Giving Tuesday, bearing its own hashtag, began in 2012 as part of a collaborative effort of the 92nd Street Y on the upper east side of Manhattan, and the United Nations. They created it as the antithesis to the commercialism of the holiday season. Over the years, it has steadily grown into what is now a movement, a day set aside to celebrate giving instead of getting. #GivingTuesday always takes place 5 days after Thanksgiving, after Black Friday and Cyber Monday. This year it falls on December 3rd.
Unfortunately, many nonprofits miss this opportunity to reach out to their communities leading up to and on #GivingTuesday. Often discouraged by the lack of support for their various campaigns throughout the year, they brush off this chance to leverage their content marketing strategy and take advantage of the spirit of the season. I fully acknowledge that nonprofits are a labor of love, and their leaders are most often humans driven by generosity that exhaust their own means for the people they serve. So, the frustration is 100% understood. I’m here to encourage you to not give up and to give the opportunity for others to be generous this season. It’s something about this time of the year that tugs at heart strings and reminds people that others are less fortunate and in need. You more than likely will see greater results from a campaign at this time.
Many large foundations and other civic minded organizations plan and save all year to provide generous donations on #GivingTuesday. In addition, clever, well-written marketing campaigns can bring attention to your nonprofit or organization and garner the support of every day people that have a special, personal connection to your cause. You could even consider setting a specific dollar amount for your campaign. I have seen great feats accomplished by my nonprofit friends that have asked for $1 or even $5 from each person.
It’s not too late to put some of these ideas into action to market for this year’s #GivingTuesday. Create a simple marketing campaign and allow others to give their tax-deductible donation and help you achieve your fundraising goals so that you can provide services to even more people before we enter this new decade. Then, you will have the experience and the results that can help you to start planning in January, 2020.
The Write Narrative provides consulting and writing services for nonprofits and organizations looking to create the “write narrative” for their business. If you’re looking for professional grant writing services, marketing content writing, editing and proofreading, research or any other customized writing projects, contact us today.
