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Giving Tuesday 2023: The Complete Toolkit For Non-profit Organisations

Giving Tuesday Toolkit

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What Is GivingTuesday?

Established in 2012, GivingTuesday is a global day of kindness, generosity, and solidarity to support the community’s non-profits. It has grown from a simple concept to an annually celebrated day worldwide, with millions participating. Giving Tuesday is the perfect time for non-profits to prepare and launch an online fundraising campaign that reaches all potential contributors.

Together, let’s make GivingTuesday a resounding success, propelling nonprofits across the globe towards their philanthropic goals. Start a Giving Tuesday Campaign Now!


GivingTuesday 2023

Giving Tuesday is a yearly celebration on the Tuesday after Thanksgiving celebrations in the United States, typically in the latter part of November. This means the big day of Giving 2023: Giving Tuesday 2023, will be November 28, 2023.

Giving Tuesday is a great time to encourage people to offer. It is your chance to support charities and donate as much as possible to non-profit organisations because your gesture can change someone’s life beyond your imagination. So let snow and smiles be everywhere during this holiday by spreading joy by donating as little as possible.

GivingTuesday 2022

Around a third of all charitable giving occurs in December, with about 10% happening on the last three days of the year. This is because of the holiday spirit and the tax benefits of giving.

GivingTuesday 2022 fell on November 29, 2022.

GivingTuesday 2021

In 2021 GivingTuesday fell on November 30, and everyone celebrated with an open heart. In 2021, Giving Tuesday brought in a record-breaking amount of donations in the US. More than $6 billion was raised globally. This international day of giving also features calls to action, such as volunteering and donation matching.

GivingTuesday 2020

Everything that happened in 2020 directly relates to the Covid-19 pandemic and its effects. Of course, people needed more help during a crisis like a raging pandemic, and GivingTuesday was organised in December 2020. The global generosity movement that happens every year has transformed a lot of lives and has a significant impact on society. It was the day of supporting each other during the hard times. Multiple fundraisers were created from various countries, helping numerous charities with the help of the expert GivingTuesday Toolkit.

In 2019, GivingTuesday raised $511 million in donations in the US alone and $1.9 billion worldwide.

Giving Tuesday 2022


Giving Tuesday Toolkit For Nonprofits

Introducing the Giving Tuesday Toolkit for Nonprofits, designed to empower organisations in Europe and the UK to maximize their impact. This comprehensive toolkit is tailor-made for the region’s audience, emphasizing key areas such as crowdfunding, donation websites, fundraising, and charity fundraising.

Most non-profits depend on donations from the public to fund their educational, research, advocacy, and support programs to advance their objectives. They often use in-kind contributions to support their work, and there are many ways to support these organisations individually.

With expert guidance, nonprofits can unlock the potential of Giving Tuesday—a global movement—to drive donations and support their vital causes. Discover effective strategies, best practices, and innovative approaches to engage donors, create compelling crowdfunding campaigns, optimize donation websites, and enhance charity fundraising efforts.

GivingTuesday has become a global phenomenon; much of the work related to promoting the day and sharing its significance has already been done. The most important thing for non-profits is to direct sponsors to their sites during many GivingTuesday requests.

At times when we are all experiencing the pandemic, generosity brings together people of all races, religions, and political views worldwide. Charity empowers people to change others’ lives positively and is a fundamental value everyone can act on.

As a non-profit, you can maximise your easy online fundraising efforts, and GivingTuesday is the perfect opportunity to do so! Here are some ways you can participate:

  • Collaborate with sister organisations and other non-profit organisations.
  • Showcase all the good news and share your stories about the impact and the services you provide.
  • Appreciate your supporters and show your contributors that you are grateful.
  • Thank your community, volunteers, and anyone who has contributed in ways big or small to your non-profit.
  • Showcase and support the work of other non-profits.
  • Share live updates with your audience – show them your work in real-time.
  • Creatively collect donations online!

