Giving Tuesday - Trend on the Horizon
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Giving Tuesday - Trend on the Horizon

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  • This is the time of year when consumers have a mindset of spending and giving. This means that the public is subconsciously seeking messaging that is tailored towards those activities. Giving Tuesday is the nudge that will make people think about being more charitable at the start of the giving season.
  • If you look at the mission from a slightly different perspective you will see that it incorporates the three pillars that Giving Tuesday stands on.Corporate sponsors can help to incentivize contributionNon-profits/Charities should tailor their messaging towards helping others celebrate (i.e. giving in honour, giving as a tribute, celebrating a special occasion through giving, etc.)Getting those involved to tell others about what they did for Giving Tuesday through social media (feel good aspect and the ability to increase connection and awareness)
  • If you look at the mission from a slightly different perspective you will see that it incorporates the three pillars that Giving Tuesday stands on.Corporate sponsors can help to incentivize contributionNon-profits/Charities should tailor their messaging towards helping others celebrate (i.e. giving in honour, giving as a tribute, celebrating a special occasion through giving, etc.)Getting those involved to tell others about what they did for Giving Tuesday through social media (feel good aspect and the ability to increase connection and awareness)
  • The results are a shining example of “if you ask, you shall receive”. The American market was extremely receptive to the concept of a giving day and the numbers are there to prove it.
  • The article this presentation is based on does an excellent way of showing how three very different organizations with very different campaigns all were able to produce incredible results.

Giving Tuesday - Trend on the Horizon Giving Tuesday - Trend on the Horizon Presentation Transcript

  • trend on the horizon Nonprofits Aim to Build on Success From the First Giving Tuesday Article by: Nicole Lewis Presentation by: Lisa Clarke FUND 535 – Trends, Research and Advocacy
  • What is #GivingTuesday? “All a giving day is is an excuse to go out and make an ask. Take advantage of the excuse and figure out what makes sense for your organization.” Dana C. Nelson, Executive Director of GiveMN  National Day of Giving  Created in the US by 92nd Street Y & The United Nations Foundation in 2012  Follows Black Friday and Cyber Monday  Online/Social Media Driven
  • Why Follow Black Friday? Time of year when consumers have a mindset of spending and giving … Subconsciously seeking messages tailored to those activities … Increased propensity to GIVE!
  • mission: “To help others and incentivize ways to Feel Great Giving and celebrate the spirit of contribution.”
  • mission (with a twist): Help Others Celebrate • Tailored messaging to help celebrate giving in honour, “To help others and incentivize giving as tribute, a special occasion, etc. ways to Feel Great Giving Incentivize Contribution • Receiving corporate sponsorship to add incentives to and celebrate the spirit of give contribution.” Feel Great Giving • Getting those involved to tell others about what they did for Giving Tuesday through social media  ability to increase connection and awareness
  • The results are In …
  • Case in Point
  • The following cases are great examples of how three different organizations with unique campaigns all achieved incredible Giving Tuesday results!
  • Three weeks of planning …  Ran a campaign involving social media and corporate sponsorship  Asked for a gift of $26 representing the 26 million people with diabetes Generated $21,000 in revenue
  • Online matching done right …  Online campaign in partnership with Recanti-Kaplan Foundation  Raised $300,000+ from donors (for a total gift of $600,000) 40% of the 450 donors were new to the organization
  • Weren’t even asking for money …  Linked Giving Tuesday to an existing campaign  Encouraged supporters to post messages to Twitter and Facebook expressing what they were thankful for  Drew attention to group’s mission Saw an 11% spike in donations
  • Key Takeaways  Put the 3 sections of Giving Tuesday’s mission to work to optimize results  Help Others Celebrate  Incentivize Contribution  Feel Great Giving  The spirit of the day can be utilized to acquire new donors  Engaging your donor base through conversation on this day is necessary, powerful and effective
  • Oh Canada! December 3, 2013  Giving Tuesday = symbol of the start of the giving season  Emphasis on innovative ways to give
  • WIIFF? (What’s in it for Fundraisers?) “People want to see other people getting involved” Sarah Slobodien Dovere, Director of Development – Wooly Mammoth Theatre Company Monetary results aside … must consider:  Competition  How do we attract the most attention to our cause?  Strategy  Who are we reaching?  What is the ask?
  • How will you stand out and make the most out of Giving Tuesday?
  • What do you think?  What are your thoughts on Giving Tuesday?  How do you think Canadians will respond to the introduction of Giving Tuesday?  As a fundraiser, what would you do to make sure your message is heard on this day?  As an individual, how would you give back on a day like this?
  • If you’re interested! I encourage you to take a look at the Giving Tuesday Partner Tool Kit. It has links to other cases and lots of tips on how you can tailor your Giving Tuesday message! http://www.givingtuesday.ca/gt/wpcontent/uploads/2013/09/GivingTuesday-Partner-Toolkit20131.pdf
  • Reference List  Lewis, N. (2013). Nonprofits aim to build on succes from the 1st giving tuesday. The Chronicle of Philanthropy. Retrieved from http://philanthropy.com/article/Nonprofits-Seek-to-Build-on/139939/  Giving tuesday: Results. (2012, November 30). Retrieved from http://purpose.edelman.com/holiday-giving-tuesday-results/  Countdown to canada's giving tuesday 2013. (2013, September 16). Retrieved from http://www.afpnet.org/Audiences/NewsReleaseDetail.cfm?itemnum ber=19970  Giving tuesday partner toolkit. (2013). Retrieved from http://www.givingtuesday.ca/gt/wpcontent/uploads/2013/09/GivingTuesday-Partner-Toolkit-20131.pdf
  • Reference List (Images)  Slide 1: http://www.givingtuesday.ca/gt/#.UkyQhRZRnFI  Slides 5 – 8:  http://www.hnmagazine.com/directory/a-z/company/americandiabetes-association  http://en.wikipedia.org/wiki/File:Panthera_Logo.jpg  http://www.behance.net/gallery/Africare-Logo-Redesign/2464647  Slide 9: http://www.givingtuesday.ca/gt/#.UlI2eBZRnFI