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How to Make the Most of GivingTuesday or Any Giving Day

Volunteers Mike Kitz, left, and Steve Jenkins distribute food during a Giving Tuesday event at Gleaners Food Bank, 3737 Waldemere Ave., Tuesday, Dec. 1, 2020. This year’s need has been extreme due to the COVID-19 pandemic..

GivingTuesday will be held on November 30 this year.

Now a global movement, the 24-hour giving day began in 2012. It takes place on the Tuesday after Thanksgiving to promote generosity and counter the consumerism of Black Friday and Cyber Monday. The event has become the unofficial launch of the year-end fundraising season — one that promises to be especially challenging as the pandemic stretches on and donor attention is pulled in many directions.

In 2020, U.S. charities raised an estimated $808 million online and $2.47 billion in total on GivingTuesday. The GivingTuesday Data Commons, a group of more than 60 partners, estimates that 34.8 million people participated in GivingTuesday 2020, a 29 percent increase over 2019.

Some nonprofits spend months planning creative digital campaigns for the fundraising sprint. Others use the day to thank donors or inspire their supporters to give back in other ways. To make the most of the time leading up to November 30, here are links to Chronicle resources to help you brush up on the most effective tactics, learn from others’ successes, plan your strategy, and hold onto new donors.