Why You Shouldn’t Worry So Much about #GivingTuesday

Every year in mid to late October, I see posts and questions about #givingtuesday appear in my feeds. A lot of people want to give you — or sell you — advice on how your organization can have a record breaking #givingtuesday. And a lot of organizations, development professionals, and executive directors are wondering how they can make this the best #givingtuesday every for their organization.

And they all use the hashtag.

Giving Tuesday can be a great opportunity for you and your organization. And it’s not difficult to make it work:

Spend the weeks leading up to Giving Tuesday priming your donors. This means communicating with them about the work your organization does, why they should care, and what impact their gifts can have. You should do this through every channel you have, and it’s even more effective when it’s peer-to-peer. Encourage supporters to share the reasons they give to your organization on their social media channels.

Find ways to increase the impact on and around Giving Tuesday. This is a great opportunity for a matching gift campaign. If you have a donor that will do a dollar-for-dollar match for every gift on Giving Tuesday, that will be even more motivation for people to give!

Create lots of opportunities to give. The time around Giving Tuesday is a good time to remind people about Amazon Smile, to host an event, or to find other avenues for giving (besides the website and direct mail appeal). Make sure that people can give no matter what they’re doing.

Don’t forget to ask! Make sure that your Giving Tuesday schedule includes asking for gifts, preferably several times. Let people know how the day is going and encourage folks to put you over the top.

Most of all… don’t worry too much about #GivingTuesday.

Giving Tuesday is a big deal to fundraisers and nonprofit organizations. That’s why we all start getting antsy about it in October. But for most people, Giving Tuesday could come and go without a mention and they wouldn’t even notice. As much as we might want to think that this is a big celebration on par with Black Friday, it just doesn’t live in the people’s imaginations in the same way. And that alright… the first Giving Tuesday was just a few years ago, in 2012.

And here’s the thing: good fundraising works every day. It works on Giving Tuesday, it works on local giving days, it works on Christmas, and it works on June 4. If you’re a fundraiser, you should always be priming people to give, finding ways to increase the impact, giving people the opportunity to give, and asking for (and stewarding) those gifts. Fundraising, even on Giving Tuesday, isn’t about clever gimmicks. It’s about working a plan every single day.

So yes, do something for #givingtuesday. It’s a good opportunity and you shouldn’t waste it. But don’t worry so much about it. Don’t stress about it. Don’t panic about it. Do the work on Black Friday and Cyber Monday and normal Wednesday, too. That’s how you raise money.