3 Benefits of a Charidy Giving Day Beyond the Funds Raised

A Giving Day appeal with Charidy is a daunting prospect for any and all causes across the schools and not-for-profit organisations who have considered undertaking one. The first drawcard that catches the eye of any fundraising professional searching for new ideas and models in the space will oftentimes be that of the high targets (often dramatically exceeded!) attained by equivalent and comparable organisations who have already done so. Whilst the considerable funds raised by our partner organisations in the process of implementing a Charidy Giving Day cannot be understated, it is nevertheless important to consider the multiple benefits of the Giving Day process beyond just that of the funds raised.

Benefit #1: Celebrating Your Organisation

If you ever work closely with me or a member of our team on a Giving Day appeal, one thing you will hear me repeat ad nauseam is that in as much as a Giving Day is an opportunity to raise much-needed funds for your cause, it is also an opportunity to celebrate your organisation. Fundamentally, a Giving Day is not just another fundraising appeal on your organisation’s calendar, it’s a celebratory standout that should enable your staff, volunteers and stakeholders to take pride in the work that you do. This celebratory spirit should be consistent across any and all marketing content going out to the community and in the experience all involved should have on the day of the campaign. This is reflected in much of the advice our team works through with our partners in framing their marketing campaign in terms of consistency of positivity and upbeat messages.?

It follows, therefore, that a case for support is best established within the context of a Giving Day through storytelling that highlights the successes and real, on-the-ground impacts of the organisation… Because that is something any and all in the community can celebrate.

Benefit #2: Bringing Your Community Together

If you have been following Charidy Giving Days for a while now, it is undeniable that one of the most exciting elements of the campaign is observing hundreds (if not thousands) of members of the cause’s community giving in real time. That is absolutely intentional! The Charidy Giving Day model sets out to create a sense of community that traditional fundraising methodologies simply cannot employ. For instance, whereby on a Direct Mail appeal, it is typically the case that a donor would not know if they were one of five or five thousands donors who gave back, on a Giving Day, any donor would immediately see many other members of the community giving back and in many instances include messages of support and passion as well.?

Therefore, a significant departure from the indirectness of many fundraising methodologies, a Charidy Giving Day instills in donors a tremendous sense of community and speaks to an innate desire in most people to feel a part of something larger than themselves.

Benefit #3: Creatively Re-Engaging Major Donors

We simply cannot overemphasise the effectiveness of a Charidy Giving Day in engaging Major Donors - both in terms of existing and prospective donors. This is partly due to the added feeling of impact that can be instilled in a donor through Matched Giving that cannot be replicated elsewhere. A donor who contributes a Major Gift in the context of Giving Day will be engaged with the message that their gift is not being given in a vacuum, but rather will serve as a catalyst and inspiration for hundreds of others to give as well. The added impact and importance of a gift will not be lost on a donor who visits the Charidy Giving Day page where their name is highlighted as a Matching Donor and where they can see hundreds of people giving in real time, in part due to their leading gift. Therefore, Major Donors will appreciate and value the innovative and creative initiative of a cause they care about who are setting out to revitalise and rethink their philanthropic culture and strategy in such a way.?

Moreover, the Charidy Giving Day model mitigates the ever-pervasive issue of ‘donor fatigue’ that permeates the sector. Donors who feel their longstanding relationship with the cause is stagnating, or else feel alone in their continued support will simultaneously experience an altogether different giving process as well as the strength of community that supports the cause with the same passion and love that they do.