Giving Tuesday is a global movement to “build a world where generosity is part of everyday life.” Many companies run special campaigns during this time of year to encourage employees to give back. No matter what initiative you decide on for Giving Tuesday, here are common steps that most businesses take to ensure their campaigns are as successful as possible:
1. Learn about the Giving Tuesday movement
To get the full history behind Giving Tuesday, visit the official website. There you will also find resources, stories, and additional insights.
2. Plan in advance, delegate tasks and set goals
The earlier you’re able to plan, the better. Take polls from your team to gauge their interests and availability. Ask for volunteers to help you with the planning process and set goals that you want to hit like a donation amount, participation rate, or total hours volunteered.
3. Partner with others in the community to increase visibility and impact
Do you have established relationships with other businesses/vendors? Find ways to work together for Giving Tuesday. Perhaps one business provides a venue, another provides food and another provides entertainment. The more businesses involved, the more opportunity you have to promote the campaign.
4. Make donating and/or volunteering easy
Now that you’ve planned out the details of your campaign, you need to create a web page with all the details. You’ll also need a way for employees and participants to donate/volunteer. Look into all-in-one platforms like Bright Funds which make it as easy as possible to give back.
If employees will be volunteering, offer volunteer time off (VTO). As an example, Elizabeth Hicks, Co-Founder of Parenting Nerd, provides employees with VTO. She notes that “participating employees are granted a paid day off during Giving Tuesday week. They can select any day they like and volunteer with any nonprofit organization or charity of their choice.”
Elizabeth Hicks, Co-Founder of Parenting Nerd
5. Provide company matching to those that participate
Help further your employees’ impact by matching their donations and/or volunteer hours. For volunteer hours, set a dollar amount per hour volunteered (e.g., your company will match $10 for every hour volunteered).
6. Gamify involvement
Thinking of ways to increase engagement? Try gamifying your campaign. As an example, you can set milestones for reaching certain donation amounts such as $100, $500, and $1,000. As a team, for every milestone you hit, your employees get a reward. Or, create friendly competition between departments by rewarding ones with the highest participation rate.
7. Promote, promote, promote
Start promoting your campaign as early as possible, even a month or two in advance. This gives your employees time to plan around their calendars. Send reminders via email newsletters, social media posts, and flyers throughout the office. If you’re extending the campaign to the public, make sure to let them know as well.
Don’t forget to use the hashtag #GivingTuesday on social media and tag everyone involved.
8. Share your stories once the Giving Tuesday campaign ends
Once Giving Tuesday is over, spend time creating an update describing your campaign. Include photos and videos along with the impact that it had on the community. Get quotes from your employees, the local community, and/or the nonprofit(s) involved. Then, share it on your website, social platforms, and email newsletters. Remember to be genuine and authentic.
9. Send out thank you cards to everyone that participated
It’s nice to be recognized! Don’t forget to send a personalized thank you note to everyone who participated and made the event possible.
10. Survey employees on what worked well and what they’d like to see for next year
What did your employees like most? What could be improved? What would they do differently? What do they want to see for next year? Have a survey ready that you can send along with their thank you note. This gives you an opportunity to make Giving Tuesday better and more impactful as each year passes.
11. Keep the movement going!
Hopefully, Giving Tuesday inspires you and your team to do more good throughout the year, too. Keep the conversations going and discuss ways your team can help out on a regular basis.
Brock Warner, CFRE, Partner at Broccoli, notes that “whether you’re a company engaging customers and employees or you’re a non-profit looking to boost engagement and fundraising, all rely on having a mindset that Giving Tuesday is much more than just one day.” He’s also seen Giving Tuesday campaigns be “a great opportunity to test new ideas and messaging. Promote that new DIY fundraising toolkit, or invite a new partner to the table to collaborate. What you learn on Giving Tuesday may very well inform a significant part of your following year’s strategy.”
Brock Warner, CFRE, Partner at Broccoli