Charity Digital – Topics – How to get involved in Giving Tuesday 2022

Giving Tuesday is a “global generosity movement”. Founded in the US in 2012, it encourages people to donate their time and money or raise awareness for a good cause.

The Giving Tuesday movement holds the world record for the most money raised for charity in 24 hours online in 2020, with £20.2 million worth of donations made on Giving Tuesday (equivalent to nearly £14,000 per minute).

Essentially, it is the charity sector’s response to Black Friday.

In 2022, Giving Tuesday will take place on November 29, the day after Cyber ​​Monday. There are many ways that charities (both large and small) can get involved. Below we offer some of our top tips. But before you start, you might want to check out our more informal podcast chat.

Make it quick

The world of fundraising is changing. It’s now faster than ever to receive donations. Simplifying the process and allowing donors to donate quickly and conveniently can significantly increase the amount a charity can raise for its cause.

Text-to-Donate, Tap-to-Donate, and QR codes are great ways to speed up the donation process. Read our guide to the best contactless fundraising options for charities.

Just do it

Maximize your chance of raising money on Giving Tuesday by making it as easy as possible for potential donors to donate.

This means that donors know how, where and what to donate. This could include creating additional signage on your website, using tap or text-to-donate, signing up for a new user-friendly, straightforward fundraising platform, or making your fundraisers Facebook-friendly.

It could also mean providing suggested donation amounts. By choosing from a list of donation options, the donor does not have to come up with their own number. Easy!

Make it obvious

A concise, consistent message with a clear call-to-action (CTA) can make all the difference when it comes to your Giving Tuesday fundraiser.

Place your campaign front and center on your website’s homepage. Use the same copy and assets across all other channels, including print media, e-newsletters and social media.

Get inspiration from other charities on how to replicate a clear and obvious campaign.

Make it known

Social media is the easiest and quickest way to spread your message as far and wide as possible. The hashtag #GivingTuesday has garnered billions of impressions since its launch in 2012 and is likely to be trending across all channels.

On the day itself, charities of all shapes and sizes launch their 24-hour campaigns, many of which have already completed pre-campaigns. With all that noise, it’s easy to feel like your posts are being drowned out.

Make sure you have the best chance of being heard by:

• Write or create templates for your posts in advance
• Make sure you have plenty of eye-catching images and assets on hand
• Plan posts in advance

Check out these top tips for your Giving Tuesday social media strategy.

make it fun

Whether you’re raising funds for homelessness or heart disease, don’t be afraid to have fun with your campaigns. Giving Tuesday is about raising funds, but also about raising awareness and connecting with current and potential donors.

Why not take inspiration from the Rainforest Action Network, who chose to use the voice of a Malayan tapir in one of their recent Giving Tuesday email campaigns: “I’ll be honest with you, I’m a Malayan tapir, and I don’t know what “midnight” or “Tuesday” is. Is it a type of fruit? Because I’m a vegetarian.”

Or Oceana, which identified all of its supporters as “wave makers” and allowed them to choose from a menu of fun and informative donation amounts: $33 for the 33 billion pounds of plastic in the ocean, or $330 for the 330 existing North Atlantic right whales.

Check out both examples here.

Make it a double

Business-charity partnerships benefit both the charity and the business through increased public visibility, improved fundraising power, and wider audience reach.

A great example is Natwest, which has donated over £410,000 to charities for #GiveBack2020 as part of its wage giving campaign.

Doubling up works for small charities too. Why not reach out to a local business and ask them to match your donations? Or ask them to give customers the option to add an extra 10% to any cause for your good cause.

View the Giving Tuesday case studies here.

Make it official

It’s easy to become an official Giving Tuesday partner. By signing up, official partners will benefit from regular Giving Tuesday campaign updates and emails.

The Giving Tuesday movement generally encourages all charities to use the Giving Tuesday logo, free resources and toolkits to help you get the most out of your campaigns this year. There are also a number of skill-enhancing events and webinars on their website.