#GivingTuesday 2015 proved to be another extremely successful year for the global movement that began in 2012. Estimates of online giving on #GivingTuesday surpass $100 million and Blackbaud's data shows digital donations increased by 52% compared to 2014.
While crunching lots of data the following morning, I took a moment to tweet that #ThankYouWednesday might be more important than #GivingTuesday. It turns out, after some time to reflect and a few conversations with others in the nonprofit sector, that these 140 characters take on broader meaning.
We know that #GivingTuesday has helped to raise awareness of the importance of giving back. As the #GivingTuesday website says: "We have a day for giving thanks. We have two for getting deals. Now, we have #GivingTuesday, a global day dedicated to giving back."
But what happens now is absolutely critical to keeping momentum with people that care about the world they live in. Nonprofits must make the most of the time after #GivingTuesday while supporters are still in the afterglow of giving. This is essential to building meaningful engagement and lasting relationships.
People give their time, talent, and treasure. This often gets lost in the latest dollar count, but it's worth remembering that giving takes many forms. Decades of research shows that many of the donors of today began their social good journey as a volunteer, beneficiary, or participant helping the causes they care about years ago.
Earlier this week on #GivingTuesday, that journey continued for countless people around the globe. That group of students that helped out at the local food bank. The veterinarian that closed their business to spend the day at an animal shelter. The senior citizens that helped kids with their homework at the youth center. The board members that helped make thank you phone calls to donors. The employer that matched vacation time with volunteering done by staff. The donor who made a gift on their mobile phone after seeing an inspiring message on social media.
The emotional engagement clock is now ticking for millions of people. Nonprofits need to make sure that they communicate both impact and outcomes after #GivingTuesday. Supporters want to know what happened because they gave their time, talent, and treasure.
Millennials are a great example of why building relationships for the long-run is so important. Recent research about Millennials shows that while they only make up 11% of charitable giving in the United States, they are an extremely socially engaged generation. Nonprofits that build relationships with Millennials today will reap rewards in the coming decades.
With donor retention rates stuck around 30%, there is no time like right now to make what happens after #GivingTuesday a top priority. The next five volunteers are worth more than the first one. The second donation is more important than the first one. Let's make the most of this unique opportunity.