It’s More Than a Day — The Giving Tuesday Strategy That Will Make an Impact
Giving Tuesday is a global day of giving that’s now in its eighth year. Over the years, Giving Tuesday has evolved and changed, and it’s become so much more than just one day. It’s a movement that can have a large impact on social good organizations as part of their yearlong strategy.
Nearly 33% of charitable giving happens in the last three months of the year, with Giving Tuesday being a contributing factor in end-of-year donations for many organizations.
We’ve found organizations employing a yearlong giving strategy that leverage days of giving and giving holidays, like Giving Tuesday, tend to be most successful against their fundraising goals. Below are some tips to make the most of Giving Tuesday and leverage one-day giving campaigns as part of an overall strategy.
Leverage Peer-to-Peer Fundraising
As reported in “The Next Generation of American Giving,” 66% of people say being asked by a friend or family member is the most widely acceptable giving channel. Harness the passion of your top supporters and empower them to fundraise on your behalf using peer-to-peer fundraising.
It can create some really powerful outcomes. On Giving Tuesday, we’ll be spotlighting a peer-to-peer fundraising campaign that was founded by a nine-year-old cancer patient, who was inspired, while she was undergoing treatment to fundraise for other children battling cancer. Her campaign, “Don’t Stare, It’s Only Hair,” has raised more than £50,000 to date for CLIC Sargent, the U.K.’s leading cancer charity for children, young people and their families.
Ask Donors to Support a Specific Project
While Giving Tuesday continues to be an important driving force for many organizations, it brings with it a ton of competition for dollars. Thousands of social good organizations in more than 150 countries participate in this global giving holiday.
One way to help your organization stand out on Giving Tuesday is to ask donors to support a specific project or initiative — and to make it tangible when at all possible. Sisters of Charity of the Blessed Virgin Mary more than tripled year-over-year donations on Giving Tuesday by asking supporters to donate for new chairs for the nuns.
While chairs might not seem very exciting, they were something that the organization needed, and it enabled supporters to have a clear sense of accomplishment and to quickly see the impact of their donations.
Identify Matching-Gift Opportunities
Since Giving Tuesday has drawn the attention of many organizations, your organization can find success by identifying matching-gift opportunities. Sometimes that added bit of incentive can take supporters from thinking of making a gift to putting it in action.
Spotlight Other Areas of Your Organization Beyond Asking for Donations
By taking part in Giving Tuesday, your organization is a part of a global movement — a day that celebrates giving and kindness. Let’s say your organization has reached its fundraising goal or you’re not interested in using Giving Tuesday specifically for fundraising, this day of giving can be leveraged in other ways.
For instance, some organizations use it as an opportunity to spotlight and thank their volunteers. Volunteers are highly engaged in your organization, and this can be a great opportunity to thank them — they are sharing your mission and amplifying it for you.
You can also use this moment to celebrate your organization and the work that you’re doing — it can put a face to your organization and tell your donors the impact that their giving is truly making.
Giving Tuesday has become a movement largely because of the way people are choosing to give today — and much of that happens online. Additionally, 24% of online donations throughout the year are made on a mobile device. Beyond capitalizing on your end-of-year or one-day giving campaign, make sure you’re thinking holistically about how to capture donations year-round starting with your plan for technology for 2020.
Utilize these tips to make the most of Giving Tuesday and incorporate them into your annual fundraising plan to get the most traction for your organization.
Rachel Hutchisson is vice president of Corporate Citizenship and Philanthropy at Blackbaud and senior advisor at Blackbaud Institute.