Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Giving Tuesday - Trend on the Horizon
1. 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
2. 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
3. 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!
4. mission:
“To help others and incentivize
ways to Feel Great Giving
and celebrate the spirit of
contribution.”
5. 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
8. The following cases are great
examples of how three different
organizations with unique
campaigns all achieved
incredible Giving Tuesday results!
9. 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
10. 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
11. 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
12. 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
13. Oh Canada! December 3, 2013
Giving Tuesday = symbol of the start of the giving season
Emphasis on innovative ways to give
14. 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?
15. How will you stand out and
make the most out of
Giving Tuesday?
16. 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?
17. 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
18. 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
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.
