It’s not such a well-known concept in South Africa: #GivingTuesday. But on an international stage, it’s a powerful fundraising opportunity for non-profit organisations.

But that doesn’t mean South Africa can’t tap into this growing trend. And if you’re to make a success of the day, best to start planning now.

So what is GivingTuesday?

Well, we’re sure you’re heard of Black Friday. It’s the day after Thanksgiving in the US – and is seen as the launch of the Christmas shopping season. Even in South Africa, it’s a day when sales drive consumers into a mild frenzy (and sometimes something a little worse).

GivingTuesday takes place on the Tuesday following Black Friday and Cyber Monday. It’s the day consumers are encouraged to give to great causes around the world.

This year, #GivingTuesday takes place on 28 November.

And as a charity or a non-profit, it’s a great way to raise awareness, and funds, for your amazing work.

But nothing comes easy. You’ll have to stand out among a lot of noise – there are literally hundreds of thousands of #GivingTuesday mentions on social media on the day.

So here are some tips to make the right noise, to the right people.

1. Plan – and start today.

In your planning, set out what your GivingTuesday appeal will look like, and who you would like to reach. If you can, even try to set up a fundraising target (not always so easy if this is the first year you will participate in the campaign).

2. Use your amazing stories.

People love stories. Kids, adults – it doesn’t matter. We resonate with tales of people like us overcoming adversity, or animals given a second chance. Humanise your cause, and capture the heart of what you’re doing.

3. Work your platforms.

Your #GivingTuesday campaign will work best if it’s run across your digital platforms, and even on offline channels. But try to diversify the content: ideally, you don’t want exactly the same content running on each of your social media platforms.

4. On the day itself.

There’s likely to be a lot of reaction on the day, which could limit the time you have available to create content. So make sure you’ve got your content set up, and your hashtags lined up.

5. When all is said and done…

Take a moment to analyse how the day went. And use the lessons learnt for the following year. You might see that it’s better to focus your attention on a US audience in future, if perhaps your South African supporters are still getting the hang of the concept.

But don’t forget to not only look at funds raised, but also at your awareness, engagement and traffic generated.


Heather is our content writer. She enjoys helping our clients formulate their message and loves to run her way across beautiful mountains, to explore new places and is always ready for an adventure.

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