Mark your calendars. Giving Tuesday is November 29th this year, which means your team has just over two months left to prepare for one of the biggest fundraising days of the year.
Giving Tuesday is a global day of giving, celebrated the Tuesday after Thanksgiving, after the big retail rush of Black Friday and Cyber Monday. For fundraisers, Giving Tuesday is a great opportunity to launch your appeals for the final month of the year, but if your organization has never engaged in a Giving Tuesday campaign before, it can be difficult to get started. Here's our guide to success:
How can I plan for Giving Tuesday?
Even the smallest nonprofits with limited resources can participate in a Giving Tuesday campaign. Giving Tuesday offers resources for all participants, from nonprofits to schools to foundations to communities, and includes toolkits with templates, event ideas, and social graphics. Your organization doesn’t need to reinvent the wheel to engage your donors on Giving Tuesday, explore the resources and adapt what works best for your mission and goals. One of the best ways to increase the impact of your Giving Tuesday campaign is to get a donor to sponsor matching gifts for an online giving challenge. Start planning now to make sure your top donors and leadership are ready to participate and support your campaign.
How does Giving Tuesday fit in with my annual fund strategy?
When planning a Giving Tuesday campaign, it should fit in with your overall annual fund end-of-year campaign. Giving Tuesday can be an extra touchpoint of communication with your donors, and it can serve as an opportunity to reach new audiences. Giving Tuesday emerged in the era of social media, and the best campaigns depend more on getting supporters to share the organization’s mission online than focusing on number of gifts solicited. Giving Tuesday reminds your donors to start thinking about their end-of-year gifts, and could even be paired with a physical mailing to donors who still need to make their gifts.
Why is Giving Tuesday important?
In 2015, Giving Tuesday accounted for 116.7 million dollars raised online. If that’s not reason enough to want to get in on the action, the campaign attracted 114 billion Twitter impressions. Whether your organization is trying to find some more dollars before the end of the year, or needs an opportunity to spread some great storytelling, you can benefit from Giving Tuesday. Get planning.