Over the last decade, charities have raised billions of dollars in flashy fundraising on GivingTuesday, the first Tuesday after Thanksgiving.
Last year, US donors donated nearly $ 2.5 billion amid growing needs brought about by the COVID-19 pandemic and national racial calculations. Anyone can guess how much money will flood charities this Tuesday.
The donation campaign was launched in 2012 as a way to allow people to donate to charity when they were already spending money during the holiday shopping season. 92nd Street Y, a community center in New York City, came up with and developed this idea two years ago until another organization, GivingTuesday, picked up the mantle and held Givingday.
Charities typically host fundraiser and events and use hashtags on social media to collect donations. Donations are increasing year by year. But it’s not a fundraising day — it’s a generous movement, said Asha Curran, CEO of the organization that promotes the campaign.
Karan says people are preparing to participate in a way that doesn’t involve giving money. For example, she says, more than 40,000 young people around the world have participated in the GivingTuesday Spark program for young people on GivingTuesday, which is doing “giving and kindness” on Tuesday.
AP recently talked to her about campaigns, young donors and more. The interview was edited for clarity and length.
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Q: The campaign is in its 10th year. Do you think you have achieved your initial goal?
A: I think we’ve done more than we did at the beginning. The idea for 2012 was actually relatively simple. In other words, it’s a hashtag that makes people think about giving back after two days of consumption. It was very American and focused on financing.
Today, there are official country movements in 81 countries, the latest being Peru, South Sudan, Greece and Nepal. People all over the world respond to generous efforts, use the day as a creative opportunity, and think very broadly about generosity. None of them were the first foreseen by us.
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Q: Do you think the level of donations seen last year will be maintained?
A: I avoid forecasting every year. But this year, God’s honest truth is so unstable to give that I don’t know.
In my experience, generous people are generous and people give in response to the fact that the times are tough. Not only because they are helping others, but because giving is a mechanism for coping with stress and anxiety.
So I couldn’t tell if the donations were flooding in large numbers and the donations would appear as money or more money than last year. Last year’s results were 25% higher than the previous year. But GivingTuesday has seen a double-digit increase each year in which it exists.
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Q: Some experts are worried that Giving Tuesday is training charities to appeal their daily donation strategy, rather than encouraging them to increase their long-standing donors. I am. And it may also condition people to give only on certain days. Do you think it’s a legitimate concern?
A: No. Our data actually show that Giving Tuesday donors are likely to be long-term donors. They are more likely to give again the month after Giving Tuesday. So, as an entry point, GivingTuesday is a powerful and collective way for someone to enter the world of giving. And they are unlikely to leave, as it is a very rewarding experience.
Donations in the United States have always been concentrated on certain days. In fact, I think Giving Tuesday will give you the opportunity to withdraw one day on December 31st. Giving was the last thing we think of in a calendar year. GivingTuesday actually gives us a longer time to celebrate the giving season and gives fundraiser more opportunities to assert their goals in more ways than just fundraising. ..
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Q: So do you think it will serve as a gateway for more young people to use more social media and easily see the appeal of funding?
A: It’s true that there are many young people active on GivingTuesday. The most common way to donate to GivingTuesday is to donate money. But the least common way is to give money.
What we are trying to encourage is a kind of engagement that provides multiple ways for people to get involved. And it seems to be the most successful, especially for young people. People really want to feel that their donations are more than just a deal, they are influential and transformative.
Therefore, charities need to provide people with multiple ways to rejuvenate. People want to help even when they are financially uncertain. When I feel that writing a check is enough, I think that’s the difference between the current generation and the previous generation. No more.
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Q: There are several joint campaigns run by mutual aid networks and other groups. How does it help?
A: Collaboration has emphasized all the decades we have existed. And to be honest, I’m watching it more than I’ve been watching it all the time. And it’s incredibly exciting. We see organizations gathering for their mission, or for common problem areas and causes. That shared space is more important than individual brands. And it’s very exciting for donors.
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The Associated Press is supported by Lily Donations for philanthropic and nonprofit coverage. AP is solely responsible for all content. For all coverage of the Associated Press’s philanthropy, please visit https://ift.tt/3bRtSuz.
GivingTuesday CEO talks about campaign, young donors | WGN Radio 720
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