GivingTuesday 101 Toolkit for charities
Table of Contents
What is GivingTuesday?......................................................................................Page 3
Why Participate? .................................................................................................Page 7
5 Steps Every Charity Should Take for a Successful GivingTuesday…….…..…Page 9
Access the Resources You Need…………………………………….…………….Page 16
Frequently Asked Questions…………………………………….….….……………Page 19
What is GivingTuesday?
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DECEMBER 1, 2015
GivingTuesday is a global day of giving that
happens each year after Black Friday and Cyber
Monday.
It’s a time when Canadians, charities and businesses come
together to celebrate giving and participate in activities that
support charities and non-profits.
There is no “right” way to participate as long as it supports
generosity and giving. Donate, volunteer time, help a
neighbour, or spread the word.
GivingTuesday Canada was founded in 2013 by the GIV3
Foundation and CanadaHelps.
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Become a GivingTuesday Partner
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GIVING
MORE
THAN
DECEMBER 2, 2014
AN AWESOME
YEAR #2!
Bigger, smarter,
better giving!
IMPACT ON
DONATIONS
charities and
businesses
Millions of
369%
increase
from 2012
169%
...GLOBAL IMPACT!
Barack Obama
and numerous
celebrities helped
Prime
Minister Stephen Harper
power GivingTuesday
Governor
General David Johnston momentum
President
68+
participated in 2014
26,000 partners
countries
and
opening day
for a season of giving
Commitments
for blood and
organ donation
Numerous food,
clothing, shoe drives
and acts of kindness
eg. 49 new organ donors
announced in Guelph alone
CIVIC MOVEMENTS
GROW GRASSROOTS
GuelphGives raised
GivingTuesday
partners saw
the greatest lift
in donations, with
an increase of
93%
vs. 2013
$1.2 MILLION
in one day!
increase
Canadians joined in
BIG ENDORSEMENTS
Continued strong results
through December, showing
that GivingTuesday was the
CanadaHelps charities
saw an increase of 169% in
donations 2013 vs. 2012 and
+369% 2014 vs. 2012
Participation more than doubled to
3,300+
A Global Celebration
of Generosity!
Many Canadians
gave back by
volunteering
2013
2014
7MKRMƙGERXHSREXMSRWMRGVIEWIW
on other platforms including
Blackbaud (+36%) and Mobile
Giving Foundation Canada
(+75%) vs. 2013
ONLINE & SOCIAL
MEDIA PHENOMENON
Facebook was top referral
to Frontstream — conversion
doubled from 2013
#GivingTuesdayCa
was tweeted
34,000
times and
generated
on
Dec. 2nd alone
47 MILLION impressions
85%
of donations*
initiated through
social media
*on Frontstream
#GivingTuesday
trended number 1 all day
Halifax, Guelph,
Sarnia-Lambton,
Regina, Calgary
& Vancouver
BUSINESSES
ENGAGED
Mayoral
proclamations
from Halifax to
Vancouver
Large corporations and small
businesses had matching and other
innovative programs to help employees
and customers engage in giving
DECEMBER 1, 2015
President Barack Obama
November 25, 2014
“
Enduring change starts when each of us takes action to meet the needs of others. Over time, everyday
acts of kindness build a momentum for change that drives our Nation forward. This holiday season, let
us celebrate this spirit of selflessness and resolve to give back in meaningful ways.
To meet the challenges faced by the global community, we must come together to spur solutions that
affect us all. Around the world, #GivingTuesday is a grassroots movement that illustrates the impact we
can have when we all pull together. The investments we make—in both time and funding—can help
solve the urgent problems of today and will make the next generation stronger.
By encouraging people across the globe to support their neighbors in need through acts of kindness
and charitable donations, we can cultivate a sense of understanding that we are all part of something
greater than ourselves.
This holiday season, I am inspired to see countless men and women giving in their own way. The
response to #GivingTuesday demonstrates the enormous potential we have to leave an enduring mark
not only in our communities, but also around the world.
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Become a GivingTuesday Partner
”
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Why Participate?
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DECEMBER 1, 2015
Top 5 Reasons to Participate in GivingTuesday: Raise awareness for your cause, get more volunteers, increase donations and highlight
how you make a difference.
GivingTuesday is an excellent reason to start a conversation with your donors and kick off
your year-end holiday campaign. It’s a great opportunity to keep your cadence up while
staying fresh and relevant with your supporters.