How Do You Raise Money On GivingTuesday?

While crowdfunding is an ideal answer for raising money on GivingTuesday, many other factors are critical.

1. Get Started! Including The Core Messages

GivingTuesday is a global day of generosity, occurring on November 28 2023. Join the Giving Tuesday movement to access GivingTuesday’s resources now.

The core messages are a kind of standard communication which all non-profits can use – it includes all essential contacts and messages that all non-profits can use. GivingTuesday has released its core messages so that the entire community understands their significance and can communicate it effectively.

Refer to their core messages and ensure you convey just the right messages and connect effectively with your audience.

Your audience and contributors will come to your donation page simultaneously, so make sure your online donation page is ready with all the necessary features. You need to provide your GivingTuesday contributors with the best payment experience possible.

If you are a foundation or a fundraiser, you can find out how to participate in GivingTuesday here.

If you do not yet have a donation form, you can start one right now and create a Whydonate campaign. You have several options – make it a pop-up or embed it as a WordPress plugin. You can choose colours to match your site’s branding and other ways to tailor the donation platform to your donation website.

Giving Tuesday


2. Overview Of Social Media

One of the best Giving Tuesday promotion ideas is using social media. Social media is one of your main virtual playgrounds for Giving Tuesday – it’s a cost-effective and impactful way for non-profits to reach their audiences and encourage Giving Tuesday donations.

It’s not complicated—all you need to do is populate your supporters online.

Brand your online channels with GivingTuesday; use your private accounts to brand and talk about your participation. This lets you inform your charity patrons and followers about your non-profit’s participation in GivingTuesday.

Remember not to change the name of your non-profit anywhere on social media – this can make it difficult for your supporters to find your profile. Start creating your content.

There are different strategies for every social medium. For example, Twitter is more conversational than LinkedIn, and Instagram relies more on eye-catching images than copy-focused Facebook. Develop a sound communication timeline that effectively covers all channels.

Create content that effectively reflects your mission, impact, current work, and your nonprofit’s progress. Your content should inform your audience about the objective and the outcome. Furthermore, your content should give people a reason to support your cause and build an emotional connection.

Pro tip: You can create graphic designs on Canva or Postermywall. Look for websites that offer pre-designed GivingTuesday templates.

Don’t forget to use #GivingTuesday to increase your reach on the day. Giving Tuesday also promotes posts tagged on their channels.

Start promoting once a week at least two months in advance. Anticipating your participation in Giving Tuesday is crucial. When you have about one month left, increase the number of posts. For the two weeks before, you should post 3 to 4 times a week; the week early, posting daily is critical.

When you have a communication plan, you can successfully execute your campaign. Please note that you must expand promotions and speed up communication in November after announcing your entry. When the countdown begins, start preparing the contact for Giving Tuesday day. When used correctly, any social media source will be equally effective.

Find compelling examples of social media posts here. Download all sample images and logos here. Create collaborative graphic work co-branded with Giving Tuesday.

Now let’s take a more in-depth look at how to use each platform best and get insights on Giving Tuesday promotion ideas:

Giving Tuesday 2021 - WhyDonate


2.1 Facebook

Facebook is one of the smoothest platforms for raising awareness and raising money. Their donation pages are set up quickly, and users can navigate them more efficiently.

The simple approach uses clear instructions and a donate button on the website, making it easy for users to contribute with one click.

Do:

  • Make the most of the description box. Introduce your non-profit, explain what makes it different, describe where the money goes, and provide examples of past successes.
  • Have individual members post on their walls and invite friends who are passionate about the non-profit, its mission and its employees.
  • Let us know if you are matching donations, and post this in your description and social sharing. From Facebook: “Fundraiser creators, verified profiles, and verified pages can set up donation matching for their fundraisers.” Here is the toolkit to successfully build matching donations for your non-profit.
  • Make it easy for everyone to support you. Encourage those who may not be able to donate money to share posts. Everyone’s efforts are valuable!

