If you’re involved in marketing for a non-profit organization, you know that this time of year isn’t just about Thanksgiving or Black Friday.  It’s all about #GivingTuesday.

Giving Tuesday was launched in 2012 as a response to the big spending that happens in the time after Turkey Day.  In the words of the organization itself, “GivingTuesday strives to build a world in which the catalytic power of generosity is at the heart of the society we build together, unlocking dignity, opportunity, and equity around the globe.”  

For marketers, it’s not as simple as just showing up on the day and hoping for the best.  #GivingTuesday should be part of a much larger communications strategy, and as always, your focus should be on storytelling and stewardship; not just the ask.

What’s your approach to Giving Tuesday? Let us know in the comments!