Let’s review the holidays toward the end of November:
- Thanksgiving in the US (on a Thursday)
- Black Friday (when people go crazy with retail shopping)
- Cyber Monday (the biggest online shopping day of the year)
- #GivingTuesday (designed to encourage giving)
#GivingTuesday is quickly becoming a big day for fundraising. People make donations online to their favorite charity or find another way to support their favorite cause, like volunteering or hosting a supply drive.
This video created by the folks at www.GivingTuesday.com will help you understand what #GivingTuesday is all about.
Here are a couple of interesting facts about #GivingTuesday:
- In 2013, over $10,000,000 was given to charity. That’s a lot of money in one day and it’s bound to be way more this year.
- 60% of people giving online are new donors. This is HUGE! This means that most people who make a donation on that day are new to the nonprofit they’re supporting. That means #GivingTuesday can be a great source of new donors for you.
- Nonprofits that participate in #GivingTuesday did twice as well in 2013 as those that did not. Seems like the groups that are on the ball and being very successful are participating in #GivingTuesday.
- In 2013, the average #GivingTuesday gift size was $142. That means that people who give are giving big.
This year, #GivingTuesday is December 2. If you already have a plan for #GivingTuesday, great. If not, you STILL have time to spread the word that your nonprofit is a great cause for people to support.
Here are my recommendations for your #GivingTuesday promotion:
- Choose your message. What will your #Giving Tuesday message be? “Support us” won’t cut it. “Help us change more lives this holiday season” is better. Something very compelling that’s specific to your mission is best.
- Plan the promotion. Email your supporters and let them know about #GivingTuesday ahead of time. Create a great graphic and post it on Facebook. Graphics are WAY more sharable than straight text. Also post it on your website and any other social media you use. You can get the #GivingTuesday logo at www.GivingTuesday.org/tools
- Encourage your volunteers, staff, and Board to share the graphic. The more people who are sharing the #GivingTuesday message, the better.
- Put together a press release for your local media. Let them know you’re participating and what #GivingTuesday is. If they’re already planning a story, they may well include you in it.
- Be sure your “Donate Now” button works. You don’t want to be caught with problems on your website! Make sure the site is ready for visitors, the donation button is easy to find, and that the auto-receipt that people receive is consistent with your nonprofit’s brand.
- Be ready to receive phone calls and emails. You may have people with questions about your organization, and you should be ready to answer them.
- Figure out how you’ll measure your success. How will you track the gifts that come in from #GivingTuesday? Is there a way you can post a specific link on your social media so that you can track the gifts that come in? If not, can you at least measure the gifts that arrive on Dec 2?
Links to #GivingTuesday resources
Ideas for ways to get others involved: http://www.givingtuesday.org/ideas/
Customizable graphics for #GivingTuesday: http://www.nonprofittoolkit.net/2013/11/28/givingtuesday/
More resources and worksheets: http://www.formomentum.com/givingtuesday.aspx
More videos: https://www.youtube.com/user/GivingTuesday