Will Your Organization Be Participating in #GivingTuesday?

As we’re in the midst of fall and most appeals are underway, #GivingTuesday will be here before you know it. On November 28th, people from all over the world will participate in the #GivingTuesday movement. The global fundraising phenomenon of Giving Tuesday is known to kick off the charitable season when many organizations transition their focus to holiday and end-of-calendar-year giving.

Giving Tuesday is not only about monetary donations – it’s about getting people to join in acts of giving and committing to the charitable movement. That could mean volunteering, lending a helping hand, spreading awareness, or any sort of giving back to a person, community, or organization.

Although #GivingTuesday is popularly known on social media, it’s important to make your audience aware of your organization’s participation through different channels. Having a consistent and planned strategy ahead of time is key to optimize your success. Here are some questions to think about when evaluating this year’s campaign:

  • Did we mail a save the date in September for November 28th?
  • Do our constituents know that our organization will be participating in Giving Tuesday?
  • Have we been ramping up our social media so our followers feel committed to give on Giving Tuesday?
  • Do we have web graphics ready for social media platforms on the days leading up to, the day of, and the days following Giving Tuesday?
  • Do we have a stewardship campaign prepped to thank donors?

You might be wondering, “How successful was last year’s #GivingTuesday?” According to, here are the 2016 results:

  • $177 million total dollars raised online
  • 1.64 million contributions
  • 98 participating countries

The inspiring day full of donations, participation, and engagement can leave you ecstatic and motivated to get even closer to your goal, which is great! Remember, all of those people who donated need to be thanked. People can feel like all organizations do is ask, ask, ask but the new model should really be: ask, thank, ask, thank, ask, thank. Thanking is just another touchpoint to your donors to make them feel appreciated.

If your organization will be participating in this year’s #GivingTuesday or your organization plans on participating next year, remember these 3 things moving forward:

  1. Plan ahead of time and mail a Save the Date to constituents making them aware your organization will be participating.
  2. Have a consistent brand across mailings and web graphics throughout the Giving Tuesday campaign.
  3. Always thank all of your donors in an organized stewardship campaign.

Harness the power of BCG CONNECT, direct mail, social media, the charitable season, and #GivingTuesday to take your fundraising campaign to the next level. BCG CONNECT proudly partners with clients on their direct marketing and fundraising campaigns – connect with us to leverage our expertise and experience to elevate your campaign.


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BCG Staff Writer
NEC Madness Case Study

Case Study Download: NEC Madness Yields Successful Results

“One of our goals for our FY17 Annual Fund was to increase participation rates among alumni. Our plan was to create a competition that could flow across channels to engage the largest number of alumni, faculty, and staff as possible. BCG CONNECT worked with us from the brainstorming phase to the execution of the project. They connected us with another school who had done a similar campaign, designed a bracket logo and mailer that served as a solid foundation for our challenge, and created some great social media graphics that were flexible and useful throughout our two-week campaign. BCG CONNECT was helpful in both developing and designing the concept and content for our NEC Madness campaign. Looking forward to working with them on our FY18 projects!

                  -Genevieve Andress, Director of Alumni Relations and Annual Giving, New England College

In preparation for New England College’s (NEC’s) FY17 annual fund, they partnered with BCG CONNECT for their annual giving direct marketing campaign. One of their initiatives was a March participation challenge with a goal of 400 donors.

Participation challenges are a great way to engage donors and raise money simultaneously. It brings out the fun and competitive spirit in individuals while supporting a great cause. By incorporating a theme into a challenge or giving day, constituents can really captivate themselves into the event and participate in something entertaining that they can relate to.

New England College’s challenge took place in March of 2017 and took the theme of March Madness by being branded as NEC Madness. Most people associate March Madness with the “basketball-packed” month full of strategic brackets and friendly competition. By having a challenge branded as NEC Madness, BCG CONNECT aligned with that theme and designed a bracket logo, mailer, and social media graphics that were enticing to constituents.

Did NEC reach their goal of 400 donors? How did they do it? What was part of their campaign? Download the case study to get these questions answered and learn how NEC generated successful results.

As a leading provider of creative direct marketing services, BCG CONNECT can partner with you to optimize your campaign creatively and strategically – connect with us to learn more!


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BCG Staff Writer