This year, GivingTuesday will be held on December 1.
Now a global movement, the 24-hour giving day began in 2012. It takes place on the Tuesday after Thanksgiving to promote charitable giving and counter the consumerism of Black Friday. The event has become the unofficial launch of the year-end fundraising season — one that promises to be especially challenging this year.
Last November, charities raised an estimated $511 million online on GivingTuesday. And on May 5 this year, donors gave an estimated $503 million to support nonprofits reeling from the challenges brought on by the Covid-19 pandemic and its economic fallout, as part of the first ever #GivingTuesdayNow.
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 December 1, here are links to Chronicle resources to help you brush up on the most effective tactics, learn from others’ success, plan your strategy, and hold on to any new donors you acquire.
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NewsLarge charities collect the most money on the annual giving day, though smaller organizations are claiming a bigger slice of the pie. -
NewsGiving Tuesday Is Attracting Lots of New Donors on Facebook — and Many Contribute Again, Study FindsFacebook processed more than $45 million in gifts during 2017’s event — about 15 percent of the total share of estimated contributions.
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AdviceA 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.
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AdviceOrganizers 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.
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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.
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AdviceWelcome packages, exclusive thank-you receptions, and more things you can do after the campaign ends.
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AdviceHow competition, prizes for all levels of gifts, and a year of planning brought success. Also, the philanthropy battle between Colorado and North Texas.
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AdviceA plan for those without a plan for the giving day on November 29.
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AdviceScenarios to prepare for when planning an online fundraising event or giving day.
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AdviceThe Chronicle asked experts and readers to identify charities that stand out in their use of the Internet to gain support and sell their causes.
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NewsUsed primarily by Orthodox Jewish nonprofits, the platform combines the heft of major donors, the pressures of time, and an all-or-nothing funding contingency.
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OpinionThe competition for donations on December 2 runs the risk of alienating the very people nonprofits need most.
