The impact of giving on #GivingTuesday
Every year for the last five years, brands, non-profits and people have come together in gratitude to raise money for different causes. Last year, #GivingTuesday raised over $116M from over 700,000 donors across the world! While the monetary results of #GivingTuesday are significant, it can also be a powerful tool to trigger behavioral change as it addresses key behavior change barriers:
- Lack of knowledge. The most common barrier for getting involved with any cause is lack of knowledge. Leading up to #GivingTuesday, brands and non-profits are actively promoting their causes, which increases public education. The more people know about causes, the deeper their connection is and the more likely they are to act.
- Lack of social pressure. Social norms are accepted behaviors that people adopt and follow in current society. During #GivingTuesday, social media becomes a powerful motivator that plays a key role in establishing social norms. Givers are encouraged to use #GivingTuesday to share their efforts and, more importantly, signal their contributions publicly. When seeing that your friends are giving on #GivingTuesday, wouldn’t you be more inspired to get involved?
- Structural barriers. The key goal of #GivingTuesday is to turn intention into action. Therefore, making participation convenient is key. On #GivingTuesday, people can choose their preferred way to donate, which makes the process of giving convenient.
#GivingTuesday is a powerful catalyst for behavior change. The opportunity is to make that change last. To ensure a long-lasting impact, it’s crucial to continue reinforcing actions donors can take year-round. Participated organizations should actively connect donors with meaningful actions: have them sign-up for the next beach cleanup, invite them to plant a tree or inform them about volunteer opportunities.
Make the impact of #GivingTuesday last!