February 22, 2022 by Lori Zoss Kraska
GivingTuesday, the organization behind the annual #GivingTuesday event that follows Thanksgiving and Black Friday, recently announced plans to generate support for #GivingTuesdayNow, a “day of global action for giving and unity in response to COVID-19.” The event will happen on May 5, 2020.
Representatives from GivingTuesday recently came together with more than 200 public media fundraising professionals to consider the unique ways in which our industry could engage audiences during #GivingTuesdayNow.
Here are examples of what some stations are planning during the May 5 event:
Stations, of course, have thousands of people engaging with their content via apps and e-newsletter subscriptions, often daily. Many are not members. #GivingTuesdayNow is an opportunity to remind these “digital prospects” that their station is a vital frontline information resource, now more than ever. New-member acquisition is likely to grow tougher in a troubled economy. So if conversion of non-member digital audiences has been a low priority for you, May 5 is a chance to step up your fundraising game.
#GivingTuesdayNow is expected to receive considerable attention thanks to high-profile partners: the Bill and Melinda Gates Foundation, the CDC Foundation, United Way, Facebook, PayPal, LinkedIn, NBC News and MSNBC.
Greater Public members can view a recording of the public media #GivingTuesdayNow brainstorm. GivingTuesday has also created an activation toolkit for #GivingTuesdayNow participants.
For stations managing disrupted pledge or fundraising event schedules – and those facing a fiscal-year-end shortfall – #GivingTuesdayNow on May 5 can be a visible way to engage listeners and viewers.
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