A transition is underway. It has been slow but steady. There is no denying the gravitation toward online shopping, listening to peer recommendations, and making a collective impact through social media. Black Friday has given way to Cyber Monday to today's trending topic #GivingTuesday.
Our parents gave to organizations because they were good. Today's donor is looking for organizations that are well-run. Tomorrow's donors will likely be looking for which nonprofits have amassed the most Friends, Likes, or Links. Giving Tuesday is all about the erosion of a universal "good" to a peer recommended "cool." The question for today is simply "Is that erosion cutting a cliff or creating rich sediment for future philanthropy?"
Watch the results of today's #GivingTuesday for clues.