You’re probably already familiar with some of the seemingly endless “National Days” on the calendar: National Pi Day (March 14), National Siblings Day (April 10), and many, many others.
Some are serious. Some are decidedly less so.
Personally, I’m partial to World Chocolate Day (July 7), National Coffee Day (September 29), and National Champagne Day (December 31)!
But fundraisers have some dates of their own to circle on the calendar:
- Social Media Giving Day (July 15)
- National Nonprofit Day (August 17)
- DAF (Donor Advised Fund) Day (October 8)
- National Make a Difference Day (Fourth Saturday in October)
- #GivingTuesday (Tuesday after Thanksgiving)
· National Philanthropy Day (November 15)
Why pay attention to these dates?
Because they can give you a reason to communicate with donors, draw attention to philanthropy, and provide a catalyst for a fundraising campaign.
But here’s the important part: a date on the calendar is not a reason to give.
You aren’t asking donors to contribute simply because it’s the Tuesday after Thanksgiving. You are using the attention surrounding GivingTuesday, or another notable day, to make a compelling case for why your work matters and why the donor’s support is needed now.
To make the most of giving days:
Have a complete plan with a specific goal.
Don’t wake up on GivingTuesday and start posting on social media. Decide well in advance what you want to accomplish, which donors you want to reach, what channels you will use, and how you will measure success. GivingTuesday offers a wealth of planning resources and ideas on its website.
Make the pitch relevant and urgent.
Connect the day to your organization’s mission. On National Nonprofit Day, for example, you might highlight the important role nonprofits play in civil society and demonstrate how your organization is solving a particular problem.
Engage your donors in the effort.
Give your supporters a role beyond making a gift. Encourage them to conduct peer-to-peer campaigns, introduce friends to your organization, or share your messages with their networks. Your best donors can also be your best ambassadors.
Consider creating your own day.
You don’t need someone else to designate a national observance. Take advantage of your organization’s history and mission to establish an annual Day of Giving. Universities have used this strategy successfully for years.
An anniversary, founder’s birthday, important historical date, or significant program milestone might give your organization a far more compelling occasion around which to build a campaign.
And know when to sit one out.
You don’t have to participate in every giving day. If you don’t have a compelling message, adequate time to prepare, or a clear fundraising objective, adding another appeal to the calendar may simply create more noise.
A clever date may give you an opening. You still need a compelling need, a strong case for support, and a clear ask.
So, circle the date — but then do the real work.
