Who cares about Giving Tuesday?
Since the advent of GivingTuesday in 2011, I’ve seen nonprofit organizations approach the day with a big splash in the first few years.
More recently, many have reduced their communications as more and more nonprofits get in on the action.
Last month, 45 nonprofit professionals on LinkedIn responded to my poll about Giving Tuesday 2020. Here’s what they said:
31% – Doing a giving day challenge.
20% – Sending both print and digital appeals.
20% – Sending just one email.
29% – Sitting it out.
No matter your organization’s approach, cutting through the noise on Giving Tuesday gets harder each year. For a day that follows Black Friday and Cyber Monday, the competition is now just as fierce for charitable dollars as it is for the biggest sales.
There’s no universal answer for Giving Tuesday. As with all fundraising, knowing your audience, testing ideas and messages, and being ready to pivot if something happens are critical.
What people are saying:
“We’re sending a fun email, so it’s lighthearted and engaging. I don’t want to NOT ask, but I also don’t expect a huge turn out. Just using it as a fun opportunity to remind people they can give.”
“We have a Giving Tuesday and giving challenges for a couple of weeks leading up to Giving Tuesday. This year, it focuses on the needs heightened due to the COVID-19 crisis.”
“We are participating and using student stories delivered through video to explain the need and thank those who have given previously.”