After such a successful Giving Tuesday, we caught up with one of our founding partners, NatWest Group, to find out more about their #GiveBack2020 campaign.

For #GiveBack2020, NatWest donated over £410,000 to charities that its employees and colleagues support.

What did NatWest Group do for #GiveBack2020?

This was the 7th year we had supported Giving Tuesday, and for us, 2020 was hugely significant given this was positioned against the backdrop of a global pandemic. Recognising the devastating financial impact that COVID-19 had had on the sector, Giving Tuesday provided us a vital platform to highlight the need for our colleagues and customers to give back more than ever before, and help to make it easy for them to support the causes they care about.

We delivered a campaign to promote Giving Tuesday to our colleagues globally, encouraging them to think about how they could #GiveBack2020, and signposting them to our colleague charitable giving programmes, including our three days volunteering leave. We also ran a Payroll Giving campaign to incentivise more colleagues to join this scheme, recognising that establishing a regular income is hugely important for charities. For every new joiner to the scheme, and for existing members who increased their monthly donations, we gave a charity donation of £125. We also encouraged colleagues to use their voice to share the #GivingTuesday message on social media.

For our customers, we engaged with 1.45 million MyReward current account holders, encouraging them to exchange their reward points for a charity donation, and we matched donations up to £50.

How did NatWest Group find #GiveBack2020?

Due to COVID, we had to pause a number of our employee volunteering programs, and with many individual fundraising events also cancelled, Giving Tuesday presented us with that perfect moment in time to highlight other ways our colleagues and customers could give back, be that through donations and volunteering their time. The day was also about shining a light on the charity sector and celebrating the societal value it creates and the lives that these wonderful charities help day in day out.

“Giving Tuesday is one of those moments where we can stop and give back”

What impact will the money raised have?

We’re a really diverse organisation, with colleagues operating in the UK and overseas so our approach is to  support our people to give back to the charities and good causes they are passionate about. We were overwhelmed by the response we received from our colleague Payroll Giving campaign. As a result, NatWest Group donated almost £315,000 to the fantastic charities that our colleagues support each month. Due to the new joiners and increased donations, those charities will see an annual increase in over £300,000 of donations if our colleagues maintain their levels of monthly giving. Through our customer campaign, 11 charities received donations which totalled £292,959, which includes matched funding of £100,000 from NatWest Group.

What’s special about Giving Tuesday to NatWest Group?

Giving Tuesday is one of those moments where we can stop and give back, as well as taking part in a huge global celebration. It helps us shine a light on important causes and support our colleagues’ and customers’ charitable giving. The Giving Tuesday team is fantastic at guiding you through everything with advice and tips. Everything the team provides to their partners makes the whole day really easy and flexible.

Any advice or top tips?

Get involved! If your business has a charity partner, Giving Tuesday is a brilliant opportunity to show your support and rally colleagues around a cause. If you don’t have a charity partner, the flexibility of Giving Tuesday means you can support your colleagues to donate to their favourite charities in all kinds of ways, which is the approach we took. The more people that get involved with Giving Tuesday, the better!

Feeling inspired? Sign up as a Giving Tuesday partner here

Tiny Tickers is a small charity working to improve the detection, care and treatment of babies with serious heart conditions. For #GiveBack2020, the Tiny Tickers team smashed their Giving Tuesday fundraising target of £2000 and raised £6267! But how did they do it?

This Giving Tuesday, 12 babies will be born with congenital heart disease

What was your campaign for #GiveBack2020?

When the pandemic hit, we were sadly forced to pause some of our core activities, such as training sonographers and placing life-saving equipment in maternity wards. However, this did give us the opportunity to extend our family support services and, as 2020 went on, we realised this work was never more needed by our beneficiaries.

Families are dealing with their child’s heart surgery being postponed or moved to a different location, and parents are now separated during appointments and hospital stays with their child. The journey for our beneficiaries has become even more challenging than usual. Through our support work, we help these families in a number of ways.

Part of this support work involves sending support packs to parents who have just found out their baby has a serious heart condition. Starting on Giving Tuesday, we decided to add a special hug button to these packs. The hug button is a little token to let families know they are not alone because the whole heart community is here for them. By donating £10, supporters can send a family a support pack with a hug button.

Thanks to our success on Giving Tuesday, we’re able to send support packs to over 600 families!

A support pack from Tiny Tickers with a hug button

When did you start promoting your #GiveBack2020 campaign on social media?

We started talking about the appeal on our social media about a week before Giving Tuesday. It’s important to put out a few teaser posts to generate interest in the appeal, but not overdo it before the day itself.  

However, we had been planning the day behind-the-scenes months in advance. We’ve learned it’s really important to get the whole team involved as soon as possible and to have our strategy in place.

What’s special about Giving Tuesday to Tiny Tickers?

A case study shared by one of Tiny Tickers’ beneficiaries

Giving Tuesday is a really good opportunity to get everyone involved, from trustees to supporters. Our main way of communicating with our supporters is via social media and #GivingTuesday fits in really nicely with that. It’s also a fantastic chance to get creative with your campaigning.

Why should charities become a Giving Tuesday partner?

We have a great relationship with the Giving Tuesday team. They’ve always been very supportive of our Giving Tuesday appeals by sharing our posts on social media.

Tiny Tickers’ Top Tips

Link your Giving Tuesday campaign to an existing campaign. Last year, our campaign centred around our existing family support work. In 2018, we raised money to place pulse oximetry machines in hospitals, again this was an existing appeal. This way, your supporters will already know about your campaign, so they can get involved straight away.

Set a fundraising goal that your supporters can get behind. Last year our target was £2000 and we really built momentum around meeting it (and then smashing it!) during the day and afterwards. We had a ‘hug-o-meter’ (like a totaliser) on social media so everyone could see our progress.

Get your whole team involved with your Giving Tuesday strategy and make sure that everyone knows their role. Make sure you plan your campaign in advance.

Get your beneficiaries involved. We always choose a few case studies to focus on and they send us photos, videos and quotes.

Stay engaged on Giving Tuesday. Interact with your supporters on social media, try videos, Q+As, updates on your target. As our Head of Fundraising said after our 2018 campaign, ‘We didn’t just schedule and hope. We lived and breathed it.’

Keep in touch after the day. Thank supporters and show them what a difference their support has made.

A Giving Tuesday thank you from CEO Jon and his daughter Zoe

Would you like to become a Giving Tuesday partner? Sign up here!