If you work for a nonprofit, you understand the value of teamwork. When you combine the efforts of nonprofit organizations, donors, governments, businesses and other institutions, things really begin to get done. This efficacy is why we encourage nonprofits to think about utilizing GivingTuesday partnerships in their campaign. In fact, one of the primary reasons the annual giving day has been so successful is because it appeals to everyone – not just nonprofits.
Schools, city governments, retailers, corporations, individuals, and big and small nonprofits have been participating in GivingTuesday by the thousands, and many of them are working together to raise funds for those 24 hours and beyond. They have all realized that giving back is so much more effective – and fun – when you do it with others.
What could your GivingTuesday partnerships look like? Here are a few ideas and ways to approach it.
1. Matching Gifts
Did you know that matching gifts can be a game-changer for your GivingTuesday campaign? It’s like doubling—or even tripling—the impact of every donation you receive! But finding the right donor is key.
- Think about who could be a potential matching gift donor. This could include current donors looking to make a bigger impact, a board member, or a family foundation.
- Once you have someone in mind, make the ask by painting a picture of how their gift will make a significant difference.
- Make sure you let your donors know about this matching gift opportunity through all your platforms: your website, social media, and your campaign page.
- Consider implementing automated matching on your campaign page so donors can see the impact of their gift in real time, while also featuring the generous donor matching the gift! It’s a simple step that can make a huge difference in how much you raise, while also getting your supporters even more excited about their impact on your cause.
Well Aware implemented automated matching on their Shower Strike campaign to raise over $300k!
2. Communications & Marketing Support
In this day and age, branding is everything. Between commercials, ads, social media, and more, everyone is fighting for their name and mission to be seen by millions of potential consumers and donors.
GivingTuesday is no different, so partnering with an organization that can lend some brand recognition and reach can be extremely beneficial, especially on a very crowded giving day.
- Consider the assets of the organization you’re looking to partner with. Are they on Facebook or Instagram? Do they tend to get a lot of social media hits? The more your potential partner is already recognized, the easier it will be to get your GivingTuesday campaign front and center.
- Creating a whole set of communications and marketing assets for GivingTuesday can be daunting for smaller nonprofits. Partnering with another resource-scarce organization can double the load; if you’re working with a partner that has the capacity, don’t hesitate to ask for help in building creative materials like graphics, media kits, videos, and more.
- Let your partner share their story. Find space in your email calendar, swap social media accounts for a day, and line up media interviews. In the past, the United Methodist Church created toolkits, graphics, and other assets for branches around the world to use in their individual campaigns. As a result, one year, they raised more than $6.5 million for the church’s Advance Projects.
Last year, Spur Local partnered with the community to host several creative events around GivingTuesday that were mutually beneficial for both local business and their organization. They hosted a Gratitude Crawl and invited people to shop at participating local small businesses on Small Business Saturday. Those businesses then donated a portion of the proceeds to local nonprofits!
Spur Local partnered with companies like ACE Hardware for their GivingTuesday partnerships campaign.
3. Resource-Based Support
Partners are more than funders and a social media account with a million followers. They can provide volunteers, event spaces, connections, advertising space…the opportunities are endless. Also, it’s important not to forget what you can bring to the table, too. The ultimate partnership gives on both sides. Here’s a handful of ideas to think about when collaborating for GivingTuesday:
- Corporate employee giving campaign or donation matching by the company
- Sponsor-hosted event
- Have a business offer incentives for donations (make sure this aligns with legal requirements)
- Feature employee stories of giving and impact
- Host a volunteer opportunity
- Collaborate in a fun video or social media campaign
- Utilize influencers or ambassadors for further reach
- Request support from your local government or Chamber of Commerce
- Host a contest, sweepstakes, or friendly competition with a partner
Find more tips for your GivingTuesday fundraising campaign by downloading our GivingTuesday and Year End guide.
This post was originally published in November 2015 and has been updated for freshness, accuracy, and comprehensiveness in October 2024.
