In the midst of the frenzied excitement about Black Friday and Cyber Monday, an estimated 8,300 nonprofit organizations were preparing donor
campaigns for a slightly lesser known, unofficial holiday observance, “Giving Tuesday.” Launched last year by the 92nd Street Y and the United Nations Foundation, “Giving Tuesday” is an effort to spearhead a national day of charitable giving on the Tuesday after Thanksgiving.
Some organizations like the Union Settlement Association have taken their “Giving Tuesday” campaigns to social media with the help of corporate sponsors. In his guest post for the Huffington Post’s Impact blog, executive director David Nocenti discussed the significance of the campaign:
As the executive director of East Harlem's oldest and largest social service provider, I can attest to how important and inspiring these kinds of creative, grassroots campaigns can be. Indeed, this year Union Settlement Association is grateful to one of our valued corporate sponsors, AT&T, for launching a special Giving Tuesday Twitter-based social media campaign in support of our organization. Over a two-week period, AT&T is sharing stories of lives changed through our work, and thereby recognizing the importance of neighborhood-based organizations like Union Settlement in helping residents of underserved communities.
However, as nonprofits campaign to encourage giving to their organizations, it’s equally important for them to remember what their donors
expect to get in return for their support. According to Hope Consulting’s May 2010 report on the “Money for Good” project, what donors
most want from organizations to which they make charitable contributions is information about their overall effectiveness and efficiency. They want reassurance that their money is not being wasted.
When asked about the most important piece of information they sought out before giving, 24 percent of survey respondents said “the amount of good the organization is accomplishing.” In other words, they care more about what you’re doing to solve the problem than how large it is.
Along similar lines, 18 percent of respondents wanted specifics about how the organization would use their donation. Donors
seek a direct connection or correlation between your organization’s strategic operations and their contributions.
It comes as no surprise that the important thing that donors
expect to get is “thank you.” A 2012 post from the National Council of Nonprofits’ blog sums this expectation up well: “Put yourself in their shoes: Donors want exactly what you would want. At the top of their list is a respectful and prompt ‘thank you.’”
During this season of getting and giving “gifts,” be sure to take a moment to reflect on what it feels like to be on both sides of that equation. At Fonteva, we encourage our clients to make full use of the technology tools available to them so that they are proficient at both giving and receiving.
Source: Huffington Post
, November 25, 2013 and Philanthropy News
, June 23, 2013