Every year on the Tuesday after Thanksgiving, donors’ inboxes fill up. Nearly every organization they support asks for a gift on the same day, often in the same words.
I have a love/hate relationship with #GivingTuesday. It has raised a lot of money and a lot of awareness for the sector. But my main issue hasn’t changed: why would you ask your donors for money on the one day that every other organization they support is asking too? Your message gets lost in the pile.
What I recommend instead: a Donor Thanksgiving
Use the day to simply say thank you. Don’t ask for anything. Reach out personally with a quick call, a handwritten note, or a short video, and tell donors what their support made possible this year. You’ll stand out from the crowd, and they’ll remember it when your year-end appeal arrives.
Here’s how I do it: A Donor Thanksgiving, Not #GivingTuesday
If you do participate, make it count
Giving Tuesday can work when you have a specific, concrete goal (a dollar amount tied to something tangible, like a new van or a month of meals) and a real plan to promote it. Lead with that goal, and make sure your thank yous go out fast. Don’t let it replace your year-end appeal.
Want a few more things to avoid this time of year? Check out my Top 5 Fundraising Horrors to Avoid.