Is Giving Tuesday Dead?

By T. Christian Rollins, MBA, CFRE

The Tuesday following Thanksgiving – and Black Friday, and Local Saturday, and Cyber Monday – now dubbed Giving Tuesday, was created to boost online charitable support for the nation’s not-for-profit organizations.?Organizers reported that Americans gave $2.7 billion on December 1, 2021; a more-than-respectable nine percent increase from the previous year.?

But let’s add a dose of perspective.?The most recent Giving USA study, reflecting 2021 giving, reported a total of more than $484 billion given to all charities.?Even with its otherwise-impressive 9% growth, Giving Tuesday accounted for just over one-half of one percent of total giving.

Much like those attempting to grow their development programs on the backs of special events, those fundraisers counting on Giving Tuesday to make an impact have likely already grown disappointed.?The day has become noisy, cluttered, and – frankly – tired.?It is virtually (see what I did, there?) impossible to cut through it all.?Perhaps as a result, many organizations have launched their own online days of giving, not coincidentally far removed from Giving Tuesday on the calendar.

Has it really increased engagement as promised??In cyberspace, where some seem to believe that a retweet equals activism; perhaps a small donation, made from behind a computer screen, does constitute engagement.

Forgive me, while I turn down my cynicism knob (those analog devices, us old-schoolers use).?The truth is, no, I do not believe that Giving Tuesday is dead.?It just isn’t what many dreamed it might become.

Before you say, “okay, boomer;” here’s what I believe Giving Tuesday can and should be:

To its genuinely-deserved credit, the event has earned the attention and participation of a growing portion of the world.?That heightened awareness is a good thing.?The remaining question is how to leverage it.?What to do with this curious, tire-kicking, and – if we’re lucky – new-donor constituency.

Greet this audience with an open and unintimidating door; and honest, compelling reasons to want to learn more about your mission, why your NPO matters, and how – should they chose to – they can engage.?Those options must include more than clicking a “donate now” button.?Learn, understand, volunteer, subscribe, tour, convene, advocate…

Temper your and others’ expectations, and plan your messaging.?Think of Giving Tuesday as an online elevator speech.?That’s all the time you’ll have.?At best.

Approach the day as you would a marketing communications campaign.?In other words – and in order – answer the who-what-how questions.?Don’t jump to the hasty and incorrect assumption that the ‘what’ equals raise money, and therefore ‘how’ equals ask for a donation.?Start with the ‘who,’ your target audience, and consider that they might be mildly curious, younger, less than affluent, and skeptical; but that they are nonetheless important and valuable.?Consequently, the ‘what’ – your objective – might be more about awareness, validation, education, or cultivation; than solicitation. ?Then, and only then, should you plan the ‘how,’ your message.

For those development professionals who see the day as little more than a distraction during their critical year-end season: my apologies.?Sorry, but yes, you do still need to be on the field on Giving Tuesday.?Maybe let your marketing and/or volunteer department take point, so you can stay focused on fundraising; but don’t be conspicuously absent.

So, while the “giving” part of Giving Tuesday may indeed be dead; the day itself is alive and kicking.?Make the most of it.

Chris Rollins is the author of TRUISMS of Fundraising.