Do not:

  • Hesitate to ask for what you need – cash donations, in-kind donations, partnering with larger companies or sharing the mission on social media.
  • Push too hard for donations. Some people do not have the option to donate. Again, it is essential to emphasise that sharing your post is just as helpful.

2.2 Twitter

Twitter is all about keeping it short and sweet. Twitter is also great for connecting with potential contributors by starting conversations and exploring hashtags. Furthermore, it is the most casual platform, with jokes and memes dominating the timelines.

Do:

  • Follow hashtags relevant to your non-profit and then use these hashtags in your tweets.
  • Do not forget to use #GivingTuesday with CamelCaps.
  • Involve your followers! Twitter is all about communication, and people love connecting with organisations that have missions they believe in.
  • Post a link to your donation page in every tweet. Followers are unlikely to search for the page themselves – so give it to them immediately.

Do not:

  • Be afraid to tweet several times a day. (Remember: SIX THOUSAND tweets per second!) You are not going to clog someone’s feed by promoting your campaign; in fact, you’re likely to grab the attention of others. Instead of tweeting the same thing ten times an hour, ensure you convey your message in multiple ways.
  • Forget to research the best times to post – find out what times of the day people are most likely to read your tweets.

Pro Tip: Organise Twitter chats or AMAs with your top non-profits to discuss your case, work and impact.

You can download all brand images for social media here.


2.3 Instagram

Use eye-catching images for Instagram. In this case, a picture paints a thousand words. You have two options for captions: short and sweet (think 1-3 sentences) or long and personal. People are less likely to read a long paragraph if they cannot relate to it, so use an excellent image with a poignant caption to get them to follow.

Do:

  • Make a logo specifically for Giving Tuesday. Use your colours, or the colours of the charity you represent, for a custom design that sets it apart from other organisations.
  • Include photos of volunteers and staff at work. It shows contributors where their donations go and engages them in the good that inspires them.
  • Connect with other pages. Engagement is critical here, whether responding to other Giving Tuesday posts, responding to the comments on your posts, or following other non-profits. It will often – in likes and donations – be reciprocated.
  • Use Stories. This way, you will not hide people’s feeds or come across as annoying – people will still see your story but will not feel annoyed.

Do not:

  • Under any circumstance, copy someone else’s pictures. Not only can it get you in trouble legally, but you can also come off as lazy to your followers for not creating them yourself, alienating you from your base.
  • Do not spam other pages. Respond thoughtfully to the caption, then promote yourself gently. This is best done a few days in advance so that the eyes of other Instagram pages will be on you.

Giving Tuesday - The Joy Of Giving


2.4 LinkedIn

LinkedIn is the most professional platform, explicitly created for networking and finding work. So your tone should be a little conversational and with full intention. The goal is to showcase what is so special about your non-profit and attract contributors. Using the correct sentence structure is crucial here!

Do:

  • Link directly back to your donation page. It is guaranteed to receive more clicks.
  • Divide the paragraphs so that each section has approximately 2-4 sentences. Choose which sentences can further enhance your post.
  • View your connections for possible partnerships. Post about GivingTuesday, and then personally contact your contacts to see who would like to support you on Tuesday.

Do not:

  • Use informal language. Write posts as if they were a dissertation. Professionalism is paramount here.
  • Just contact someone within your network. Think about the types of contributors and companies you want to work with, and then tailor your message to each person.

3. Email Campaign

When we talk about GivingTuesday promotion ideas, email marketing comes to mind. An email campaign is your next big virtual playground for GivingTuesday. While it may seem outdated with social media and smartphones, people still faithfully check their emails every morning. Creating a campaign does not have to be that difficult! There are many ways to make them.

Send your first email one month before Giving Tuesday – it is close enough to be relevant but far enough away not to seem intrusive. Create a schedule; your email calendar should build understanding for Giving Tuesday and keep their interest alive. A communication timeline is essential here.

