Held the Tuesday after Thanksgiving, it was established by the 92nd Street Y and the UN Foundation in October 2012 to create a national day of giving at the beginning of the holiday season in response to commercialization and consumerism in the post-Thanksgiving season
Previously the federation enabled supporters to make financial contributions via mail, phone, or on-line.
“The federation was an early adopter of Giving Tuesday, this being the third year we participate,” said Jeffrey Schwartz, the federation’s first vice president of financial resource development. “With days such as Black Friday and Cyber Monday having become so much a part of the extended Thanksgiving experience, we are proud to do everything in our power to promote a day that amplifies Thanksgiving’s spirit of gratitude and giving back.”
The text-to-give capability “allows the federation to be responsive to the philanthropic preferences and practices of all our donors, especially younger ones,” Schwartz said.
Texting codes and numbers will be announced in the coming weeks.