Sitting in my chair, I hear a lot of opinions about Giving Days.
Some people are all in—some people are simply NOT.
First—What are nonprofit giving days?
Basically, there are two types.
Make your own: This is when a charity, along with its supporters, friends, board members, and staff, focuses on a day to reach out for others to donate. A good example of this might be a reading charity pushing out a big campaign on National Read a Book Day (September 6th).
Organization-led: An organization is in the center of the push and includes many charities—e.g., Community Foundations and Giving Tuesday.
So for your review, let me share both sides.
WHY ARE NONPROFIT GIVING DAYS AWESOME?
Timing:
Many take place during the calendar's 4th quarter. What a great way to open the door to year-end giving!!!
Buzz:
Giving days provide a reason for organizations to showcase their missions and impact stories. The widespread media coverage and social media buzz surrounding this day serve as a megaphone, amplifying your reach.
Culture of Philanthropy (All the cool kids are doing it):
Giving days help foster a culture of philanthropy. It encourages individuals and corporations to prioritize giving, emphasizing the idea that everyone can make a difference, regardless of the size of their contribution.
Measurable:
How many people donated, how many were new, how many people increased their donation?
WHY DO PEOPLE SAY NONPROFIT GIVING DAYS STINK?
Too many people are asking for money on one day:
YUP, there are a lot of people asking on that day. Why would you want to NOT be one of them?
There’s too much work with not enough return:
Maybe. There is a lot of work, and you may not get a huge return on that day. BUT…Hold tight.
OK, OK—enough talking about what others think—Let me tell you what I know to be true.
Giving Days are awesome for nonprofits — but you need to
Be prepared:
Giving Days should be a PART of your year-end strategy — NOT a stand-alone fundraising plan.
Be realistic:
Giving Days are often about small donors and/or new donors. The push for LARGE donors comes in December.
Use it as a door opener for year-end Giving:
See point #1
Be patient:
You are constantly building.
Be relentless:
Don’t just post once. Take a journey and tell a story of your mission that starts BEFORE giving Tuesday and will continue through the end of the year.
Use all your outlets:
Social media, emails, handwritten notes and phone calls (just like the old days!). You may start talking about Giving Tuesday and end up talking about a major year-end gift!
Do you need help to make your 2023/2024 Giving Days part of you year-end plan?
Do you want to wake up on November 29th (thank you Wednesday) with a very large smile on your face knowing you are on your way to STRONG year-end giving?
Reach out to Team Kat & Mouse, consultants to non-profits.
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