After the Black Friday lines wrapped around Best Buy and Target have vanished and the Internet survives the online shopping hysteria of Cyber Monday, we’ll have just enough energy — and perhaps money — left to participate in GivingTuesday. This charitable movement, held annually on the Tuesday following Thanksgiving, has become a global day of giving driven by social media and collaboration.
But is GivingTuesday really creating the change it aspires to activate? Is participation in GivingTuesday helping — or hurting — the causes we hold dear?
There’s no question that GivingTuesday is making an impact. Since raising $10+ million during its inaugural year in 2012 to $2.7 billion in 2021, charities are benefitting from heightened contributions and consciousness. Nevertheless, while increased donations are vital for nonprofits to effectively deliver their missions, elements of GivingTuesday are ripe to promote “slacktivism” when our world is in dire need of authentic activism.
Don’t Be a Slacktivist
Evgeny Morozov defines slacktivism as feel-good online activism that gives participants an illusion of having a meaningful impact on the world without demanding anything more than joining a Facebook group or signing and sharing an online petition. As social media provides consumers with easy ways to engage in transactional displays of charitable support (e.g., share your story, forward a message, apply a filter to your profile picture, etc.), researchers at the University of British Columbia and Florida State University found that public token support does not lead to increased meaningful contributions for social causes.
While modest gifts are better than simply wearing a rubber bracelet or red nose, nonprofits count on new GivingTuesday donors as prospects for deeper and continued engagement. However, research shows that private gestures of support over public token contributions lead to higher consistency and a subsequent increase in meaningful support for the cause.
So, what does this mean for GivingTuesday?
While GivingTuesday has been extremely successful in generating transactional donations, transformational change is not just about money — it’s about relationships and experiences. We need to create a culture of philanthropy more than we need a single day of giving. Perhaps GivingTuesday can help inspire both.
“While GivingTuesday has been extremely successful in generating transactional donations, transformational change is not just about money — it’s about relationships and experiences. We need to create a culture of philanthropy more than we need a single day of giving. Perhaps GivingTuesday can help inspire both.“
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4 Ways to Spark a Culture of Philanthropy on GivingTuesday
This GivingTuesday, consider celebrating with more than a donation. Use the occasion to initiate a deeper sense of personal philanthropy. Yes, PLEASE donate to your favorite charity, but don’t stop there.
Here are a few ideas to get you started.
1. Give more frequently.
Consider a recurring gift, either monthly or quarterly, to sustain your commitment and contribution year-round.
2. Add an offline action.
Up the ante of your financial contribution by physically participating in and personally engaging with an organization you care about. Join a volunteer planning committee to help host a special event. Organize a team for a walk, cycling event or run and raise additional funds and awareness for your cause. Volunteer your time and talent to provide probono services.
Commit to at least one activity in addition to a financial contribution in which you participate in the life of the organization and the individuals, families and/or communities it serves.
3. Get to know the humans behind the humanity.
Personal relevance, emotional connection and a sense of urgency fuel our charitable choices. Take the time to get to know the staff and beneficiaries behind your charity of choice. Have a cup of coffee with one of your local staff partners. Attend a community gathering or info session to hear from the individuals and families in need. Not only will this deepen your sense of purpose, but it will also help the organization better understand how to engage your time and talents in a way that will be mutually beneficial.
4. Cultivate a charitable lifestyle
Think about ways you can integrate giving into your daily life, like this 30-Day Kindness Challenge our Round Square team co-created for our partners at Boys & Girls Clubs of America, pledging to do one kind act every day for a month while raising money to support kids in need. Think about how you can involve your family and friends to make giving part of your DNA, every day.
How will you think differently about GivingTuesday? I’d love to hear your ideas and comments.
Jesica D’Avanza is an award-winning communications leader who works at the intersection of brand and business strategy to enhance our lives and improve our world. As owner and chief strategy officer at Round Square, she applies two decades of experience in brand and communications strategy to transform nonprofit brands for greater relevance, resonance and results. Contact Jesica.