Fundraising
Our Community Matters • 30 •
More impact for Australia’s Giving Tuesday campaign BY MATTHEW SCHULZ, JOURNALIST, OUR COMMUNITY
A study of the recent Giving Tuesday campaign (December 3) has shown that more than half of participating organisations nationally tried new and innovative approaches to boost fundraising and donations – and a striking number recorded a spike in giving from new supporters.
Giving Tuesday is now a fundraising fixture in more than 60 countries, and part of its appeal is that no-one “owns” the global movement, which frees organisations to try new campaign methods. It’s hoped that at least some of those same organisations were able to apply those methods to recent bushfire fundraising efforts, which have generated in excess of $100 million in donations.
Giving Tuesday, led for the first time in Australia by Our Community’s giving arm GiveNow, involved more than 300 charities and not-forprofits in a one-day giving blitz.
• Make it simple to participate
GiveNow backed the event pro bono with training, social media support, readymade materials, and a mainstream media campaign to lift the day’s Australian profile.
GiveNow’s aims in directing the campaign were to:
• Encourage new giving to support social causes, and more giving from existing supporters • Provide a freeform opportunity for people to create their own actions and initiatives
