How to Craft a Winning GivingTuesday Campaign
Tips and tricks for launching, running, and reporting on corporate & employee donations.
After Black Friday came Cyber Monday. Then, in 2012, nonprofit leaders huddled to figure out how consumer hype around Thanksgiving in the United States could be used to support good causes. Their idea—GivingTuesday—is now a global movement that directed an estimated $2.7 billion to charity in the U.S. alone last year. And companies are increasingly using the day to light a spark for their impact programs.
Whether you're looking to spruce up your current plan or launch one while there's still time, you'll find all you need to support great causes on November 29.
Plan a Winning GivingTuesday Campaign
Here are some programming ideas from our expert partner success team.
- Host a company competition to see which region or department gives the most volunteer time or donations.
- Set up a matching campaign, either 1:1 or 2:1 to encourage employees to make an impact.
- Show and tell. Invite employees to share why a cause is special to them. You can share their story in a fundraiser for their favorite nonprofit.
- Play "Truth or Dare." If an employee chooses "truth," they can share stories about why a nonprofit or cause is special to them. If they choose "Dare," they will donate a certain amount of money to their favorite nonprofit and record themselves completing a fun challenge (think: ice bucket challenge, temporarily dying their hair blue, or something else safe and entertaining).
- "Donor's choice" bracket. Survey employees to select one of ten nonprofits—the one with the most votes gets matched 2:1 instead of 1:1.
How to Track the Impact of Your GivingTuesday Campaign
It's important to align your GivingTuesday goals with your company's overall goals and KPIs, just as you would with any other impact-related initiative. Here are six ways to measure your GivingTuesday impact.
- Set an engagement goal for 25 percent of registered users—or 1/4 of your company—to take action on your giving and volunteerism platform.
- Try to top last year’s donation total this November.
- Create volunteer events and encourage employees to use their volunteer time off (VTO).
- Compare weekly and/or monthly giving data from November 2022 with the rest of your fiscal year. (This can also help you develop a business case for future GivingTuesday campaigns.)
- Measure success—track day-to-day engagement, average donations, and number of volunteer hours.
- Follow up with any nonprofits your company has worked with, and relay to your leadership and employees how the nonprofit is allocating and/or appreciating your time and money.
Why personalized data makes all the difference
To help our partners plan ahead, Deed sent them data on their employees' favorite nonprofits. We're hearing that the timing was perfect—data hit CSR leads' inboxes just as they were beginning to strategize for GivingTuesday.
Useful data and intuitively designed dashboard make all the difference with high-volume donation events like GivingTuesday. Book a demo now to learn how Deed can help your program make a greater impact.