Push to bring Giving Tuesday to Australia steps up
18 September 2019 at 5:18 pm
Giving Tuesday is a trend Australia is yet to jump on board with, but a campaign is out to change that, ramping up calls for charities and businesses to get involved in a bid to see annual giving levels soar.
Born in America, Giving Tuesday was pitched as an antidote to the consumer frenzy of Black Friday and Cyber Monday shopping sales.
In 2018, 28 per cent of all charities globally participated in the day, and nearly 60 per cent reported raising more money than the previous year. The movement has generated AU$1.25 billion and millions of volunteer hours globally since its inception.
But in 2018, only 7 per cent of Australia and New Zealand’s charities participated in the day and charities reported not noticing a difference in giving levels even when they did take part in the day.
The Australian campaign for Giving Tuesday launched earlier this year and is now encouraging charities to start preparing their campaigns for 3 December.
Fundraising Institute Australia CEO, Katherine Raskob, said the movement could provide a much needed boost for Australian charities.
“We believe this global day of giving is compelling and will inspire public generosity at an important time of year,” Raskkob said.
The campaign is also backed by Our Community, which will be hosting a number of free workshops and webinars in the lead up to the day to help charities prepare their appeals.
Kathy Richardson, Our Community executive director, told Pro Bono News the day had the potential to bring in new money for charities that wasn’t associated with Christmas or the end of the financial year appeal.
“It’s not like it will take money from your Christmas appeal or your end of the financial year, it creates new awareness, and encourages a renewed sense of contribution in the community,” Richardson said.
She said because the day hadn’t taken off in Australia yet, it wasn’t something charities should leave to the last minute.
“If you want to engage properly in the campaign, now is really the time to start thinking about how you might do that,” she said.
“The best way to do that is if everyone pushing in the same direction if you want to build momentum.”
The campaign is encouraging organisations to use the social media hashtag #GivingTuesdayAus alongside any campaign material in the lead up to the day to focus efforts.
She added individuals or for-profit organisations could also jump on board, nominating a charity to donate profits to, kick start a workplace giving program, or a workplace volunteering day.
Our Community has a number of free resources to help kick start a Giving Tuesday campaign, available here.