Homelessness is a year-round issue, but one day can still be very powerful.

For Big Issue, which offers homeless people, or those at risk of homelessness, the opportunity to earn a legitimate income, Giving Tuesday was a chance to raise vital funds and reach tens of thousands of people.

The charity got involved in the campaign last year by coordinating activities to galvanise their supporters.

They did this by launching their first ever Thunderclap – a way to get lots of supporters to post the same message at the same time on social media – and as a result got 140 supporters to post a tweet or Facebook post to share their messaging, reaching 650,000 people.

And with the help of eager volunteers, the charity coordinated two station collections in London on the day, collecting over £1,600 in spare change.

The funds raised will help the charity support their work helping Big Issue vendors rebuild their lives and reintegrate into mainstream society.

Speaking about the day, a representative said: “This year was my first #GivingTuesday working for a charity and I had a blast. We are so thankful to everyone who got involved by giving their money, their time and their social media posts.”

In this guest blog, The Institute of Fundraising share how to engage your regular donors and the public this Giving Tuesday.

Giving Tuesday has become something of a household name in the UK in the last few years. Starting off in the US, the movement has grown internationally. It holds the world record for the most amount of money donated online in 24 hours, raising over £50 million globally last year through PayPal alone.

Any charity can become a partner of the campaign and get involved with Giving Tuesday on 27 November 2018. It’s a great opportunity for any charities to build on the momentum, ride the Twitter trending wave, and inspire people to give to your cause. But rather than ask for more donations, has your charity thought of other ways to engage the public and your regular donors?

At the Institute of Fundraising we’ve come up with a quick list of ideas to help improve your donor experience on Giving Tuesday.

What can your charity do on the day?

Make it personal

Simply saying thank you to your donors is an effective way of letting them know that you value their support, but it has the potential to do a lot more in the relationship between donor and charity. Have you thought of ways to make the message really connect with the donor?

Take for example Innovista, the community faith charity, who ran a fantastic campaign last year to celebrate reaching a landmark level of donations and enabling them to train 1,242 community leaders. To say thank you, Innovista created personalised one-take videos on smartphones for 88 of their most loyal supporters; from big trusts to £10 a month donors. Despite not asking for any response, 20 supporters replied. One wrote: “This is brilliant and brought tears to my eyes!” Another wrote: “You guys at Innovista are just the best at making your supporters feel valued.”

By putting their donors at the centre of their work and making them feel appreciated, Innovista created even stronger bonds with their existing supporters.

Charities can use Giving Tuesday to celebrate their key achievements together with their donors and potentially inspire them to give even more in the future.

Here are some tips for a great thank you:

Address the supporter by their name

Reference the campaign they donated to

Explain what their funds will be used for

Sign off using a member of staff’s name

And don’t include another appeal

Show them that their support really makes a difference

In the case of ActionAid UK, they used the end of one of their international projects to connect donors with sponsored children. The ActionAid team took individual photos of the children holding a board that featured a thank you and goodbye message. Rather than focus on the sadness of the project ending, the focus was on the impact the supporter made during that time – a touching gesture towards the long-term supporters of the charity.

We can take lessons from this to take our donors on a journey – share our achievements, but also show them what we still need to accomplish.

Create a brand new experience for Giving Tuesday supporters

Giving Tuesday might only last 24 hours, but its impact can be felt long after.

Your work on Giving Tuesday will attract new people to your cause and it’s not uncommon for people to donate multiple times during the day to different charities. But just because someone has donated to you or followed you on social media it does not mean they know enough about your work. Make them feel part of the charity and reaffirm that they made a great choice when they donated by planning a supporter experience just for those donors attracted by Giving Tuesday.

For more inspiration on how to craft an excellent journey, take a look at the Donor Experience’s full recommendations.

There are loads of inspiring ideas out there and the ones outlined aren’t compulsory, but hopefully will give you some starters to help you get a great donor experience in place ahead of Giving Tuesday – and throughout the year. For even more case studies and further information on how you can get involved in Giving Tuesday, go to www.givingtuesday.org.uk.


The Institute of Fundraising (IoF) is the professional membership body for UK fundraising. To find out more about their work championing the fundraising community and their membership base of 600 organisational members and over 6,000 individual members, see their website www.institute-of-fundraising.org.uk.

