By: Amy Bretherton
Whether you are a corporation or a nonprofit, you can reach new audiences on November 27 on this global day of giving by leveraging partnerships. According to DataKind’s 2017 #GivingTuesday Insight Report, as many as 63% of people who gave on #GivingTuesday only made donations on that day and not at other times.
Companies care about #GivingTuesday
Corporate philanthropy goals can be advanced by collaborating with a nonprofit and sharing in the natural energy of the day, which is powered by social media and online giving. For Momentum and The Paragraph Project conducted a survey in 2017 to learn if people who are aware of #GivingTuesday expect companies to participate, and if so, in what ways. The research showed 61% of Millennials expect companies to participate. Here are the survey results from 500 adults, age 18-65:
Consumers Expect Companies to Participate in #GivingTuesday in Multiple Ways:
Spotlight on employee engagement
Employee engagement is a priority of business leaders and #GivingTuesday is the perfect time to remind employees, especially Millennials and Gen Z, that their jobs have purpose and meaning. #GivingTuesday provides an opportunity to increase employee participation in corporate giving programs and connect them with their communities. It is also an ideal time to share the impact of your company’s philanthropy and enhance your company’s image with employees and customers. #GivingTuesday is a globally recognized hashtag with very high use and engagement so be sure to take advantage of the lift it provides.
Choose the right partner
Choosing the right partner is key to your #GivingTuesday success. Select a nonprofit partner whose mission and geographic footprint matches your corporate social responsibility goals as well as your business objectives. Thoroughly vet potential partners and determine if their assets and their #GivingTuesday strategy align with your company’s culture. Tailor a #GivingTuesday strategy that complements your current CSR efforts and capitalizes on the good you are already doing.
Ways companies can drive social change on #GivingTuesday:
- Workplace giving campaigns: matching gifts, dollars for doers, paid time off to volunteer
- Cause marketing: purchased triggered donations; option to donate at checkout; percent of sales of designated product
- Donation with action: download app, retweet, post a photo, etc.
- Hold a drive for employees and/or customers: food, coats, books, pet supplies, etc.
- Awareness: use your company’s “megaphone” to support your cause; donate ad space
- Announce a multi-year commitment to a nonprofit partner and publicize goals
Tactics nonprofits use to engage corporate partners:
Identifying the right corporate partner is essential. Make a list of companies that have actively supported the issue area that your nonprofit addresses. Prioritize those that target the demographic that you serve. Leverage existing partnerships and reach out to your board for introductions to new prospects.
- Create a tailored plan to show how the partnership can reach mutually beneficial goals
- Develop a #GivingTuesday campaign theme with supporting messages and playbook
- Recommend activations based on your assets and audience
- Provide employee engagement opportunities and skills-based volunteerism
- Offer to share your organization’s expertise and resources to help employees with issues they may face in their personal lives
- Announce a challenge grant
When #GivingTuesday is over your work is not done. It’s crucial to track and report results. Share your success and publicly thank your partners and stakeholders to make them feel good about their generosity. Use your #GivingTuesday campaign as a platform to spotlight your mission and include personal stories of impact in the community.
Whether you are just starting out or looking to improve your #GivingTuesday results, leveraging partnerships can boost the philanthropic impact of both companies and nonprofits and help acquire new audiences.