Social Impact

How companies can make the most of GivingTuesday

Maximize your fundraising effort with a creative campaign that gets everyone involved

Getting your company involved in GivingTuesday is a great way to remind your customers and employees of your company values. An organized and well-thought-out company-wide effort to donate time or money to a deserving organization enables employees to see company leadership take action on a community issue. GivingTuesday is an excellent opportunity to reinforce and refocus on your company values and demonstrate your organization's commitment to the community. 

Over the past year, key nonprofit fundraising stats have dipped, and many charitable organizations that have struggled since COVID-19 lack reserve funding. These funding challenges and growing community needs means corporate philanthropy is more crucial than ever. 

It’s no secret that GivingTuesday offers a powerful fundraising opportunity for organizations to recruit new supporters and volunteers as the drive for DEI, sustainability, and giving back continues to influence the for-profit sector. 

The good news is that even in the face of increasingly remote workforces, employee giving, matching, and other social impact programs are easier than ever to launch and manage, thanks to SaaS platforms and online collaboration tools.

What is GivingTuesday?

Created in 2012 by New York City's Belter Center for Innovation & Social Impact, GivingTuesday is a global movement designed to promote generosity. The campaign brings together individuals, businesses, and nonprofit organizations with the goal of building a world based on shared humanity and philanthropy. 

One essential theme of GivingTuesday is that everyone can do something to help, even if it is not financial or physical. For example, simple acts of kindness, such as making someone smile, lending a hand to a neighbor or stranger, and showing gratitude or appreciation, are fundamental to GivingTuesday. Whether it's showing up to support an issue or giving what we can to people who need help, everyone has something to offer, and every act of generosity makes a difference. 

A few of the highlights from GivingTuesday 2021 include:

  • On GivingTuesday 2021, nonprofits raised $2.7 billion in online and offline donations, a 9% increase over 2020s record­ breaking levels and a 37% increase over pre-pandemic giving
  • In 2021, 35 million U.S. adults participated in GivingTuesday
  • GivingTuesday social media activity was present in every country and territory worldwide

Why companies should get involved in GivingTuesday

Demonstrating your company's mission beyond the profit motive is a great way to boost morale and improve employee engagement. Giving coworkers and managers a chance to work together for a good cause is a powerful way to re-engage employees, especially during the holiday season, which can be stressful for many people. Participating in GivingTuesday allows your employees to connect on a human level, which is integral to working effectively as a team. 

Finally, volunteering and donating to worthwhile causes is the right thing to do any day of the year. Whatever the size of your organization, service and involvement will strengthen your ties to the community and your stakeholders.

How to run a successful GivingTuesday campaign

A GivingTuesday campaign is an excellent way to connect with others and raise awareness for a good cause. However, running a successful campaign involves a few key elements.

1. Start planning early 

Like all successful campaigns, early planning is vital. Proper planning allows you to avoid the end-of-year burnout often suffered by fundraisers during the busiest time of year. 

2. Set achievable goals 

Set a specific and achievable goal for your campaign. Setting a goal will enable you to measure your success and give you a benchmark for future GivingTuesdays. 

3. Know your audience 

Personalize your message to increase engagement with your campaign. To make the best use of your resources, focus on programs that interest your audience members and leverage the channels they are most likely to engage with.

4. Create compelling content 

Engagement is a critical element in any GivingTuesday strategy. First, think about the type of content your audience wants and what is most meaningful to them. Then, craft your content to present a compelling story that engages and inspires people to give. Share an impact story or ask for donations to a particular cause to ensure your campaign doesn't get lost in a sea of others, especially on social media.

5. Show your appreciation 

Every successful fundraiser knows the importance of thanking those who participate. Always send a thank-you email and make a social media post the day after GivingTuesday to celebrate what your company has accomplished with the help of your supporters. Send personal messages to individuals who supported your GivingTuesday campaign to make them feel appreciated.

Choosing the best campaign

Make the most of GivingTuesday with an innovative campaign that inspires generosity. It can often be challenging to develop a fundraising idea that stands out. Brainstorm campaign ideas with your team and determine the best approach for your organization to achieve its goal.

An ideal GivingTuesday campaign idea is easily shared on social media, creates a sense of urgency, and inspires donors to get involved. There are a variety of fundraising ideas that have proven to be successful. Be sure your campaign idea ties back to the mission and values of your brand.

Here are a few ideas to get you started:

  • Match donations made by donors
  • Host a charitable happy hour or event
  • Host an auction with donated products or services
  • Donate a portion of proceeds made that day

Make the most of GivingTuesday

Making the most of GivingTuesday might sound like a lot of work, but the right fundraising platform can dramatically reduce your team's workload and boost results, making your efforts worth it.

Contact us today to learn more about how companies can make the most of GivingTuesday.