You may want to consider a broader strategy to engage your donors this year:
Ministries often look to Giving Tuesday to boost their budgets, but in 2023, donations in the U.S. flattened compared with previous years, and trends for 2024 are likely to remain the same. In 2012, Giving Tuesday took off as a powerful altruistic alternative to the increasing pull toward overconsumption on Black Friday and Cyber Monday. But, more than a decade later, the novelty of this day has worn off, and donors are weary of the same tired asks and social media campaigns.
While promoting the same old campaign is out, the Tuesday after Thanksgiving still signals an important start to the end-of-year giving season. Here are some tips to flip Giving Tuesday on its head.
Give More Than Just Money:
Consider a campaign to encourage congregants or donors to give in new ways—whether through their time, talent, or donated goods. You could sponsor a service day that includes volunteer opportunities in the community and encourages in-kind donations.
Build Relationships:
Giving Tuesday can feel overly transactional — so put the humanity back in giving. Consider creating a campaign to share your organization’s impact with the community. Your organization could host a booth or share your mission at a public community event. Research other local organizations with aligned missions. There may be nonprofits or community action groups already doing similar work. These partnerships broaden the scope of your message and can potentially reach even more like-minded individuals.
Thank Your Donors:
Instead of following the trend of asking for more, consider making Giving Tuesday about showing gratitude to your donors for all they have already given. Acknowledge those who have been faithful givers for years. For example, share how many back-to-school kits their donations provided or what percentage of your organization’s utility bill was paid by their generosity. You could also highlight how your organization has invested their gift and grown it for a deeper impact.
Ministries that shift their focus from the traditional ask for more money on Giving Tuesday may acquire a richer return than they could have ever imagined.
Haynes, E., & Childress, R. (2023, November 29). GivingTuesday results are flat; nonprofits raise $3.1 billion. The Chronicle of Philanthropy. https://www.philanthropy.com/article/givingtuesday-results-are-flat-nonprofits-raise-3-1-billion
