Michael Rosen hits the nail on the head. Like the Ice Bucket Challenge before it, Giving Tuesday is just a gimmick unless you work on welcoming and building relationships with the people who are moved to give that day.
“So, are you doing anything special to retain your #GivingTuesday supporters as well as your other donors? At the very least, I hope you:
- send an immediate, personal thank-you letter that does not ask for an additional gift,
- tell donors how their gifts are having an impact.”