It used to be that nonprofits’ biggest concern at this time of year was roping in those last tax-deduction-seeking donors before December 31st. But this year, December 2nd also requires a big red circle on one’s calendar, as the 2nd annual “Giving Tuesday.” Some groups now view it as the kickoff to their year-end appeals.
What’s Giving Tuesday? Started in 2012 by New York’s 92nd Street Y and the U.N. Foundation, it’s meant to be a complement and, in some cases, a counterbalance to Black Friday, Small Business Saturday, and Cyber Monday. Instead of entering the frenzy of consumerism around holiday gift giving (mixed, no doubt, with some personal purchases), Giving Tuesday asks people around the world to think about giving back — as in, to charity. As in, potentially to your nonprofit.
In the two years since its founding, the concept has taken off, resulting in millions of dollars of donations, all in one day. If it also results in increased awareness of your organization’s work and brand, the payback may be immeasurable.
Similar to the various shopping days, a lot of the action will be online, and require mobilizing your existing social networks. There is an organization at the core of it all, #GivingTuesday, which doesn’t take donations on behalf of nonprofits, but which nonprofits can partner with. The organization offers various resources and forms of help, including webinars on how best to reach out to donors around this day, and also throughout the year.
Then it will be time to decide what exactly to ask for, perhaps what challenges to issue, and what monetary goal to set around that day. As with most online communications, a vague “Donate to our nice nonprofit!” message will go unheard among all the more exciting (or just loud) noise.
Though many nonprofits have already been planning for weeks, it’s not too late to sign up!