#GIVINGTUESDAY: BOOST DONATIONS, STRENGTHEN THE INDUSTRY


By James D’Ambrosio

JamesProfile1TwitterThe second annual #GivingTuesday — a movement celebrating and encouraging charitable activities that support nonprofits and representing a national day of giving jump starting the giving season — takes place Tuesday, December 3, just after Thanksgiving and Black Friday. #GivingTuesday was initiated in 2012 by the 92nd Street Y in New York City with the United Nations Foundation as a partner. The concept was refined with input from a team of esteemed professionals: Andrew Watt, president and CEO of the Association of Fundraising professionals; Robert Reich, professor at Stanford; and Eileen Heisman, president and CEO of National Philanthropic Trust, to name a few.

2012 RESULTS

Last year some 2,500+ #GivingTuesday partners from all 50 states resulted in some impressive results. For example: Blackbaud, developers of software and services for nonprofits, generated $10 million in online donations, up 53 percent from 2012; DonorPerfect, online nonprofit fundraising software from SofterWare, realized a 46 percent increase in donations with average gifts up 25 percent; and 50 million+ people worldwide spreading the message via social media, resulting in milestone ‘trending’ on Twitter.

GETTING INVOLVED: ELIGIBILITY AND PARTICIPATION

To become a partner, you must be a registered 501(c)(3) U.S. nonprofit with a specific #GivingTuesday project, OR a private business, school or religious group involved in a project benefiting at least one registered 501 (c)(3) U.S. charity or nonprofit. #GivingTuesday is NOT an organization and does not accept/distribute donations. Rather, it’s a movement — donations are made through partner Web sites (official partners manage their own fundraising projects.) Partners are asked to develop an initiative for/on #GivingTuesday and spread word to their networks.  CLICK HERE TO SIGN UP AS AN OFFICIAL PARTNER.

PROJECT IDEAS

The 92nd Street Y and U.N. Foundation suggest some ways to participate:

♦ Launch an awareness/fundraising campaign via social media using the #GivingTuesday hashtag on Twitter to spread news to key stakeholders.

♦ Ask a board member to put up a matching grant. Last year partners leveraged small matching grants to attract large donations.

♦ Some donor’ workplaces double employee donations. Ask them to submit a matching-gift request.

♦ Suggest donors, volunteers and pro-bono consultants share plans/stories to give back on their social networks. Then ‘Like’ and Tweet their posts.

♦ Share your story. Contact local media or share it with #GivingTuesday (givingtuesday@gmail.com).

♦ Challenge board members to use their professional skills to support your operations and mission.

CLICK HERE FOR MORE IDEAS

Of course, time and resources dictate what you can do. If resources are scarce, try something small you can manage. The larger picture is to participate, grow the movement, and galvanize the industry as a whole.

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QUESTION TO READERS:

If your nonprofit is participating, what is your project or initiative?

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