Is #Giving Tuesday Worth It for Your Nonprofit? [Infographic]
Use This Decision Tree to See If There’s a Good Fit
A number of nonprofits have asked me recently about Giving Tuesday. And for some of them, this one-day fundraising tactic is a great idea. It fits well with their documented strategy and existing strengths.
But for others, especially the smaller nonprofits, Giving Tuesday can be a distraction from more effective, year-end tactics.
Relational vs. transactional
You see, these nonprofits tend to struggle with having consistent, relationship-based communications with their donors. They’re the ones who reach out only once or twice a year.
The problem with that is, it’s far cheaper (and usually a better use of time) to retain donors than to acquire new ones. That’s why savvy nonprofits continually remind donors how they’re changing the world together – and they’re not always asking for money.
But Giving Tuesday isn’t like that at all. Its very nature is short-term and transactional. That’s why so many nonprofits focus those 24 hours around a specific need – fix a dormitory roof or fund a new initiative to feed 130 kids. A generic ask – pay for program costs – just isn’t going to be as competitive on Giving Tuesday.
Weighing where to invest resources
The other thing that worries me is the hype around Giving Tuesday. For some folks, it’s just more exciting to be part of a “global movement since 2012” than it is to execute a well-planned, year-end campaign.
But did you know that the nonprofits that are really good at raising money on Giving Tuesday have been working on their campaigns since June or earlier? And this week, October 21-25, they’re finalizing their lists of social media ambassadors, their matching gifts, and all their stories, videos and visuals?
And they probably have the resources to be running a well-planned, year-end campaign at the same time, too. Because online giving still makes up only 12 of total giving – and Giving Tuesday is largely an online campaign.
That’s not to say that you can’t take part in Giving Tuesday on a smaller scale. For example, a special landing page, a few emails, and several social media posts that announce progress toward your one-day goal.
But you owe it to yourself to call out whether it’s a key fundraising tactic, or more a way to build awareness and kickoff your year-end campaign. And that’s fine too.
Just know you have some work ahead of you to create the kind of content that’ll break through the Giving Tuesday clutter. Luckily, there are a ton of free resources online – and our nonprofit content experts can help you, too!
Here are the questions I ask nonprofits to consider when they’re thinking about whether Giving Tuesday is right for them.
Photo by bruce mars from Pexels
