The best Giving Tuesday campaigns online
Giving Tuesday is a huge opportunity for charities to garner public interest in their cause online – we take a look at the charities getting involved in this mass giving movement.
It’s nearly that time! While the well-known shopping days of Black Friday and Cyber Monday are Christmas-come-early for retailers, Giving Tuesday at the start of December sees charities of all stripes competing to have their voices heard online.
Now in its sixth year, this global movement fuelled by the power of social media keeps growing – in 2018, charities raised over £7.8 million in online donations on Giving Tuesday alone.
Giving Tuesday takes place on December 3rd this year, with many charities already gearing up to make the most of the day. But what’s it all about and what do charities have to gain?
A global giving movement
Supported by Charities Aid Foundation in the UK, Giving Tuesday is a global campaign focused around encouraging people to remember their favourite charities on this one special day and celebrate charitable giving. Strategically placed right at the peak time for people to give charities, it’s an opportunity to turn attention to your charity’s Christmas campaigns and meet December fundraising targets.
Any charity can join and there isn’t one set way to plan out a Giving Tuesday campaign. Charities big and small use the day to engage supporters, staff and volunteers; encourage donations; put a spotlight on their cause; celebrate their impact and thank the people that have helped make it happen.
The Giving Tuesday website includes information on to get started listing your charity, with the essential resources for taking part.
Tiny but mighty
Social media plays a huge part, and the best Giving Tuesday campaigns make full use of social media platforms – like last year’s campaign by Tiny Tickers – a small charity for newborn babies with heart problems.
According to the charity’s chief executive, they met their fundraising target six times over, enabling them to buy six life-saving new oximetry machines that detect heart defects in babies, each costing £750.
They did this by linking their Giving Tuesday efforts closely to their existing appeal, launched a month previously. They planned their strategy early, set clear targets for how much they wanted to raise, and provided multiple ways to donate online.
With a workforce of just six people, everyone in the charity was galvanised around the day, providing heartfelt updates and responses on social media as they went, which goes to show what such a small charity working with no budget can achieve with the right mindset.
The power of ‘thank you’
Terminal illness support charity Marie Curie have been closely involved with Giving Tuesday since its start in 2014 with enormous success. In recent years, they’ve moved away from the traditional online fundraiser to get staff to focus on the power of gratitude and the importance of saying thanks.
Last year saw everyone from IT staff to nurses take part in a mass ‘thankathon’. Along with staff donating a Tweet of thanks to fans online and thousands of personalised, hand written cards to some of its most outstanding supporters, the charity created personalised ‘thank you’ doodles for its celebrity ambassadors to spread the word on Twitter.
While not every charity has the backing of celebrities, social media can still give staff the opportunity to engage directly with the supporter community, as well as making use of the multiple free channels available for people to donate – the charity raised an enormous $6,911 through Facebook’s Donate button alone.
Charities can find lots more success stories and ideas from previous years on the Giving Tuesday website, from volunteering initiatives to corporate partnerships, and fundraising activities ranging from baking, yoga, rowing and arts and crafts to funny hat wearing – whatever you plan on doing for Giving Tuesday the key is to make it your own.