Five years ago, an ambitious idea for a designated day of giving came to fruition. #GivingTuesday was born out of a collective of fundraisers, strategists, and other social do-gooders and it raised $12 million in its first year. In 2016, that number surpassed $170 million. In fact, the once blip-on-the-fundraising-radar has turned into a movement with serious velocity, growing by more than 44% in each of the past two years and expected by some analysts to generate over $250 million this year.
Clearly, the time for ignoring or questioning the value of #GivingTuesday has passed—and the time for planning to make the most of this once-a-year opportunity has come! Here are a few tips and best practices you should consider for your campaign:
Remember, bringing in new donors now (at any level) builds your file and affords you the opportunity to shepherd them on the path to a long-term relationship.
Some say #GivingTuesday is like a “Hallmark holiday,” nothing more than a made up excuse to ask donors to give. Nonetheless, you’ll be wise to buy mom that card on Mother’s Day and send flowers to your sweetie on Valentine’s Day. Made up holiday or not, #GivingTuesday is here to stay and has the potential to impact your program through increased revenue, new donors, and high constituent engagement.
Ultimately, it isn’t about making a lot of noise on a single day—it’s about building the kind of relationship with your donors that, when #GivingTuesday rolls around, your organization is the first one that comes to mind.
Nearly two million people will donate on #GivingTuesday this year. Make sure your organization is on the receiving end of their generosity. Visit the #GivingTuesday website to join the movement and access resources and Tool Kits, and contact PS Digital for help in making 2017 your best #GivingTuesday yet.