The Giving Edition

American volunteering and charitable giving have been declining in recent years—but did you know that helping others may set up a positive feedback loop? Because doing good feels good, altruism can beget more altruism and better well-being.

I will never forget a dinner event in Rio de Janeiro in 2012 during the Rio+20 climate summit—seated with my friends Aaron Sherinian and Henry Timms as they drew their plans for an annual day of giving on a napkin and asked my opinion on whether it would fly!

Well, here we are today, and wow has Giving Tuesday taken off. More than $3.6B was raised and over 90 countries participated. Not bad for a movement that started on a tiny piece of paper!

As you think about where to give or volunteer this holiday season, this article makes the case for why that's something you should be thinking about every day. Doing good is actually healthy for us all. If donations are not an option then sharing on social media, volunteering or passing along info to friends can be a great substitute.Who did you support on Giving Tuesday? We’d love to know.

As always,

Susan

Brought to you this week by Washington-based Account Supervisor Helena Medeiros-Cansana , who had a Pumpkin Spice Strut Power Ballad March and a Pink Pilates Princess Catwalk Pop September.

Gravity-Defying Generosity

Giving Tuesday broke records, raising an incredible $3.6 billion—a 16% increase from last year. This milestone is a welcome reminder in a world that feels polarized, showing that generosity can unite us. That said, the challenge of donor fatigue and a competitive philanthropic landscape underscore the importance of innovative, diversified fundraising strategies. Corporations leaned into year-round giving strategies, and employees play an important role through matching gift programs and volunteerism. Giving Tuesday exemplifies the power of collective generosity—how can we sustain the momentum? This is a moment that calls upon us to reimagine how we can amplify impact year-round through compelling narratives that inspire action and deepen lasting connections.  

We Need Journalism

Trust in journalism has sharply declined, with notable critics such as Elon Musk arguing that social media should replace traditional media outlets. This is set against the backdrop of evolving dynamics between media and technology such as growing collaboration between media publishers and Amazon and the uncertain future of TikTok, as President-elect Trump’s opposition could delay or repeal the law requiring a sale. While generative AI, unchecked bias and misinformation require greater scrutiny of our information ecosystem, writing off “media” as the root cause and abandoning fact-based, fearless journalism is not the solution. Instead, we must work to rebuild trust and advocate for journalism that prioritizes integrity, transparency and accountability.  

Fight for Rights

The U.S. Supreme Court recently heard arguments in United States v. Skrmetti, which challenges Tennessee's ban on gender-affirming care for minors. The ruling could set a precedent impacting state laws on transgender rights, including sports participation, bathroom access and healthcare for both minors and adults. Chase Strangio, the first openly transgender lawyer to argue before the U.S. Supreme Court, makes clear that the law undermines informed healthcare decisions. This case could redefine transgender rights and sex discrimination laws, presenting key challenges for advocates as we navigate an increasingly complex legal landscape—especially with a new presidential administration on the horizon.

Media:

• Complex is set to relaunch its flagship magazine this week, marking a return to print as part of a broader trend among publishers.
• Social Media Today shares its social media predictions for 2025, focusing on the impact of AI, the rise of virtual and augmented reality features, and the continued use of video to boost engagement. 

Business:

• With brands sharpening their focus on authentic connection this giving season, Susan McPherson shares in Axios that we can expect companies to engage more meaningfully with local communities to build trust and meet the needs of the regions where they operate. 
• TIME recently announced the World's Best Companies in Sustainable Growth. Featuring McPherson client Zoetis, the list recognizes companies with strong financial performance and environmental stewardship. 
• As businesses navigate shifting U.S. political dynamics, McPherson client BSR charts a clear path for more ambition in sustainability leadership. 

Philanthropy:

• Join us in celebrating our clients Shannon Watts, founder emerita of Moms Demand Action, and Jina Krause-Vilmar, president and CEO of Upwardly Global, who have been recognized in Worth Magazine’s Worthy 100 list! 
• In a new series, Alliance Magazine celebrates funders who embody philanthropy’s importance in building civic infrastructure, advocating for legislation and strengthening civil society.

Culture:

• If you’re still working on your reading goal for the year like I am, check out New York Times’ best books of 2024 for inspiration! 
• Is it a wrap for Spotify Wrapped? The highly anticipated year-end feature left many underwhelmed, with its new AI-driven features falling flat. 

New Profit

The Well, hosted by McPherson client New Profit, brought together social entrepreneurs, funders and other ecosystem leaders to connect around the power of collaboration and bold leadership in tackling today's challenges. Maryland Governor Wes Moore and former Governor of Massachusetts, Deval Patrick, joined CEO Tulaine Montgomery for an intimate conversation about finding hope, bridging political divides and tapping state and local leadership to advance democracy. Reflecting on Harriet Tubman’s legacy, Governor Moore shared his joy in signing the commission that made her a one-star general in the Maryland National Guard, emphasizing her courage and relentless commitment to freedom—reminding us all of the determination required to continue pushing for change. ‘What would General Tubman do?’ feels like an apt rallying cry for impact leaders today. 

Connecting with Susan McPherson

On the latest CONNECTED, hear from the serial connector herself—our Founder and CEO Susan McPherson! With over 35 years of experience, Susan discussed the profound impact relationships have had on her professional development and leadership style. She believes that kindness, curiosity and compassion are essential in leadership, and stresses the importance of showing up for others, listening with empathy and building connections without expecting something in return. Sign up for the CONNECTED newsletter to catch her full interview and more insights from industry leaders.  

Celebrate the Giving Season

We are honored to partner with organizations working toward a better world. As we collectively embrace the spirit of giving this season, please consider supporting one of our remarkable nonprofit clients: 

• Alight, a global humanitarian organization that partners with displaced communities to co-create solutions that help them build meaningful lives.
• Upwardly Global, a nonprofit organization that dismantles employment barriers for immigrant, refugee, and asylee professionals while advancing the inclusion of their skills into the U.S. economy.
• New Profit, a philanthropic organization focused on investing in social entrepreneurs, with a portfolio of grantee partners doing critical work to expand access and opportunity in America. 
• Project CETI, a nonprofit organization focused on using technology to decode and understand whale communication.
• The Women’s Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy, which increases understanding of women’s philanthropy through rigorous research and education, interpreting and sharing these insights broadly to improve philanthropy.
• Leadership Now Project, a nonprofit group of business and thought leaders working to renew American democracy through evidence-based solutions, inclusive policies, and reforms.
• Games for Change, a nonprofit that facilitates the creation and distribution of social impact games that serve as critical tools in humanitarian and educational efforts.

• CultureSource, a coalition of cultural organizations and creative people supporting Southeast Michigan's arts and culture community, is seeking a Communications Manager. 
• The Bail Project, which provides free bail assistance and pretrial support to low-income people, is seeking a Senior Digital Engagement Specialist. 
• The People’s Climate Innovation Center, which supports community-driven climate solutions rooted in racial justice, is seeking a Communications Manager.