Take #GivingTuesday to a New Level!

By now, most of the nation has heard of the day Giving Tuesday. This movement around charitable giving has developed over the past decade, somewhat organically, into a solid brand with significant cache that is tied to the hype around Black Friday, Small Business Saturday and Cyber Monday.

Every nonprofit is now bombarded with marketing, messaging and brand collateral to help them promote this day to their supporters. Development Directors are encouraged to raise funds within this 24-hour time span along with 1.5 million other nonprofits in the U.S. They are led to believe this one day can transform their organizations.

What started as a #DoGood movement from a handful of philanthropists and nonprofit advocates, has turned into a mass marketed day that has lost some of the authenticity associated with giving from the heart. Recently, I have seen some great nonprofits decide to not buy into the Giving Tuesday craze, and instead raise awareness and resources through more strategically planned out activities and campaigns. You can’t ignore Giving Tuesday, and you should commit to some level of energy around the day, but you should not rely on it as the only day in the year to make a monetary ask. Below are some alternative and complementary campaigns that you could launch instead:

1. Take it offline. Use the time and energy you might have put into an online campaign into hosting an informal celebratory event with your supporters – and don’t have an ask! November is the month of giving thanks, so thank your donors, acknowledge your longtime or new supporters and they will be more likely to give during another fundraising campaign. Use the day to show gratitude to your top funders by visiting their offices to thank them in person.
2. Motivate your base. Every nonprofit has a core base of steadfast supporters, volunteers, youth, parents and community members that give unconditionally. Meet with them to discuss alternative hashtags and campaigns to run between Thanksgiving and Giving Tuesday. This six day span is an ideal time, when families are together and many people are off work, to think more intentionally about how to connect with them. Motivate your supporters around your programs, tell your story and build momentum around your cause!
3. Partner with a local business. If you like the idea of partnering and utilizing the national attention around Small Business Saturday and Cyber Monday, partner with a local business or technology store to build a campaign around one of these days. Partner with a local store to promote a product or service your nonprofit might sell, or encourage shoppers to come to your office or popup store. If your organization runs STEM and tech-focused programs, align your brand with Cyber Monday by encouraging donations or launching a new product or campaign during this week. Focus on building authentic partnerships that can build your brand alignment and distinguish your mission to a larger audience.
4. Take the day off. Building on the core vision behind Giving Tuesday, reward your staff by giving them the day off. You could also plan a fun event with your team and another nonprofit in the community or a fun activity together. Highlight your activities or staff recognition day in your social media feeds and encourage other organizations to do the same. Every nonprofit professional knows that you need mental breaks to stay balanced. Providing paid time off to your staff or organizing a team-building activity around Giving Tuesday is an ideal way to say thank you and still tap into the giving movement.
5. Engage. Don’t ask for money. Leverage the momentum behind Giving Tuesday, but resist the pressure to ask for a donation. While so many other nonprofits are requesting funds, stand out by asking for something else. Is there a fun and engaging resource that your organization could use, such as crayons, soccer balls, mugs or other items that individuals may have available? Create marketing materials and suggested posts around your campaign so that your friends and Boardmembers can also share your in-kind donation ask! Be creative, but don’t ask for money. 

Story also published on the Social Impact Today site.