As a charity, it’s important to take part in this powerful, fast-growing movement that aims
to increase charitable giving across the globe. Your loyal supporters will be looking to you
for ways to help and promote your cause!
It’s easy! From launching a Thank You campaign to finding a corporate matching partner,
you can participate in any way that benefits your charity and leverage the day to achieve
any number of objectives.
Your GivingTuesday campaign will be promoted by GivingTuesday ambassadors. Simply
tweet your campaign @GivingTuesdayCA and use the hashtag #GivingTuesdayCa.
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Become a GivingTuesday Charity Partner
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5 Steps Every Charity Should Take for a Successful GivingTuesday
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DECEMBER 1, 2015
Set A Goal
Choosing a GivingTuesday goal or objective is the first step to a successful
campaign. Here are some ideas to get you started:
•
•
•
•
•
Acquire new donors
Drive incremental donations from new and/or current donors
Strengthen relationships with existing donors and prime them for holiday/year end giving
Recruit new volunteers or engage current volunteers
Build awareness for your charity
Pro tip: Try to set a specific, tangible goal such as “Provide a summer camp
experience for 25 needy kids” or “Replace the fridges in our soup kitchen”
Sample GivingTuesday Campaigns & Ideas
Want to see sample GivingTuesday campaigns and get ideas
for accomplishing the objectives listed above?
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Follow @GivingTuesdayCA on Twitter!
See GivingTuesday Campaign Ideas >
Skip to: Access the Resources You Need >
DECEMBER 1, 2015
Plan an Activity!
Once you set your GivingTuesday goal, the next step is
to plan a specific activity or campaign that helps you
accomplish your goal.
Whether that be finding a corporate matching partner,
organizing a volunteer event, launching a petition, or
simply creating a Thank You campaign, be sure it’s a
tangible activity. This will prove far more effective than
asking your supporters to donate to your cause just
“because it’s GivingTuesday”.
Don’t forget to let us know about it!
Log into your account on www.GivingTuesday.ca and
update your profile to let Canadians know about your
GivingTuesday plans.
Volunteers winterized 20 homes on GivingTuesday. Update Profile >
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Follow @GivingTuesdayCA on Twitter!
Skip to: Access the Resources You Need >
DECEMBER 1, 2015
Leverage your Ready-to-Go
GivingTuesday Donation Page
All registered Canadian charities have access to
their own GivingTuesday donation page.
Get Your Page Now >
If you choose use this page in your GivingTuesday
marketing efforts, all processing of donations will
be handled by CanadaHelps and be seamlessly
integrated into your free CanadaHelps account.
OR
You can also include your own donation page URL
on your GivingTuesday profile by logging in and
editing your profile.
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Follow @GivingTuesdayCA on Twitter!
Skip to: Access the Resources You Need >
DECEMBER 1, 2015
Communicate with Your Supporters
Have a communications plan in place for
announcing your GivingTuesday activities
and following up regularly. Whether it be by
email, social, phone, or something else,
figure out the best way to keep your
supporters in the loop.
In the weeks and days leading up to
GivingTuesday, share your GivingTuesday
announcements, including graphics and
messaging to build anticipation and
excitement.
The key to getting your supporters to share
your content is to post plenty of content that
they’ll want to share! You can get free
GivingTuesday assets for your marketing
communications on GivingTuesday.ca.
Don’t forget to use the hashtag
#GivingTuesdayCa in all of your posts!
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Get free shareable assets!
Get images, logos videos, etc. >
Get the #Unselfie Toolkit >
Get All Social Media Resources >
Follow @GivingTuesdayCA on Twitter!
Skip to: Access the Resources You Need >
DECEMBER 1, 2015
Communicate with your supporters
Join the #GivingTuesdayCA
Conversation on Social
Be sure to join the #GivingTuesdayCa
conversation and spread your news using the
hashtag #GivingTuesdayCa.
For GivingTuesday news and ideas, follow the
official GivingTuesday Canada Twitter handle
@GivingTuesdayCa and Facebook Page.
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Follow @GivingTuesdayCA on Twitter!
Skip to: Access the Resources You Need >
DECEMBER 1, 2015
Seize the Day!
●
●
●
●
●
Mark December 1st GivingTuesday in your
calendar!
Follow @GivingTuesdayCa and the hashtag
#GivingTuesdayCa on Twitter all day long to
keep up-to-date on the latest GivingTuesday
news.
Be ready for media interest in your planned
GivingTuesday activities.
Tell your supporters what you’re doing that day.
