Exciting announcement + your #GivingTuesday game plan

on October 19, 2018

Now in its 7th year, #GivingTuesday (November 27th, 2018) has become the World Series for giving and a kick off to the generosity surrounding the holiday season. And with a 54% increase in money raised between 2016 and 2017 — $177 million in 2016 and $274 million in 2017 — it’s no doubt that this year’s #GivingTuesday will be one for the record books.

Last year Pratham USA won over $197,000 in cash prizes, Cure JM won over $87,000 in cash prizes, and Elephant Sanctuary in Tennessee won over $67,000 in cash prizes.

This year, CrowdRise by GoFundMe is excited to announce our annual Holiday Challenge fundraising competition, the CrowdRise by GoFundMe Holiday Challenge.

Launching Monday, November 26th, right before #GivingTuesday, and lasting through January 2nd, the CrowdRise by GoFundMe Holiday Challenge is a friendly fundraising competition that will donate $300k to winning nonprofits.*

With a focus on peer-to-peer fundraising, the Challenge is the perfect opportunity to leverage supporters who are looking to do more for your cause. When they create their own fundraiser for your CrowdRise by GoFundMe Holiday Challenge campaign, you will be able to rally their support in helping you raise money and win prize money during the competition.

Nonprofits are encouraged to sign up early, so they don't miss this opportunity to engage your community, raise more money, and win cash prizes for your cause over the holiday season.

A #GivingTuesday game plan

When you’ve got this kind of opportunity, you’ll want to get a game plan in mind so you can maximize the big day. We’ve come up with a few things nonprofits often overlook and wanted to throw them out there so you can get the most bang for your buck on that famous Tuesday in November.


1. Take advantage of holiday promotions

Around this time of year, there are usually a lot of promotions and opportunities available to nonprofits to help them get the most out of their holiday support. Joining one of these campaigns can give you something to send to your supporters in addition to a traditional ask, and can make the offer to give even more compelling, as their donations can help you win prizes to further your mission.

One campaign that’s available for nonprofits to join is our CrowdRise by GoFundMe Holiday Challenge that we mentioned above. It’s free to join, and with $300,000 in cash prizes being given away throughout the holiday season, it’s a great opportunity for nonprofits to leverage peer-to-peer fundraising to raise (and win) even more money for their cause this year.

2. Make sure everything is online

For a lot of nonprofits, #GivingTuesday can be a massive undertaking. You want to do all you can, so maybe you’re ramping up literature sent in the mail, creating a bunch of email blasts, and generally just getting ready to shout from the rooftops that #GivingTuesday is here.

That’s why you’ll want to make sure you have an online presence when it comes to the big day. Create a #GivingTuesday campaign online early so that you have a place to direct people when you start to talk about #GivingTuesday. Whether you’ve joined our Challenge, or are just creating a holiday campaign on your own, you can easily attach an upcoming golf outing, future dinner, or even a holiday bake sale to your #GivingTuesday campaign.

Additionally, you’ll want to direct all traffic, whether it’s via email, social, or even snail mail, to the campaign URL where supporters can easily give and support your cause.

3. Don’t forget about tickets and registration

If you have an event coming up where tickets need to be purchased or registration is required, it’s a great time to message in the lead up to #GivingTuesday in order to encourage people to take action on that day. You’ll probably see an influx of supporters coming to your page when you send a unique message of urgency.

4. Get your supporters in on the action

Whether you’re a pro at DIY fundraising, or just interested in the concept, #GivingTuesday is a great time to ramp up or start your DIY program.

DIY fundraising is a new fundraising channel largely untapped by many nonprofits. But, it’s also one that supporters are ready and asking for. When you allow supporters to create fundraising campaigns on your behalf that reflect their unique connection to your cause, well… let’s just say some magic happens.

So, in addition to whatever campaign you’re running on #GivingTuesday, there’s a really good chance your supporters might actually want to take even bigger action than just donating to that campaign. They might jump at the chance to start their own fundraiser for your cause on #GivingTuesday knowing how impactful this day can be.

Reach out to your supporters now letting them know that #GivingTuesday is right around the corner and give them a quick refresher on how big that day is for your organization. Then, encourage them to create their own campaigns and offer up simple instructions on how they can get their pages set up. Encourage them to prepare early and talk up their campaign leading up to the big day and then to ask for donations on #GivingTuesday.

Now, instead of reaching out to someone for one potential donation, you're gaining access to the power of social fundraising and their entire network of potential donors. Their network will be happy to contribute on #GivingTuesday.

5. Kick off your holiday campaign

At CrowdRise, we like to think of #GivingTuesday as the kick off to the holiday season. And with nearly ⅓ of annual giving happening in the month of December, it’s best to have your holiday campaign up and running around #GivingTuesday. So, instead of launching a campaign in early December, use the momentum of November 27th as a kick off for your holiday campaign.

This holiday momentum is exactly why we host our CrowdRise by GoFundMe Holiday Challenge when we do. The Challenge starts the day before #GivingTuesday and ends January 2nd, leveraging the entirety of the holiday season.

Your supporters are in a giving mood, maybe they’re even feeling a little guilty about that Black Friday purchase they made, so it’s a great time to speak to their hearts and remind them of the cause they love so much. And, don’t be shy about asking multiple times during the holiday season. It’s a great time to remind supporters that #GivingTuesday is coming up and to get prepared. Then, plan a communication calendar that includes messaging leading up to #GivingTuesday, on #GivingTuesday, and continues throughout the holiday season - ending with a final push in the last couple days of December.


We’ve got you covered

We’ve seen the impact that #GivingTuesday can have on our nonprofit partners. That’s why we’re so excited to join GoFundMe in hosting the CrowdRise by GoFundMe Holiday Challenge. With $300,000 in cash prizes going to participating nonprofits, we know it will be an incredible opportunity for your cause to leverage the power of #GivingTuesday while also rallying your peer-to-peer community to raise money and awareness on your behalf.New call-to-action

*The CrowdRise by GoFundMe Holiday Challenge runs November, 26, 2018 - January 2, 2019, see Official Rules for details. No purchase necessary.

Gary Wohlfeill

Gary Wohlfeill is the Director of Marketing at CrowdRise. He works with partners to develop highly engaging fundraising campaigns, and leads the marketing team in developing the CrowdRise brand. Gary has been named as having the “3rd best haircut of people under 6 feet tall at CrowdRise" and hopes one day to slip to 4th.