How GivingTuesday can help boost your end of year fundraising

As we approach December 1, it’s a good time to highlight how GivingTuesday can fit into your organisation’s end-of-year giving campaign. GivingTuesday focuses on one simple thing: generosity. This means that no matter what type of campaign your organisation has planned for the pre-Christmas period, you can tie it to GivingTuesday on December 1.


Last year, Our Community seized the Giving Tuesday reins in Australia and we saw hundreds of organisations come on board to fundraise, collect goods, advocate for causes and run volunteering days. The vast majority linked GivingTuesday to their end-of-year plans, and saw success as a result. Here are a few reasons why GivingTuesday is the secret to end-of-year campaign success.


GivingTuesday brings in more money


A common belief among fundraisers is that there’s a finite number of fundraising dollars available to the not-for-profit sector. This idea leads to competitive fundraising practices and a scarcity mindset. Research from the GivingTuesday HQ data lab, however, finds that GivingTuesday has increased the net amount of money raised each year since it started in 2012. During the COVID-19 response campaign in May 2020, #GivingTuesdayNow, nearly half a billion dollars was raised worldwide – and that’s just online.


#GivingTuesdayNow was a campaign run during May in response to the COVID-19 outbreak

GivingTuesday is an opportunity for collaboration


GivingTuesday is also an opportunity to work with other not-for-profit organisations to amplify your message across local communities. From the UK to Kenya to Colombia, community campaigns are proving that a campaign made up of multiple organisations is greater than the sum of its parts. In 2020, Australia will see its very first GivingTuesday community collaboration forged in Ballarat, where four organisations are fundraising together on December 1. Perhaps this is the year your organisation turns to its neighbours to work together in reaching out to your supporters.


GivingTuesday is a honey pot

While GivingTuesday is about all forms of generosity, not just monetary ones, more than half the organisations that participated in 2019 ran fundraising campaigns. What’s more, 35% of participating organisations saw a rise in new supporters, which meant their campaigns reached beyond their normal networks. Last year, the Victorian animal sanctuary Edgar’s Mission raised more than $50,000 in a single week, well above its $33,000 target. The organisation made a comprehensive push on social media, sharing videos and images and recruiting a number of ambassadors, and the campaign quickly surpassed expectations. “To say we are over the moon is an understatement,” said Edgar’s Mission founder Pam Ahern.


GivingTuesday is an chance to try something new

GivingTuesday presents an opportunity to think beyond EOFY and other common appeals, and the majority of participating organisations took the opportunity to try something new last year. Margot Wiburd from Humans Helping Dogs used GivingTuesday to auction off 85 knitted hounds, smashing her target, and using all the money raised to help find forever homes for greyhounds rescued from the racing industry. In 2020 she’ll be aiming to sell at least 100 knitted hounds in a campaign linked to GivingTuesday. So if you’ve been thinking of running a new online event given the COVID-19 restrictions, or if you have some really good beneficiary stories you’d like to use in a campaign, GivingTuesday is a chance to shake things up and give it a go.

What next?

  1. Sign up for the free webinar on October 19, 1 - 2pm, to learn more about how you can get involved.

  2. Sign up to the Giving Tuesday newsletter at: www.givingtuesday.org.au/newsletter

  3. Check out the free resources for not-for-profits at: www.givingtuesday.org.au/not-for-profits

  4. If you're ready, register your organisation for the 2020 campaign at: www.givingtuesday.org.au/register

  5. Get planning! Talk to your teams and spread the word among your supporters that GivingTuesday 2020 is going to be the biggest Australia has seen yet.