Nonprofits Were on Fire this #GivingTuesday: A Round Up

The buzz around the annual day of philanthropy is well warranted. Nonprofits participating in #GivingTuesday are projected to have raised roughly $363 million. The #GivingTuesday hashtag was used over 770,000 times on Instagram alone. While not unique to this year, cause marketing was far more prevalent. Nonprofits and corporations leveraged the power of the day through unique partnerships to raise additional funds. Feeding America, in partnership with Instacart and Aldi, raised over $380,000!

Nonprofits took various approaches to Giving Day. Some used storytelling; others defined goals; and a few opted to ask for other forms of engagement (a real stand out tactic in my mind). Take a look at some of our favorite #GivingTuesday campaigns below. *Click each image to expand*

STORYTELLING

I can’t overstate the importance of strong client impact stories. These compel donors more than anything. When a donor knows what their money does and who it reaches, they are more inclined to give again. Combining stories with data—about the problem you’re trying to solve or the reach your organization has—is incredibly powerful. These organizations opted to approach Giving Tuesday by sharing stories of their clients and their work.

Spread the Vote | Everytown | Center for Children’s Advocacy | Communities in Schools | Sandy Hook Promise


DEFINED GOAL

Organizations that define a goal to raise a specific amount of money or outline a project to fund with dollars raised give their stakeholders a tangible project to support. Using visuals like Joyful Heart Foundation (middle image) incentivizes stakeholders to give to help reach a goal in an allotted time. Green Village Initiative and Global Wildlife Conservation show donors exactly what their money will fund—rebuilding Hallen School Garden or saving Javan the Rhino. Pencils of Promise and The Adventure Project more broadly define what a donor’s gift will fund—education and safe, affordable stoves—and while not a specific goal, the simplicity of the goal is both tangible and powerful.


CAUSE MARKETING PARTNERSHIPS

Even for-profit companies got in on the Giving Tuesday action. Here are a few examples of these partnerships.

Instacart/Aldi/Feeding America | Amazon/Toys for Tots | Rent the Runway/Dress for Success | Parabo Press/One Tree Planted


NO MONETARY ASK

These organizations went a different route for Giving Tuesday. They opted against making monetary asks of their donors and instead either thanked their donors or made an ask for action/engagement—signing a petition, referring friends, etc. In a chaotic and saturated day of Giving, this approach allows a nonprofit to stand out while still engaging stakeholders. This tactic isn’t for everyone, but it also shouldn’t be overlooked. If your nonprofit opts against asking for money on #GivingTuesday, it’s likely a strategic decision. I talk more here about how critical it is for GivingTuesday to fit within your broader fundraising and communications strategy.

She Should Run | Charity Water

These are just a sampling of the many Giving Tuesday campaigns. Feel free to share others that were compelling.