Скачать или смотреть Episode 50: Tenth-Year Takeaways and What’s Next for GivingTuesday, with Kathleen Murphy Toms

Whether you participated this year or not, the reach and impact of GivingTuesday is undeniable. Nonprofits in the U.S. alone raised $2.7 billion in 24 hours. Millions of people around the world gave money, time and voice to the causes they care about.

But it’s not as simple as saying it’s GivingTuesday and asking for money. We invited Kathleen Murphy-Toms, GivingTuesday’s Director of Digital Strategy, back on the show to talk about what works, what doesn’t, what to do now, and what’s next for the movement after 10 years.

Not surprisingly, we had a lot to talk about…

** Episode Links and Shownotes: https://nphf.show/ep50 **

Concepts and Takeaways:
• 3:11 - GivingTuesday is now over 10 years old and keeps growing. Here’s a snapshot of what happened in 24 hours this past year:
— U.S. organizations alone raised a combined $2.7 billion in 24 hours
— 35 million people participated by volunteering in some way, including virtual volunteering and micro-volunteering (like transcribing or translating for organizations)
— 13 million people gave their voice by sharing a cause, signing a petition or acting locally
• 5:31 - GivingTuesday is working to make every Tuesday a day to give back year-round.
• 6:42 - The last few years have shown us the need for community-centric thought and action. COVID-19 was a powerful “villain” that united a lot of people around the world to overcome.
• 8:10 - Does GivingTuesday cannibalize year-end giving? The data clearly shows that it is additive. Organizations fear they hit a “giving ceiling” but that’s a false assumption. Giving is not flat, it can be increased.
• 9:56 - The scarcity mindset is counter-productive.
— “People are going to give and they're going to give repeatedly to the causes that they care about. We have to adopt an abundance mentality if we're going to move forward.”
— This is not about fundraising one day of the year, it’s about how you rally your supporters and build a movement.
— There were many successful coalition campaigns this year—nonprofits working towards similar goals uniting to fundraise together. GivingTuesday is looking to help more of those coalitions launch.
• 15:00 - GivingTuesday creates a sense of urgency, but that’s not the reason people give. They still need a great, compelling story of impact. And you can create these moments all throughout the year. That’s why they created #GivingEveryTuesday.
• 16:15 - There are three types of resources that people can give: money, time and voice. Keep people engaged and helping you in different ways throughout the year.
• 18:11 - Organizations are overly worried about over-asking. The reality is that we’re not asking nearly enough, as long as it’s not just asking for donations each time.
— “If you're trying to engage them as human beings, not as ATMs, and asking different things of them on a regular basis, then that just gets them more involved and more invested.”
• 22:48 - You have to work harder at donor retention in an increasingly uncertain market. You have to work harder to keep them engaged and committed to your work.
— Make your donors feel good about the money they’ve invested and the change that they’re affecting in the world.
• 25:29 - Think of the donations you get as investments in changing the world. You must show your investors—and make them feel—the returns on that investment in order to get them to keep investing in your work.
• 26:23 - Now is the time to start upgrading your giving systems. Remove all friction and make sure they’re as mobile friendly and easy as possible, including mobile payment options like Apple Pay.
Consider accommodating Cryptocurrency donations as well.
• 31:22 - GivingTuesday is an open-source movement. You can organize your own GivingTuesday day any season.