Approaching its 6th year in existence, #GivingTuesday has become a powerful philanthropic movement. This year, this day of giving will be on November 28th. Are you getting ready for this amazing opportunity?
#GivingTuesday is a day where charities, community members, and businesses worldwide come together for a common purpose: to celebrate and encourage giving.
I have a committee meeting this week with my Marketing & Communications team, and I’ve been researching how to make this social-media-fueled day of giving as successful as possible for us. What I found is wildly helpful, so I’m going to share it with you.
I like to think of the end of November like an Oreo cookie. We have the shopping days of Black Friday, Small Business Saturday, and Cyber Monday (the yummy creamy filling!) sandwiched between two days of giving, Thanksgiving and #GivingTuesday (the most important parts that make the Oreo a cookie).
How nice to begin this series of days looking inward to give thanks for our families and friends — and then ending this time looking outward to show our gratitude to the charitable organizations that mean so much to our communities.
In my research of tips and resources, I found some interesting facts and astounding statistics about this day of giving.
#GivingTuesday was born at the 92nd Street Y (92Y), a New York City cultural and community center. According to 92Y’s Chief Innovation Officer and co-founder of #GivingTuesday Asha Curran, leaders from this 144-year-old Jewish nonprofit organization were trying to solve a problem. They were brainstorming ways they could bring to life a part of their own mission statement of giving back to the wider community.
So, 92Y set out to breathe fresh air into giving. They envisioned what a philanthropic movement would look like that relied heavily on social media and the younger generation. #GivingTuesday is the extraordinary result of their efforts.
I learned in a recent Classy webinar that 92Y’s goal for the first #GivingTuesday in 2012 was to have 100 nonprofits join the cause. Thanks to companies that helped spread the message, 92Y blew past that goal by enlisting 2,500 nonprofits to join them to promote this day of giving. The next year, this giving day grew to 10,000 nonprofits, then 40,000 the next (and so on!). This day of giving went from a campaign to a full-fledged movement, celebrated in 98 countries.
And just look at the donations since 2012! Here’s a chart I put together to show #GivingTuesday’s impact on giving. The first year, donations totaled $12M. Five years later in 2016, donations totaled $168M!
What’s even more astounding…
Online donations are the only figures counted in these reported numbers. Curren said that they don’t even try to estimate the off-line impact this day has on mailed-in donations, volunteering, and acts of kindness. Can you imagine what the real impact is? (Mind blowing!)
#GivingTuesday allows your organization an opportunity to be socially innovative for a social purpose. I scoured Google to find some great tips and resources you can use to create a spirit of giving within your community.
Loads of #GivingTuesday Tips
Whole Whale came up with 29 Tips for #GivingTuesday (That You Haven’t Thought of) and its companion video, Quick Guide to Online Fundraising. Watch it right here:
Plan the Work & Work the Plan for #GivingTuesday
Julia Campbell from JC Social Marketing recently published 5 Key Decisions Your Nonprofit Needs to Make Before #GivingTuesday. She encourages nonprofits to get crystal clear about the organization’s goal for this day of giving. She also helps you create your campaign plan.
Allison Gauss from Classy published a handy 7-Day Marketing Plan for Your #GivingTuesday Campaign. She breaks down the days leading up to the giving day with practical advice on how to execute your message on your social media channels, your website, and via email.
The Motherload of #GivingTuesday Tips & Resources
When I started looking for quality #GivingTuesday resources, I googled the term. The seemingly obvious place to look for #GivingTuesday tips and ideas was not obvious to me. In case you are anything like me, I’m going to let you in on the place to go this year for all-things #GivingTuesday… givingtuesday.org. (I said it was obvious, didn’t I?!)
Since identifying the many resources at givingtuesday.org, I’ve spent hours reading the comprehensive e-guides. I’m going to list and link below my favorite resources. Check out these resources to help bring an entrepreneurial spirit into your organization’s plan!
2017 Complete Communications Toolkit (PDF): You don’t have to reinvent the wheel! This free 25-page e-guide is an amazing resource to get started with #GivingTuesday. It includes messages, ideas for getting involved, FAQs, social media tips, a campaign timeline, a press release template, fundraising ideas, community engagement ideas, and MANY examples.
2017 Social Media Toolkit (PDF): 16 pages of ideas, examples, and a social media timeline are contained in this e-guide! Specific messages for Twitter, Facebook, Instagram, Snapchat, and LinkedIn are at your fingertips. Need blogging and video ideas, too? It’s all there! (For additional reference, I created a blog writing template and wrote a post on live video.) My favorite idea in this e-guide is the Unselfie (i.e., the selfless selfie). It’s brilliant. Check it out!
2017 Case Studies (PDF): Let your imagination soar with 87 #GivingTuesday case studies. The e-guide is organized by type of organization: local nonprofits, national nonprofits, corporations, small businesses, religious organizations, foundations, schools, and higher education.
Six Great Logos for all your communications and marketing needs. I appreciate that 92nd Street Y encourages organizations to get creative with the logo. They want each organization to be in control of their own campaign and customize the#GivingTuesday logo to best represent their own organization.
Use these amazing resources and tips to inspire people into action. Make this your best #GivingTuesday ever!
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