2020: Definitely not normal. Let’s wait until 2021
2021: Still not normal.
Maybe we were wrong to expect a “new normal.” As all of us have experienced, the world continues to be in flux. And we know that the expectations of new donors—many of whom are young, digital natives—are rising.
So we too, have to rise to meet those expectations, and November 30—#GivingTuesday—is the day to do it.
#GivingTuesday is our response to Black Friday and CyberMonday: a sector-wide focus that generates publicity and raises awareness for the business of generosity, whether it’s giving, volunteering, or advocating. Nonprofits worldwide have been preparing for this day for the past several months by collecting impact stories, investing in their digital infrastructures, and planning social media campaigns. On #GivingTuesday itself, it’s all about appealing to donors—online.
We learned in 2020 just how generous our communities can be. In a “massive swell of generosity,” #GivingTuesday 2020 raised more than $2.47 billion for nonprofits in the U.S. alone, a 29% increase over 2019 giving. Even more telling, online giving rose to $808 million, compared to $511 million in 2019—a 58% increase during what we know was one of the most tumultuous years in the modern era.
Many nonprofits that may have turned to online giving out of necessity in 2020 are realizing that it is here to stay. Online campaigns are efficient for nonprofits, and reach their donors where they want to be.
Participating in #GivingTuesday in a meaningful way is the result of careful planning and strong execution. Organizations that are new to #GivingTuesday this year should watch social media and peers to learn as much as possible and seek to get a jump on the planning next year, planning to start no later than the first of the fall.
To help on your #GivingTuesday journey, check out a few of our favorite resources:
- GivingTuesday.org is full of actionable information for organizations, with checklists, toolkits and recommendations for developing successful social media campaigns.
- GlobalGiving.org has scalable timelines and communications toolkits to help nonprofits plan for an effective #GivingTuesday engagement. (full disclosure, I helped co-found GlobalGiving in 2002)
- Our partners at Lightful hosted a free webinar with some of the leading minds in digital fundraising, including the Digital Strategy Director for #GivingTuesday. Watch the recording here.
Here’s to another record-breaking #GivingTuesday!