No Giving Tuesday Plan, No Problem!

If you’re feeling the crunch of Giving Tuesday but haven’t yet finalized your plan (or started your plan), don’t stress! Giving Tuesday can be a valuable opportunity to rally support and kick off year-end giving, but it’s not the end of the world if it’s too late to join in. Giving Tuesday is a day with a lot of noise, and I’ve seen a lot of clients leverage it to raise lots of money. I’ve also seen clients work really hard and get lack-luster results.

Bottom line, just because you’re a nonprofit, doesn’t mean you HAVE to participate in Giving Tuesday. My preference is that my clients work Giving Tuesday into a robust, big picture fundraising campaign. It’s just one day in a bigger effort. So hopefully you’ve been following along with my weekly emails or attended my last two Focus Sessions. 

But in case you haven’t, here’s a quick checklist of last-minute steps to help you make the most of Giving Tuesday, plus some insights on the pros and cons of participating.

1. Set a Simple Goal

Define a realistic, achievable goal for the day. Focus on something specific and compelling, such as funding a particular program, reaching a milestone number of donors, or inspiring social media shares.

2. Update Your Website

Make sure donation links are easy to find and that your donation page clearly explains how the funds will be used. Consider adding a simple pop-up or banner on your homepage to drive Giving Tuesday traffic.

3. Send a Reminder Email

Keep it brief! I like to challenge my Sustain & Thrive clients to draft the shortest, most compelling email they possibly can. One email I got many Giving Tuesdays ago that simply said “Cancer is relentless, so are we” with a big donate button. Amazing, simple, compelling. So think about your shortest pitch and send a quick email to your supporters linking directly to the donation page.

4. Leverage Social Media

Use ready-made posts with clear calls to action. Giving Tuesday has a ton of resources to help you with this. Don’t forget to include #GivingTuesday and any relevant campaign hashtags. And try to use photos of you talking about your mission where you can! It’s much more compelling than photos or graphics.

5. Ask for Shares, Not Just Donations

Encourage your supporters to share your posts. The more people who spread the word, the more visibility you’ll gain.

6. Offer Non-Donation Options 

Okay, hear me out. On a day when everyone is clamoring for money, be the person offering engagement. Ask people to give by sharing your mission. Ask people to give by telling you a story. Ask people to give by signing up to volunteer. Think about how you can leverage Giving Tuesday by asking for engagement, not just dollars.

But real talk, there are pros and cons to participating in Giving Tuesday, and you are under no obligation to participate just because you have 501c3 in your incorporation documents. Sometimes, I think Giving Tuesday is overrated and creates way too much pressure for nonprofit leaders. Big name nonprofits leverage the day to make boatloads of money, and small nonprofits barely move the needle on income needs, but the stats of overall giving on that day make us wonder why we failed. It’s not you, it’s a problem with the concept. (I once said this at a conference when I was speaking before the CEO of Giving Tuesday. If ever I wished I had the power of fading into wallpaper, that was it… whoops…)

If you can leverage it to make a difference to your nonprofit, do it! It’s a great day for it. If you’re feeling pressure to do it just cuz it’s Giving Tuesday and you’re “supposed to,” please take this as your permission to just opt out. I have clients who are participating, I have clients that aren’t. Both answers are perfect.

So before I leave you, I’ll let you make up your own mind.

Pros to Participation

- Increased Visibility: The global movement generates excitement, the hashtag trends, and you might get in front of new audiences.

- Momentum for Year-End Giving: Giving Tuesday can serve as a “kickoff” to inspire year-end donations.

- Community Engagement: It’s a great way to engage supporters in a collaborative, one-day push.

Cons:

- Time-Intensive: Last-minute participation might strain your team, especially if you’re already planning for other year-end efforts.

- Competition: Giving Tuesday is a crowded day with many nonprofits reaching out, which can make it harder to stand out.

- Focus Shift: If not done thoughtfully, Giving Tuesday efforts could divert attention from other planned year-end activities.

YOUR HOMEWORK

Giving Tuesday can be a fantastic opportunity to engage supporters and amplify your mission, but it’s not the only path to a successful year-end fundraising season. If you can throw together a few simple steps, go for it! But if you’d rather focus on other efforts, rest assured that there’s no harm in opting out. It’s about finding the balance that works best for your team and mission. 

If you’re still on the fence, use your Fridays 4 Fundraising hour to make a decision, make a little plan, and then move on.