#GivingTuesday: a hashtag charities can't afford to ignore

With 19 days to go the hype is gathering pace and judging by the donation levels in 2014 you can see why. The 1st December will be the UK’s second #GivingTuesday.  

Here’s a quick guide to the event, the latest coverage and why your charity needs to jump on the hashtag bandwagon.

A bit of background

In a nutshell, the fundraising idea was launched in the US by a handful of charities in 2012 and it came over here after UK retailers jumped on the Black Friday and Cyber Monday bandwagons. #GivingTuesday is a global day of giving and lets people ease their overspend guilt by inviting them to give something back to charities and local communities.

John Low from the Charity Aid Foundation blogged about the event last year and he gives a fantastic background on how the event started and why it winged its way over to the UK. 

Persuasive numbers

  • Charity Digital News reported yesterday on the success of the 2014 event: “On a global scale, more than 20,000 not-for-profit organisations participated. According to one study, participating not-for-profits saw online donations to their causes increase 19.4 per cent in the month of December, as opposed to non-participants who saw a smaller boost of 8.4 per cent.”
  • The Guardian: “In 2014, on the first Giving Tuesday in the UK, charitable donations rose by 270% and, according to new research, one in three people is likely to donate this year.”. On Thursday 19th November you can join a #GivingTuesday webinar by the Guardian that talks you through how to prepare.
  • Wikipedia also features some persuasive statistics: “.......based on payments processed by Blackbaud, DonorPerfect, GlobalGiving, Network for Good, and Razoo, that a total of $45.7 million was donated on Giving Tuesday 2014 ($34.9 million online, and $10.8 million offline that were processed on the next day). Of this, $26.1 million was processed by Blackbaud. The tally did not include $7.5 million that Indiegogo claimed to have raised for 419 nonprofits on that day.”

Tempted  to get involved?

If you search ‪#‎GivingTuesdayUK‬ on Twitter you’ll see information on how you get involved, plus hints on ways to engage supporters. If you search out GivingTuesday on Facebook, you’ll also start to get a feel for what’s coming up. On their website, you have access to downloadable logos, graphics and tutorials. They have made it very easy to get started > http://www.givingtuesday.org.uk/tools.html

Get tooled up

The day will inspire a huge amount of activity online, so being prepared is key. If you don't have social media monitoring tools like Hootsuite or Sprout Social in place, you should consider signing up for a free trial. These tools make managing multiple accounts and comments so much easier.

But don't leave all your social media posts for the day. Build up to it by sharinga series of your most powerful  supporter and donor stories.  Always make calls to action clear and include the #GivingTuesday hastag, so people feel involved in the wider movement. It will also introduce your charity to a much wider group of potential donors.