Getting Started: Ensuring a Successful Giving Tuesday Campaign

Thanksgiving turkey. Baking pies. Black Friday shopping. Going around the table and saying what we’re thankful for.?

As widely as these ideas are considered holiday staples, I’m so happy to see that Giving Tuesday – celebrating its tenth anniversary this year – has joined the ranks of such traditions.?

The bold idea of Giving Tuesday was born from discussions about how to present a welcome alternative to the heavy consumerism that dominates the days after Thanksgiving. If those of us who are fortunate enough are so focused on spending dollars during this time, shouldn’t we put at least some of those dollars toward a worthwhile cause??

Giving Tuesday has revolutionized the way people offer their time and money to organizations doing good – both in their own backyard and around the world.?

I recently gathered with some of the leading minds within the purpose, nonprofit and media communities to celebrate the anniversary of this transformative movement, and discuss the ways in which we can take it another step further.?If you’re implementing a Giving Tuesday campaign this year, here are some of the wise words these leaders had to offer in order to make the most of the day.?

1. Get to Know Your Donors?

“Make a human connection, particularly by reaching out and listening to your supporters. Understanding what your core donors care about results in a more effective Giving Tuesday campaign.”

– Bidjan Nashat, Atlas Corps

“To engage young people in your cause and build their loyalty for the future, you need to listen to them, learn what they care about and, if possible, give them tangible ways to volunteer and get involved beyond monetary donations.”

– Garry Gilliam, former NFL player and founder of The Bridge Eco Village

2. Utilize Storytelling

?“Be able to move quickly to get your story out, particularly when current events relate to your issue... Know and trust what your leadership thinks and its connection to the community you’re serving to be able to maximize your message as part of your Giving Tuesday campaign.”

– Jeremy Butler, Iraq and Afghanistan Veterans of America

“We can have all the stats in the world, but it’s really important to connect people on an individual level with stories of your organization’s impact.”?

– Lewis Moon, No Kid Hungry

3. Be Consistent, but Creative

“Stick with what’s working, but also try something different each year and then build on that the following year.”

– Lewis Moon, No Kid Hungry????????????????????????????????????????????????

“Stay in touch with potential supporters all year. Giving Tuesday should be a catalyst for their gift, not the first time they’ve heard from you.”

– Rachael Payton, Be Great DC?

????????????????????????????????????????????????????????????????????????????????????????????

4. Enlist and Help Allies to Magnify Your Message

“Equipping others with the right tools to talk about your organization’s impact is just as important as talking about it yourself.”????????????????????????????????????????

– Marina Adese, International Rescue Committee??????????????????????????????????????????????

“Whether you’re looking to partner with an individual or organization, you don’t have to wait until Giving Tuesday to start doing those things. Reconnect with the organizations you’ve already partnered with or who share your mission and use Giving Tuesday as an opportunity to unite with them all year.”

– Rachael Payton, Be Great DC?

5. Make Giving Easy

“Once you’ve nurtured them and prepared them to give on Giving Tuesday, make sure that the actual process of giving is normal and natural. I’ve been to too many sites where I go in being nurtured and ready to push that button, and halfway through I abandon it because it’s too complicated.”?????????????????

– Steve Wright, Boncom???????????????????????????????????????????????????????????

“Giving Tuesday is the perfect opportunity to go and revamp your donate page. Giving Tuesday should absolutely put a fire under you to get in there, clean it up, make it easy and simple to give.”?????????????????

– Cecilia Diem, American Philanthropic?

???????????????????????????????????

If you take just one thing away from this day, I encourage you to consider this: go beyond this season of giving, and ensure you are building a culture of giving all year-round. No matter the cause, ensure that your effort to give back is authentic, enthusiastic and meaningful – after all, that’s what this day is supposed to be all about.?

Wishing you all a safe and wonderful holiday season – with plenty of giving! ???