The holiday season has only just begun. While many people look forward to chowing down on Thanksgiving turkey, taking advantage of early Black Friday deals or hanging holiday decorations many weeks in advance, we’re anticipating the arrival of another holiday: Giving Tuesday!
It’s the perfect opportunity for your give-at-work campaigns to raise money for causes your employees support while also raising awareness for your credit union or bank’s brand. If you’re struggling to come up with a campaign to run on the big day, we’ve got some Giving Tuesday ideas credit unions and banks to steal! But first…
What is Giving Tuesday?
In case you haven’t heard of it, Giving Tuesday started at the 92nd Street Y in New York City. Taking place on the Tuesday after Thanksgiving, it was created as a day that inspires giving and generosity.
In the years since its inception, it has grown and evolved into a movement to spread that generous spirit and make a difference. As for brands and organizations, the holiday provides an opportunity to give back to your communities while building brand loyalty and showing your target audience your commitment to social responsibility. The Financial Brand recently reported, “According to First Insight’s 2020 State of Consumer Spending Study, Gen Z is more likely to choose a bank (or credit union) that engages in socially responsible initiatives, such as investing in renewable energy or supporting community projects.”
As younger members are wooed to neobanks and fintechs and away from traditional financial institutions for their primary banking needs, getting your company and employees involved in Giving Tuesday is a great differentiator, highlighting your local presence and understanding of the community’s specific needs. And you can make a huge PR splash with it!
Crafting A Successful Give-at-Work Campaign
Developing a creative and engaging Giving Tuesday campaign can be tricky, but when done right, it can help better connect your credit union or bank with the communities you serve.
If there is one rule you must not break when crafting your campaign, it’s that your contributions must not be soulless. You must demonstrate, and your target audience must be able to see and feel your passion.
Share videos and pictures on your social media channels during the event. Invite the press to the event and share the results in hours volunteered, number of volunteers and dollar raised in a follow-up press release. Design infographics from that data and post it to your social media accounts. This will help them to understand who you are as an organization and pillar of the local community. Here are some tips and examples to help you start brainstorming:
1. Make It Interactive
One of the best ways to make an engaging campaign is to make it interactive. Giving Tuesday is all about giving, so why not involve as many people as possible? A great place to start is your employees! Research shows that employee-giving programs encourage a sense of community and drive recruiting and retention.
One of the most notable interactive campaigns in Giving Tuesday history is World Vision’s sponsorship deal with Thirty-One Gifts. People donated various hygiene products to be put into “Hope Kits” for women in need. Not only did people donate necessities, but they also assembled the kits to be given, making the impact of their donation more apparent.
2. Make It Fun!
The holiday season is supposed to be a happy, joyous time, so don’t be afraid to have fun while raising money! One idea is to create a game, such as a scavenger hunt. You could also create an event around activities people enjoy, such as Coral Springs Museum of Art and The Sawgrass Nature Center’s Bob Ross-inspired Paint for a Purpose event or #BrooklynGives and The Social’s collaboration to create a new flavor of ice cream! There’s plenty of room for creativity, so use your imagination!
3. Spread the Word
Of course, your campaign won’t make an impact if you don’t tell anyone about it. Make sure you tell everyone what you’re doing through all your marketing and PR channels. Social media is an excellent way to share your institution’s passion, spread joy and encourage contributions. Create a hashtag and encourage others to use it in posts about giving and spreading joy and kindness.
Or, you could host a virtual event on a social media platform, like LinkedIn, Facebook, X or YouTube. For example, the ASPCA used YouTube to host an all-day Live-a-Thon on Facebook.
Giving Tuesday is an opportunity to have fun while creating a culture built on giving within your credit union or bank and making a difference in your community – and even the world! By making an engaging and purposeful, your credit union or bank can share its story and build brand awareness. Let the world know that you value relationships and are committed to making your community and the world a better place for everyone. Taking steps to build community internally and externally while helping others in need is what Giving Tuesday is all about!
Build culture by giving back to your community! Learn more about Uncommon Giving here.
