philanthropy at work
How can businesses partner with #GivingTuesday?
In last week’s #TeachableTuesday email, I referenced that participating in #GivingTuesday can be an effective way for businesses to lend their voices to support a nonprofits while also giving customers a feel-good reason to shop or work with you.
I received a question asking me to expand upon that, and as a nonprofiter at heart, I’m more than happy to do so!
What is #GivingTuesday?
It takes place on the Tuesday after Thanksgiving each year, and is a global movement of giving. However, it is about more than a day. It is a movement that builds throughout November. (Hint: If you’re planning to get involved – now’s the time!)
I love the focus and intention, as discussed on its website:
“When GivingTuesday launched in the US in 2012, we believed that technology and social media could be used to make generosity go viral; that people fundamentally want to give and to talk about giving; and that the social sector had the capacity to show more innovative leadership, creativity, and collaboration. People and organizations around the world proved us right. In just seven years, GivingTuesday has radically changed how we think about generosity and showed just how much power communities everywhere have to create change.While GivingTuesday is in large part a fundraising drive for charities and nonprofit organizations, it is also an opportunity for other businesses – both large and small – to lend voices and time to elevate the missions of organizations about which they are passionate.”
What can these partnerships look like?
- Offering promotions for a set time period, with donations to a charity of choice
- Fundraising campaigns led by your business or groups of employees
- Hosting events benefiting your organization of choice
- Donation drives for holiday gifts, toys, clothes, toiletries, etc.
- Volunteering your team’s time to local nonprofits
- Random acts of kindness or giving tied to a specific mission, shared on social channels and hashtagged
If your business already supports nonprofit organizations, now’s the time to highlight your work, and the nonprofit’s mission and accomplishments.
Keep it going.
For those just starting your philanthropic efforts, consider going beyond GivingTuesday, making this the foundation for incorporating giving into your brand’s overall story. That can include:
- Ongoing donations paired with sales
- Year-round volunteer hours and events with employees
- Rotating charity support based upon quarterly employee or customer vote
Resources are available.
The GivingTuesday website is incredibly robust, with partnership ideas for your business, case studies, collateral and more. Take some time to determine what is authentic to your business, and aligns with your goals.
Ultimately, let’s celebrate the opportunity to help others, use our voices to elevate good works, and put some additional meaning behind our day-to-day work efforts.