#GivingTuesday is a global day of giving and unity that began in 2012 and has risen in popularity over the last several years. With many nonprofit organizations planning fundraising campaigns around this day, it has become an important component of their annual strategy. With the unique current circumstances in the world, #GivingTuesdayNow is taking place on May 5th, 2020 – in addition to the regularly scheduled #GivingTuesday on Dec 1, 2020 – as an emergency response to the global impact of COVID-19. #GivingTuesdayNow is an opportunity to celebrate the strength and generosity of our communities and encourage action from business and philanthropy.
With nonprofit organizations continuing to provide much-needed support and services to their communities despite COVID-19, this day of giving is a great opportunity to engage prospective donors and supporters to boost your fundraising efforts.
Here are a few ways to make the most of this day of giving, and the days and weeks following, and the days and weeks following:
Social media will be very active on May 5th with hundreds of thousands, if not millions, of people sharing posts about #GivingTuesdayNow. This will cause a huge influx of traffic to nonprofit social media pages. To prepare for this, make sure that your social media pages are up to date and that they reflect who you are, what you do, your website and contact information, and perhaps most importantly, how people can support you!
Whether your #GivingTuesdayNow campaign is big or small, it should be rooted in sharing your mission and your story with the world. Now, more than ever, people want to hear good news. Learning about the important work you do might just be the motivation they need to show their support! Do this by show your network what your nonprofit is doing in these difficult times to help your community. Remember – don’t be afraid to ask for the help you need to drive your mission forward.
#GivingTuesday is not only a great occasion to promote giving for your nonprofit organization, it’s also a great time to recognize, celebrate, and give thanks to both your supporters and community. One of the main goals of #GivingTuesdayNow is to show gratitude to healthcare workers, service providers, and other essential workers. So while this day is an opportunity to drive donations to your organization, it is also important to show our appreciation to those who are working to ensure that their communities still have the services they rely on during the COVID-19 pandemic.
Once #GivingTuesdayNow has come and gone, ensure there is a plan to sort and segment your donors. These #GivingTuesdayNow donors may not be in the same category as your major gift donors, but that doesn’t mean that you can’t learn more about them and cultivate accordingly. You can still look at demographics, size of gift, and connections to your cause. A great way to segment your donors is to compile them in a list and perform a wealth screen. This approach enables your team to segment hundreds or thousands of individuals you know very little about into a prioritized list of prospects. From there, you can see if donors on your #GivingTuesdayNow list that have a high capacity and inclination to donate a major gift to your organization
No matter what you do to participate in #GivingTuesdayNow, remember that the purpose of this movement is building a society with generosity and kindness at the core.