Started in 2012, Giving Tuesday reimagines a world built upon shared humanity and generosity. Because building a foundation takes time, Giving Tuesday isn’t just about one day. It is about establishing a rhythm and culture of generosity, and this one day is just the start or recharge of building partnerships with like-minded supporters.
Think our economy downturn has affected Tuesday? You may be surprised to know that despite the times, Giving Tuesday has continued to grow year over year.
On Giving Tuesday 2022, Giving Tuesday Data Commons reports:
- $3.1 billion were raised, which is a 15% increase from 2021 and 25% increase from 2020
- 37 million adults in the US participated
Why you should be promoting Giving Tuesday now
John A Bargh’s 1996 study shows that priming behavior works. Introducing Giving Tuesday ideas now can lead your audience to being more receptive to the main campaign.
How can you make the most of Giving Tuesday?
Be clear and concise. Focus on one central, time-sensitive need rather than a general mission.
Example: instead of saying “support our mission”, say, “Help clothe 100 kids with warm coats this winter.”
Talk about the problem. By showing the real issues at stake and what might be lost or worsened if no action is taken, you can evoke responses that encourage support.
Example: “More than 2,000 kids in our community live below the poverty line. For some, the only meal they get is their lunch at school.”
Leverage storytelling. Stories create connection. Share a heartfelt story of someone’s struggle and how your nonprofit helped. This makes the need feel real and creates an emotional bond.
“With great power comes great responsibility.” Use this Ethical Guidelines Template to help your stories dignify both the story owner and the story listener.
Establish yourself as the guide, not the hero. Those you serve and your donors are the heroes of the story. Donors have beliefs and causes they care about, and your organization is the credible guide to help them connect these values to the impact they can make in the world.
Some ways to establish authority are to show impact numbers, be an expert on the issue and partner with other credible organizations.
Communicate the tangible impact of every contribution. When individuals believe they can make a difference, they’re more likely to take action. When possible, be clear about a dollar amount and what it accomplishes.
Example: $20 feeds 200 children a porridge meal in Kenya
True Story: The Plans He Has For You Ministries did a fundraiser at a local church. They told the kids that $1 feeds 10 kids a porridge meal. Almost every kid that brought their money in to donate came in the door waving their money excitedly, stating how many kids they’re feeding, “I’m feeding 100 kids!” or “I’m feeding 50 kids!” No one heard them talk about how much they gave, but they talked about how many kids they were feeding.
Almost every kid that brought their money in to donate came in the door waving their money excitedly, stating how many kids they’re feeding, “I’m feeding 100 kids!” or “I’m feeding 50 kids!” No one heard them talk about how much they gave, but they talked about how many kids they were feeding.
Give people something to talk about. The best way to grow your organization is to get everyone talking about it. Create a buzz about your organization. Create trust and talk triggers.
According to Forbes.com, a talk trigger must meet four requirements: be remarkable, relevant, reasonable and repeatable. Encourage people to post why they give leading up to Giving Tuesday.
Thank your donors. One of the pitfalls of donor growth strategy is to acquire donors on Giving Tuesday and lose them because you didn’t build a relationship and thank them.
Plan a thank you strategy and send personalized thank you notes – via email, text, or handwritten. Many times, donors will turn around and make a larger end of year gift.
Track and analyze your efforts. Whatever strategies you choose, collect data on what works and plan for next year.
Prepare your social media and email links with tracking codes to see which messages were most effective in getting results. Make sure you have Google Analytics set up (it’s easy and free.)
In all that you do, establish trust. Trust inspires confidence and motivates individuals to partner with your organization, both financially and through their time and efforts. You can’t overdo trust.
Making a difference in the world is no easy task. Oftentimes, it’s easy to get overwhelmed. Please remember that you’re not alone in this journey. All you can do is all you can do, and what you’re doing IS making a difference.
It’s better to do a few things well than start many things and do them poorly. By prioritizing the quality of your efforts over the quantity, you will likely begin to see meaningful results.
Thank you for making the world a better place.