Why I kind of hate Giving Tuesday
On the first Tuesday of December, every nonprofit hits send at the same time. Inboxes and feeds fill up. Your plea is one of the 40 asks your supporters get before lunch.
It also turns generosity into a single-day event, when the work you do happens all year.
Why you should do it anyway
Your people are paying attention that day. Donors expect to give. Many have budgets set aside for it, some employers match gifts, and platforms like Facebook and Canada Helps push it hard. Giving Tuesday is also the unofficial kickoff to year-end giving, which is when a big chunk of annual donations come in.
If you sit it out, you’re missing a moment that can bring in a lot of donations, awareness, and new leads. So let’s do it in a way that feels good and gets you donations and awareness!
My unsolicited advice for a good Giving Tuesday campaign
One post on the feed isn’t going to do it
Maybe you've heard about the “rule of seven”: people usually need to see a message about seven times before they act. That’s seven times across everything: email, social, your website, your newsletter, a sign at your front desk, a mention at your next event, and a personal ask from a board member or staff person. It will feel repetitive to you, being the one who made them. But your supporters only catch a fraction of it.
Mix up your angles and formats
People take in information differently. Some read every word of your email. Some watch a 30-second video and skip the caption. Some only notice the photo. Some need to hear it from a real person. Data will resonate with some people, and emotional storytelling will resonate with others. Tell the same story a few different ways so it reaches as many people as possible.
Get specific
“Support our work” is easy to scroll past. “$50 fills a hamper for a family of four” is easy to visualize and say yes to. Pick one clear call to action that feels tangible to the donor.
Start now
Giving Tuesday is December 1 this year. You have time to create a campaign plan, gather photos and stories, line up a matching gift if you can, and loop in partners who can share.
If you want a hand mapping out your Giving Tuesday plan, our Chill Marketing Chat is a great fit. We’ll leave with a campaign plan you can easily follow to squeeze as much as you can out of Giving Tuesday.
Godspeed! You’ve got this.
