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Giving Tuesday is (Almost) Here!

November 22, 2017
In 2016, Blackbaud Institute for Philanthropic Impact processed more than $47 million in donations on Giving Tuesday. That’s a 20 percent increase from 2015. And the cut of that revenue going towards small and midsized organizations has increased year-over-year as well, meaning that more groups are getting involved in the unofficial charity holiday.

If you’re not raising money on Giving Tuesday, you may be leaving money on the table. It might be a little late to launch a full-fledged campaign for the 2017 edition, which is November 28, but there are still some ways to be involved.

First, and this should go without saying, reach out to donors. The holiday season gets busy, and even your most dedicated donors may not have your cause at the front of their minds. An event like this should be a part of your messaging leading up to the day. Just being open on Giving Tuesday won’t bring in anything.

Be specific. Asking generally for money on a specific day can feel a little hollow; what makes Giving Tuesday different, then? But if you look to garner donations for a specific reason – think fund-a-needs at galas, for instance – you can focus your donor’s attention and let them know exactly where the money is heading.

Be social. Every store on the planet seems to take out multiple advertisements for their Black Friday sales. Your cause is competing for eyeballs with that, and you don’t have the print budget to stuff a circular in every mailbox. So instead, reach out to influencers and supporters who are active on social media and see if they can boost your message through their networks.

Throwing a gala auction to match up with Giving Tuesday might be difficult (although we fully approve of holiday-season events, as we’ve mentioned before). But that doesn’t mean that your supporters can’t also win. Holding a raffle with the drawing happening on Giving Tuesday (maybe even streamed on your Facebook site?) can help grow interest, and doesn’t take the work of a full auction.

Finally, a big ask: This is a great date for which to try and get corporate matching funds. See if a major corporation would be willing to match donations dollar-for-dollar (even if it’s only to a certain limit). Knowing that their giving might be doubled can be a great motivator for supporters.

No matter how you approach Giving Tuesday, we hope that you hit all your fundraising goals as we round into this busy holiday season!