#GivingTuesday Canada: Tips for Nonprofit Campaigns

GivingTuesdayCA is a National Giving Day

Most people know about Black Friday and Cyber Monday... #GivingTuesday is returning to Canada on November 28, 2017.

It is a new Canadian movement for giving and volunteering, taking place each year after Cyber Monday. The “Opening day of the giving season,” it is a day where charities, companies and individuals join together to share commitments, rally for favourite causes and think about others.

Calgary Firefighter Stairclimb Challenge: Everyday Heroes


Do you have what it takes?

Sunday May 3, 2015, 500 firefighters from around the world will climb the stairs of Calgary's BOW Building, Western Canada's tallest building and the highest elevation in the world, in support of Wellspring Calgary.

Our firefighter heroes will be raising funds to support heroes who fight cancer every day at Wellspring. Hosted by the Calgary Firefighter Benevolent Fund, the brave ones who will ascend 775 vertical feet -  1204 steps - of the BOW Building in full firefighter duty gear. Starting at 3400 feet above sea level, this inaugural climb event is the highest elevation stairclimb in the world!

  Help us raise funds and awareness for Wellspring Calgary: register here

Trends in NonProfit Fundraising


Early adopters of new trends in nonprofit fundraising have rapidly seen fundraising innovations become mainstream. In 2012 social media was an exciting new opportunity for nonprofits to raise funds and gain supporters; but in less than two years social media has dramatically changed the ways in which nonprofit organizations communicate with and recruit donors and supporters.

Top 3 Fundraising Trends for NonProfits

1. Crowdfunding

Crowdfunding is extremely effective by emotionally impacting donors to donate money immediately and directly to a cause because they feel a personal connection. The trust and reach of new media appeals to donors who are searching for more transparency in nonprofit fundraising, and prefer the visibility of crowdfunding over more traditional nonprofit development campaigns.

Crowdfunding is particularly attractive to younger donors who are looking for a more direct connection to the causes and people they’re supporting.

~ Katherina M. Rosqueta, Center for High Impact Philanthropy

2. Technology

The reach, immediacy and popularity of technology continues to positively impact nonprofit fundraising. Technology has increased the success of nonprofit fundraising including:

  • media and public response to crowdfunding campaigns via social networks
  • viral campaign and crisis messaging via social media
  • online donation payment software

4 out of 5 fundraisers feel that better technology leads to fundraising success.

~ 2014 Fundraising Technology Trends

3. Brand Ambassadors

The voices of donors, supporters and volunteers have become increasingly impactful for nonprofits as they voluntarily adopt or accept the role of online brand ambassador to help spread the word about their chosen causes on social media. The challenge for nonprofits is to recruit, train and manage paid and unpaid brand ambassadors to ensure a consistent message:

  • please retweet is a successful strategy for an organization's fans or a celebrity on Twitter to spread the word about their cause to their own followers
  • when an organization gets Likes on Facebook that Like is shared in the newsfeeds of their Facebook friends
  • the speed and reach of a positive or negative message from a trusted source going viral requires a solid plan in place before a fundraising campaign launches

92% of people trust recommendations from friends and family

~ Nielsen

Nonprofit fundraising has increased opportunities and challenges as the public becomes increasingly involved in promoting fundraising campaigns. New generations of donors and supporters are changing the ways nonprofits interact with the public and the ways the public can demonstrate support for their causes.

For More Information on Trends in NonProfit Fundraising
New York Times: The Effect Crowdfunding has on Venerable Charities Raises Concerns
Online Marketing Hub: How to Train Brand Ambassadors for Your Non-profit

Is Your NonProfit Ready for #GivingTuesday: NonProfit Fundraising


December 2, 2014 is #GivingTuesday

#GivingTuesday is a day when people around the world come together to give back. As the movement continues to grow, countries around the world are starting their own #GivingTuesday movements by creating initiatives to encourage giving in their communities. The international day of giving debuted in 2012 as a response the shopping days Black Friday and Cyber Monday. Since its US debut in 2012, #GivingTuesday has evolved from a simple giving day to a global movement.

In 2013, donors gave 90% more than they did in 2012. Over 2,500 organizations participated in 2012, and participation quadrupled to over 10,000 organizations in 2013, when the international community joined the #GivingTuesday movement.

#GivingTuesday Canada is a new Canadian movement for giving and volunteering, taking place each year after Cyber Monday. The “Opening day of the giving season,” it is a day where charities, companies and individuals join together to share commitments, rally for favourite causes and think about others. ~

Around the globe individuals, students, organizations and business can support #GivingTuesday by:

  • making a financial contribution to organizations you support
  • partnering with nonprofits and charities
  • volunteering time
  • spreading the word about #GivingTuesday
  • helping a neighbor or your community

Watch this video from #GivingTuesdayCa for ideas on how Canada can give back:

Giving Tuesday Canada
Giving Tuesday Canada

Follow #GivingTuesday:

Celebrities who support #GivingTuesday include: Ellen DeGeneres, Heidi Klum, Hugh Jackman, Jennifer Lopez, Charlize Theron,  Josh Gorges, Carey Price, The Montreal Canadiens, Toronto Argos, Justin Trudeau, Calgary’s Naheed Nenshi, Bif Naked and Rick Howland.

