It might surprise you to hear that I’m not much of a fan of Giving Tuesday.
“But Martina, you’re a fundraiser, and that’s the day when nonprofit organizations make billions of dollars every year!”
In the aggregate, yes. Indeed, reports say that on Giving Tuesday 2023, $3.1 billion were donated in the US alone. Remarkable numbers that make every nonprofit dream of such elusive things as more and better services for their clients, renovations of current facilities or even the building of new ones, appropriate staffing levels and salaries, and much much more.
But here are a few things to consider:
- Giving Tuesday follows Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday — all days when folks have spent a lot of money. By the time nonprofits have a chance to ask for support, people are tired and (literally) spent.
- We are all inundated with requests on that one day, and of course, increasingly, during the days and weeks leading up to Giving Tuesday. The early bird/worm concept remains popular and pits one worthwhile cause against another.
- A whole industry of software and marketing services has sprung up to “maximize” your results on that one day; making nonprofits think that they have to invest in these in order to “keep up.”
- Of interest to our members is the fact that religious organizations receive the largest share of donations on Giving Tuesday. That’s remarkable in light of the drop in church attendance and the rise of the Nones.
- Niche causes like ours are made to compete, eye-to-eye, with organizations that have deep pockets and large marketing departments.
- Genuine fundraising doesn’t happen on a particular day. It’s a process of building relationships based on trust and shared values. It’s transparency and accountability on the side of the nonprofit and commitment from the donor.
“Ok, fair points, then I won’t send American Atheists any money this Giving Tuesday.”
See, and that’s where the problem lies. I can’t agree with that conclusion while also upholding my duties as fundraising director for this amazing organization. I have to compromise. So I’ve decided to set a modest goal this year of $5,000 and at the same time tell you honestly and from my heart that Giving Tuesday is not really what we “do.”
We participate because not participating would be against our fiduciary duties toward our organization. But the real fundraising happens when we connect, build community, share thoughts and ideas, laugh together, maybe even shed a tear. In other words, the rest of the year.
So while we focus on that, please know that we are also grateful for any donations we receive today via this special donation page.
Every dollar we receive today (and every day) goes toward our mission of protecting civil rights, advancing political equality, achieving social inclusion, and empowering atheists and other nonreligious people. Our entire team thanks you for supporting this work. Having you by our side means the world, and we will work to earn your trust and commitment.
Sincerely,
Martina Fern
Senior Director of Development
American Atheists is a 501(c)(3) non-partisan, nonprofit educational organization that relies on the support of members like you. Contributions are tax-deductible. Our Federal Tax ID Number is 74-2466507 and our Combined Federal Campaign number is 52217.
American Atheists
225 Cristiani Street
Cranford, NJ 07016
United States