Never invite someone to give BECAUSE it's #GivingTuesday. Do this instead.

Now that we've hit November and #GivingTuesday is just around the corner, can I remind you of something important?

?? No one gives BECAUSE it's #GivingTuesday.

People give for a multitude of reasons...

• Because they're asked
• Because they care
• Because they want to make a difference
• Because they want to save the world
• Because they want to change the world
• Because they want to help
• Because they want to alleviate suffering
• Because they want to solve a problem
• Because they want to feel good about themselves
• Because they want to be part of something
• Because they feel guilty
• Because they feel hopeful
• Because they feel angry
• Because they feel excited
• Because they want to give back
• Because they feel obligated
• Because they're generous
• Because they have a personal connection to the cause
• Because they want to do something meaningful
• Because they've been blessed
• Because of who they are
• Because they want to belong
• Because they see other people giving
• Because they trust you
• Because they need a tax deduction
• Because they want recognition
• Because they believe in your solution
• Because they have a relationship with the person asking
• Because they can make a bigger impact with you than on their own

This list could go on and on.

Obviously, some reasons are more altruistic than others, and not every reason applies to every gift, but rarely is "BECAUSE IT'S GIVING TUESDAY" compelling enough to motivate someone to give.

Do you want to stand out and make a big splash this year on #GivingTuesday?

Do you want to unleash as much generosity as possible?

Don't invite people to give BECAUSE it's #GivingTuesday.

Invite them to give because of some reason in my semi-exhaustive list above.

Okay, so what can you do?

1. Take a look at every piece of #GivingTuesday communication you're sending this year.
2. Highlight every place where you've used some variation of "because it's #GivingTuesday" as an explicit or implicit reason to give.
3. Replace them all with a more compelling reason.

Remember, no one gives simply because a date on the calendar tells them they should.

Here are a few better ways to make your case for giving this year:

• Share specific stories that bring the mission to life. Don't just ask for help - introduce givers to one person they can help along their journey.
• Clearly explain the impact of a gift in tangible terms. If someone gives $50, what happens? Be specific. Does it provide meals for a family for a week, help a child find a family, shelter an animal, send a child to school?
• Connect a gift today with long-term change tomorrow. How does a gift on #GivingTuesday help build toward the lasting change givers seek?
• Inspire with vision. Remind people that they can create a better world by giving. Share the vision and let them help bring it to life.
• Show them they're not alone. Highlight how many others are already committed. Let them be part of a growing community of supporters.
• Thank them for the important role they play in the solution to the problem you exist to solve. Gratitude goes a long way!

I love #GivingTuesday. I love the spirit of the day. I love the emphasis on generosity. And I always love any excuse to remind people to give.

But remember... "because it's #GivingTuesday" is a pretty weak reason to invite someone to give.

This year on #GivingTuesday, focus on what really matters:

• Your mission
• The problem you exist to solve
• Your unique solution
• Stories of hope and impact
• The people whose lives are changed
• The role a giver can play in all of it

Stay focused on those simple things, and you might just change the world.