In recent years, Giving Tuesday has emerged as a counterbalance to the consumer based Black Friday, Small Business Saturday, and Cyber Monday shopping traditions. It serves as a reminder that the holiday season is about charitable acts of kindness and helping our neighbors in need.
Giving Tuesday is an excellent opportunity for non-profits and charities to tell their communities about the work they do and encourage charitable giving to their organization. Smaller organizations or those that may be completely volunteer based shouldn’t feel incapable of participating — you don’t need a dedicated marketing team to take part in Giving Tuesday. Below are some simple ideas to try that don’t take a large budget or tons of advanced planning.
- Simple Social Media
At a minimum, your social media accounts should publish posts about Giving Tuesday (remember to use the hashtag #GivingTuesday to maximize your reach!). Post throughout the day or schedule your posts ahead of time with social media management software like Hootsuite, Buffer, or Sprout Social. Posts should include a call to action, i.e. do you want them to donate? Volunteer? Learn more about your work? Become an advocate? Depending on the call to action, include links to applicable web pages such as your volunteer opportunity or donation pages. Posts can focus on the work you do, success stories (shared either with client permission or written to remove identifying info), milestones and achievements, goals, and other information that you’d like your community to know about you. Examples of general Giving Tuesday social media posts can be found here. We’re always happy to help you boost your Giving Tuesday social media messages, so be sure to follow us on Twitter so we can follow you back to see your posts in our feed, then we can retweet your message to our followers.
- Share Video or Photos
Images and video are more compelling than text-only posts, and most social media sites say that posts that include them get more views, so use them if you can. Your video doesn’t have to be Academy Award worthy — spontaneous and unrehearsed videos are authentic and give people a sense of who you are. Try a quick interview with a colleague about what they do and why they love working for your agency. Or maybe do a fast tour around the office showing everyone hard at work. It can even be as simple as a 30 second video talking about the work of your agency. Videos should be short and sweet, as most research shows short videos are the most watched. After taking the video you can usually do some light editing or clipping right on your phone before posting it to social media. If you’re feeling brave you can even do a live video right from your Facebook or Twitter app on your phone.
- Visit Your Neighbors
Hopefully your organization is lucky enough to have some supporters in the business community that work with you throughout the year by holding fundraisers or making donations. Giving Tuesday is another perfect opportunity to engage with your biggest fans. Perhaps they’d be willing to participate in a short video. Or maybe they’d do something as simple as keep a donation box or stack of your agency’s brochures at their register or other space in their business. Most businesses, especially those that already support your work, will welcome the opportunity to continue their advocacy during the holiday season.
- Meet and Greet
If your organization is open to the public then Giving Tuesday is a perfect time to invite people in so they can learn more about what you do and become a supporter. Let your reception staff know about Giving Tuesday and equip them with brochures and other materials to give out. Consider hanging a sign in your lobby or outside your building to encourage people to stop in and learn more about your work in celebration of Giving Tuesday. Don’t forget — the holiday season is a great time for recruiting volunteers, too, so make sure applications or volunteer information is on hand as well.
- Work Your Website
Your website is one of your greatest assets, so make sure your Giving Tuesday participation is prominently featured somehow. This can be accomplished through something as simple as a blog post or homepage image, or more advanced like adding a new temporary widget to your site that directs website visitors to your donation page, volunteer application, etc.
- Don’t Let Callers Off the Hook
If when people call you they first hear a general message or listen to a menu routing them to their desired destination, consider temporarily altering your greeting in honor of Giving Tuesday. This can be as simple as a 10-15 second “hello” wishing them a happy holiday season and inviting them to support your work, along with an invitation to visit your website for more information. This won’t add much at all to their wait time but will get your message in front of everyone who calls you.
Tomorrow is Giving Tuesday and we know many of you have some great campaigns in the works to generate awareness about your organization, which will hopefully result in donations as well.
