Will Your Nonprofit Participate in #GivingTuesdayNow?
by Mike Montalto
April 9, 2020

If you’ve worked in fundraising for any amount of time, you probably know all about Giving Tuesday, the global day of giving on the Tuesday before Thanksgiving.

The people behind Giving Tuesday have announced #GivingTuesdayNow, a global day of giving on May 5, 2020 as an emergency response to address the global needs surrounding the COVID-19 pandemic.

According to GivingTuesday.org, “Communities are encouraged to take action on behalf of first responders, as well as the world’s other – often forgotten – frontline workers: the nonprofits and community organizations that feed, house, educate, and nurture neighbors impacted by the global pandemic.”

This day of giving can help turn the tide of the battle against the novel coronavirus. Nearly $2 billion was raised in the United States alone on the last Giving Tuesday in November 2019.

Is your nonprofit on the frontline in this fight? #GivingTuesdayNow could help you secure the support you need to achieve your goals and better serve your community. Here’s what you need to know!

Countdown Until #GivingTuesdayNow

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Can I align my mission with #GivingTuesdayNow?

#GivingTuesdayNow was just announced on March 31. Which means you will have to move quickly if you want to run a campaign.

First, think about your mission and how your work benefits those affected by the outbreak. Are you on the frontlines, or behind the scenes? How is your work addressing critical needs or helping people cope during a difficult time?

Remember, #GivingTuesdayNow was created as an emergency response to the unprecedented, and immediate, need caused by COVID-19.

We understand every nonprofit could use a few extra dollars right now. But don’t feel pressured to run a #GivingTuesdayNow campaign if your mission doesn’t align.

You can still help! There will be plenty of organizations who would appreciate it if you shared their social content as we move closer to #GivingTuesdayNow.

Can I start from scratch?

It will certainly be difficult.

As of today (April 9), there are 25 days until May 5. If you’ve never run a Giving Tuesday campaign before, it will be hard to develop a thorough and effective campaign.

Ask any development director who has run one. Giving Tuesday campaigns are a different fundraising animal.

Organizations with a strong digital presence thrive on social media. And nonprofits that know how retain those new donors can see long term benefits.

But doing all of that effectively takes a lot of work.

If you’ve run a successful Giving Tuesday campaign before, you will have a lot of materials that can be repurposed and a framework for your communications schedule.

This will help you expedite planning and executing your campaign. You will already have elements for emails, your online giving page, and social media posts that can be updated for #GivingTuesdayNow.

And if you decide you don’t have enough time to put a campaign together, that’s OK! There is a lot of work to do in a very short amount of time. Even the most prepared organizations are in for a challenge.

Remember to tell the story.

With so much going on, it’s easy to get caught up in the chaos. So, don’t forget to slow down, go back to basics, and focus on your #GivingTuesdayNow campaign’s story.

Remember, effectively telling your story is critical to helping your supporters understand your needs, why your work is important right now, and how their donation makes a real difference.

Think about all the tangible ways that your organization is making a difference.

Is your medical foundation supporting the research and development of a vaccine? Are you helping hospitals acquire critically needed medical supplies?

Is your community organization supporting those who have been put out of work in your community? Are you raising money to provide laptops and tablets to students who need them to continue their education online?

Once you’ve zeroed in on this crucial element of your story, you need to find the people who have benefitted from your work and tell their story in your #GivingTuesdayNow appeal and related communications.

The Silver Lining

Difficult times often bring out the best in humanity. It’s truly amazing what individual people can accomplish when they come together (not in person, keep social distancing!) and rally around an important cause.

The determination of the human spirit and our calling to help those who need it most are often the silver linings in any tragic situation. And the COVID-19 pandemic is no exception.

This difficult time is uniting people by their shared desire to heal the world. We all feel the calling to do our part and make sure those who are worse off than ourselves make it thought this.

And that’s why #GivingTuesdayNow is so important.

Giving Tuesday has brought people together for a global day of giving for the last eight years. But now, the stakes are higher.

So, whether you launch a campaign, donate to someone else’s, or just help a nonprofit share their message, we thank you for doing your part to help!

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