For More Information About #GivingTuesday:
#GivingTuesday: Global FAQS 2014
#GivingTuesday Canada: Media and PR Toolkit

Case Study: Tour du Cancervive


Cancervive Foundation of Alberta (Cancervive) is a non-profit organization established to raise awareness and support for Canadian Cancer Survivors and their families.Completely volunteer based, 100% of all donated funds are directed to our partner Wellspring, a network of cancer support centres in Calgary and Edmonton, AB. 

Case Study: Tour du Cancervive 2014


Tour du Cancervive is a bike ride to raise funds for Canadian cancer survivors and their families. 2014 is the 9th annual Cancervive; and Tour du Cancervive is the first bike ride entirely in Alberta, from Edmonton to Calgary. A late project launch created an additional challenge to recruit riders and community support, and an unexpected snowstorm challenged the kick-off of the bike ride.


Alchemy Communications created a public relations campaign to attract donors, riders and media for Tour du Cancervive:

  • Facebook and Twitter social media campaign to attract supporters and raise awareness
    • launched Facebook page
    • 4 artwork designs with 10 variations to use for social media, advertisements and media
    • press releases to key media contacts and outlets
    • Thank You book for each of the Wellspring bikers


The Tour du Cancervive campaign successfully attracted riders, supporters and media attention, despite a snowstorm which impacted media efforts and the ride:

  • 27 riders completed a 4-day, 450km ride from Edmonton to Calgary
  • Tour du Cancervive raised more than $80,000 for Wellspring Calgary and Edmonton
  • +50 volunteers supported the planning and actual bike ride
  • generous donors and sponsors supported the Cancervive bikers with funding and ride support
  • media coverage in 15 different outlets

Alchemy Communications created this graphic design to raise awareness for Tour du Cancervive:

Tour du Cancervive Keep Calm and Pedal On
Tour du Cancervive Keep Calm and Pedal On

A few photos from the Tour du Cancervive:

Tour du Cancervive 2014 despite the snowstorm
Tour du Cancervive 2014 despite the snowstorm

3 Tips Before You Start Fundraising on Social Media


It's the web — where anyone, anywhere, can donate with the click of a mouse or tap of a smartphone screen — that really increases support on a grassroots level.

~ Mashable

Technology has dramatically changed the ways in which nonprofit organizations connect with donors to increase support and visibility and for fundraising. The power of digital connections and sharing can turn your nonprofit's followers into your advocates and brand ambassadors: and into your fundraising team. It's easy to be inspired by some impressive results nonprofits have had using social media strategies for fundraising such as retweet to donate, online auction or crowdsourcing campaigns. To run a successful fundraising campaign using social media you have to get the basics right.

3 Tips Before You Use Social Media for Fundraising

1. Establish social media fundraising policies

Social media is easy to use and it's free: but incorrectly used it can have serious implications for your nonprofit organization. Social media guidelines and a written fundraising campaign plan will clearly identify your strategy and goal to all stakeholders, identify responsibilities and timelines, and establish objectives and goals. Just because it's free and easy doesn't mean social media is cheap: an investment in time and effort is required to make your social media fundraising campaign a success.

2. Designate a fundraising social media project lead

Every staff member, board member and volunteer should not be allowed to post social media on behalf of your organization. Encourage your team and volunteers to share your posts: but one or two team members knowledgeable about both your organization and how social media works should be designated to plan and execute your fundraising social media strategy. Social media isn't difficult, but it is strategic: just because someone is on social media doesn't qualify them to manage a social media campaign. You don't want your campaign remembered as a #FAIL.

3. Be realistic

For your first fundraising campaign using social media set realistic fundraising goals, and a campaign strategy that is achievable. Your campaign does not need to be on every social media channel, and your first campaign doesn't have to set new fundraising records! Start with manageable goals and make your fundraising campaign a #SUCCESS.

Social media and fundraising are a natural fit. Social media is a powerful tool that has no limits: but also no boundaries. Your nonprofit organization controls what message they send out, but the internet doesn't limit who can receive your message or how they will perceive it. By following some basic social media guidelines and strategies your fundraising campaign can be a big success and help further your cause.

For More Information on Social Media for Fundraising
Socialbrite: 24 tools for fundraising with social media
Search Engine Journal: How to Use Social Media to Promote a Charity or Fundraising Event
care2frogloop: Infographic: Cracking the Crowdfunding Code for Your Nonprofit