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5 PR Tips for #GivingTuesday

#GivingTuesday is just five weeks away (December 2), and many nonprofits are ramping up their fundraising plans. If you’re a business, you have a PR opportunity: extend the Black Friday weekend with a #GivingTuesday cause marketing campaign.

For those unaware of #GivingTuesday, it’s technically the fifth day of the holiday shopping season following Black Friday, Small Business Saturday and Cyber Monday. Hosted by 92nd Street Y and the United Nations Foundation, any nonprofit or cause can fundraise on #GivingTuesday.

Here are five tips on how your business can rock #GivingTuesday as part of your holiday PR mix:

1) Align Cause with Mission

Ice Bucket Challenge - Infographic

Click to see the entire infographic.

Companies all too frequently implement cause marketing campaigns without thinking about how the cause relates to their mission. We saw that with the flurry of CEOs taking the #IceBucketChallenge for no reason other than to be a part of a trend.

Be smart. Align the cause to your mission and your customers’ interests. You need a cause that will help strengthen your business, too, so make sure you find a willing partner rather than someone who won’t match your effort with acknowledgment and marketing assistance.

2) Offer a #GivingTuesday Match

iCoke - Giving Tuesday

On the #GivingTuesday site, you’ll find suggestions for participating in the day. One of the better ones is to allocate part of your proceeds from the weekend to a cause, or offer to match customer donations on #GivingTuesday up to a certain amount of money.

3) Announce a Commitment to a Cause

It’s not easy to craft a smart cause marketing campaign from scratch, particularly in the next five weeks. You could instead announce a long-term partnership with a cause or a corporate giving initiative. Your customers and employees will be impressed that you have a corporate social responsibility commitment in place, not just for a single day, but for the long term.

4) Incorporate Social Recognition

Find ways to recognize your customers and employees who do fantastic things as part of your #GivingTuesday initiative. Use social media to amplify and acknowledge them.

5) Donate Services on Giving Tuesday

Another great way to engage in giving is to give away your services and promote it. Consider giving people food or haircuts or people-in-need a free hour of legal advice. By giving away something people usually pay for, you highlight that people want your product or service, and at the same time put yourself in a good light.

If you are looking for more #GivingTuesday resources, ForMomentum has put together this fine partnership kit.

Want more last-minute PR tips for the holidays? Check out Alissa Blate’s blog post about real-time PR!

About Geoff Livingston

Geoff is president and founder of Tenacity5 Media, a digital marketing agency that provides content marketing and social media services. A former journalist, Geoff continues to write, and has authored five books. Follow him @geoffliving.

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