In recent years and certainly during the pandemic, Giving Tuesday has been widely regarded as the official start of the Season of Philanthropy. It is the one single day on the calendar that is specifically designated for people to make meaningful contributions to their favourite causes. Though the stream of donations may ebb and flow in the proceeding weeks, Giving Tuesday is the 24-hour period when it’s the most torrential.
Consequently, it’s not surprising that most people associate this special day with asking. However, since it also falls on the week following the American Thanksgiving, perhaps Giving Tuesday should also be associated with gratitude. That is, don’t view it strictly as the beginning of the Giving Season. See it as the start of the Thanking Season.
In the US and Canada, we gather in the fall (albeit on different dates) to express thanks for all the things in our lives that bring us joy, prosperity and wellness. At the same time, we should pay tribute to the generous people for making our communities such wonderful places to live, work and thrive.
For the weeks following November 28th, reach out to your most loyal supporters and remind them that their kindness has factored significantly in the positive impact that your programs have had in the lives of its recipients. Help them to realize that many individuals and families are in a better place now as a result if their thoughtful gifts of time, talents, and treasure.
Review your donor lists and volunteer rosters to identify 5-10 people for starters who have demonstrated a strong commitment to your mission and a high level of empathy for those you serve. Reach out to them directly via telephone, Zoom or in-person and engage them in brief conversations about how their gifts have created such tremendous change.
Share stories or brief accounts from families or individuals who are now thriving because of their kind gestures. Better still, learn more about their reasons for supporting your cause. Allow your donors to be the stars of the show.
Assign volunteers either to make “thank you” calls or promptly send personalized emails to Giving Tuesday donors that brief describe the impact that their gifts will have on the quality of life for the people who benefit from your programs. Don’t be afraid to prolong this Thanking Season into the New Year. Whatever actions your organization take to say “thanks”, it’s crucial for donors to come away with a warmer and fuzzier feeling than they did a few minutes earlier.
As important as it is to welcome new donors, it’s even more vital to optimize relationships with current benefactors. The progress that your group has achieved towards fulfilling its mission would not have been possible without your donors’ unwavering support. It’s our sacred duty to inform them of this reality at every opportunity.
