When I joined the CIOF this past summer, it was amazing to be given the opportunity right from the word go to get involved in something incredibly powerful – the global generosity movement, Giving Tuesday. As most of us working in the third sector will likely agree, there is no feeling better than contributing to something that brings people together and makes a difference to people and communities. For all the organisations participating this year, no doubt that feeling will be welcomed.
Coming together to champion generosity
In a nutshell, Giving Tuesday is a day that encourages people to do good – whether you want to volunteer time, donate money or goods, organise a fundraising event or something else entirely. It’s a time where generosity is championed, and the public are encouraged to act charitably. The movement has grown to take place in over 80 countries and raises millions of pounds each year as well as raising awareness of what charities do. With this comes endless, incredibly positive possibilities for the beneficiaries of the campaigns.
The chartered institute took on the role of leading the campaign in the UK earlier this year, where we have been able to build on the great foundations put in place by our predecessors at Charities Aid Foundation. With their guidance, it made the transition process of offering supporting those wishing to get involved in Giving Tuesday possible and relatively seamless. And of course, being able to learn from our global neighbours who are hosting Giving Tuesday in their respective countries has proved invaluable.
That’s exactly where the power of Giving Tuesday lies – in charities and sectors coming together both in the UK and across the world to make a real difference. Through taking coordinated action towards shared goals, much good can come from it, not just in furthering awareness for individual causes but in strengthening sectors at large. Because knowledge exchange is such a valuable tool, we facilitated a number of lunchtime learning sessions with people giving up their time to share their expertise, once again demonstrating the strength of generosity.
Digital makes the world go round
In this increasingly digitally focused age, where would we be without the ease of communicating across the country, and the world, at the click of a button? For the purposes of making Giving Tuesday a success, this ability to reach thousands at once has been fundamental in spreading the message far and wide.
Ultimately, it has been our mission to reach as many charities, businesses and organisations of all types as we possibly can. Following this, we offer support and encouragement in building campaigns. To be able to spread on social media, reach people via mailings, and share resources on our website, has made Giving Tuesday 2022 possible. Through these mediums, we have been able to offer resources that make the lives of participants easier, with our toolkit, blogs, webinars, social media assets and more all readily available to our audience. And, we have been fortunate enough to get a sneak-peak into some campaign plans for this year, such as the aptly named ‘Giving Chewsday’ from Dogs for Autism. Big players such as PayPal are also geared up for the big day.
The world of digital also gives us the chance to observe countless campaigns without moving from our desks. We can go from John o’ Groats to Lands’ End in seconds to see what local charities are up to, then straight to London where charities of all sizes call home. We also can, and have, used it to find out the latest stats surrounding giving, revealing the generosity of my own generation. Using such findings, the hope is that campaigns can be optimised.
Giving is about more than money
One particular challenge for us has been finding a balance in our messaging, given the cost-of-living crisis. This has been on the minds of charitable fundraisers everywhere – how can we sensitively ask for donations for those who most need it, or is donating money the best focus at all right now?
With this at the forefront of the team’s mind, there was a conscious effort to ensure the notion of ‘giving’ was framed as more than financial donations. Rather, everything from goods, to volunteering time and beyond are just as vital in making a positive impact. Making sure that potential donors and participating charities know this is the focus this year was key, so the pressure to give what we don’t have to give is mitigated.
The future of Giving Tuesday
One thing I am beyond excited for is the day of, and days after, our first year of running Giving Tuesday UK. These are the days when months of planning for countless charities and organisations come to fruition. And, for the team, it means the chance to see the creative and unique approaches people have taken. I have particularly enjoyed reading previous examples of powerful campaigns, from Tiny Tickers care packs to Lepra UK’s ‘Giving Shoesday’, and I can’t wait to watch in real time as new campaigns join their ranks.
Looking to next year, we want to take all of the learnings from this year – everything that went well, but also where things could be improved – to make next year even more impactful.
Kristy Lambert is policy and communications officer at the Chartered Institute of Fundraising
