Make us want to give on #GivingTuesday

I love #GivingTuesday or any day that can highlight the work that nonprofits and NGOs do around the world. Last year's holiday set record numbers for donations. My inbox was appropriately flooded this AM and I've already waded through it to see which organizations will get my donation this year. And, I'll probably dip back into my email tonight to check emails from any stragglers or orgs who smartly avoided the morning rush. But, as much as I love these days, I suspect #GivingTuesday may not all it's cracked up to be.

I asked a few colleagues if they would be giving today: two said yes and six said no. Here is why the "nos" said they wouldn't be giving:

• Tapped out from Black Friday, weekend shopping, and #CyberMonday (three people said this)
• End of the month, no money in the bank
• Too many choices, feel overwhelmed
• No one has given a good reason why they should donate

So, looking at these results, this is what I suspect:

• Man, this holiday is poorly timed: Too many commerce days and end of the month bank depletion can be a real struggle, especially for younger people who may want to donate, but can't. It's difficult to have a planned giving day so close to two of the biggest shopping days of the year and not close enough to pay day. Seniors and retirees with some additional income have those reserves, but a 31-year old looking to buy a home or start a family may not. It feels like the soul cleansing that GivingTuesday provides to alleviate the pains of overzealous consumerism of the shopping holidays may not be enough to sway people. I'd love to see someone uncover more about this issue
• A crowded marketplace: Just like year-end giving, every nonprofit has placed bets on this day. It's a veritable digital bazaar and nonprofits would be foolish not to compete. But, this is competition and it can get rough if they're not prepared. I saw #GivingTuesday seminar emails as early as late-July and August this year. Your regular donor or supporter may be swayed or distracted by another organization's message.
• A good story: One colleague said he needed a reason to give and didn't receive one that worked for him. Every nonprofit uses the hashtag and has the appropriate copy and image for their programs or service. Some have matching gifts, some have a monetary goal, and some just ask to flat out support their efforts. None of these really sway people's decision because they don't express a shared desire to most. Matching and monetary goals have never given me a real incentive to want to give. Thinking back to Rebecca Leet's timeless book, Message Matters, an Action Connection is made when the audience's and organization's desire overlap. This isn't a one-and-done message on a hashtag holiday, this can take weeks or months to procure. Simply giving to match isn't enough. Where's the narrative thread that started Jan. 1 and continued through the year? A good story, a good reason, can make people give whether it's #GivingTuesday or just June 3.

Fundraisers, especially digital staff, have done a lot of hard work to get to this day. It's an important moment and can lead to a huge spike in their giving totals for the year, as with end-of-year giving. But, don't lose sight of the strategic messaging that needs to happen year-round. Looking through my #GivingTuesday emails and hashtags on Twitter, none of them are really outstanding so far, in my honest opinion. They haven't wowed me with a good story, an interesting visual, or have really played to my reasons for why I should support them (that shared desire). But the orgs I like--the ones who have made me believe in their mission and vision and have told me what they're doing to take action -- have made me believers all year. They've gone the extra mile to make me care. So, this day now comes as cashing in on my shared values all year. Even if they haven't wowed me today, they've given me plenty of reasons to give.

Good luck today to everyone org out there doing their best to do their work and garner support. Just remember that support can come at anytime and on any day, with the right message strategy.