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Giving Tuesday: Celebrating the Spirit of Giving

By Bridget Mayer

The holiday season is a whirl of activity. For many, it “officially” kicks off with the shopping, deal-focused frenzy of Black Friday and Cyber Monday events.

Five years ago, two enterprising organizations – New York City’s 92nd Street Y community and cultural center and the United Nations Foundation – joined forces to create an event to kick off the charitable giving season and Giving Tuesday was born. Since then, Giving Tuesday has been celebrating philanthropy and charitable giving. Last year, this widely supported and nationally recognized day of giving raised an estimated $117 million, according to Reuters.

Giving Tuesday 2016 will take place on Tuesday, November 29th. Now’s the time to plan how your nonprofit can be part of the action on this national day of giving. While many of you may already be in the thick of appeals or about to launch other holiday campaigns, Giving Tuesday is a great day to bolster (or even kick-off) your campaign and help increase support. Leverage the built-in awareness of this popular day to your advantage!

At GiveCentral we support and share the sentiment behind Giving Tuesday so we’ve developed a handy guide to help your organization capitalize on the excitement and rally your donors.

1. Create Your Campaign

For every fundraising campaign, It’s crucial to know your audience and their key values to tailor your pitch. Create a theme for your campaign (what are you raising money for) that will resonate with donors. Most importantly, ensure you have personal anecdotes and stories to bring your campaign to life. Be specific about how donated funds will be used and build a case as to why it’s important. Tap into select donors to help tell your story and reinforce why the campaign is important. Donors are more likely to give if they can relate to where their dollars are going and “buy in” to the need. Once themes and storyline proof points are set, use the buzz around Giving Tuesday to not only celebrate philanthropy but also encourage support of your cause. The goal of your messaging should always be to effectively get your donor base to believe in your mission.

2. Layer Your Communications

With the campaign creative and messaging set, it’s time to spread the word! Whether it’s a note in your newsletter, email, flyer, text message or social posts and videos, be sure to maximize all of your communication platforms to share details about your campaign. Educate your audience on what Giving Tuesday is and how they can get involved to make Giving Tuesday a successful kick-off for your organization’s holiday season charitable giving campaign.

GiveCentral Best Practice Tip: Don’t forget to say thank you! A personalized thank you for a donation is an effective way to turn a one-time donor into a lifelong supporter. GiveCentral makes it easy for organizations by sending automatically customized thank you notes after each donation.

3. Engage Your Resources

It takes a village! Don’t go at your campaign alone. Create a committee of individuals who are energized and excited to make your fundraising campaign a success for your organization. Leverage these individuals to be key communicators of your campaign through word of mouth, social media and more!

Be sure to tap into Giving Tuesday’s extensive resource center. They offer a plethora of free resources – tool kits, logos, ideas and more – to make your campaign sizzle.

GiveCentral Best Practice Tip: Take advantage of the smartphone phenomenon and directly connect to your donors through GiveCentral’s Text-To-Connect platform. Texts are sent to your custom cell phone number to collect information and donations to take your Giving Tuesday campaign to the next level.

4. Get Social

#GivingTuesday expertly leverages social media as a catalyst to build momentum for the movement and drive charitable giving across the world. Be part of the conversation and share your story. Create tailored Facebook posts, Tweets and Instagram images to remind your followers of #GivingTuesday and your mission while gaining new followers.

GiveCentral Best Practice Tip: Create a personalized hashtag for your Giving Tuesday campaign for donors to easily tag, track and share!

With these tips, your organization will be well on its way to helping members celebrate Giving Tuesday and get into the holiday giving spirit!  Click here for a downloadable GivingTuesday planning guide featuring these helpful tips.  

Bridget Mayer

Bridget is the Vice President of Business Development at GiveCentral, specializing in business development and advisory services in support of the nonprofit sector. She has consulted with Catholic nonprofits for the last four years, serving as the firm’s main point of contact for new clients. Working closely with all levels of client leadership, Bridget is an expert in client implementation of GiveCentral and has broad experience with enterprise launch of new programs. She holds a Bachelor’s degree from the University of Notre Dame.

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