Home Fundraising Year-End Giving Meets Giving Tuesday

Year-End Giving Meets Giving Tuesday

by Clay Harmon

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 more than buying and receiving gifts. Started in 2012 by the 92nd Street Y and the United Nations Foundation, it occurs on the Tuesday after Thanksgiving.

Naturally, this emerging tradition fits right at home with the goals of nonprofits and charities, especially when it lines up with year-end giving. So how does an organization like yours leverage Giving Tuesday?

1. Tell A Story

People love storytelling, and when it comes to giving, it’s especially effective. People want firsthand accounts of 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 by considering who you want to reach with the storytelling that will inspire them the most. Since Giving Tuesday is fueled by online donations, look to your online audiences for stories they might want to share with their peers. And be sure to include #GivingTuesday when you share.

2. Use The Giving Tuesday Website

The official Giving Tuesday website has many resources for helping nonprofits plan for the big day. It doesn’t matter whether you started your giving campaign six months ago or you are starting toward the end of the year. Between weekly calls and frequent blog posts, from online tools to tips and tricks, there’s no shortage of support before, during, and after Giving Tuesday.

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

3. Step Outside Your Comfort Zone

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

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