As Giving Tuesday 2022 rounds the corner, savvy nonprofits are hitting the ground running in preparation for one of the biggest giving days of the year.
Organizations need to ensure their strategies align with the latest donor and consumer behavior trends—especially in today’s evolving social and fundraising landscape—in order to maximize their slice of this multi-billion dollar fundraising opportunity. Giving Tuesday 2021 raised an estimated $2.7 billion in the United States, a 9% increase from 2020, and over $39 million was raised on the Classy giving platform alone.
Get the full scoop on when Giving Tuesday 2022 will take place and important trends to weave into your planning so you can kick off the giving season with a successful Giving Tuesday campaign.
When Is Giving Tuesday 2022?
This year, Giving Tuesday will fall on November 29, 2022. This global giving day takes place each year on the Tuesday after Thanksgiving. Following the consumer-driven holidays of Black Friday and Cyber Monday, Giving Tuesday encourages communities to do good and ushers in the charitable giving season.
Nonprofits can leverage this timely opportunity to raise brand awareness, attract new donors, and encourage repeated giving. In fact, The State of Modern Philanthropy 2022 found that nonprofit organizations acquire 10X more donors on Giving Tuesday and see double the conversion rate compared to an average day of the year.
2022 Giving Tuesday Upcoming Trends
Consider implementing the following Giving Tuesday ideas to ensure your Giving Tuesday 2022 campaign attracts and matches the expectations of today’s donors.
1. Launch a Recurring Giving Campaign
Stretch the impact of your Giving Tuesday 2022 results to last well beyond this giving season. This could be the perfect occasion to grow your recurring giving program, your donors’ lifetime value, and a sustainable revenue stream.
Consider launching an end-of-year recurring donations campaign and kicking it off on Giving Tuesday 2022. Prospective donors are already primed with a charitable spirit on this giving day, so offer them the opportunity to strengthen their impact with a recurring donation. Target repeat donors with a personalized ask highlighting how their previous donations have fueled your mission.
Another idea could be to launch your recurring giving campaign ahead of Giving Tuesday to build momentum and then flip your campaign branding afterward to transition seamlessly into your year-end fundraising. Use clear language and visual tools to emphasize the specific difference each donation will make to your work.
2. Implement Peer-to-Peer Fundraising
Time-based campaigns that involve peer-to-peer raise 3.8X more on average than all other time-based campaign types, according to The State of Modern Philanthropy 2022. Apply that insight to power your Giving Tuesday 2022 results and boost your reach, especially in a local community.
Launch your peer-to-peer campaign ahead of November to build momentum before giving levels spike. Equip your fundraisers with creative peer-to-peer fundraiser ideas or activities—such as polar plunges, push-up challenges, 5Ks, and more—to get their networks excited to support them.
You’ll also want to provide your fundraisers with the tools they need to solicit donations, such as email and social media templates. Given that 32% of the mobile traffic to peer-to-peer campaigns is from social media, it’s critical to amplify your Giving Tuesday social media strategy with authentic messaging that highlights your fundraisers, celebrates progress, and encourages conversation.
Room to Read launched a stellar Giving Tuesday peer-to-peer campaign with beautiful imagery to captivate and compel visitors. Learn more about their initiative and other successful Giving Tuesday campaign examples from The Younique Foundation, Shriners Hospital for Children, Kent State University, and more.
3. Enhance Event Experiences With the Right Technology
A Giving Tuesday 2022 event is a great way to connect with first-time donors, as well as create meaningful touchpoints with existing supporters. It’s important to recognize that in the wake of the pandemic, nonprofits have harnessed technology to engage event attendees on entirely new levels, and these experience-driven improvements have become a must for any organization hosting a live, virtual, or hybrid event.
An online event venue like Classy Live can help bring your event to life and ensure it stands out from the crowd. Marry the qualities of meaningful in-person and virtual event experiences with tools that allow you to:
- Create breakout rooms for smaller, more intimate conversations
- Host a virtual silent auction, drive direct donations through “fund-a-need” items, and/or sell fixed-price items or merchandise
- Highlight corporate sponsors on your event page and give them virtual booths where they can engage with attendees
- Livestream content to engage supporters from around the world
- Offer digital speed networking opportunities for attendees
Learn more about what today’s event attendees are looking for in our 2022 Event Fundraising Experience Report, which is chock-full of insights collected from a survey of over 1,000 fundraising event attendees in the U.S. in February 2022.
4. Offer Flexible Payment Options
No matter what type of campaign you launch for Giving Tuesday 2022, you need to offer your donors a variety of modern payment options—not only because today’s donors, just as consumers, expect to be able to pay how they want, but also because you’d be leaving money on the table if you don’t.
The State of Modern Philanthropy 2022 found that the average one-time donation was nearly 1.5X more when organizations provided flexible payment options through Classy Pay, a payment processor that offers credit card, ACH, PayPal, Venmo, and, most recently, cryptocurrency.
Flexible payment options are non-negotiable when it comes to providing an excellent giving experience for your donors this Giving Tuesday.
5. Tap Into Workplace Giving
Giving Tuesday 2022 is an ideal time to inspire employees who want to give back and positively impact their communities. Unlock the potential of corporate partnerships by considering a peer-to-peer campaign that enlists different companies as fundraising teams, each competing to raise the most. You can even kick this off by having a matching gift challenge that not only encourages existing supporters, but also launches potential donors into action.
JoyRX, the mission delivery of Children’s Cancer Association, achieved this successfully through their 2022 Every Minute Counts virtual challenge. In fact, the Classy-Kilter integration helped them take this friendly competition and employee engagement one step further by enabling intra-company teams: JoyRx set up one event for each participating company, and the company then created internal teams (e.g., sales vs. engineering vs. customer support) to compete and engage throughout the event.
Read more about how JoyRX successfully engaged corporate partners—achieving a 30% year-over-year growth in fundraisers and engagement—for inspiration on how you can do the same this Giving Tuesday 2022.
As you plan your Giving Tuesday 2022 campaign, remember to dedicate just as much care and thoughtfulness to your follow-up strategy. The way you thank and recognize your supporters this season will likely influence whether they come back again. Celebrate your supporters, the success you achieved together, and their impact on the people you serve.
Giving Tuesday FAQs
What is Giving Tuesday?
Giving Tuesday is a global day of giving that falls on the Tuesday following Thanksgiving. Also referred to as a global generosity movement, Giving Tuesday mobilizes individuals to give back and do good on behalf of their communities and the world.
When is Giving Tuesday?
Giving Tuesday 2022 will take place on November 29, 2022.
Why should my nonprofit participate in Giving Tuesday?
Giving Tuesday is an incredible opportunity for nonprofit organizations to tap into donors’ charitable spirits and kick off the holiday season. Giving Tuesday 2021 raised an estimated $2.7 billion in the U.S. alone, up 9% from 2020.
Potential donors are looking to give back in the spirit of the giving season—to all charitable causes ranging from public health to liberal arts—and organizations who fail to participate stand to miss out on this major fundraising opportunity. Partner with the right donor management software to create an unforgettable giving experience that acquires Giving Tuesday donors and keeps them coming back.
When should I start planning for Giving Tuesday?
Earlier is always better. The sooner you can start drawing up your plan and tackling your Giving Tuesday master checklist, the more time you’ll have to create a beautiful campaign and execute a thoughtful, thorough strategy.
At the minimum, we recommend organizations start planning at least three months in advance. Download The 3-Month Giving Tuesday Checklist to make sure you take your campaign planning across the finish line strong.
This blog post by Elizabeth Pun was published on Classy. Read the original here.