How to Prepare for a Successful Giving Tuesday

Now is the perfect time to prepare for #GivingTuesday, which could serve as the rollout for your end of year giving campaign. #GivingTuesday is an international day of giving that happens the first Tuesday after Thanksgiving and has not only shined the spotlight on the nonprofit world but turned up the giving volume on charitable causes. It all started in 2012, and was originally intended to bring back the spirit of the season that had been overshadowed by retail's Black Friday and Cyber Monday. It's consistently grown every year to the tune of $300 million in 2017, up from 177 million in 2016. That's nearly a 70 percent increase. Planning early to join this worldwide event is the key to not only increasing awareness out about your organization but also increasing donations. Here are some ideas for you to prepare for a successful #GivingTuesday campaign.


1.  Create Your Campaign Early: The age-old saying, "The early bird gets the donation" rings true with #GivingTuesday.  Whether you incorporate this event into the bigger overall campaign picture or create a smaller stand-alone campaign just for this one day, get started as early as you can so you are prepared. The best advice is to think about #GivingTuesday as you do all of your fundraising campaigns by creating a plan with action steps and goals.


Takeaway: #GivingTuesday is a 24-hour event, but it is an excellent opportunity for you to tell your wonderful story, nurture existing donors, gain new supporters and generate awareness for your organization. Be prepared with a well thought out plan of action for everyone involved including staff and volunteers.


2. Use #GivingTuesday Tools:  There are many online tools you can tap into to assist you in your #GivingTuesday efforts. Consider joining the #GivingTuesday campaign as a partner to begin receiving updates and information about others just like you. Their website is full of ideas, announcements, case studies, stories, campaign examples and a blog to help you succeed. They even have a toolkit with logos and helpful branding materials.


Takeaway:  You're not all alone when it comes to creating your #GivingTuesday campaign. Start early, go to www.givingtuesday.org and enhance your individuality with the assistance of an army of other organizations who are part of the #GivingTuesday community.


3.  Engage Your Community:  One of the most valuable resources you have for any campaign are your current donors, recipients, volunteers and community supporters. Make sure they know what you are planning and recruit them to jump on the #GivingTuesday bandwagon with you. They are instrumental in telling their stories so others are compelled to donate, too, not just for this one day, but in the future.


Takeaway: Engage your community, keep them both excited and inspired about your organization and they will help spread the word, thus help you reach your annual giving goals.


Here’s to a successful #GivingTuesday campaign for your organization!

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