ARTICLE: It’s Time to Get Ready for Giving Tuesday!

August 29, 2018 Rachel Hutchisson

In this strange fundraising climate, here’s a trend we can all appreciate: Now in its seventh year, #GivingTuesday donations continue to grow by double digits. Last year Blackbaud processed nearly $61 million in gifts to support more than 7,200 missions – an incredible 28 percent jump from 2016.

Inspiring? Definitely!

Encouraging? Absolutely.

But lucky? Not one bit.

I’ve said it before, and it becomes more apparent each year: #GivingTuesday is a challenge; it’s an opportunity. It’s a special time of year following consumer-driven Black Friday, Small Business Saturday, and Cyber Monday, when people around the world rally behind the missions that speak to their hearts. It’s a chance to make a statement that the most meaningful, life-changing gifts of the holiday season can start with just a few clicks.

But you get out of it what you put in.

And it’s time to talk strategy. This year we don’t just want to tell you why you should participate in #GivingTuesday; we also want to get down to tactics for making a solid plan and getting the most out of those precious 24 hours. For example:

  • Set your goals – make them SMART
  • Develop an action plan that will help you reach your goals
  • Plan your communications in advance

The beauty of #GivingTuesday is that it offers an even footing for social good organizations of all sizes. You don’t need a huge budget — just a message that resonates and a solid strategy driving it.

Learn how to build a strategy that will translate into donations with Blackbaud’s #GivingTuesday webinar series. Register now!

In fact, perhaps one of the most encouraging statistics of last year’s #Giving Tuesday is this one: Large organizations represented only 57 percent of revenue in 2017. That’s down from 66 percent the year before and 80 percent in 2012.

#GivingTuesday is for everyone, but you have to play it smart. It’s time to return to your mission and to think critically about why people should choose your organization, with so many others vying for their attention.

We want to help you get there.

My friends at #GivingTuesday Canada, Lys Hugessen and Woodrow Rosenbaum, will join me for a webinar on Sept. 4 at 1 p.m. EST: “Get Ready for #GivingTuesday.” We’ll talk impact, best practices, campaign ideas and tips, and more. We hope you’ll join us!

 

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