GIVING TUESDAY - TOO MUCH HYPE FOR TOO LITTLE RETURN?
With Bob Swaney
When Giving Tuesday rolls around each year, nonprofits of all kinds buzz with energy, hopeful for a big day of donations. And who can blame them?
The day promises a sense of shared purpose and a break from the consumer-focused atmosphere of Black Friday and Cyber Monday. Yet, for arts and cultural organizations, putting too much weight on Giving Tuesday can be fraught with potential pitfalls.
Today, we’ll outline five reasons why relying heavily on Giving Tuesday could be more of a setback than a windfall, and then finish with five alternative approaches that can create lasting support beyond just a single day.
Read the full transcript below or click the button to listen.
FULL TRANSCRIPT OF THE PODCAST
Hello arts fundraisers and welcome to another installment of Fundraising Growth Now! You know, when Giving Tuesday rolls around each year, nonprofits of all kinds buzz with energy, hopeful for a big day of donations. And who can blame them? On its surface, Giving Tuesday presents a golden opportunity for non-profits to capitalize on the spirit of generosity that often emerges as we close out the year. For donors, it’s an invitation to support causes they care about in a communal and personal way, part of a global wave of giving.
The day promises a sense of shared purpose and a break from the consumer-focused atmosphere of Black Friday and Cyber Monday. Yet, for arts and cultural organizations, putting too much weight on Giving Tuesday can be fraught with potential pitfalls. Personally, I don’t like clients spending very much time preparing for Giving Tuesday. Why? Because it takes a lot of time and attention to prepare well, and the true objective – that of attracting new donors – is so often not successful.
Today, I’ll outline five reasons why relying heavily on Giving Tuesday could be more of a setback than a windfall, and then finish with five alternative approaches that can create lasting support beyond just a single day.
Five Pitfalls of Focusing Too Heavily on Giving Tuesday
1. Overcrowded Field of Competition
On Giving Tuesday, every nonprofit organization—large, small, local, international—competes for the same slice of donor attention. For arts organizations, the distinctiveness of their work can easily get drowned out in the sheer volume of causes vying for donor dollars. Rather than standing out, arts and cultural groups one small voice in a crowded room.
2. Inconsistent Messaging
Often, Giving Tuesday campaigns can create a one-day-only mentality that isn’t well-aligned with year-round messaging goals. When an arts organization dedicates substantial resources to creating a Giving Tuesday appeal, it risks presenting a narrative disconnected from its usual communication tone or diluting the more unique, mission-based storytelling. This lack of consistency can confuse audiences, making it harder to build loyalty over time.
3. Time and Resource Drain
Planning a Giving Tuesday campaign takes time, creativity, and resources—elements that are often stretched in arts organizations. The concentrated effort to develop, promote, and execute a one-day campaign could instead be invested into ongoing initiatives that sustain the organization’s mission. An intense focus on a single-day event can strain already-limited resources without guaranteeing a sustainable return.
4. Donor Confusion
Arts patrons who feel pressured to participate in Giving Tuesday may not even realize you are a non-profit! It can become confusing, especially if they are caught up in getting dozens of “Giving Tuesday” messages from various non-profits. This, coupled with the urgency to “give today,” can push them away from making a gift. Confusion and overload is not a good environment for which to make a gift.
5. Missed Opportunity for High-Impact Donors
High-capacity donors, who tend to be more strategic about their giving, may not see Giving Tuesday as the ideal moment for larger contributions. By concentrating too much on a day that appeals to broad, often small-scale giving, arts organizations risk missing out on cultivating meaningful, longer-term relationships with major donors. These patrons are more likely to give generously when they feel personally connected, not because of a calendar event.
So, let’s talk about some better tactics.
Five Alternatives for Year-End Fundraising Success
1. Personalized Year-End Appeals
Rather than focusing on one day, consider a personalized approach that reaches out to loyal patrons with messages tailored to their giving history or specific interests within your organization. Highlight the impact of their previous support and share how their continued contributions can elevate your mission. By reaching out directly, you’re engaging donors on their own terms, which can often inspire more meaningful contributions.
2. Recurring Gift Campaigns
At year-end, encourage patrons to establish recurring monthly donations. By setting up these smaller, consistent contributions, donors feel invested in your work on an ongoing basis, which can lead to deeper engagement over time. Emphasizing how smaller, regular gifts add up to significant impact also shifts the focus from a one-time event to sustaining the organization long-term.
3. Impact Stories Through Exclusive Events
Rather than a single Giving Tuesday blast, host an end-of-year virtual or in-person event for supporters. This could be a behind-the-scenes tour, a “meet the artist” session, or a special program that’s accessible only to donors. Providing an enriching experience not only shows appreciation but reinforces the unique value that arts and culture add to donors’ lives, fostering more substantial and heartfelt giving.
4. Segmented Appeals for High-Capacity Donors
Targeted, private conversations with high-capacity patrons can make a difference far beyond what any broad campaign could achieve. These donors often appreciate a personal touch—a lunch meeting, a behind-the-scenes tour, or a letter from the CEO. Segmenting your high-impact donor appeals can create a far more compelling and personal appeal than the general excitement of Giving Tuesday.
5. Engaging Corporate Partners
Year-end is a great time to build or deepen relationships with corporate sponsors. Instead of emphasizing Giving Tuesday, which may get lost in the shuffle, develop an approach that speaks to corporate social responsibility goals and aligns with the arts’ unique impact. Customized sponsorship opportunities that extend beyond a single day can provide more visible, lasting exposure, benefitting both the corporate partner and your organization.
In conclusion, while Giving Tuesday can play a useful role in awareness-building, it’s just one day and occurs in a very crowded field. For arts and cultural organizations that thrive on meaningful connections and sustained support, emphasizing alternative strategies for year-end engagement can be much more effective.
So, if you remember just one thing from today’s pod, make it this: By focusing on personalized appeals, consistent storytelling, and deepening relationships with high-impact supporters, arts organizations can end the year on a stronger, more financially sustainable note. Remember, it’s not about a single day of generosity but about building a legacy of support that resonates well into the future.