Are you ready for #GivingTuesday? Celebrated the Tuesday after Thanksgiving, Giving Tuesday was founded in 2012 by 92nd Street Y in New York and the United Nations Foundation. The organizations, in addition to a number of partners and influencers, started the campaign as a way to give back to the community in response to the commercialization of the Thanksgiving holiday. In the two years that Giving Tuesday has been celebrated, over 10,000 organizations have participated.
Last year, GLCYD participated in Giving Tuesday for the first time. I’m really excited for this year, after learning some great tips for increasing engagement.
- Get Personal. Last year, in addition to posting a call to action on the GLCYD Facebook page, I posted an ask on my personal page. Now I know that some people like to keep their business and their personal pages separate, but I can attest that 100% of our Giving Tuesday donations came from personal contacts I have. I was surprised to see donations coming from people outside of the Upper Peninsula. I realized it’s not just that these people wanted to give to the GLCYD cause, they wanted to support me and the endeavors I’m involved in on what is perceived as a national day of giving.
- Have a Plan. Last year, Giving Tuesday crept up on me. All we did was promote it via social media that day of, because that was all we had time to do. This year, I’m looking at other channels that can be utilized to promote Giving Tuesday. When thinking about your strategy, consider these ideas:
- Host a volunteering initiative.
- Partner with a local business to promote your organization. Partnerships include rounding up to donate, donations matching and percent of sales donations.
- Debut a new program.
- Creating a campaign around a cause.
- Take an #unselfie.
- Request a Mayoral proclamation.
- Customize Your Campaign. Don’t be afraid to get creative. Add the abbreviation for your city to the hashtag. Our friends at Michigan Nonprofit Association are using #GivingTuesdayMI to promote Michigan’s participation. GLCYD will be using #GivingTuesdayUP to promote the Upper Peninsula, and we hope you will too. If you choose to add the Giving Tuesday logo to your materials, review their terms and conditions. They allow for some adjustments to make their logo fit your brand better.
Although it’s new, #GivingTuesday has the potential to take your annual campaign to the next level. If you’re a nonprofit in the Upper Peninsula that isn’t sure if/how you should participate, please don’t hesitate to call GLCYD at 906-228-8919.
Victoria Leonhardt is an Associate at GLCYD. She oversees the marketing strategy of the organization in addition to facilitating community mobilization in the Eastern Upper Peninsula.