3.1 Choose A Catchy Subject Line

There are many ways to start an email, and the last thing you want is for someone to delete the email without opening it or, worse, not read the entire subject.

The best way to start is with some exciting information. Instead of “Give us a donation on Giving Tuesday,” you can say, “Feed a hungry child today.” Make sure it touches their heart! If you have merchandise, are there any discounts on Giving Tuesday if they want to make a purchase? Put that as one of the first keywords in the topic. “Giving Tuesday is just around the corner” is vague and does not sound like a deal needs to be struck to support them. Instead, try “Giving Tuesday: 25% Off All Products Today”. People will be tempted to open and read it.


3.2 Create A Catchy Introduction

Grab the reader’s attention immediately. Draw them a picture – who are they helping by supporting your cause? Why did they have problems before? How do you allow this group now? Personal, moving information makes a better impression. If there is a specific story you think is moving, use it to convince the reader to move on and see how they can help. Giving a group a face works wonders.

“Allan was ill but did not have a child specialist in the hospital. [Insert image.] That is why we do XYZ.”


3.3 Summarise Your Story

No one has enough time in a day to read a long story about a non-profit. Explain in three to five sentences what you are doing, why you are working on the cause, how you started it and what you achieved. Back to the one-liners, this is the perfect place to write what you hope to achieve now.

For example, “Our company was established in XYZ year. We have been doing XYZ ever since. We are now looking for XYZ.”


3.4 Create A Clear CTA

Here, it’s certainly not the time to be vague. Get straight to the point: what do you need and why? You don’t need anything else if you have prepared your email with the last three tips.

For example, if you have an animal shelter, you could say, “We want to raise $50,000 to give chemotherapy to dogs.”


3.5 Write A Personal Email Of The Day

GivingTuesday has finally arrived! If you have emailed them before, send a follow-up for the day. Promote it as much as possible in the subject line. Do not seem too pushy – ensure the rest of your email has a slightly softer tone.


3.6 Avoiding Donor Fatigue

Donor fatigue can get in the way of your Giving Tuesday campaign, so you must be careful and tactical to avoid getting to a point where boosting donations becomes counterproductive. It should be noted that your posts and post frequency are unlikely to cause donor fatigue as much as the quality of your content. Make sure your content is fresh, attractive and not repetitive. Your content should be engaging rather than preachy. Provide excellent content to your audience, and you will ensure that your audience is less likely to unsubscribe from your updates.


4. Press Releases

Press releases are straightforward and a bit like email GivingTuesday promotion ideas: you announce that you are joining the Giving Tuesday movement, explain who you are and what you do, where you organise your fundraising campaign online, where these donations go, past success and a summary of the content.

You can send press releases to local media, potential partners and other charities you would like to join.

Do:

  • Write in the third person. While writing in the first person may seem appealing, press releases are written from an outside perspective. Consider this your spokesperson.
  • Include a quote from a senior citizen. Have your director, a spokesperson or the board chairman share their insights in the press release. It adds a personal touch while remaining professional.

Do not:

  • Rush with a press release. If published, it is an official document that could reach thousands of potential contributors, so take the time to be thorough and considered.
  • Do not blindly send press releases but send them to research organisations you think are right for you, partners who share your morals, official donor companies and media related to your type of organisation.

5. Discover Creative Ideas

Explore some alternative creative ideas for involving your supporters in your non-profit. For example, send an agenda for the day of Giving Tuesday to your supporters and subscribers. They will receive a personalised reminder on the donation day in their calendar. Explain to them the exact steps to donate on GivingTuesday.

While running your campaign, send a series of emails to build anticipation. Share something creative and new in your emails, and keep adding value and attention to your cause—the countdown to the day of Giving Tuesday.

If you are a stand for a compelling goal, consider holding a virtual rally to create a powerful movement.

