Giving Tuesday verdient jouw aandacht
Met veel dank aan de Resource Alliance en Salesforce vond op 26 oktober de online sessie over Giving Tuesday (=GT) plaats. Het is een wereldwijde dag van ‘goed doen’ en vind altijd plaats op 30 november. Theo van Hesen is een van de initiatief nemers van deze ‘vrijgevigheidsbeweging’ in Nederland in 2019 en in zijn presentatie vertelde hij over het grote succes ervan; in 2020 was de totale opbrengst van alle deelnemers al verdubbeld! Juist omdat het een wereldwijde dag is komt er van alle kanten publiciteit; met #givingtuesday doen meer dan 75 landen mee. In Nederland is het langzamerhand ook meer bekend; hier doen 13 % van de goede doelen mee.
Bij Atria, het Kennis instituut voor emancipatie en de vrouwengeschiedenis hebben ze intussen met veel succes de hastag GT gebruikt. Monique Spaan vertelde enthousiast over hun campagnes in 2019 ‘help Atria de kast uit’ en 2020 ‘Dolle Mina’ waarbij ze al lerend van de ervaring hun inkomen verdubbelden. Ze schreven zowel hun nieuwsbrief groep aan per email maar gebruikten ook actief Social Media en maakten tijdens de pandemie gebruik van het feit dat ‘online’ al lang geen raar woord meer was. Hun Dolle mina tour was online te zien als onderdeel van de campagne. Dat tezamen met het communicatie lawaai dat Giving Tuesday zelf al genereert resulteerde is een mooie opbrengt: meer giften en hogere giften.
Ook de Kolewa stichting gebruikt met succes de Giving Tuesday mogelijkheden. Kolewa biedt medische hulp aan kinderen in Indonesie en heeft een hele actieve en vooral trouwe achterban. Zij gebruiken Giving Tuesday om extra giften te generen. Syta Plantinga en Clara Waardenburg van het bestuur legden uit dat Kolewa in 2019 heel actief de donateurs die via GT hadden gegeven bedankten en dat dat zal resulteren in grotere giften. Dat is een bekend fenomeen dat niet genoeg gebruikt wordt; veel en hartelijk bedanken betekent vaker meer giften. Voor 2021 hebben ze een speciale Kolewa postzegel laten maken en die wordt aangeboden aan de vele donateurs maar ook aan de vrijwilligers en studenten die actief zijn voor de Kolewa Stichting. Mede dankzij de media drukte rondom Giving Tuesday hopen ze hier een mooie opbrengst uit te halen. Andrea Goezinne, de Product Marketing Manager EMEA van Salesforce had vanuit haar positie zes prachtige en vooral handige tips. Ze heeft vele verschillende organisaties voorbij zien komen met allerlei succesvol maar ook minder succesvolle actie en heeft haar gouden tips samengevat in een zogenaamd spiekbriefje, een cheat sheet. Download het Hier.
Giving Tuesday is echt een opkomend stukje gereedschap dat we als fondsenwervers kunnen toevoegen aan het arsenaal van fondsenwerf technieken. En zoals alles dat met aandacht gedaan wordt, mooier wordt zal je zien dat ook voor jouw goede doel Giving Tuesday een hele interessante toevoeging is of zal zijn.
59 Comments
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This day of doing good was the brainchild of businesswoman and philanthropist Shari Arison and was launched in 2007 in just one country, Israel and it has grown tremendously over the years. The idea of giving back and helping others appeals to people of all ages around the world.
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It’s great to hear that the hashtag GT has been used effectively at Atria to raise awareness about women’s history and emancipation. Monique Spaan’s talk about the impact of the “Help Atria out of the closet” and “Dolle Mina” campaigns must have been inspiring. It’s important to continue to support initiatives like these that promote equality and inclusivity.
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Giving Tuesday is the day after Black Friday (for stores) and Cyber Monday (for online retailers). A worldwide day of good deeds. On this day, the emphasis is on giving rather than buying! Voordekunst is also taking part!
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The Kolewa foundation also uses Giving Tuesday to make extra gifts, which works well. Kolewa helps kids in Indonesia with medical care and has a very active and especially troublesome backbone. They use Giving Tuesday to make extra gifts. Syta Plantinga en Clara Waardenburg van het bestuur leggen out dat Kolewa in 2019 will be very active with the donors who gave thanks through Giving Tuesday, which will lead to bigger gifts.
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