There is no harm in making a hard choice to skip Giving Tuesday, especially if you have other parts of your year-end giving program designed and ready to launch, and most especially if your social media platforms are not what they could be.
Tuesday November 27th is this year’s Giving Tuesday, the Tuesday after “Black Friday.” Started in 2012, #GivingTuesday is a global day of giving over social media. The average gift was $111.
Don’t get me wrong, I am a big fan of Giving Tuesday—within its proper use. Last year, Giving Tuesday raised $274 million in the US and this year it’s expected to increase to over $300 million. But the preponderance of the funds went to very large nonprofits with robust social media programs.
Also, in a 2015 national survey by the John Templeton Foundation, 93% of consumers said they were familiar with Black Friday, while only 18% were familiar with Giving Tuesday. Sadly, online searches around these two keywords are even more disproportionate, according to Google Trends data that indicates search volume.
Is #GivingTuesday right for you? That all depends on your current needs. Here are a few cautions:
Overall, if you already have a strong year-end program designed, and your social media presence is not strong, you may decide to pass.
However, if you need a one-day drive to fund a specific goal, #GivingTuesday may be a solid option. Fundraise for your exact need. Do not pitch “we need to raise $25,000 to pay program costs for 2019.” Instead, talk about one dog or cat in need, one child and the difference a gift can make in his or her life, one thing, and not more than one.
“We need to raise $16,000 to buy a new rover for our local Garden Conservancy, which will allow our 7 gardeners to serve 4,000 visitors” sounds a lot better, right?
That’s because this goal is impact focused with a definite plan. When you only have 24-hours to make your case for giving, this approach is necessary.
If you are committed to launching a #GivingTuesday drive, there’s a complete toolkit that’s chock full of vital content.
Of note, it’s important to register your nonprofit on the #GivingTuesday website.
If you’re still undecided, I suggest that you reach out to other local nonprofits and talk it through. Your best approach may be for a small group of you to come together and maximize the size and scope of your #GivingTuesday marketing efforts. Identify a shared specific goal that the public will resonate with.
I welcome your input and am interested in learning how you’re thinking about this. Please let me know on my blog.