How to Nail Giving Tuesday – Yearly
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Though the holiday feels like it’s far into the future, it’s fast approaching. In this blog post, we’ll walk you through the basics of how to nail Giving Tuesday.
What is Giving Tuesday?
Giving Tuesday is an annual holiday that celebrates giving back. Created in 2012, Giving Tuesday is a nationally recognized day that encourages everyone—no matter how big or small their contribution—to donate to a meaningful cause.
Is it Worth it?
Giving Tuesday occurs every year around the fall and winter months (this year, 2022, it’s on November, 29!). For so many nonprofits gearing up for year-end holiday giving, they often wonder if running a campaign or fundraising on the holiday is really worth it. With so much time and effort dedicated to preparing for the year’s end, it can be hard to dedicate efforts elsewhere.
Here’s the truth: it is worth it. In 2022, Giving Tuesday generated over $2.4 billion from over 34 million participants. Despite other charitable holidays that seem to fall by the wayside, this holiday is a popular day for donating.
How to Nail Giving Tuesday
Set a goal and publicize it
Whenever an organization is fundraising, it’s important to set a goal—whether it be internally, externally, or both! To succeed on Giving Tuesday, set a realistic goal for your charity and publicize it far in advance. Let supporters know how much you’re aiming to raise and why—let them know exactly what their donations will support. Stakeholders will be much more interested n contributing if they’re aware of the end goal you have in mind.
Set up a matching gifts campaign
A matching gift campaign is a great way to entice supporters to donate. If donors know that their contributions will doubled, or even tripled, they’ll be more likely to give.
Pro tip: Make sure the matching gift campaign only runs until the end of the day. This gives supporters a sense of urgency in their donations.
Focus on digital marketing
Though it’s no surprise to anyone, digital is the way to go. On Giving Tuesday, take advantage of cyberspace by creating a compelling digital report. With testimonials, videos, compelling photos, and a clickable donation link, supporters will get a comprehensive view into your campaign—all in one creative package.
Don’t reinvent the wheel
Giving Tuesday falls around the same time that nonprofits are gearing up for year-end giving. Because of that, it’s important to use your time and resources wisely. One way to approach the charitable holiday in a cost-efficient way is to recycle existing marketing material.
Pull out some of your best photos, and quotes, and even reuse some old stellar social media content. Or, better yet, parse apart your annual report!
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