Are you ready for #GivingTuesday?

Since 2012, the Tuesday following Thanksgiving has officially been known as #GivingTuesday, a day dedicated to online philanthropy. What began as a partnership between the United Nations Foundation and the 92Y in New York City – a cultural center that connects people to the worlds of education, arts, health, and wellness – has grown into a global movement that has engaged over 30,000 nonprofit organizations in more than 65 countries. This year, #GivingTuesday takes place on November 29.

“New York’s 92nd Street Y was the catalyst and incubator for #GivingTuesday, bringing the expertise of 139 years of community-management to the project and providing #GivingTuesday a home. The United Nations Foundation joined as partners, bringing their strategic and communications clout to the project. Over 2,500 charities, volunteer organizations, corporations, and foundations came together in all 50 US states with one common purpose: to help others and incentivize ways to give more, give smarter, and celebrate the American spirit of contribution.”

Blackbaud, a software leader in the nonprofit sector, processed over $10 million in online donations on November 27, 2012 – a 53% increase when compared to the Tuesday after Thanksgiving the previous year. DonorPerfect, a donor management software company, recorded a 46% increase in online donations, and the average gift increased 25%. Most newsworthy though, more than 50 million people worldwide spread the word about #GivingTuesday – resulting in milestone trending on Twitter.

According to the #GivingTuesday website: “Just think of a way for your family, your community, your company or your organization to come together to give something more – it can be time, knowledge, love, or donations of food, clothes, or money. Then tell everyone you can about how you are giving…Be a part of a global celebration of a new tradition of generosity.” 

Some in the nonprofit sector might think that year-long outreach consisting of direct mail letters or cards, newsletters, emails, and annual reports have a bigger impact than a single day with a focus on philanthropy. But let's not forget the impact of publicity – and everyone will be talking about their favorite nonprofits in the days and weeks leading up to November 29.

The other important reminder is that social media will be on fire with the hashtag #GivingTuesday – and millennials, big social networkers, are future philanthropists. The “know your audience” mantra of marketing 101 demands that all nonprofits participate in #GivingTuesday with some type of campaign to target their existing and future donors.

In the words of Bill and Melinda Gates, “Whoever you support, and however much you give, thank you for participating in #GivingTuesday. It’s a great way to help create the better world we all want.”

In preparation for this year’s day of online giving, the Nonprofit Communications and Media Network (NCM Network) and Center for Nonprofit Management will host a workshop entitled, “How to Plan a Compelling and Newsworthy #GivingTuesday Campaign” on September 28. The workshop will take place at the Center for Nonprofit Management in Downtown Los Angeles from 8:30-11am and will feature a panel of nonprofit and media experts. Visit http://bit.ly/PlanGiveTue to register and learn more about the panelists from PAWS-LA, CASA of Los Angeles, Step Up Women’s Network, ABC7, and the LA Business Journal. 

So, on November 29, use the hashtag #GivingTuesday on Twitter, Facebook, or Instagram  – and if you’re so inclined, #MakeADifference #PayItForward #ShareSomeKindness – and make a donation to your favorite charities.

Learn more at www.givingtuesday.org.

Debbie Laskey has 17 years of marketing experience and an MBA Degree with a concentration in International Marketing and Management. She developed her diverse marketing expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the nonprofit arena, and the insurance industry. A Board Member of the Nonprofit Communications and Media Network, she is a brand marketing, PR, and social media consultant to nonprofits and emerging businesses. Debbie's served as a judge for the Web Marketing Association’s annual web award competition since 2002, and has been recognized as one of the “Top 100 Branding Experts” to follow on Twitter @DebbieLaskeyMBA.