In a year marked by uncertainty, it’s not surprising that no one really knows what GivingTuesday will look like in 2020. In the midst of a global pandemic that has triggered economic uncertainty worldwide, many are unsurprisingly wondering if it is worth the time and effort to participate with their own GivingTuesday campaign, with concerns of donor fatigue and financial ability to donate rising to the top of the list.
However, the outlook is not as bleak as some might think. It may take a little adaptability and ingenuity, but many experts and nonprofit organizers are optimistic about GivingTuesday in the COVID-19 era.
Data shows a potential increase in giving
A Fidelity Charitable survey shows that younger donors, namely Millennials, are likely to increase their giving by 46%. This stems from donor concern that the COVID-19 crisis will affect nonprofit operations and their ability to aid their community and meet critical needs in the midst of the pandemic. Fidelity Charitable’s data shows that donors are most concerned about human services organizations (homeless shelters, food banks), small or community-based nonprofits, and health or medical research organizations.
This is key demographic insight when it comes to who you are targeting with your GivingTuesday campaign. Millennials look to be the most likely to not only give, but give at an increased rate from past years.
Donors need more information
In some cases, donors simply feel they don’t have enough information to know how to best support nonprofits in their community, and who needs to most help. Fidelity Charitable’s data shows that 30% of donors did not have the information they needed to feel they were making an effective donation. This is a year where every day is filled with a barrage of headlines that depict widespread crisis. As a nonprofit or small business, your primary goal with GivingTuesday messaging to be clear and concise about the needs of your organizations. Be intentional with your campaign and give donors the information they need to feel they are effectively supporting their community.
Sometimes it’s not a lack of financial ability, but a lack of information on who needs donations. GivingTuesday is your chance to make your case!
Donors want to solve a problem
2020 has brought many problems to the forefront: economic uncertainty, a global health crisis, a reckoning with systemic racial injustice. It’s easy to feel overwhelmed and helpless, and many people are turning to local nonprofits and organizations to ask “what can I do?” Instead of simply asking for dollar donations, use GivingTuesday to educate and engage your community in the work you are doing and your cause. This is the perfect time to begin building relationships with members of your community that have the potential to last for years to come.
Some donors may be more action oriented and are looking for things they can do for their community; use GivingTuesday to engage and equip them to become advocates for your cause.
While there have been many moments this year that have felt bleak, we’ve seen the power of humanity and generosity, and the good that happens when people rally around a cause. Even if GivingTuesday donation amounts are uncertain, we know that communities across American and the world are looking for ways to give back and get involved. Use GivingTuesday as a way to reach those looking to make a difference!