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The sustainable nonprofit: Amplifying and validating your message and mission

October 21, 2021

Keyboard_red_donate_button_GettyImagesGivingTuesday, together

In the face of global uncertainty and turmoil during the last eighteen months, many of us came together to find strength and solace in various forms of "community." Around the world, people wrote, logged in, and marched, connecting in new ways to old friends and finding new partners in a common cause. This drive to find and support a community has helped bolster the nonprofit sector, with U.S. charitable giving reaching new heights in 2020. It is this drive that nonprofits must connect with on GivingTuesday — the drive to create partnerships and build engagements. 

Giving days are always about securing buy-in from prospective donors — buy-in of not only the cause itself but of the day's fundraising goals. As prospects see organizations' campaigns and progress toward their goals unfold in real time, they realize that the day's outcome hinges on their sense of community: Do they care enough about the cause to give? Are they engaged enough to share this ask on social media? Do they feel a sense of pride when a milestone is reached or a match is achieved? While the goalpost in fundraising often is seen as the gift itself, on a giving day — especially GivingTuesday, when the nonprofit arena is loud and chaotic — the goal has to be more than the gift. The goal has to be advocacy on your behalf — that is, amplifying and validating your organization's message and mission. 

Achieving that goal requires careful preparation and extensive planning by development staff in the leadup to GivingTuesday. Here are a few steps nonprofits can take to advocate for themselves, expand their communities, and strengthen donor engagement....

Read the full column article by Amanda Lichtenstein, digital content manager at Operation Smile.

(Photo credit: GettyImages)

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