoods in Sarasota and DeSoto counties through mobile farmer’s markets and delivering fresh produce. Or, La Clairière, a nonprofit that partners with Park Hyatt Paris Vendôme‎ to help people who suffer from social exclusion by supporting working re-entry programs and providing training in our hotels.

Grassroots giving doesn’t have to mean small impact. Just over 2,500 nonprofit organizations participated in the first #GivingTuesday, but the actions from tens of thousands of individuals who were inspired by the movement generated more than $10 million in donations. This year, some experts estimate that #GivingTuesday donations worldwide will collectively exceed $50 million. Focusing on small organizations that have big potential adds up over time, and we’ve seen the impact first hand: each of our grant recipients receive anywhere from$5,000 to $20,000, but collectively, our community-focused approach to giving has touched 123 communities in 38 countries.

While some may see it as counterintuitive for any for-profit business to get behind #GivingTuesday, we firmly believe that brands needn’t shy away from embracing the spirit of generosity. Collectively, bringing brands into the #GivingTuesday fold is helping further expand the movement’s impact by bringing new visibility and momentum. And, through authentic engagement that focuses on local, continuous support that builds to a greater impact, brands should feel inspired to jump on the #GivingTuesday bandwagon.