Should your nonprofit participate in #GivingTuesday?

September 11, 2014

Should your nonprofit participate in #GivingTuesday?

A social media effort to encourage charitable contributions, #GivingTuesday, is an organization-neutral movement that focuses on giving back. The group's website highlights the broad-based nature of the event, which occurs around the Thanksgiving holiday as a response to consumer driven periods such as Black Friday and Cyber Monday. Nonprofit organizations can encourage participation in any number of ways, from standard one-time donations to ongoing pledges, as well as non-monetary contributions such as the commitment of volunteer hours and other resources. The flexibility allows many different types of nonprofit organizations to tailor the event toward their specific needs.

The holiday season has long been recognized as a time of increased giving, so participating in this wide-ranging event can have some significant positive impacts. Calling attention to the good work done by charitable groups and providing potential contributors with a reminder to participate during a time of increased consumer spending is a good way to tap into the feelings of the general public. Encouraging those who participate to share their experiences with the #GivingTuesday hashtag allows for nonprofits to organically increase awareness through the social media posts of contributors. This approach also gives participants a little bit of well-earned attention from their peers, something the majority of contributors will appreciate.

The Nonprofit Marketing Blog pointed out that nonprofits can use a variety of methods to get the most out of #GivingTuesday, based on individual needs and desires. There are some overarching best practices that can be used, such as kicking off an end-of-the-year campaign with a #GivingTuesday effort, but the type of contribution requested is left entirely up to individual organizations. Reviewing yearly goals and using #GivingTuesday to shore up some low numbers, whether through a focus on increasing total donor numbers or social media followers, can be a great approach.


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Visually Impaired Preschool Services has been a client of First Non-Profit since it was first offered as a benefit of VisionServe Alliance. We completed a thorough evaluation of cash savings to our agency before taking advantage of this wonderful benefit and it has been a very wise decision. Our experience with the processes from accounting to claims have been professional, expeditious and easy.

Visually Impaired Preschool Services, Louisville, KY

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Ensight Skills Center, Inc, Fort Collins, CO

In addition to their money-saving purpose on behalf of nonprofit organizations like AHS, First Nonprofit’s Nonprofit Unemployment Fund streamlines the information we need to efficiently manage unemployment claims. Our relationship with NU Fund gave us access to such things as advice on planning for what’s ahead and how to analyze cost scenarios when unexpected events occurred. Both experiences were very helpful.

Asian Health Services, Oakland, CA

We have had a great experience with FNP. During Covid, when there was the chance that reimbursable nonprofits would have to pay 50% of the unemployment costs, FNP went to bat for us. We would receive weekly information on the Unemployment claim and how they were working to reduce the costs to reimbursable nonprofits. They have a great service also working with [our claims administrator] to make sure all the paperwork is completed correctly for any unemployment claim.

ACLA Libraries, Pittsburgh, PA

PORT Health Services has had a great experience with the Unemployment Savings Program offered through First Nonprofit. Throughout the years we have been involved in the program, we have increased our reserve account significantly through this program and find the reporting we receive both timely and useful. We look forward to our continued involvement with this program and our connection with First Nonprofit for many years to come.

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Job One, Independence, MO

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Family Counseling Center, Gloversville, NY

We’ve saved tens of thousands of dollars PER YEAR by changing to become a reimbursing employer, freeing funds for much needed capital investment. FNP has been a valued partner in this process, providing assurance that we have stopgap coverage for extraordinary claims and keeping claims response painless and simple. It’s a huge Win/Win!

NC UM Camp & Retreat Center, Garner, NC