Giving Tuesday - Creative


6. On The Day

It’s the day of GivingTuesday! Now’s the time to go all out. Write a post that morning on Facebook, Twitter, LinkedIn and Instagram. Please send an email at midnight with an urgent subject line so that night owls will receive it immediately and early risers will receive it as soon as they wake up.

Post to Twitter multiple times – 6,000 tweets per second, remember? You do not want to get lost in a sea of ​​tweets. Make sure to edit each post so that it is slightly different.

  • It may help to include a different brand image. You can also retweet other non-profits, mentions of your organisation, and interesting articles about your non-profit’s mission.
  • In every tweet, talk about different parts of your work. It is crucial to ensure you share the impact driven by your non-profit and your effect on the community. Now is the time to show your work.

Connect your Facebook to your Instagram to show up on both platforms when you post stories. This way, you only have to post once or twice (maximum) on the two media.

Go live on various social media platforms, discuss your work from the past year, the highlights and the impact of your efforts, and bring up the most exciting topics and questions for an engaging live stream. Discuss how your non-profit is dealing with the effects of Covid-19. Share inspiring ways your team and organisation fought to reach your goals this year.

Giving Tuesday - The Joy Of Giving


7. The Follow-Up The Day After

You did it! You’ve brought in donations, found potential contributors, and connected to the base.

Make sure to send an email after 24 hours. Thank the people on your email list extensively – if you have statistics for the day, add them to your email. If something remarkable happened, you should, of course, also mention these events. It is important to share how you will use these donations to increase impact and share the expected results, your mission and the impact goal.

It would be best if you also expressed your gratitude on social media. Create a Twitter thread to give yourself the space to write as much as you want, create a catchy Instagram caption for a beautiful image, write a longer post with the achievements for Facebook, and add a link to the completed fundraiser to click Post LinkedIn. You want to reach everyone.


7 GivingTuesday Social Media Captions You Can Use

Here are a few Giving Tuesday social media captions that you can use to promote Giving Tuesday:

  1. “Join the global movement of giving back this #GivingTuesday! Together, we can make a difference in our communities and worldwide.”
  2. “Spread some love this #GivingTuesday by donating to a cause you care about. Every little bit helps!”
  3. “Today, let’s celebrate generosity and kindness. Happy #GivingTuesday, let’s make a positive impact together!”
  4. “On this #GivingTuesday, let’s pledge to support the causes we believe in and give back to our communities.”
  5. “The world could use a little more kindness and generosity. Join us in supporting a cause close to your heart this #GivingTuesday.”
  6. “This #GivingTuesday, let’s prove humanity.”
  7. “What we have done for ourselves will die with us, but what we have done for others will always remain immortal. This #Giving Tuesday, let’s lend a helping hand together.”

Wrapping Up!

GivingTuesday is critical for non-profits, so tap into every aspect of every possible platform. You will undoubtedly bring in donations, increase your organisation’s awareness, and get in touch with others. There are many ways to engage your followers on this day and to grow the number of followers. Make it your most successful celebration ever! Get started on the GivingTuesday website.


Answering Popular GivingTuesday Toolkit Related FAQs

Q. What Is The Giving Tuesday Toolkit For Nonprofit Organisations?

A. The Giving, Tuesday Toolkit for Nonprofit Organisations is a comprehensive guide that provides tips and resources to help nonprofits plan and execute a successful Giving Tuesday campaign.

Q. What Is Included In The GivingTuesday Toolkit For Nonprofit Organisations?

A. The toolkit includes information on setting fundraising goals, creating a social media strategy, engaging donors, and measuring the success of your campaign. It also provides sample email templates, social media graphics, and other resources to help you promote your campaign.

Q. How Can I Get Access To The GivingTuesday Toolkit For Nonprofit Organisations?

A. You can access the toolkit by visiting the GivingTuesday website and signing up for their email list. The toolkit will be sent to your email inbox.

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