Why you can’t afford to ignore Giving Tuesday in 2020

November 15, 2020
4 minutes

As Giving Tuesday approaches, we hope you’ve started planning ways to maximize donations, goodwill towards your nonprofit, and socially-distanced fundraising. If you feel like you don’t even know where to start, we've got an idea for you—download our 2020 Giving Tuesday Toolkit and get all the things you need to make your nonprofit’s Giving Tuesday a success in every sense of the word.

If this seems like a drag—and it very well might, because we’re all dealing with 2020's... um, curveballs—you might feel tempted to just give up on Giving Tuesday altogether. “Just throw in the towel!” say the cranky voices in your head. “We’ll get ‘em next time!”

Do not listen to those cranky voices. Tell them to hecken cheer up and get to planning.

Giving Tuesday is the kick-off to your year-end fundraising campaign. It's everything you hoped for; it's everything you neeeeeed ...aaaand we’re going to stop ripping off song lyrics now and give you three reasons you absolutely cannot afford to ignore Giving Tuesday in 2020.

Giving Tuesday is forecasted to raise $605 million this year.

Giving Tuesday was founded in 2012 as a less capitalistic, more “encourage humankind to do good” answer to Black Friday and Cyber Monday, days known to set records for profits and revenues.

Don’t be fooled, though; just because Giving Tuesday is the do-gooder cousin of Black Friday and Cyber Monday doesn’t mean it’s any less of a record-breaker. In fact, in its eight short years of existence, Giving Tuesday has broken all sorts of records for single-day funds raised.

Last year alone, Giving Tuesday campaigns generated over 500 million dollars in online donations and more than 20 billion social media impressions.

And this year? Predictions have Giving Tuesday’s total haul estimated at $605 million—which will be another record broken and the largest Giving Tuesday total raised in history (if it happens!)

$605 million dollars. $6.0.5. M.I.L.L.I.O.N. D.O.L.L.A.R.S. What could your nonprofit do with a fraction of a fraction of that sort of money? How much more energetic would your year-end fundraising campaign be if it kicked off with an event like this?

Be part of a record-breaking team. Join the Giving Tuesday movement.

What's your alternative?

We're gonna be blunt with you for just a moment. Are you ready? Inhale, exhale, and have a seat, because we’ve got some news for you.

You may not have an alternative to Giving Tuesday if you’re looking for a major kick-off event for your end-of-year fundraising push.

Look, we all know we’re living in the COVID-19 era. Fundraising in the time of coronavirus is nothing like fundraising in the time before the so-called new normal.

Unfortunately, most major in-person events have been cancelled or (at the very least) become subject to severe attendance restrictions. Granted, from a public health perspective, this is a good and responsible thing. From the perspective of a nonprofit that depends on its year-end gala to raise a substantial portion of its budget for the next year, it’s....well, it’s something, alright.

This is a time to call upon that nonprofit unicorn resourcefulness we cherish in ourselves so much. This is a time to pivot.

So what do you do? You go digital. You join the Giving Tuesday crowd, you register on the Giving Tuesday page, you download Funraise’s Giving Tuesday toolkit so you’re prepared with a Giving Tuesday strategy that’s locked, loaded, and ready, and ...you go digital.

Giving Tuesday is your best opportunity to take advantage of everything the digital-first movement has to offer nonprofits. You can’t throw a gala anyway. Lean in!

Giving Tuesday’s growing more popular by the year

We’ve already established that Giving Tuesday’s a record-breaker of an event, year after year. We’ve pointed out that this particular Giving Tuesday, taking place in the annus horribilus 2020, is set to break even more records, with a good chance that a Guinness-worthy $605 million could be raised in a single day alone.

Let’s not forget Giving Tuesday’s popularity in and of itself, however. Since its inception in 2012, Giving Tuesday has become a household name along with Black Friday and Cyber Monday. As of 2015, 93% of consumers had heard of Black Friday ...while sadly, only 18% of that same group of people had even the slightest inkling what a “Giving Tuesday” was.

These days? With the support of organizations like the Bill and Melinda Gates Foundation, Facebook, the PayPal Foundation, the Ford Foundation, and others, pretty much everyone with access to WiFi has heard of Giving Tuesday. It’s grown larger each and every year—and by joining the Giving Tuesday movement, your nonprofit can take advantage of some of the well-earned publicity Giving Tuesday’s received.

Summing Up

Look, unicorns—we cannot overstate Giving Tuesday’s importance to the nonprofit ecosystem. It is our answer to Black Friday and Cyber Monday. It is the kickoff to our year-end fundraising pushes. Giving Tuesday's not the end-all-be-all—your mission and the good work you do is the end-all-be-all—but it’s pretty darn close.

So if you’re thinking of ignoring Giving Tuesday 2020, take a deep breath and then don’t. Download Funraise’s 2020 Giving Tuesday Toolkit to make it easier on yourself and get emails, texts, press releases, calendars... pretty much the whole nine yards necessary to make your Giving Tuesday strategy sessions easy-peasy.

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