Unlocking the Potential of Giving Tuesday

In today’s fundraising landscape, finding creative ways to secure support for your organization is vital, but it can be challenging. One thing that you can always count on leveraging, is the season. In recent years the Giving Season, also known as the last quarter of the calendar year, has become a time when fundraisers can count on increased financial support from their donors. One of the best days to capitalize on is Giving Tuesday.

The Giving Tuesday movement has been gaining momentum since its inception in 2012. The day is dedicated to generosity, acts of kindness and charitable giving. It not only directly follows but challenges the heightened consumerism from Black Friday and Cyber Monday, falling on the Tuesday after American Thanksgiving; Tuesday November 28th this year.
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This isn’t just a date on the calendar, it’s becoming a game changing day for fundraising professionals world wide. Last year, in the United States alone, more than $3 billion was raised, up 15% from the previous year. Giving Tuesday has become a great time for organizations to engage with their supporters and donors, but it comes with its own set of challenges; how to stand out when inboxes are inundated with outreach?

Here are 5 ways you can stand out and stay ahead this Giving Tuesday.

1. Direct Contact
2. Generate Momentum
3. Storytelling
4. Leverage Matching Gifts
5. Glonal Reach, Local Impact

With the increased use of digital communication you can count on email and text outreach from many organizations. Stand out with direct outreach. Phonathon is a great way to connect with your donors (and not yet donors) one to one. During the holiday season especially, a phone call is the perfect way to make your contacts feel special.
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Giving Tuesday marks a great time to build momentum for your cause. It is the perfect excuse to connect with those who have already donated this year and gives a great ice breaker for new contacts. Share important information about your fundraiser's mission and highlight those who benefit from the work that you do. Then follow up with those contacts in December, when more than 30% of all annual giving is raised.  Follow up outreach can help you stand out with consistent communication that leads to a long term relationship.

Telling your beneficiaries stories is a great way to connect and inspire your donors, it’s also a great way to stand out. Building an emotional connection to your donors, helps them to recognize and think of your organization in a positive way. This is a small step towards long lasting relationships with your supporters.

One of the most exciting aspects of Giving Tuesday is the potential to raise funds for the important work that you do. Corporate gift matching is a great way to maximize impact and stand out among your contacts. People want to know that their money is going to be used wisely and knowing their donation was doubled is a great feeling. Utilizing networks to match gifts received is another way to increase motivation to give and also stand out. 

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Giving Tuesday is a global phenomenon with participation from over 150 countries. This means that you have the opportunity to engage with a global audience while making a local impact. In the field of higher education, this can translate to scholarships, academic support, and infrastructure development. For nonprofits, it could mean supporting your mission and driving community change.

Giving Tuesday presents an opportunity for professionals in higher education and nonprofit organizations. It's a day to engage, inspire, and make a meaningful impact. So, mark your calendars, prepare your campaigns, and get ready to participate in the global movement that is Giving Tuesday.