Giving Tuesday Donations: Best Practices and Ideas for Businesses
Giving Tuesday is fast approaching, so we wanted to give you great Giving Tuesday ideas. Now’s the time when nonprofits ask their patrons and donors to dig a little deeper to finish off the annual donations drive with a strong push.
Normally December is the month when donations peak. Giving Tuesday donations serve as a kickoff, establishing the momentum for this important month of generosity.
Although the proceeds from Giving Tuesday benefit nonprofits, businesses play an important role. It’s a great opportunity to help the community and invest in causes that support the company’s values. Employees, too, will appreciate the chance to participate in meaningful ways.
What Is Giving Tuesday?
Giving Tuesday rolls around every year on the Tuesday following Thanksgiving, or perhaps, more appropriately, after Black Friday. But it’s not nearly as old. It was started in 2012 at the 92nd Street Y in New York City by soon-to-be-CEO Henry Timms and co-founded by the United Nations Foundation.
Timms’s idea was to reverse the trend of heavy consumerism surrounding Black Friday and encourage everyone to give back.
Sure, people like Bill Gates tweeted about it and helped to spread the word. But the idea was supercharged by families and small communities that embraced the idea and ran with it, asking themselves and their children what they stood for, and then donating and pitching in to help the causes they really cared about.
According to Timms’ interview with PBS, “We need to stop seeing people as donors and start seeing them as owners.”
In the new paradigm that Timms envisioned, the role of the donor extends far beyond money. It also includes giving time, a voice and ideas to confront the problems in an increasingly interconnected world.
What surprised and delighted Timms most was that, from the very beginning, the idea captured the hearts of people around the world who wanted to make the idea even better. Today, Giving Tuesday has become part of their traditions.
Why Is It Important?
Giving Tuesday provides a boost to donations for the year, encouraging businesses and individuals to give in whatever ways suit them best. It’s a chance to raise more money than on an average day and serve to kick-start the year-end giving campaign. Those who want to take advantage of tax-deductible donations will be looking for opportunities to contribute. Further, Giving Tuesday donations leverage the generosity that has long been a tradition of the holiday season.
Giving Tuesday can provide a boost to your brand. You can leverage the opportunity to let customers know about the good things your company does year-round. It’s well established that customers care about purchasing from companies that are charitable.
And it’s not just about feeling good either. Recent research has discovered that people purchase from companies that demonstrate corporate social responsibility (CSR) because they believe that the company’s products and services are safer and of higher quality.
Giving Tuesday is also an opportunity to remind employees that they are part of a company that cares. Employees who work for companies with generous giving initiatives are likely to be happier and more engaged than employees who work for other companies.
How Companies Can Make a Difference When It Comes to Giving Tuesday
Giving Tuesday is more than a once-a-year symbolic movement of generosity. It’s about individuals who ask what they can do and then act in powerful ways to help others. It’s about mobilizing communities so that they are empowered and self-advocating. But it’s also about companies, both large and small, doing what they can to support the communities they serve. Everybody and every organization can make a difference.
Companies with CSR initiatives are uniquely positioned to do more than individuals. CSR is all about companies taking a positive role in the community. In addition to considering the ethical and environmental impact of their operation and making sound fiduciary decisions, the most progressive companies are proactive in their philanthropic pursuits. That means making the world a better place. There are many ways to do this including donating to worthy causes and creating their own trusts.
Giving Tuesday is a great opportunity to highlight your company’s ongoing activities such as volunteering, matching donations and other activities. Treat it as part of your overall corporate philanthropy strategy.
Giving Tuesday Best Practices
Here are some best practices that companies have used to ensure that their Giving Tuesday event is successful.
Set Your Values
It’s important to have alignment between the company’s values and its decisions and actions. This is equally important with your philanthropic efforts. Revisit why charitable giving matters so that as you develop your strategies you develop a long-term plan.
Before you establish goals, you’ll need to think about the targets. Your Giving Tuesday initiative should have something in it for the community as well as for your customers and employees. For example, giving a portion of sales is a good way to include customers.
Inventory Your Resources
There are always more needs than there are resources available to help. But just remember, Giving Tuesday goes beyond dollar donations. There is also employee time, goods and services, managerial talent, facilities and social media reach.
Take stock of your resources and commit to specific and measurable goals. Edit and prioritize so that you can devote sufficient time to achieving the goals you set.
Make a Plan
Choose some ideas and decide how to implement them. Start planning early so that you have time to fine-tune the details. To support your efforts, ensure that your communication strategy is buttoned up. Include, for example, an email campaign, social media outreach and a robust webpage.
Measure so that you will have benchmarks for your future efforts. In addition to the ROI, you will also want to know who benefited from your efforts and what to repeat or improve next year. Did you actually increase your overall giving?
Giving Tuesday Ideas
There are hundreds of Giving Tuesday ideas that your company can implement. Following are just a few suggestions on what you could include in your initiative.
- Ask employees to nominate and select a long-term charity partner.
- Create a Giving Tuesday hashtag and donate each time the hashtag is shared.
- Match the proceeds of a fundraising event planned by employees.
- Coordinate with other local businesses to host a charity auction.
- Host a meet-and-greet for nonprofits with local businesses to extend their network.
- Donate a portion of sales to a nonprofit group.
- Give employees a charitable stipend to give to a nonprofit of their choice
Make It Easy
The best way to manage Giving Tuesday ideas and all your philanthropic initiatives is with a corporate giving platform. Groundswell can help with its frictionless setup and administration. We can have your program up and running in no time with minimal investment of your staff and resources. Contact us today.
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