Opting Out of Giving Tuesday: Alternatives for Your Nonprofit
I got coffee with a client recently, and we were discussing how – thought helpful – many webinars and experts within the nonprofit sector are putting us into a box of “sameness”. We’re following the fundraising templates for email and social media. We’re taking notes on events that worked for someone else. We love a way to work smarter, but how are you making these ideas yours? Because when we all are pulling from the same pool of resources, we start to blend in, not stand out.
This is especially true when it comes to Giving Tuesday campaigns.
A permission slip: You’re allowed to opt out of Giving Tuesday.
I absolutely love the heart and intention behind Giving Tuesday, but nonprofits should not be dependent on this one day for funds. When fighting for attention online spikes among Black Friday and Cyber Monday deals and Giving Tuesday campaigns alike, this creates a lot of digital noise and adds competition to your fundraiser.
Giving shouldn’t be competitive. It should be something that makes the supporter feel good, not rushed.
Still, there are pros to running a Giving Tuesday campaign. But if your nonprofit wants to try something else this year, I’ve outlined some alternative Giving Tuesday ideas below. Take note of what inspires you, and leave the rest.
How can nonprofits diversify fundraising without relying on a single giving day?
You’re opting out of Giving Tuesday, but you still need funds. Here are some fundraising activities and ideas you can try that won’t compete for attention on the same day:
Map out your individual giving campaign for the next 6-12 months.
Write and schedule emails to your donors.
Create a social media campaign that highlights your programs or services, with a call-to-action to donate.
Run micro-campaigns. You can choose a monthly or quarterly frequency to highlight your work and set small, specific fundraising goals.
Map out milestone dates or special months for your nonprofit. Run fundraising or host events within these timeframes, instead of competing for attention in a single 24-hour window.
Partner with a business, church, or organization in the community to host a fundraiser in your benefit.
Capture video testimonials from donors, volunteers, or beneficiaries to implement in a future campaign.
Nonprofit Donor Retention Activities
We’re not just raising funds… we’re building a community. A place to belong. We want our supporters to stick around, so remind them that they’re appreciated:
Call major donors and partners to thank them for their support this year.
Send a gratitude email to volunteers.
Get your board together to write thank-you postcards to send to your donors.
Evaluate personalized touchpoints. Add donor milestone days so you can remember to thank donors on their giving anniversary, wish them a happy birthday, or set a gratitude frequency based on their level of giving.
Create an Annual Impact Report.
Team-Building and Planning Ideas
Instead of running a Giving Tuesday campaign, you could make this a “Get Shit Done” day and tackle the admin tasks or add a supporter touchpoint:
Host a walk-and-talk at a greenway. Invite supporters to join you and get their opinions on ideas for the upcoming year.
Host a coffee chat at your facility. You could include a tour or behind-the-scenes look at what your team does every day, giving your supporters exclusive insight and 1:1 time.
Audit your tech stack. Is your donor CRM working for you? Do you need all of your current subscriptions? Determine what is necessary for your goals.
Map out the next 6-12 months with your team. What are your goals? How will you get there?
Set calendar reminders for future events, campaigns, or volunteer days.
Update your website and audit your social media channels to ensure everything is current and reflective of your values.
Clean up your email list and refresh your automations.
This is not an exhaustive list. I just want you to feel like you have a solid launching pad for future campaigns, or a good excuse to get things done or create deeper connections with your supporters.
Giving Tuesday doesn’t have to be for you, but if it is, here’s what I recommend doing today.
