Year-End Giving Meets Giving Tuesday


Giving Tuesday has been around long enough for you to probably have an idea of what it is. Born out of the consumer culture immediately following Thanksgiving, from Black Friday to Cyber Monday, Giving Tuesday is an attempt to remind us that Christmas is about giving gifts and not receiving them. It was started in 2012 by the 92nd Street Y and the United Nations Foundation, and occurs on the Tuesday after Thanksgiving.

Naturally, this emerging tradition fits right at home with the goals of nonprofits and charities. So, how does an organization like yours take advantage of Giving Tuesday?

1.  Tell A Story

People love storytelling, and when it comes to giving, it’s especially effective. People want firsthand accounts from those who benefit from the charity of others, so find those who have benefited from your organization’s mission and let them tell their story to potential donors, whether through a blog post, your Facebook page, or at a fundraising event. People give the most when they’re inspired.

Start your Giving Tuesday by considering who you want to touch with the storytelling that will inspire them the most.  Since #GivingTuesday is fueled by online donations, look to your online audiences for stories they might want to share with their peers.

2.  Make Use of #GivingTuesday.org

#GivingTuesday.org has many resources for helping nonprofits plan for the big day, and it doesn’t matter whether you’ve started planning now, or six months ago. Between weekly calls and frequent blog posts, from online tools to tips and tricks, there’s no shortage of support before, during, and after #GivingTuesday.

As you’re probably aware, nonprofit budgets are regularly tight, and that can limit the size and scope of your #GivingTuesday campaign. Therefore, maximizing your resources is essential.

3. Step Outside Your Comfort Zone

#GivingTuesday is a great opportunity to test out new fundraising techniques, messaging, and tools. Since most of the action is centered one day/campaign, you can try something new without the risk of a long-term commitment.

Clay Harmon writes content for Aplos by day and makes up novel-sized stories by night. When doing neither, his Kindle e-reader is close at hand, or he is drinking coffee and losing at video games on his computer. Raised at the gateway to Yosemite, the occasional trip into the Sierras gives a quick fix for an addiction to mountain air and serves as inspiration for future books cooking in that brain of his.

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