This year’s charitable giving event comes a year after donations surged by more than 40 percent. Groups big and small are working to take advantage of the widespread public interest.
Five years after its launch, #GivingTuesday is a widespread event, one of the highlights of the nonprofit year for many organizations.
And the day, formulated by New York City’s 92nd Street Y in 2012, could grow even bigger in the years to come. Last year, the day generated $168 million in donations, a jump of 44 percent. It remains to be seen how people respond this year.
Charitable nonprofits are among the most notable campaigners to get involved in the annual event, but associations aren’t afraid of dipping their toes in, either.
Read on for just a small sampling of the ways that associations and nonprofits are getting involved in the #GivingTuesday effort this year:
Nonprofit journalism. With the movement toward nonprofit support of investigative journalism in recent years, many organizations are asking for help this #GivingTuesday. Among them is News Match, which bills itself as a grassroots campaign to fund nonprofit newsrooms. The campaign has slightly rebranded the event and is calling it #GivingNewsDay. The group’s effort is being supported by an array of organizations, such as the Institute for Nonprofit News, the Democracy Fund, and the Knight Foundation. Also taking part in #GivingNewsDay is the Society of Professional Journalists, which aims to raise money for its legal funds for journalists and its Sigma Delta Chi Foundation. (Sigma Delta Chi is the former name of SPJ.)
Mobile phone users. If you’re a T-Mobile customer, you can donate to the charity of your choice just by opening an app. The company, which runs a weekly rewards program called T-Mobile Tuesdays, is using the app this Tuesday to allow users to donate $2 to one of four nonprofits: the American Red Cross, Boys & Girls Clubs of America, Feeding America, and Team Rubicon. Additionally, T-Mobile will donate $2 to charity for each person who posts the hashtag #GivingTWOgether on Tuesday.
Retail franchise support. The International Franchise Association, which represents 733,000 franchise establishments globally, is putting its charitable efforts into its foundation this #GivingTuesday. IFA is calling for donations that it plans to put into its VetFran Program, which helps veterans start careers in franchising; its Diversity Institute, which encourages education and outreach efforts; and its NextGen program, which offers mentorships and scholarships to students interested in franchising. “This movement aligns with the Foundation’s Franchising Gives Back campaign, which highlights the amazing work that local franchisees do in their local communities,” IFA Foundation President Mary Heitman noted in a news release. Those interested in learning more can visit FranchiseGiving.org.
Medical groups, big and small. Big-name medical associations are well known for launching #GivingTuesday campaigns, but smaller-scale ones are getting in on the action as well. For example, the American Autoimmune Related Diseases Association is looking to raise $10,000 to support its patient education services programs. Likewise, the American Case Management Association wants to raise money to support its mission of advocating for patients’ healthcare.
Is your association doing something special with #GivingTuesday this year? Share your efforts in the comments below.