Before you get all wound up, let me say that the concept of promoting a day to give back is awesome. Our culture is so focused on consumerism – buying stuff we don’t need – that to have time to reflect on what we’re doing to give back is a good thing.
But what’s happened with “GivingTuesday” for the non-profit world is that it’s essentially turned into an event. And as you know from reading this blog, Richard and I feel that 99% of events are a waste of time, energy, and resources. They don’t do much toward building relationships with donors.
While the intention of “GivingTuesday” is noble, the practical application of it is diverting the attention of many non-profits away from developing relationships with donors.
I’ve talked to scores of development directors and MGOs who are “required” to do something with “GivingTuesday.” Here’s a story of how this has morphed into a thing that every non-profit feels they have to participate in.
A development director has a strategy developed for the year – a particularly robust one for the last quarter of the year. She knows this is when most of the revenue is going to come in. She’s worked out a combination of solid direct-response fundraising, work with mid-level donors, and she has her major gift team really working their individual donor plans and solicitations.
Her CEO or ED calls her in the office and asks, “What are we doing for ‘GivingTuesday’ this year? I was out with other non-profit colleagues, and everyone has something going on for it. We have to do something, too!”
And this is how it starts. Now the fundraising staff is focusing on a day of giving instead of working the plans they had in place to develop donor relationships. It’s what happens when non-profits start doing events. The focus is now on putting on the event, not on the donor.
So going back to the development directors I’ve been talking with: they’re frustrated because (unless you’re a substantial non-profit with a sizable brand in the market) the revenue from “GivingTuesday” isn’t that great. So the time they have to spend on this one day compared to the revenue in return is terrible.
And here’s the other thing. We’re asking donors to make a transactional gift. “Give to us, because it’s ‘GivingTuesday’… oh, and we have a matching grant for anyone who gives on ‘GivingTuesday’ – we’ll double your gift.”
What does that gift have to do with alleviating suffering, or helping our planet?
Not much.
And how does “GivingTuesday” help you understand your donor’s true passions and interests?
It doesn’t. We’re asking donors to give because we made up a day for them to do it – not because there’s a deep connection to the organization’s mission and its work to address a real need.
Non-profits don’t need another event for donors to make transactional gifts. We need more attention focused on helping our donors find joy in their giving through the good work you’re doing every day to make the world a better place. And that means talking to donors, finding out who they are, and inspiring them.
I’d like to see “GivingTuesday” changed to Gratitude Tuesday. Let’s have a day of reflection on what we’re grateful for and how we might give back to the world – instead of asking donors to “click here and give before midnight tonight.” (Tweet it!)
Then we can go back to actually working the plans that are helping us develop authentic relationships with our donors.
Jeff
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Three cheers to you for speaking up about Giving Tuesday. I totally agree that it’s a waste of time unless you are a huge organization. Plus, the program heavily relies on social media and asking friends (and friends of friends) to donate to a cause they’re probably not even familiar with. Not the best way to attract new donors.
And, I love the idea of replacing it with Gratitude Tuesday. Our donors need to hear more of that.
Thank you for expressing what so many of us in the fundraising world have long felt!
Appreciate the article and perspective, but could not DISAGREE more. Richard, while I understand what you are trying to say here, I would love to have a conversation so I can share how modern day efforts with the right technology result in something very different than the picture you are painting. This article is designed to resonate with all of those that do not know how to leverage a Giving Tuesday, wear too many hats, or just see Giving Tuesday as extra work because they have never seen significant results (including results outside of dollars).
If you have NOT prioritized a comprehensive annual digital first (not digital only) strategy leveraging storytelling and impact stewardship, you will likely agree with this article and for good reason too. Giving Tuesday, spring giving days, national philanthropy day, now Richard is bringing up Gratitude Day (which I love), the list is only limited by your creativity. When does it stop? However if you already leverage a storytelling approach and you have content already existing through an ongoing narrative and conduct impact stewardship, Giving Tuesday becomes simply another place you serve up the amazing work you are doing to donors that WANT to support you on this day.
Richard, how most organizations do fundraising I agree with your sentiment, but there is a new and evolved approach which can preserve this day which is created out of positive intention and desire to expose the importance of generosity juxtaposed to consumerism. Let it be what it is and leverage it is my advice.
I concur with your article. I’ve believed that the big winners on Giving Tuesday are all the platforms that promote Giving Tuesday and take a cut of the proceeds. They have a right to earn from their efforts, but I’d rather focus on my organization, donors, and prospects.
My first thought is, why isn’t Giving Tuesday part of the plan from the beginning? It’s not something that just came up, and I’me sure there are organizations all over the country making their plans for Giving Tuesday 2020 now.
I disagree that it takes away from what we are doing. We need to look at this as another opportunity to reach our donors. At the very least, it’s a good opportunity to remind people of how important you are and that you are part of the community (joining with others on Giving Tuesday, for one). I don’t think you have to make it a huge event. I work in Public Media – we are typically in the middle of a pledge drive on Giving Tuesday every year. No one says that you have to make a giant splash/event. Even if you simply just email your donors and/or make a few Facebook posts, you are aligning yourself with other organizations in your community on this one day. Even if you make a few thousand dollars, it’s a few thousand dollars you didn’t have before. Plus, people give in many ways and you never know what message will hit them at just the right time. Take advantage of any opportunity to get in front of your donors.
Now THIS I agree with! Sorry, Richard, but I think your assessment should be broadened. We had several donors and board members get incredibly excited to participate on GivingTuesday and share why they support us. Could we ask our volunteers to do this on a different day and avoid GivingTuesday? Sure, but the momentum of a collective day of giving would be gone and our board members and volunteers might not have the same motivation without that collective action. We have a strategy in place for continued involvement with all of the donors who gave so it is not a transactional gift.
**This was meant to be in response to McCabe.