Image: Innovista: Winners of Best Donor Experience Award at the National Fundraising Awards 2018

Making time to showcase amazing charity work during the busy run-up to Christmas can be difficult to do. But it is all hands on deck for our partners at the Royal Orthopaedic Hospital Charitable Fund (ROH), with their volunteers planning to come out in force for this year’s Giving Tuesday.

Sporting their Giving Tuesday t-shirts, volunteers from the charity will be hosting a bake sale, a festive photo booth, and Christmas stalls to raise awareness and funds.

The team has also teamed up with their local ASDA store in Barnes Hill to organise a Charity Bag Pack, where they will have the chance to meet local people and share more information about the organisation.

Speaking about the event, Membership & Fundraising Officer Elaine Chapman said: “As a small charity, Giving Tuesday is a really important event in our yearly calendar. It gives us the opportunity to shout about the work we do, raise money and say thanks to all of our supporters.”

Last year, the charity took time to recognise doctors and nurses who work through the festive period to care for patients.

Launching an appeal in the lead-up to Christmas, the team raised over £1,500 through fundraising events to treat hospital staff to a special Christmas meal and small gifts.

Elaine added: “Last year’s appeal really helped spread some festive joy and made the staff feel appreciated for their care and compassion. Giving Tuesday was really important in helping make this possible.”

ROH delivers vital research to help develop new treatments for rare cancers and bone and joint problems.

The organisation is involved in ground-breaking innovative treatments that aim to help restore independence, reduce pain and save lives.

Peace Partners is delighted to be taking part in this year’s Giving Tuesday campaign. The campaign is a global initiative that supports charities to raise money for their favourite causes. This year, we are raising money for The Food for People programme, the flagship initiative from The Prem Rawat Foundation (TPRF), through our #givealatte for #givingtuesday.

To support this cause, Peace Partners is asking donors to donate the price of a coffee when you buy a coffee. It’s really simple and every penny will go towards providing nutritious meals for children and elderly people in Ghana, Nepal and India.

The Food for People programme was established in 2006 with the opening of a facility in Bantoli, India, which provided daily meals for residents of a number of local villages. Since its inception, the programme has gone from strength to strength, and today its support has extended to communities in Ghana and Nepal.

This year, Giving Tuesday is on the 27th November. You don’t have to wait until then to support this worthy cause, just text GALA03 plus the amount you want donate (e.g GALA03 £3) to 70070 to donate the price of a coffee, cup of tea or any drink and let us know by using #givealatte when you’ve donated. Your donation, no matter how small, will make a huge difference.

#GivingTuesday takes place on Tuesday 27th November 2018. When Black Friday and Cyber Monday come to an end, it is the perfect opportunity to raise vital funds for charities across the UK.


What is #GivingTuesday?

#GivingTuesday is the world’s biggest day of giving and is a great opportunity for you to get your social media followers and Give as you Live supporters engaged to shop online. There are still thousands of money-saving offers available from the Black Friday and Cyber Monday deals, plus there’s a FREE bonus donation available for everybody who shops online via Give as you Live on #GivingTuesday.

What are Give as you Live doing this #GivingTuesday?

We’ll be making a FREE 50p donation for every transaction that takes place via the Give as you Live website or iOS app. So, if you can encourage 10 supporters to shop, that’s an extra £5 for your charity! Encourage 100 shops and that’s an extra £50! There’s no cap to the number of free donations we’ll be making, so be sure to keep your eyes peeled for the social media assets and posts we’ll be adding to the Q4 Toolkit, and get sharing to see the donation amount surge this #GivingTuesday!

What about our #GivingHeroes?

As well as the increased feelgood factor of raising vital funds for your charity on #GivingTuesday, there’s also a brand new hero badge – the Giving Tuesday badge – up for grabs! Your supporters will only be able to earn this with a #GivingTuesday transaction – once it’s gone, it’s gone!

How do we get our supporters involved in #GivingTuesday?

Spread the word! We’ll be adding graphics and posts for your social media channels to your Q4 Toolkit for #GivingTuesday (as well as Black Friday and Cyber Monday) very soon, so keep your eye out for these. Be sure to get your posts scheduled in advance to encourage those shops from your supporters.

In the meantime, don’t forget to check out your other toolkit items to share. Our Christmas campaign is now in your inbox, along with lots of other content to keep your supporters shopping and fundraising in the build-up to the festive period.