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?

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

“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

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):

“To help others and incentivize ways to Feel Great Giving and celebrate the spirit of contribution.”

Help Others Celebrate• Tailored messaging to help celebrate giving in

honour, giving as tribute, a special occasion, etc.

Incentivize Contribution• Receiving corporate sponsorship to add incentives

to give

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 …

All in 24 Hours

Drew donations to ≈ 2600 non-

profits

Blackbaud reported

$10 million in online donations

Web donations rose 53% vs. Tuesday after Thanksgiving

2011Average gift increased by

25%

2.5 million social media impressions

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

Fou

nd

ing

Partn

ers

WIIFF? (What’s in it for Fundraisers?)

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?

“People want to see other people getting involved”

Sarah Slobodien Dovere, Director of Development – Wooly Mammoth Theatre

Company

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/wp-content/uploads/2013/09/GivingTuesday-Partner-Toolkit-20131.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?itemnumber=19970

Giving tuesday partner toolkit. (2013). Retrieved from http://www.givingtuesday.ca/gt/wp-content/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/american-diab

etes-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