Skip to main content

How to Leverage #GivingTuesdayNow

The world has called out for help, and some of the most powerful leaders in the world are doing their best to answer that call. The worldwide pandemic of COVID-19 has affected everyone and everything in ways we haven’t seen in decades. While the consequences are felt everywhere, low-income communities have been hit the hardest. That is why support for nonprofit organizations that support our communities is more important than ever, and why the #GivingTuesday movement is having an early comeback.

May 5th, 2020 will be the world’s first #GivingTuesdayNow in response to COVID-19.


What is #GivingTuesdayNow?

The #GivingTuesday generosity movement announced a new day of giving and unity in reaction to the devastating consequences of COVID-19. This emergency response is designed to stimulate financial and volunteer support for communities and nonprofits across the globe.

Thought leaders and nonprofit organizations working together to mobilize their supporters and drive a spike of generosity, citizen engagement, business and philanthropy activation, and support for communities and nonprofits around the world. 

Why should I get involved with #GivingTuesdayNow?

#GivingTuesdayNow offers the opportunity for all global leaders of the #GivingTuesday movement to flex their power and get communities to band together for extra emergency support. #GivingTuesday leaders like PayPal, The Bill and Melinda Gates Foundation, Facebook, The CDC Foundation and several others are using their powerful resources to promote this day of charitable giving.

By joining the movement, your organization and cause can use and benefit from the reach and engagement of #givingTuesdayNow. Individuals who usually support the original #GivingTuesday will be open to supporting relevant organizations during this emergency outreach.

If your organization and cause have been greatly affected by COVID-19 or has a cause that supports those affected by COVID-19, then you are the reason for #GivingTuesdayNow. So spread the word of your cause and the causes of important organizations across the globe.

How Can I Leverage #GivingTuesdayNow?

Double-check your online presence before #GivingTuesdayNow

We have less than a month before #GivingTuesdayNow, which means that you need to prioritize the most important steps in preparing for the campaign – first of which is making sure your donation pathway is in working order. This is a house-keeping task you should check regularly, but especially before a big public appeal. When was the last time you checked every funnel to your donation page? If it has been a while, there could be some possible updates to make before going live with the campaign.


Simplify each pathway to donations to minimize abandoned attempts. Add your donation link to your Instagram Bio, make sure your Facebook donate button is up to date, and especially make sure the donation process is mobile friendly. 55%-70% of emails are viewed on mobile, and 52% of websites are looked at on mobile. That means more than half of your opportunities for donations are happening on mobile. If you find your mobile donation process annoying, then your prospects may abandon the mobile donation before you receive the support.

Explain how your organization helps during the crisis.

During these stressful times, people in your community are looking for leaders that will show them how to help. They want a leader that will tell them they can do their part to flatten the curve and provide support to their neighbors. Be that leader in the community that spreads positivity through action.

This movement is specifically to boost support for organizations on the front lines of the pandemic. For organizations that are feeding the hungry, providing support for impoverished communities, or donating medical supplies during these unprecedented times, then communicate that to your supporters.

Connect a dollar amount with the tools it will supply. If your supporters know they donated diapers for children, a hot meal for nurses, or masks for people on the front lines instead of just donating $15.

Share your short-term goals with your supporters

If your cause has shifted during this time in reaction to the pandemic, share that with your supporters. The supporters that see you working hard through the crisis to continue to provide resources will want to step up as well. We are all feeling the urgency that is surrounding this crisis, so include that in your appeal.

Whether you are looking for volunteer support, resource donation, or financial assistance, sharing your short-term goals with your followers gives specific steps to action. The timeline for reaching that goal should be weeks, not years. Long-term goals are difficult to conceptualize during crises, so focus on the baby steps to see quick support.

Highlight your volunteers and team members

The people working on the frontlines will be the most powerful asset you have in inspiring individuals to act on your appeal. Your volunteer team is risking their well-being to continue your organization’s cause. By sharing volunteer perspectives, thoughts, and personal appeals, you can show your general supporters how you are directly inciting change and creating hope.

Learning how to produce a powerful nonprofit story will be a crucial aspect of spreading a strong volunteer message. Share videos of your volunteers, interviews of personal perspectives, and appeals for what the movement needs straight from the people who are fighting the fight. This will be a powerful way to communicate an emotional appeal without facing a backlash for leveraging a crisis for support.

Reach out to your individual supporters as well as your corporate supporters

Corporate Social Responsibility is another thing people look for during a crisis. While businesses are affected by the crisis as well, many companies are looking for ways to be involved in the solution to the pandemic. Some have turned inward to use their resources to make supplies, like Nike and YSL. Other companies that don’t have the direct resources to help internally will look outward to join the fight.

Reaching out to your corporate supporters with an appeal to get involved with #GivingTuesdayNow will give them a chance to give back and publicly back your cause.

Additional #GivingTuesday Resources:

Last-Minute #GivingTuesday Campaign Tips

Last-Minute Tips For Giving Tuesday

Why Your Nonprofit Should Be Using Google Grants

Crowdfunding For Nonprofits

Why Peer-to-Peer Fundraising Still Works

Creating a Great Nonprofit Social Toolkit

We may only have a couple weeks until #GivingTuesdayNow, but if you use your time wisely you can gain support from a community that wants to be a part of the solution. Need help planing your nonprofit strategy? Reach out to our team!

Nonprofit Digital Marketing Guide

Leave a Reply

Your email address will not be published. Required fields are marked *