#GivingTuesdayNow: Key Tips

There’s no doubt that philanthropy is needed to help with the severe impact to people, institutions, and our causes during the unprecedented COVID-19 global emergency. That’s why Giving Tuesday has organized #GivingTuesdayNow, which is set for May 5 worldwide. This event, organized by the same groups that turned our holiday spending into holiday spending plus record-setting giving, will be impressive and is sorely needed.

We’ve had a number of RNL partners ask about whether they should participate in the event. This movement offers a number of special opportunities for higher education fundraisers, and here are some things to consider.

This is an opportunity for your donors to be part of the solution

In just the first few weeks of this crisis, we’ve seen an enormous outpouring of support for student and campus emergency funds. They’re actually building so fast we can barely keep up with them, but we know that over $2 million was contributed on the RNL Crowdfunding platform alone in the first two weeks.

This is not surprising, and there is growing wisdom from previous crises that we need to be front and center with donors (in a sensitive way) during difficult times like this.

My advice: do something on #GivingTuesdayNow. Make it part of your strategy. And this seems to be the direction that RNL partners are going. We’ve had a few people share concern that donors feel efforts should be more focused on direct relief organizations. However, you are doing things directly related to this crisis, from the research on campus to the help you’re providing displaced students to those you are aiding in your community suffering the economic impacts. Consider those things and put together some type of campaign so that you are present as an opportunity for giving.

Delayed your giving day? #GivingTuesdayNow may be a great opportunity

A little less than half of fundraisers told us in our recent mini-poll that they changed the timing of their spring or summer giving day in response to COVID-19 concerns. If the delay is past the typical June 30 fiscal year, you’re definitely going to see a decline in donors You’ll make them up in the fall, but you’ll be way behind on participation. Many donors want to contribute to things like student emergency funds and medical research, so consider standing up a mini giving day. You’ve already done much of the work, so offer a targeted page with COVID-19 impacting funds on May 5. Then, work on strategy for a larger day in the fall.

Targeted campaigns on a mobile-optimized crowdfunding platform are a great option.

The great, mobile-optimized and socially-enabled campaigns you’ve seen for COVID-19 in higher education are a variation of crowdfunding. When you break them down, these targeted campaign pages with easy giving checkout, intro videos and regular updates. Some choose to show a building goal amount and number of donors. Most enable a donor wall. They are perfect for a #GivingTuesdayNow campaign.

About three quarters of institutions do some form of crowdfunding and it’s easy to set up a specific emergency fund or #GivingTuesdayNow campaign. Use the stories of need and the impact you’ve already had with related fundraising as a launch pad. To make it even easier, we’re offering access to our platform free for new users until June 30 to help. We’ve seen a lot of response to the offer, but as of this writing, we still have capacity to onboard you and get you started for May 5.

“We believe that generosity has the power to unite and heal communities in good times and bad. A global threat like COVID-19 affects more than just the infected. A pandemic like this touches every person on the planet, and it presents an opportunity to come together as a global community.”

GivingTuesday.org

Use #GivingTuesdayNow to be part of a philanthropic community

The global organizations that will participate in #GivingTuesdayNow are experiencing very real needs right now. This is an opportunity to participate in a group effort. You might consider even advocating for (along with your campaign) local community efforts that are making a difference in the COVID-19 crisis. This might include organizations your faculty, alumni or university hospital work with.

Giving has always been part of the solution amidst a global crisis. Give your donors an opportunity to participate with you in the #GivingTuesdayNow effort.