GivingTuesday – the Latest Phenomena in Social Profitability
Businesses around the globe kick start a day of giving
First came Black Friday. Then Cyber Monday. Now, there’s GivingTuesday. Devised as a national day for everyone from consumers to small local businesses and multinational brands to get involved and get behind this annual 24-hour giving campaign.
GivingTuesday is billed as a day where charities, companies and individuals join together to share commitments, rally for favourite causes and think about others.
It’s a movement gaining popularity, and acts to kick start the season of giving and volunteering, after two days of mega sales and conspicuous spending. It’s a shift in focus from the economy to the greater community.
Created to inspire everyone to get involved in causes that are meaningful to them. Giving Tuesday invites business of all sizes and corporations to take part in campaigns and join GivingTuesday partnerships from coast-to-coast.
First initiated in the U.S. by the 92nd Street Y in partnership with the UN Foundation. Launched in Canada in 2013 by GIV3 and CanadaHelps.org, with 15 founding partners. At last check, there were 3,646 partners and growing on the Canadian site. In prior years, more than 16,000 GivingTuesday partners from 43 countries have taken part around the world.
As an example of a previous regional initiative, Sobey’s teamed up with Feed Nova Scotia, offering a matching program for donations received on GivingTuesday. Feed Nova Scotia received 20 times more donations compared to a typical day in December, raising a total of more than $100,000 on GivingTuesday. As a result they were able to distribute over 6,300 Christmas produce hampers, 4,400 turkeys, and 1,800 chickens to member food banks across the province during the holiday season.
On a local level, North York Chrysler announced their largest ever charity initiative on GivingTuesday. Through an online vote, passionate customers, staff and community members helped choose two charities to receive a total of $25,000 in donations. The poll collected 2,838 votes, which determined that The Redwood Women’s Shelter ($15,000) and Participation House Markham ($10,000) would receive the donations in early January.
Word of GivingTuesday has spread exponentially with an obvious nod to social media platforms. CIBC launched a one-day Twitter campaign to drive awareness and donations to CIBC Children’s Foundation with the help of retweets. For every retweet of CIBC’s #GivingTuesdayCA tweet, CIBC donated $1, up to a maximum of $10,000. The maximum donation was reached.
At the top of the list when it comes to uploading and sharing content online, many non-profits have leveraged photo and video sharing as a way to promote #GivingTuesday within seconds. According to the SocialTimes:
- 8,796 photos are shared on Snapchat per second
- 80 million pics are uploaded to Instagram each day
- 350 million photos are added to Facebook daily
In order to motivate more people to participate in a GivingTuesday campaign it may be necessary to incentivize your audience with more than just recognition for giving back. Offer a contest with something for them in return, like a reward or prize for posting. Engage them by creating opportunities that are relevant to them and create a connection to the cause.