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.
-
News6 Things Data Tells Us About Giving Tuesday
Large charities collect the most money on the annual giving day, though smaller organizations are claiming a bigger slice of the pie. -
News
Giving Tuesday Is Attracting Lots of New Donors on Facebook — and Many Contribute Again, Study Finds
Facebook processed more than $45 million in gifts during 2017’s event — about 15 percent of the total share of estimated contributions. -
Advice
An 8-Week Plan for Success on Giving Tuesday or Any Giving Day
A community foundation’s planning tool includes questions to help you plan a 24-hour fundraising event week by week, as well as checklists and charts to keep track of goals and assign tasks. -
Advice
How Giving-Day Strategists Are Making Tweaks to Keep Raising Millions
Organizers of some day-long fundraising drives are letting donors schedule gifts in advance, doubling down on training participants, and deploying paid social-media ads to push totals higher. -
Behind the Scenes at Austin’s Giving Day
Get an insider’s hour-by-hour view of how one of the most experienced giving-day teams raised a record sum of contributions with no strings. -
Advice
Tips for Keeping New Donors After a Giving Day
Welcome packages, exclusive thank-you receptions, and more things you can do after the campaign ends. -
Advice
Online Fundraising: 4 Standouts in Crowdfunding and Giving Days
How competition, prizes for all levels of gifts, and a year of planning brought success. Also, the philanthropy battle between Colorado and North Texas. -
Advice
7 Last-Minute Tips for Giving Tuesday
A plan for those without a plan for the giving day on November 29. -
Advice
Hosting an Online Fundraising Event: The ‘What If’ Checklist
Scenarios to prepare for when planning an online fundraising event or giving day. -
Advice
Best of Online Fundraising: Tactics That Work
The Chronicle asked experts and readers to identify charities that stand out in their use of the Internet to gain support and sell their causes. -
News
Crowdfunding Website Charidy Has Unique Formula for Giving-Day Success
Used primarily by Orthodox Jewish nonprofits, the platform combines the heft of major donors, the pressures of time, and an all-or-nothing funding contingency. -
Opinion
Charities Should Give, Not Beg, on Giving Tuesday
The competition for donations on December 2 runs the risk of alienating the very people nonprofits need most.
