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Everyone loves a good story. Therefore, powerful storytelling is key when it comes to inspiring people to donate to your organization. Giving Tuesday is the Tuesday after Thanksgiving in the United States. This day is dedicated to charitable giving to kick off the holiday season.
The magic of good storytelling is especially important on Giving Tuesday. Impactful stories can come from the organization itself, or from anyone affected by the nonprofit’s work. Below, we share some of the best Giving Tuesday nonprofit storytelling examples that will inspire you to set up your organization for success this holiday season.
Why does storytelling matter?
With Thanksgiving right around the corner, it’s more important than ever for your nonprofit to share its story with the world. People give to others and causes that they not only care about but causes they can relate to on a personal level. Humans sharing their own relatable or touching stories with other humans is the factor your nonprofit needs to attract more donations.
Content marketing is a major part of the storytelling process. It’s the chance to make your brand stand out and bring your mission to life. This Giving Tuesday, try leveraging the power of content marketing so you can engage your community and help them feel connected to the work you’re doing. Let’s take a look at some of the top five Giving Tuesday campaign examples that nonprofits can use as inspiration for their own Giving Tuesday content.
1. Focus on an individual
The Karam Foundation kicked off Giving Tuesday one year with a campaign that highlighted an individual, Kifah, who has been directly impacted by the work of this organization. The organization sponsored Kifah and her family after they escaped Syria and fled to Turkey as refugees.
Through the financial support she received through the foundation, Kifah was able to attend school and focus on her studies, rather than working to provide for her family. The nonprofit then explains how its work directly impacts so many others just like Kifah by providing access to higher education, programs, and even training for job skills and careers.
The video by The Karam Foundation also adds a personal touch by sharing more stories from the people who have been affected by the organization in a positive way. Crowdfunding campaigns with touching videos can create an emotional connection with potential donors, increase awareness of your cause, and boost donations.
Why it works:
- It has a personal touch. The closer someone identifies with a cause or group of people in need, the more likely they are to donate.
- The Karam Foundation makes its movement unique by giving Kifah and others a face, a name, and a personalized story that readers will be moved by.
2. Document your organization’s work and its impact
Charity: water is a nonprofit organization that brings safe and clean drinking water to developing countries. One year for Giving Tuesday, the charity highlighted two main things that happened for their community in a blog post about the biggest Giving Tuesday yet. The two things were that the Gates Foundation matched $2 million for US nonprofits, and an update on a major project the nonprofit was working on in Rwanda. By putting two major milestones in the spotlight, the organization provided real examples of how their donors’ contributions were being used.
Charity: water also regularly uses video as one of its storytelling mediums. One video in particular spotlights Scott Harrison’s story, the founder of the charity. The video also touches on how he has shaped charity: water into the successful nonprofit that it is today. His story about overcoming his vices as a nightclub promoter and his journey to seeing the effects of dirty water in Liberia firsthand is a sure way to make viewers feel connected to the founder and to the organization’s overall mission.
Why it works:
- Through video, the organization grabs the viewers’ attention and their hearts by humanizing the founder, showing how important this cause is to him, and why it should matter to others.
- For Giving Tuesday, try using imagery to connect with your donors. Remember that sometimes, pictures and videos can say more than words can.
3. Leverage the power of social media and digital toolkits
The Leukemia and Lymphoma Society (LLS) primarily uses donations to fund cancer research around blood cancer therapies. For Giving Tuesday, the organization dedicated an entire page to a Giving Tuesday digital toolkit that includes sample social posts. These ready-made social posts make it easy for supporters to advocate and raise awareness for LLS.
The toolkit page is appealing and easy for supporters to read and understand. It includes three simple steps on how to use the social posts and instructions to tag the LLS social media account as well as the hashtags #CancelBloodCancer and #GivingTuesday.
Why it works:
- The Leukemia & Lymphoma Society made it quick and simple for their supporters to take action on social media by preparing all of the digital content for their supporters to post. LLS provided three different sets of images and pre-written copy to share on platforms such as Facebook, LinkedIn, and Instagram. This is a fun and convenient way for supporters to spread the word on social media with their friends and family. This storytelling method is a win-win scenario for both donors and the nonprofit.
- Try incorporating creative ideas like this one when your own nonprofit is looking for ways to promote Giving Tuesday.
4. Create a landing page dedicated to Giving Tuesday
The American Red Cross provides emergency assistance to communities affected by natural disasters. The organization has dedicated an entire page to Giving Tuesday that includes a cost breakdown of what certain donation amounts can provide to those in need. This is helpful for potential donors so they know the impact of their contributions.
The page is appealing and easy for potential donors to read and understand. It includes all of the basics, such as a section of Giving Tuesday FAQs, easy-to-donate buttons, and even an option to share the page on social media platforms or through email. The page even includes a video that highlights facts about the nonprofit and the work they do.
Why it works:
- Sharing with donors how their donations can help those in need is a small but significant addition to any Giving Tuesday campaign. For example, the Giving Tuesday landing page for the American Red Cross states that $25 can provide five blankets to a family who has lost their home to a natural disaster. By telling donors what their donation can provide, it encourages them to take action and be part of your cause.
- The American Red Cross created an appealing page for viewers and kept it simple, straightforward, and engaging for their supporters. Including too much unnecessary information might turn supporters away, so it’s important to only include what’s necessary and impactful on your Giving Tuesday fundraiser.
5. Show appreciation to your donors
The Arthritis Foundation is a nonprofit with the mission of finding a cure for the number one cause of disability in the US through science, advocacy, resources, and community. For Giving Tuesday, the pain, swelling, stiffness, or reduced movement. সহজ বাংলা: জয়েন্টের প্রদাহ।" data-rx-term="arthritis" data-rx-definition="Arthritis means joint inflammation causing pain, swelling, stiffness, or reduced movement. সহজ বাংলা: জয়েন্টের প্রদাহ।">Arthritis Foundation created a thank-you blog addressed to their supporters. Throughout the blog, they make sure to let their donors know how much they value their support in achieving their mission and helping children like Carson, a 2019 National Youth Honoree, who live with juvenile pain, swelling, stiffness, or reduced movement. সহজ বাংলা: জয়েন্টের প্রদাহ।" data-rx-term="arthritis" data-rx-definition="Arthritis means joint inflammation causing pain, swelling, stiffness, or reduced movement. সহজ বাংলা: জয়েন্টের প্রদাহ।">arthritis.
What stands out is that the organization highlights Carson and his story to make an even stronger impact—showcasing that the donations raised help Carson and kids like him live a pain-free life.
Why it works:
- Showing gratitude will make your donors feel seen and special which can make a difference, especially when trying to encourage recurring donations.
- Thanking your donors cultivates a long-term relationship with them that can lead to continued support beyond Giving Tuesday, which can ultimately increase donation volume.
