When the holiday shopping frenzy of Black Friday and Cyber Monday winds down, another important day will arrive with a very different purpose.
Giving Tuesday, celebrated internationally on the first Tuesday after Thanksgiving, invites people to turn their attention from what they can buy to what they can give.
For nonprofits and donors alike, it is an opportunity to celebrate generosity, support meaningful causes and help strengthen the communities we call home.
And with the year-end giving season just around the corner, now is the time for both nonprofits and donors to get ready.
“I am a big fan of Giving Tuesday,” said Kathryn Westland, executive director of Friendship Center. “It helps kick off our holiday giving program in such a positive way.”
For nonprofits, Giving Tuesday can provide a significant boost to fundraising efforts, but success requires more than simply sending out a donation request. It begins with a thoughtful strategy and a compelling story.
Organizations should start by setting clear fundraising goals and identifying exactly what contributions will support.
Whether the need is funding a particular program, purchasing equipment, expanding services or meeting everyday operating expenses, donors are more likely to respond when they understand the difference their gifts will make.
A strong campaign also needs a message that connects emotionally with supporters. Sharing personal stories, illustrating the organization’s impact, and explaining community needs can help donors see the people behind the mission.
Social media and email are essential tools for spreading the word. Nonprofits should plan posts and email messages in advance, build excitement as Giving Tuesday approaches and make it easy for supporters to share the campaign with friends and colleagues.
A matching gift from a generous donor can provide another incentive, encouraging people to contribute knowing their donations will go even further.
Just as important, organizations should make giving easy. Donation pages should be simple to navigate, mobile-friendly and thoroughly tested.
Once the gifts begin arriving, nonprofits need a plan to thank donors promptly and personally, explain how contributions are being used, and maintain those relationships long after Giving Tuesday has passed.
Dean Axelrod, an independent consultant who helps nonprofits with growth strategy and fundraising, believes organizations should think beyond the single day.
“GivingTuesday is more than a giving day. It is the opening of the year-end giving season, so the nonprofits that get the most out of it treat their GivingTuesday campaign as a relationship campaign, not a one-day appeal,” Axelrod said. “Reach out personally to your closest supporters and your lapsed donors because many will re-engage or give again before Dec. 31.”
That relationship-building approach is important for donors, too. Giving Tuesday can be an opportunity to evaluate the organizations they support and decide where they want their charitable dollars to go in the future.
Axelrod suggests donors pay attention to two things: Does the organization clearly explain how their contributions will be used? And does it respond with a prompt, personal thank-you, and a meaningful account of what the gift accomplished?
Those simple measures can tell donors a great deal about an organization’s commitment to transparency and its appreciation of supporters. If an organization passes both tests, it may be one worth supporting year after year.
A giving strategy that starts with the heart
Preparing for Giving Tuesday is equally important for donors. Rather than making spontaneous contributions, take a little time to think about the causes that matter most to you, and develop a personal giving plan.
One local donor appreciates the opportunity to do just that.
“I like Giving Tuesday because it gets me focused on my holiday and year-end donations,” the donor said. “Sometimes I give contributions on that day and sometimes I use that day to make my giving plan for the rest of the year.”
A good place to begin is by consulting your heart. What issues concern you? What organizations are making a difference in areas you care about?
In Santa Barbara County, there is no shortage of opportunities to help.
For those passionate about protecting women and children, organizations such as CALM, CASA and Domestic Violence Solutions provide vital services.
Animal lovers can support Wildlife Care Network, Care4Paws and the Santa Barbara Humane Society.
Hospice of Santa Barbara offers compassionate support to individuals and families facing end-of-life challenges, while CADA and the Rescue Mission help people struggling with addiction and homelessness.
Environmental advocates might consider the Community Environmental Council, while those who value arts and culture can support the Music Academy, Granada Theatre, Santa Barbara Revels, Santa Barbara Symphony, Lobero Theatre and Opera Santa Barbara.
Other organizations enrich the lives of older adults, people with disabilities and immigrants including Friendship Center, Hillside, Cycling Without Age, and Immigrant Legal Defense Center.
Youth-focused nonprofits such as United Boys & Girls Clubs, Girls Inc., United Way and AHA! provide important opportunities and support for young people.
Museums and cultural institutions also deserve consideration.
The Santa Barbara Museum of Natural History, Santa Barbara Botanic Garden, Santa Barbara Historical Museum and Santa Barbara Maritime Museum preserve our heritage, educate the public and make our community a more interesting place to live.
Community access media, including TV Santa Barbara, provides another valuable resource.
The choices are many, and every contribution helps sustain the organizations that make our community stronger.
Giving is about more than money
The second step is deciding how you want to give. Financial contributions are essential, but generosity takes many forms, and everyone has something valuable to offer.
Volunteering at the Foodbank of Santa Barbara County; advocating for underserved populations through the Fund for Santa Barbara; or donating gently used treasures to Alpha Thrift Store are all meaningful ways to contribute.
You might also offer professional skills that many nonprofits desperately need. Smaller organizations often operate with limited budgets and cannot afford the marketing, human resources, technology or other expertise that would help them expand their impact.
Ask your favorite nonprofit what skills or services would be most helpful. Your professional experience could be just as valuable as a financial gift.
For those who want to make a monetary contribution, there are numerous options. You can write a check; organize a giving circle with neighbors or coworkers; donate an appreciated asset such as a vehicle; or explore a contribution from your IRA.
Other possibilities include donating appreciated stocks or life insurance; establishing a charitable gift through your will or estate plan; or contributing through a donor-advised fund at the Santa Barbara Foundation or Morgan Stanley.
Some charitable gifts may also offer tax advantages, depending on the type of contribution and the donor’s circumstances. Consulting a tax or financial adviser can help determine the best approach.
Make giving a year-found commitment
Ultimately, Giving Tuesday is about much more than raising money. It is about recognizing the power of individuals and organizations to transform lives and strengthen communities through generosity.
Whether you give your time, your talent, your voice or your financial resources, your contribution matters.
And while Giving Tuesday provides a wonderful opportunity to get started, the needs of our nonprofit community continue throughout the year.
Noozhawk’s Good for Santa Barbara celebrates the organizations working every day to improve our community. Its Noozhawk Guide to Giving, promoted on the website and through social media in conjunction with #GivingTuesday, offers readers a resource for discovering local nonprofits and finding causes they can support.
The guide remains active throughout the year, encouraging residents to make charitable giving an ongoing part of their lives.
This Giving Tuesday, take a moment to consider what matters most to you, identify the organizations making a difference and decide how you can help.
After all, the greatest gift may not be something wrapped in a box. It may be the opportunity to make someone’s life better and help create a stronger, more compassionate community for everyone.