Nov 28, 2017
- If you thought #GivingTuesday was just a hashtag, you’re missing out on the movement.
#GivingTuesday, which falls on the Tuesday after Thanksgiving, is a global initiative that has inspired organizations, from small nonprofits to huge corporations, to take a step back from the consumerism of Black Friday and focus on giving back.
Since it started in 2012, online participation in #GivingTuesday has increased significantly each year. Whether it’s through monetary donations, volunteer time, or simply the power of your voice for a good cause, #GivingTuesday allows organizations and individuals the opportunity to raise funds and boost awareness around their message.
Check out the infographic from Ally360. Below, it provides a good visual representation of the awareness gap #GivingTuesday has in comparison to Black Friday, but if you click into the full infographic you can dive into some really interesting facts about #GivingTuesday.
Click to view full infographic.
In 2015, only 18% of Americans were aware of #GivingTuesday. Though that gap is getting smaller every year, there’s still plenty of room to improve awareness around the #GivingTuesday movement.
Here’s an interactive map that shows the percentage of adjusted gross income given to charity in each state across the US. You can check out where your state ranks in terms of charitable giving.
Here are 5 tips for nonprofit organizations hoping to make the most out of #GivingTuesday.
1. Make giving a shareable experience.
#GivingTuesday began because of the power of social media, so make your campaign shareable!
Take a look at this example from Heinz:
Heinz launched a ‘Selfie for Good’ program for #GivingTuesday and donated $1.57 to Stop Hunger Now for every selfie taken with the Heinz Ketchup bottle. The brand surpassed their original goal and donated more than $200,000 to help families facing hunger.
Go one step further and set up a team of social media ambassadors who will be ready to share and engage with your #GivingTuesday campaign content the moment it launches.
2. Bring in the big brands.
Partner with corporations and major donors to boost your #GivingTuesday campaign reach. Many of the world’s largest companies like Cisco and Disney participate in #GivingTuesday by partnering with multiple nonprofits on various projects, and encouraging employee donations. Not only do these efforts benefit communities but businesses see a boost as well. A 2015 report on corporate philanthropy found that business performance is tied to social responsibility.
3. Consider a matchup program.
Matchup programs are a very popular and effective approach for #GivingTuesday. Here’s one example:
Carter’s, the popular children’s clothing store, ran a matchup campaign for #GivingTuesday in 2016. For every pair of pajamas purchased on #GivingTuesday, Carter’s donated a pair of pajamas to a child in need through the Pajama Program.
4. Don’t forget the follow-up.
Everyone loves to feel like their contribution is noticed and is making a difference, so make sure to post and share updates to let everyone know how much your organization has raised with their help!
Even more importantly? Be sure to thank the people who have helped you get closer to your goals, and maintain contact with that donor through varied touchpoints. The right follow-up strategy can turn a one-time donor into a lifelong supporter. The days and weeks following #GivingTuesday are possibly even more important because that’s when your nonprofit can continue to educate, inform, engage and retain donors.
5. Always set clear, defined and aligned goals.
Before you get started with a #GivingTuesday or similar campaign, take the time to think about what you want to accomplish as a nonprofit. Seems pretty obvious, right? What I’m talking about is actually taking a step back from day-to-day tasks and asking yourself, “What does success really look like?”
When your nonprofit goals are clearly stated and aligned between your marketing and fundraising teams, your organization will be better prepared to tackle a #GivingTuesday campaign with a common purpose and a singular vision for success.
With #GivingTuesday, you have an amazing opportunity to expand your reach, engage with donors who are ready to give, and ultimately further the goal of your nonprofit organization. To keep that momentum going and sustain your strategy effectively, you’ll need a unified vision and seamless collaboration between your internal teams. Download our whitepaper, Striking the Right Balance Between Nonprofit Marketing and Fundraising Teams, to learn how collaboration can help your NPO on #GivingTuesday and beyond.
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