Black Friday and its consumption-minded spinoffs Small Business Saturday and Cyber Monday make it easy to forget that the holidays are supposed to be about giving, especially to those less fortunate than ourselves. That’s why it’s great to see the rise of Giving Tuesday, and NewsMatch, a part of Giving Tuesday that benefits dozens of non-profit journalism groups doing impactful, in-depth, investigative projects that seem beyond the resources of many struggling for-profit newspapers, broadcasters and other outlets.
Giving Tuesday is next week, on Nov. 27, and now is observed by organizations in at least 55 countries and every continent. Created in 2012, it’s the brainchild of 92Y and 92Y’s Belfer Center for Innovation and Social Impact, but has grown far beyond its roots, said Asha Curran, 92Y’s chief innovation officer and the Belfer Center’s executive director. International groups such as the United Nations Development Programme and TechSoup Global also support the effort.
Giving Tuesday’s real power – last year it raised more than $300 million for what Curran calls “countless” non-profits – comes both from the focus it provides and from the matching dollars it generates from foundations and corporations. Give a buck, and the matching doubles it, making it particularly attractive to people with a giving spirit perhaps bigger than their pocketbooks.
“Giving Tuesday is really a celebration of what we call everyday givers,” Curran said. “You know, $300 million in gifts last Giving Tuesday was made up of gifts of barely $100.”
Though all kinds of organizations, focused on all kinds of worth causes, take part, NewsMatch has become a particularly notable exercise, bringing together multiple matching sources to benefit 155 non-profit news groups working in just about every corner of the country and beyond
NewsMatch is being organized by the Institute for Nonprofit News and the News Revenue Hub, and bolstered by $3 million in matching funds chiefly from the Democracy Fund, the John D. and Catherine T. MacArthur Foundation, and the John S. and James L. Knight Foundation. Other contributors to the matching fund include the Gates Family Foundation, the Facebook Journalism Project, the Jonathan Logan Family Foundation, the Ethics and Excellence in Journalism Foundation, the Miami Foundation, and the Wyncote Foundation.
Importantly, though the campaign kicks off on Giving Tuesday (or Giving Newsday, as participants call it), donations through the end of the year to participating news organizations will be matched.
“What I love about this campaign, I’m on board of The Guardian’s new non-profit arm, and I’m really thrilled to see this,” Curran said. “I also love the collaborative aspect. It’s really broken new ground to get non-profits to work together.”
Each participating news organization can receive up to $25,000 in matching funds for each donation of up to $1,000. In the initiative’s first two years, it raised $7.5 million to help increase giving to local and investigative reporting while strengthening non-profit newsrooms through training and shared resources.
“Now more than ever, nonprofit newsrooms across the country are filling information gaps in communities,” said Sue Cross, Executive Director and CEO of the Institute for Nonprofit News, in a statement. “This year’s NewsMatch campaign will enable organizations to raise critical support, which will ensure they have the resources necessary to continue to provide fact-based, local quality journalism for years to come.”