The COVID-19 pandemic has made 2020 a financially challenging year for everyone. On December 1, we have a chance to make a difference in others’ lives by joining the global generosity campaign, Giving Tuesday. Despite the hardships of the pandemic, an estimated 69% of nearly 29,000 people questioned in a PIplsay survey plan to give as much or more on Giving Tuesday this year than they did last year. In 2019, Giving Tuesday brought in nearly $2 billion in online and offline fundraising efforts. A #GivingTuesdayNow event held in May raised $503 million.
Whether people donate money or volunteer, every act of generosity counts. Here is what you and your organization can do to make the most of Giving Tuesday 2020.
Plan Your Social Media Strategy
Send at least two announcement posts on social media in advance of December 1 so your audience knows you are participating. Brand your social media accounts with Giving Tuesday logos and graphics. Include the hashtag #GivingTuesday – this will help amplify your social media account’s reach by expanding your normal audience and encouraging new supporters to get involved with your nonprofit. Giving Tuesday’s website has plenty of creative assets, digital toolkits, and resources to help you plan the strategic timing of your fundraising campaign for the awareness day.
Express Your Mission in Creative Ways
With thousands of organizations participating in Giving Tuesday, it’s important to make your efforts stand out. Get creative, do not be afraid to experiment, and try something new this year. Show off your mission by producing a few Facebook or Instagram video series or live streaming on Giving Tuesday. Experiment with text/SMS and messenger campaigns, utilize Facebook Frames for visibility and campaign recognition, or create a trendy Instagram Reel or TikTok video that would connect with your organizations.
Your audience and community want to hear from you and help with your fundraising efforts. Go back and look at your top-performing content from last year’s Giving Tuesday or your latest fundraiser to draw inspiration and insights on what types of content will generate the most engagement. Post content that shows your work in action, how your community was affected by COVID-19, and share stories that give people hope or make them smile. In return, ask your followers to share what is inspiring them by using interactive features such as the polls or questions features on Twitter, Facebook, or Instagram.
People are craving a sense of togetherness during this time of social distancing. Launching your own Facebook or LinkedIn group is great for networking, creating mutual relationships, or building your community. Consider creating an exclusive group for top donors or sponsors or a Facebook event for peer to peer fundraisers.
To help grow followers, comment on the Giving Tuesday posts of other organizations. This is an opportunity to make connections with likeminded organizations while also sharing information about your organization and fundraising efforts.
Giving Tuesday Spark
Young people who don’t have the weight of an established organization behind them can also make an impact on Giving Tuesday. In 2020, Giving Tuesday launched a new effort targeted at Generation Z. #GivingTuesdaySpark encourages sparking “young people to take action around the causes they care about” every day. Once they have chosen their desired cause, the individual rounds up friends and family to help put their project idea into motion with the nonprofit or issue in mind, and then share the posts of their experiences on social media using resources from Giving Tuesday Spark’s social media toolkits. Youth can submit their projects and join the movement on Giving Tuesday Spark’s website.
Anyone can show their generosity in a variety of ways during Giving Tuesday—not just on social media.
There are countless ways to make a difference and help transform lives at home and around the world. We all have gifts to give, and with social media, online giving, delivery, mail, and phones, there are limitless ways to use your generosity to support others. Whether it is helping a neighbor, advocating for an issue, sharing a skill, or giving to causes, every act of generosity counts.
