Giving Tuesday, the first Tuesday after Thanksgiving and the internationally recognized day to contribute to charity, is upon us. It’s time for all nonprofits and donors to get ready.
Unlike Black Friday and Cyber Monday, Giving Tuesday invites us to improve our community by donating to causes that resonate with us.
“I am a big fan of Giving Tuesday,” said Kathryn Westland, executive director of Friendship Center. “It helps kick off our holiday giving program in such a positive way.”
Preparing for Giving Tuesday can significantly boost a nonprofit’s fundraising efforts. Here are some key steps to get ready:
1. Set Clear Goals: Determine how much you want to raise and what specific projects or needs the funds will support.
2. Create a Compelling Campaign: Develop a clear and engaging message that resonates with your audience. Highlight the impact of donations and share stories that illustrate your nonprofit’s work.
3. Leverage Social Media: Plan a social media strategy to spread the word about your campaign. Create a content calendar with posts leading up to Giving Tuesday and on the day itself.
4. Engage Your Supporters: Encourage your current supporters to get involved. Provide them with tools to share your campaign with their networks, such as graphics or sample messages.
5. Email Marketing: Draft a series of emails leading up to Giving Tuesday. Include reminders, impact stories, and clear calls to action.
6. Match Donations: If possible, find a donor willing to match contributions made on Giving Tuesday. This can incentivize more donations.
7. Optimize Your Website: Ensure your donation page is easy to navigate and mobile-friendly. Test the process to make sure it’s seamless.
8. Plan for Follow-Up: Have a plan for thanking donors and keeping them informed about how their contributions are making a difference. This helps build long-term relationships.
9. Evaluate and Learn: After Giving Tuesday, analyze the results to understand what worked and what didn’t, so you can improve for next year.
By starting early and engaging your community, you can maximize your impact on Giving Tuesday.
Preparing for Giving Tuesday is equally important for donors.
“I like Giving Tuesday because it gets me focused on my holiday and year-end donations,” said one local donor. “Sometimes I give contributions on that day and sometimes I use that day to make my giving plan for the rest of the year.”
Whether you like to make charitable donations five days after Thanksgiving or prefer to use that day to jump start your personal philanthropy plan, it’s time to get ready.
As a donor, you can prepare for this special day by following these two steps to create your own giving strategy that reflects your values and passion.
Step One: Consult your heart
Make a list of those causes or organizations you hold dear. Here are some examples:
Are you passionate about causes that help keep women and children safe like CALM, CASA, or Domestic Violence Solutions?
Do you care more about providing housing like Habitat for Humanity or Transition House?
Is your biggest interest animals like Wildlife Care Network, Care4Paws or Humane Society?
Are you interested in end-of-life care like Hospice of Santa Barbara?
How about helping people recover from addictions like CADA or Rescue Mission?
Maybe you are most interested in helping the less fortunate like Unity Shoppe.
Perhaps you prefer to donate to environmental causes like Community Environmental Council.
Or maybe you are more drawn to the arts and music like Music Academy, Granada, Santa Barbara Revels, Santa Barbara Symphony, Lobero, or Ensemble Theater.
You might like supporting causes that get people outdoors like Nature Track, or Wilderness Youth Projects, or Cycling Without Age.
Or perhaps older adults or the disabled concern you most like at the Friendship Center or Hillside.
How about youth-serving nonprofits like United Boys & Girls Clubs, Girls Inc., YouthWell, or AHA?
You can also consider museums such as the Natural History Museum, Botanic Garden or Maritime Museum.
Community access media might interest you like TVSB.
Step Two: Decide how you will give
There are so many ways to give. Every act of generosity counts, and everyone has something to give.
Maybe you like volunteering for the Foodbank, or advocating for the underserved through the Fund for Santa Barbara, or donating cash to United Way or Direct Relief, or giving your used treasures to Alpha Thrift Store.
You can contribute your talents to the many nonprofits that are understaffed or operating on a small budget and can’t afford the marketing, HR, technology, or planning resources that their missions deserve.
Ask your favorite nonprofits what talent or expertise they need most.
Giving takes so many forms. Most gifts have a double benefit by being tax-deductible for the donor as well as supporting the organization. Decide which method of giving is best for you and for the organizations you choose. For example:
Form a group of neighbors or co-workers and give together toward a common cause
Write a check
Give assets (like a used car)
Arrange for a contribution from your IRA
Include the charity in your will or estate plan
Donate appreciated stocks or life insurance
Contribute to a donor advised fund through the Santa Barbara Foundation.
Giving Tuesday offers everyone the chance to unleash the power of people and organizations to transform their communities and the world.
Whether you’re giving your voice, your time, or your money to improve the lives of others, generosity is one of the most powerful ways you can have an impact in the world.
Noozhawk’s Good for Santa Barbara highlights local nonprofits and features Noozhawk’s Guide to Giving, which will be promoted on its site and via social media in conjunction with #Giving Tuesday.
This guide is active all year to encourage charitable giving throughout the year.