Black Friday, Cyber Monday, Now #GivingTuesday

Posted by on Dec 11, 2015 in Integrated Marketing Communication, Managing Not-For-Profit Organizations, Organizational Leadership

The Holiday season is a time for giving and now we even have a day for it.  #GivingTuesday follows Black Friday and Cyber Monday and is the donating equivalent of the two.  The idea started back in 2012 by a small group at New York’s 92nd Street Y under the leadership of Henry Timms.  Since then this idea has spread like wildfire and raised tens of millions online for charities.giving-tuesday-logo

For 2015 over 40,000 organizations in America took part, over 4,000 in Canada and around 1,500 in Britain.  Data shows that there was a 52% increase in digital donations from 2014 to this year, Blackbaud processed more than $39.6 million in online donations and a Harris Poll showed that now 1 in every 8 Amercians recognizes #GivingTuesday.

Based on the reports, statistics, written articles and the sheer growth of the idea there are several implications for both non-profit organizations and those who are looking to kick start a revolutionary idea of their own.

Non-Profit Implications

  • Reports from #GivingTuesday in 2014 show that 17% of online donation form views were on mobile devices. However, many non-profits are not using mobile friendly websites and donor forms.  If these organizations want to see an increase in donations like their competitors than they need to make sure they are keeping up with the trends.

Leadership Implications (Taken from How An Idea Catches Fire. Four Lessons from #GivingTuesday)

  • Don’t guard your idea, set it free- The reason Henry Timms is a good innovator is because he don’t keep his ideas to himself. He shares them to see if other people are inspired and when they are that is when you can create a successful team of people that will help grow a successful idea.
  • Collaborate with Competitors- Just as retailers collaborated to push Black Friday and Cyber Monday, charities and organizations need to collaborate to push the idea of #GivingTuesday. In the end if they work together they all will benefit.

 

 

 

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