But what about that first Tuesday in December now called dubbed #GivingTuesday?
I'm not a big promoter of GivingTuesday for small shops…yet. It's great for national charities. But it is still finding a place for kind of small non-profit organizations I serve. For these organizations, it can divert time and energy, just when they should be focusing on their overall year-end giving strategy--a well planned, 8-week multiple contact campaign of direct mail, email, e-blast and social media.
The vast majority of giving still takes place between November 1 and December 31. You should have a plan for every one of those days. So, I see GivingTuesday just as one of several tactics in that time period. I don't see the necessity to connect with one of the big on-line services, even for the small matching gift you may receive. Do three e-blasts to your email list the week before and three on December 2. Send them to YOUR website and giving portal, not someone else's. And leave it at that.
GivingTuesday may find a larger place for small shops... in time. But it's not there yet.
What do you have planned for your total year-end strategy? Use #GivingTuesday to your advantage, but only as a part of your big-picture strategy.