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 GivingTuesday.org, 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  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