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Giving Tuesday - a quick guide for charities

November 23, 2022

What's Giving Tuesday?

Giving Tuesday originates from the US, as a counterbalance to the commercialism of Black Friday and Cyber Monday - all happening just after the national Thanksgiving holiday.

It's a generosity movement that encourages 'doing good'GivingTuesday_HeartGlobe-01

And it's about volunteering time, giving money, sharing skills, giving goods or buying from charity.

There's a simple message that people share - that they are #proudtogive and charities can get involved with this global campaign just before the run up to Christmas.


What does it do for charities?

The Chartered Institute of Fundraising has this year taken over the UK control of running and supporting the campaign, and recognises it's value for smaller charities because of it's large-scale potential to reach supporters drive awareness across the public.

Last year over £20 million was raised for good causes in the UK on #GivingTuesday
- UK Fundraising

As the campaigning is much more established across North America, it's worth taking a look at some examples that show how it can work on a large scale, with big targets, as well as what it can do, when starting out from zero involvement. 

Peer to Peer Fundraising - the Ronald McDonald House in Toronto beat their fundraising goal and raised over $100,000 CAD, by shared heartfelt stories and call donors to action around Giving Tuesday campaign via online fundraising platforms and customisable social media pages. 

Storytelling - the Younique Foundation, an abuse survivors charity has previously presented their fundraising through the lens of storytelling. Showcasing survivor stories, and messages of impact. These, connected to the fundraising goal of helping a set number of survivors is a deeply compelling motivation to give. Plus, this charity secured a matched giving bonus that was pledged by a private donor upto a total of $100,000. Philanthropy in action!


Social Media focus

The Orchard Project - a wildlife and orchard preservation charity is using Giving Tuesday to focus attention onto their fundraising causes through simple and direct messaging on social media

Ataxia and Me is a healthcare charity ran and founded by patients. They're promoting Ataxia awareness through Giving Tuesday on social media - to raise knowledge of this rare disease that affects balance speech and coordination, and gather support via donations.


How to get involved?

There are plenty of blog posts and articles already written by fundraisers to get the brain in gear to start planning campaigns:

Managing expectations

Let's be frank, 2023 is going to be a difficult year for charities.
Read our thoughts on fundraising trends and opportunities in the year ahead - and get prepared for next year's Giving Tuesday ahead of time.

Read More: Christmas Fundraising with Donation Devices

Read More: Adding Gift Aid to a Donation Station

Read More: Interactive digital devices and how they help charities fundraise


Helping organisations transition to digital systems

Get in touch to ask us how GWD can help improve your organisation with purposeful products and services.

Topics from this blog: Fundraising Digital Fundraising Recession Giving Tuesday


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Our experience goes back two decades, with a foundation building and providing critical digital services and products for the financial services and retail industries.

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