Giving Tuesday: Communicating for Support 

Giving Tuesday — which is also sometimes described as the most generous day of the year — is all about altruistic action. Community organizations and nonprofits oftenuse Giving Tuesday as an opportunity to encourage donations and to expand their donor network. 

If you’re one of these groups, then you’re probably busy planning how to spread the message on this year’s upcoming Giving Tuesday. 

So is everyone else. Here’s how to make your cause stand out: 

The Importance of “Why” 

With so many important causes to support, people will ask a key question: Why should I support this organization?  

People often get their inboxes flooded with emails describing the good causes they can support, but these do not always lay out the specifics of where this support goes.Vague concepts — feeding the hungry or supporting healthcare (which are both important) — do not offer insight about where and how potential donors are making an impact.  

Be specific about what a donation to your organization does throughout the year. Is the donation going to help get food for a specific local shelter in need? Will a donor’s dollars go to supporting free flu clinics for a particular school’s students? Highlight the programs and partnerships that actively give back to the community. Humanizing your content can help make it stand out.  

Storytelling is an essential factor. Incorporating details will help donors get closer to the true impact of their contribution. 

Avenues of Communication 

It’s easy for messages to get lost in the mix between news stories, sponsored content and memes. Utilize all your communications channels to get your message through. Of course, that doesn’t mean you need to create new channels. Use ones that already exist and have an established presence.  

• Donation page: Have a donation page on your website that you can point to in other posts. Your donors want a place they can get to easily! 

• Social media: Make sure your messaging isn’t just asking for donations but also includes elements of your mission and the specific work you’re doing. Include the link to your donation page in the copy for all social media channels — except for Instagram. Link the donation page in your Instagram bio and direct folks to the link in your bio. 

• Emails: If your organization sends out a digital newsletter or emails to distribution lists, incorporate the link to your donation page in these emails so that it’s always an option. 

• Paid Media: If you have the budget, it doesn’t hurt to put some money behind your work — whether it’s boosting posts on social media or running a more fleshed out advertising campaign to ensure your message hits exactly the right audience 

• Partnerships: Create a toolkit with messaging and sample posts for your employees and partners to use. Making it easy to spread the message will increase your reach and the likelihood that others will share your goals.  

And Beyond 

Giving Tuesday is a great day to highlight the work of your organization, but you shouldn’t rely on one day per year to showcase your efforts.  

Keep sharing the good work you’re doing throughout the year. Your organization is supporting causes all-year round — and people should know.