Giving Tuesday: How To Maximize Giving To Your Organization With A Good Communications Plan

Today is Giving Tuesday – a global movement of generosity that encourages people to do good – mostly by making financial donations and bringing awareness to their favorite charities. It is a key fundraising day for nonprofit and charitable organizations, many of whom count on this annual day of giving to support their budget for next year or underwrite key projects.  

According to a 2021 Giving Tuesday report, 35 million adults in the United States participated in some fashion during last year’s giving day; a dramatic increase over 2020. $2.7 billion was given to organizations that support animals, parks and conservation, voting rights, displaced and food insecure persons, health and human equities, education and so much more.  

This time of year is pivotal for non-profits. Some 20 to 30 percent of annual giving is donated during this period according to Giving USA Foundation Chairperson Josh Birkholz. Giving USA Foundation is a PCI client that endeavors to advance philanthropy through research and education. Each year the Foundation produces Giving USA: The Annual Report on Philanthropy in America which provides charitable giving data across all sectors. 

But Giving Tuesday isn’t a one-off activity; it is often a very important activation day in a year-long communications and fundraising plan. These plans include: 

• Your organization’s vision and mission (goals) 
• Measurable objectives to help reach your goals 
• Identification and understanding of all your audiences and stakeholders 
• Important key messages and information the public needs to know 

• Client impact stories (families, animals, etc.) 
• A calendar of activities 

In PCI’s work as communications professionals, we’ve learned consumers need upwards of seven touchpoints to absorb your organization’s message. A steady cadence of impact stories and news delivered to the media, donor and digital realms puts you in front of the public on a regular basis. This humanizes your work and helps educate your target audiences about your mission and the impact on neighbors, communities, and the world.  

Organizations that look at Giving Tuesday as a single activation in a long-range communications and fundraising plan are better positioned to share their messages and impact throughout the year and gain more loyal advocates and donors.  

Here’s how we’ve helped our clients take advantage of this incredible day: 

C2C digital ad campaign

Paid advertisement in local newspaper

If you weren’t quite ready to make the most of your Giving Tuesday opportunities with a year-long communications plan, let’s start planning for next year! Email us at lets_talk@pcipr.com.