We’re extending the offer to help you boost the signal on your Giving Tuesday tweets. Here’s how you can help us retweet you and generate more views for your tweets:
1. Follow us on Twitter
2. We’ll follow you back
3. Be sure to use the official #GivingTuesday hashtag in your tweets
4. Throughout the day we’ll retweet you to our followers
Giving Tuesday is a great opportunity to get the word out about your organization and get noticed during this season of charitable giving. We’re looking forward to reading all your great tweets sharing information about the valuable work of your organizations and wish you all lots of success generating interest, awareness, and monetary support for your agency!
According to Larry C. Johnson’s Eight Principles of Sustainable Fundraising, few non-profit organizations see their donors as investors. Often times a non-profit will focus on events where donors get some kind of premium for their one-time donation. Johnson ask us to re-imagine this — to move from a transactional construct to one that is more relational. When we ask people to give, we are inviting them to partner with us, to share in our vision and support our mission and programmatic goals. Before any event we should be asking: Does the event fit in with our mission? Is it worth the time, volunteer and staff effort, and upfront costs? How will we continue to engage our donors afterward? Regardless of the event, be it outreach or fundraising focused, it’s helpful to have a donor management system in place beforehand, to capture data and continue engagement post-event.
My center, the Idaho Suicide Prevention Hotline, has held multiple fundraising and outreach events — a concert with an out of town performer who’d played previous benefits for our local NAMI chapter; a semicolon tattoo event — almost 100 people got permanent ink of henna tattoos that evening; hosting the film “The Mask You Live In”, a documentary about the risks of toxic masculinity, at our local art house theater; and a golf tournament this summer.
We have learned that the best fundraisers are the ones with the lowest initial overhead and the least amount of logistical work!
We have learned to not be too attached to dollar amounts, but to see these events first and foremost as outreach and volunteer engagement/recruitment opportunities. The concert required the most work and capital outlay, and we just broke even financially. We saw it as an overall success as the press surrounding the event did a lot to raise awareness of our service, and bring more prospective volunteers through our doors. The tattoo and film fundraisers were fairly easy to stage, cost relatively little up front and raised decent money between them. Finally, our golf fundraiser was hosted and staged by a person who had lost a family member to suicide some years prior and approached us with the offer.
We also held an outreach event at a local arts festival where we created “listening stations” (booths with hard wired phones inside and out). One trained volunteer inside each booth played a caller with a thought provoking but non-suicidal/ on-super acute crisis story to tell. We asked participants to pick up the phone and simply listen, while our volunteers, in role, shared their stories. The volunteer then thanked the participant for listening.
With the exception of the concert, our goal with each of these events is to have them be, if possible, “The First Annual…” which lowers the logistical bar for us for next year, and starts to build culture, community and history around each event, both within our shop and in our larger community.
Get creative! Ask your volunteers, staff, and local community members for ideas that fit with your mission! Most of all, have fun with it. Treat your volunteers, staff, and participants well, make the most of community engagement opportunities presented, and keep up the dialogue with all of your new and existing partners/ investors! If you are considering a semicolon tattoo event, keep in mind that an organization called Project Semicolon has trademarked some of the associated imagery and verbiage. We reached out to them and got permission in writing before moving forward with the event.
Guest blogger John Reusser is Director of the Idaho Suicide Prevention Hotline, and serves on the Board of Directors for CONTACT USA. John is also a member of the Idaho Council on Suicide Prevention, a board member of the Livewilder Foundation, and Certified ASIST (Applied Suicide Intervention Skills Training) Trainer and a licensed Designated Examiner.
‘Tis the season! From bell ringers at store entrances to Toys for Tots and other collection boxes popping up everywhere you look, December is arguably the best time of year for campaigns geared at giving. The spirit of generosity is all around, and more practically speaking many want to make that last tax-deductible donation before the year is over.
For several years now, Giving Tuesday has kicked things off. Occurring the Tuesday after Thanksgiving, it’s a day where our social media feeds are filled with compelling reasons to give to your favorite organization, typically accompanied by direct links to give online, then share your good deed with your friends.
There are some awesome tips to enhance your Giving Tuesday plan available via Network for Good. For starters, check out some advice from non-profit fundraising pros and also a great guide to help you boost your social media posts on Giving Tuesday.
Wishing you all great success with your Giving Tuesday campaigns!