In 2012, I wrote my first post on #GivingTuesday. Then, it seemed like a great idea, although it was a tad gimmicky. Fast forward to today where the likes of Rue La La (my addiction) are sending emails regarding their involvement in the national day of giving.
Background: In 2012, the 92nd Street Y in New York City, in partnership with the United Nations Foundation and influencers from the worlds of nonprofits, foundations and business, asked a simple question: Could a day devoted to giving back compete effectively with the likes of Black Friday and Cyber Monday? Four years later, the answer is a resounding “yes.”
Giving Tuesday is the perfect embodiment of Americans’ willingness to come together in the spirit of generosity. According to the Giving Tuesday website, since its initiation, there have been more than 30,000 partners across 68 countries participating in the day and a nearly 500 percent increase in online charitable donations on the Tuesday after Thanksgiving.
In 2013 #GivingTuesday continued to gain momentum, with 10,000 partners in the US and 46 countries around the world. According to data from Blackbaud, the volume of online donations has increased 270% since the Tuesday after Thanksgiving in 2011 (before #GivingTuesday began).
For non-profit organizations, #GivingTuesday should pivot off of the ways in which retailers, such as Rue , promote themselves in preparation for the biggest shopping day of the year. They should:
- Create a sense of urgency. A 24-hour window can nudge supporters to make a contribution.
- Scarcity drives action. If a challenge grant or matching gift has been pledged and is good only through a set deadline, donors will be much more compelled to make donations within that time-frame.
- “Mobilize” your giving. If your giving page is not mobile friendly, even the most well-intentioned prospective donors will lose their enthusiasm if they can’t act immediately.
- Take a long hard look at your organization’s giving page and make sure that it mirrors the look and feel of your organization’s brand. According to Network for Good, charities that have a resonant brand presence on their giving pages raise an average 138-percent more on Giving Tuesday than those using generic donation pages.
And don’t forget the power of a great story. An organization’s unique story is a must as this separates it from all of the others who are participating.
To support that, this year Giving Tuesday is launching #MyGivingStory, spearheaded by the Bill and Melinda Gates Foundation. While six non-profit organizations will receive grants of up to $5,000, #MyGivingStory is more a vehicle for engaging donors on the most personal of levels, encouraging them to share their reasons for becoming involved with and supporting those causes nearest to their hearts. Between now and November 24th, individuals can visit #MyGivingStory on Facebook and submit a story of a time they made a gift to a nonprofit organization they gave to and why. Fifteen organizations that receive the most “Likes” will be reviewed by a panel of judges, who will select the final six winning non-profits.