In an industry that thrives on consumerism, PR and marketing professionals are often focused on developing campaigns that influence purchase behaviors. At Nuffer, Smith, Tucker, we take pride in the fact that we work alongside our clients to develop strategies that positively impact their bottom line. But when working with our nonprofit clients, that bottom line is often not about sales conversions, unit movement or sell-through – it’s about changing lives.

Similarly, as we head into the holiday shopping season, and we’re inundated with messages about Thanksgiving Day shopping hours, Black Friday deals, Small Business Saturday and Cyber Monday specials, it’s easy to forget the true meaning of holiday giving.

Enter #GivingTuesday – a national day of giving that “inspires people to take collaborative action to improve their local communities by giving back to the charities and causes they support.” This effort allows nonprofit organizations of all sizes the opportunity to unite under a common theme and benefit from a collective voice of support, with social media being a major driver of the event.

In 2012, #GivingTuesday was heralded as the “Social Innovation of the Year” by Bloomberg.com and named “One of Five Philanthropic High Points in 2012” by the Chronicle of Philanthropy. It also helped increase online giving by 50 percent.

So regardless of your shopping strategy, take a moment to support your favorite charity this Tuesday, Dec. 3 by donating, and encourage your network of friends and colleagues to do the same. Because investing in our community truly is the best deal of the season.