What is Giving Tuesday? It became popular as a hashtag, #GivingTuesday, on social media where people began sharing charitable donations. It takes place on the Tuesday after Thanksgiving. This year, in 2019, Giving Tuesday falls on December 3rd. The movement is meant to bring people together for one specific day of charity. It is successful because it plays into a sense of community.
What does this mean for your nonprofit? Well, people are actively looking for organizations they can support. So this is a great chance to get your name in front of a lot of people, local or otherwise. What should you do with all this extra attention? Here are a few fundraising ideas:
- Hashtag it. Of course, social media when the whole trend started with a hashtag. Be sure to pre-plan and schedule out relevant posts leading up to #GivingTuesday.
- Send Love Letters. It is common practice to send a handwritten letter to past donors. Remind them of your mission and how much their donations have helped in the past.
- Utilize Influencers. If your organization has a local champion who has a great following, you may consider using them as an influencer (or micro-influencer). Give them some incentive to promote your campaign, but be sure to be transparent that you’re doing so.
- Online Silent Auction. An online silent auction means you still have to get goods and services donated, but you don’t have to host a physical event. This can be a money and time-saving alternative.
- Website Edits. Change some of your website graphics, banners or pop-ups to be Giving Tuesday focused. Obviously, donations are great at any time of year, but some people are more motivated to donate when it is tied to a specific movement. If you have a chat bot, be sure to update the automated messages.
- Use Social Media. Facebook, Instagram and LinkedIn can be great options for getting your fundraising appeal out to your community. Be sure to use best practices for social media.
- Play the Year End Card. Giving Tuesday falls nicely at the end of the year, a time when it’s common for donors to make charitable donations for the last time in the tax year. Make your year-end fundraising appeal now, rather than when the December holidays have people too busy.
- Find Companies for a Matching Donation. If appropriate, find organizations, companies or stakeholders who would benefit from the philanthropic exposure by having their name on a matching donation. For example, for every person who donates $50, the local Real Estate agent will match it.
- Tell a Story. Or better yet, tell 12. Tell stories of how your nonprofit has made an impact on members throughout the year. This will spark emotions and, when followed by the right appeal, donations will follow.
- Create Giving Levels. Get creative and form 3 to 5 different giving levels. Be sure to give credit where credit is due on your website, social media, brochures and printouts, etc. Call out the highest giving levels in all of your correspondence and the middle and low giving levels in some correspondence.
Giving Tuesday comes at a special season of year when people, in general, are feeling generous. Spread your purpose and mission throughout the community and you never know what success you may find.