Every year before GivingTuesdays, a lot of fundraisers and Executive Directors are scratching their heads and wondering whether they should do something on GivingTuesday, and if do do something, what can make their organization’s messaging stand out? On today’s podcast, Lys Huggesen, the VP of Partnerships at CanadaHelps and one of the pioneers and leaders of GivingTuesday Canada, shares her insights on how charities might best leverage this day of giving and generosity.
Myths that Lys wants us to walk away
GivingTuesday is not just about fundraising. Giving Tuesday is a day to celebrate generosity that over 73 countries are now participating in. Any form of generosity is celebrated. There are 100 different ways to celebrate generosity without making a money ask.
People are tired of GivingTuesday asks. 52% of people say that they want to give on GivingTuesday because they want to be part of something bigger. Lys likened it to Black Friday - just because everyone is having a sale, does that mean you shouldn’t? Of course not - it’s an opportunity to capitalize on people’s planned behaviour.
Lys’ tips on leveraging GivingTuesday
Don’t treat GivingTuesday as just a day-long campaign. The best campaigns launch before the day, and the campaign can continue beyond GivingTuesday. Be intentional about the campaign launches and the different touch points you design with your audience and donors.
Have good messages in your ask and don’t rely on “just because it’s GivingTuesday.” GivingTuesday or not, people give when they are emotionally motivated and inspired. While the day provides a great opportunity to make an ask, make sure your communication also includes compelling messages and storytelling.
Thank your supporters and express gratitude. If you are not planning to make an ask on GivingTuesday, there are still many ways to engage your audience. It is a day to celebrate generosity, and so why not thank your donors and share messages of gratitude and community togetherness?
Favourite Quotes from Today’s Episode
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“People are primed to give. 52% of people say that they want to give on GivingTuesday itself because they're part of something bigger.”
“I think one of the biggest myths is that GivingTuesday is just a day. It's more than just a day. The best campaigns start well before.”
Resources from this Episode