The #GivingTuesday Crowd

on in Fundraising

#GivingTuesday – a day to give back, to encourage altruism, to remind us of our responsibility for the common good.

All important messages – when it works and doesn’t result in donor fatigue.

Like any fundraising framework used by multiple nonprofits, the accumulated weight of receiving 10, 20, 40 #GivingTuesday exhortations on the very same day, can lead quite quickly to donor tune-out.

Last year I got 26 #GivingTuesday e-appeals – all from groups I care about. And this year, I expect even more.

My reaction? Intrigue on the first couple, eyes glazing over on the next several, and pure ignoring by the last dozen or so.

 

b2ap3_thumbnail_woman-getting-attention-resized-600.pngIt’s not that we think nonprofits shouldn’t reach out on #GivingTuesday – it’s a great vehicle for ratcheting up board/volunteer involvement. All the benefits of a special event – deadline-driven, time-limited, public pressure to perform – without as much of the cost and drama.

But as always – and most profoundly in a happening of this magnitude that’s shared by many others – the most effective outreach doesn’t come from “the organization” itself ; it comes from those very volunteers and board members, stretching deep into their own networks and using #GivingTuesday to proclaim to everyone they come in contact with: “I care – and so should you.

That’s what gets potential donors to pay attention.

#GivingTuesday is, above all, an attention-gathering mechanism. A rallying cry, as last week’s blog explored.

And as always in fundraising, and even more so in social media – while a single message might get lost in the noise, the messenger’s delivery is what makes it stand out.

Never truer than on #GivingTuesday: To ensure your organization’s message stands out from the crowd, it’s all about the messenger.

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