Creating an Effective GivingTuesdayNow Campaign

Our world is so different now, and there are so many new "normals" in both our daily lives and in the world at large. All these changes are difficult to process but in the midst of everything, some things are always constant: People are kind. People are caring. People want to do good. People are generous. 

You are probably already familiar with Giving Tuesday, an annual fundraising day that occurs the Tuesday after Thanksgiving every year. But since November is months away, the nonprofit community has come together for a similar event called GivingTuesdayNow on May 5, 2020, as an emergency response to the unprecedented need in the world today. This is a one-time, need-based coming together of the global community to encourage us all to be supportive and generous if we are able to.

GivingTuesdayNow is a great opportunity to engage with your donors and remind them of why they should continue to support your organization, now more than ever. Participating in this generous movement can give people a sense of empowerment and solidarity. Here is some advice to keep in mind as you craft your message for this upcoming event:

Ask for help; people still want to contribute

  • In the face of this pandemic where the overwhelming emotion may be helplessness, providing a definitive way to contribute will help those who wish to help in some way.

Mention how your charity is adapting during these times

  • What are you finding difficult now?
  • Is your organization doing anything directly to help during the pandemic?
  • How have your current needs changed?

Remember that the mission of your charity has not changed; is not "Cancelled"

  • If you're a healthcare nonprofit, people are still getting sick and need the support your nonprofit provides.
  • If you're an education nonprofit, students still need to learn and need the structure and normalcy your nonprofit provides.
  • Perhaps share the story of a program participant to showcase how your mission is still relevant and vital and necessary.

Create a compelling program message

  • Perhaps a first-person account from one of your Board members about how this pandemic has affected him/her and those in his/her local community?
  • Your donors are already connected to your mission; now is the time to remind them of all the good your organization does.

Strike the right tone/attitude:

  • Do not forget that everyone is affected by Covid-19 in varying ways.
  • Transparency about the state of your organization is honest and compelling.

Be clear that this does not take the place of your annual fundraising strategies/events:

  • GivingTuesdayNow is an additional opportunity to support your charity, given the extraordinary circumstances in which our world finds itself.

Give a concrete example of where the donations will go

  • "$100 will enable us to turn one in-person program into a virtual one."
  • "For every $50 we receive, we will be able to provide PPE to one of our nurses."

Make it easy to donate via multi-channel communications

  • Email messaging with a link to your campaign.
  • Post on social media.

    • Your actions can inspire others to donate!
    • Perhaps you can match all donations up to a certain amount?
    • If posting on social media, don't forget to highlight the post as a story!

Offer ways to help with Covid-related concerns in addition to helping your cause

  • Perhaps you or someone in your community has started an effort to support healthcare workers or other essential workers that you can share with your donors.

    • For example, PBP started a volunteer initiative to connect individuals with one another during this time of forced isolation. You can learn more about our Community Caring project here!

  • Share links for ways to donate directly to Covid relief efforts:

    • Monetarily
    • Food donations/Thank You and Caring Cards/Etc.

We know that is a hard time for many nonprofits and we want to do what we can to help support your organization. If you are looking for fundraising consulting, development advice, help with a virtual event, or even just a sounding board, we are happy to set out a 15-30 minute call at no charge with one of our team members. Please fill out this form or send an email to and we will get back to you. We are also doing our best to stay up to date on any resources available to nonprofits during this crisis which you can check out here.

Good luck with your GivingTuesdayNow campaign!

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