If 2020 has taught us something, it is that anything can happen and fast. It will come as no surprise that it’s been a challenging fundraising year across the nonprofit and charitable sector.
Whether they were pivoting quickly to raise funds in the face of adversity, or shifting their approach in a new digital online environment due to social distancing, organizations had to diversify their strategy quickly in order to keep up with constant change.
2020 is proving to be the year of Covid19 and systematic racism. Both have highlighted growing needs within the black community. Many black organizations have seen the demand for their assistance and services increase due to the collateral effects of Covid19 and the increased awareness of systematic racism.
For many charitable organizations, October, November and December are the busiest months of the year. Year–end campaigns are often planned around this time. The end of the year is also generally seen as a time of giving because of Canadian & U.S. Thanksgiving Holidays, Giving Tuesday and Christmas.
However since 2012, Giving Tuesday, held annually the Tuesday after U.S. Thanksgiving, has emerged has the biggest global giving movement of the year. Today, it inspires hundreds of millions of people to give, collaborate, and celebrate generosity. It is mainly an online event popularized with the increased use of Social Media over the last 5 years.
Just like Giving Tuesday, SBC’s mission is to build a more just and generous world. Here are several reasons why we urge Black organizations to leverage and capitalize on the Giving Tuesday campaign this year:
- Established, successful and global giving movement with worldwide brand recognition
- Online event which adheres to social distancing guidelines during the pandemic
- Good fit for your year-end campaign
- 2020 has highlighted the issues faced by the Black communities due to Covid19 and systematic racism, many want to help
With just about 3 weeks left until December 1st– 2020, it’s not too late to effectively plan for and start a Giving Tuesday campaign through an online fundraising platform or using Social Media.
Here are some thoughts on how to make your 2020 Giving Tuesday campaign a success:
- Post about Giving Tuesday to let your supporters know your organization is participating in the movement (use Social Media #hashtags, add graphics and logo to your website)
- Share accomplishments, highlights and stories about your impact in the community for the year
- Join forces and share resources with other organizations addressing similar causes
- Thank your supporters and past donors
- Show appreciation for your team’s work
- Make it easy for people to give and contribute (use fundraising platforms or Donor Management Software with Giving Tuesday Templates)
We want to leave you with details on a great online resource. On GivingTuesday.org you’ll find a toolkit and resources to help you plan your campaign. You will find a lot of amazing useful free information and material from logos, graphics, email templates, Social Media post sample messages, suggested marketing schedule, etc. Click this link to get started: https://www.givingtuesday.org/organizations
For a more complete in depth step-by-step guide, please click the link to download “The Complete Guide for NonProfits” (downloadable PDF version).
Get started now. Start by letting your supporters know that you are participating in the Giving Tuesday 2020 movement by downloading the Giving Tuesday graphics and logos (https://www.givingtuesday.org/logos) and sharing them on your website, newsletter or Social Media channels.
Giving Tuesday 2020 will be different this year because more people are looking to give. Don’t miss out on this unique opportunity to raise awareness about your cause and fundraise for your organization by leveraging this global movement of generosity. It’s not too late to get started.