Make sure your profile on
www.GivingTuesday.ca is up-to-date so that we
know what you’re up to!
Pro tip: Don’t forget to report back to your supporters on
the impact they had and SAY THANK YOU!
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Follow @GivingTuesdayCA on Twitter!
Skip to: Access the Resources You Need >
Access the Resources You Need
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DECEMBER 1, 2015
Get free tools and resources to make
your GivingTuesday a success!
Visit the GivingTuesday website for more tools to help you get the most
out of GivingTuesday including:
Things to do
1. Become a partner
2. Leverage your ready-to-go donation page
3. Find out if there’s a civic movement in your area
Tools & Learning
1. Webinars
2. Campaign Ideas Guide
3. Simple social media campaigns and best practices
Resources
1. Shareable graphics and videos
2. #Unselfie toolkit
3. Get your city involved – Mayors toolkit
Media Toolkit
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Get More Charity Tools!
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DECEMBER 1, 2015
In case you haven’t already…
Sign up as an Official GivingTuesday Partner – It’s Free!
Take just a minute to sign your charity up at www.GivingTuesday.ca and
get free tools and resources to make your GivingTuesday a success.
Sign up Now! < Back to Table of Contents
Follow @GivingTuesdayCA on Twitter!
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Frequently Asked Questions
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DECEMBER 1, 2015
Frequently Asked Questions
What is GivingTuesday?
Is the GivingTuesday mission all about charity?
Most people know about Black Friday and Cyber
Monday … now we have GivingTuesday, December 1,
2015. It is a new global movement for giving and
volunteering, taking place each year after Black Friday.
The “Opening day of the giving season”, it’s a time
where charities, companies and individuals join
together and rally for favourite causes. In the same way
that retailers take part in Black Friday, the giving
community has come together for GivingTuesday. We
ask that partners create and commit to a project for
GivingTuesday and then help spread the word to their
networks.
Yes, GivingTuesday is all about charity! It’s about
creating a national movement for giving at the start of
the annual holiday season. It celebrates and
encourages donations and volunteering activities that
support any and all charities and non-profit
organizations.
How did GivingTuesday start?
GivingTuesday was started in Canada by a group of
organizations including GIV3, CanadaHelps.org, and
now includes over 3,300 partners. GivingTuesday was
originally started in the US in 2012 by the UN
Foundation, the NYC 92Y and several
other community organizations.
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Did GivingTuesday make a difference last year?
Over 3,300 partners came together for the 2nd annual
GivingTuesday in Canada in 2014. The movement also
went Global, with activities in over 60 countries and
endorsements from The White House, Prime Minister
Stephen Harper, Bill Gates and the Clinton Foundation.
Canadian online giving increased on December 2, 2014
as measured by CanadaHelps +75%, Artez +30%,
Blackbaud +36%, Mobile Giving Foundation Canada
(MGFC) +75%. on top of even larger increases from
2013.
Follow @GivingTuesdayCA on Twitter!
DECEMBER 1, 2015
Frequently Asked Questions
Can organizations get donations through the
GivingTuesday website?
GivingTuesday is a movement, not a donations processor;
however, you can search for a charity and donate through
CanadaHelps.org, directly on our landing page at
GivingTuesday.ca. You can also link directly to
GivingTuesday partner charities by clicking on their logo in
the partner section. In this way all donations go directly to the
charity of choice.
GivingTuesday is just one day. What about the rest of
the year?
GivingTuesday is “the opening day of the giving season”.
Giving is a lifelong commitment, and a giving day is a special
celebration, a reminder to all of us to think of others and our
communities as well as ourselves. The most successful
GivingTuesday campaigns in 2014 were planned and
launched weeks before the actual day, and many lasted until
the end of December. Of course, we also encourage giving
back throughout the year, whether through donations,
volunteering or in whatever other ways we can.
GivingTuesday is more than a moment, it’s a movement.
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Who can participate/partner?
Everyone! GivingTuesday is a public
movement and we encourage everyone to
get involved. To be an official partner, you
must be a registered charity or non-profit
with a specific GivingTuesday initiative, or a
business, school, or community group
committing to a project to benefit at least
one registered charity or non-profit.
Example: A school is planning a canned
food drive and students will be volunteering
to help assemble food baskets. Here’s a
hint – the more creative, the better.
Families and individuals are encouraged to
join the movement by giving and
volunteering in whatever ways matter to
them, or by getting their favourite charity
involved in GivingTuesday.
Follow @GivingTuesdayCA on Twitter!