[NPFX Ep. 35] GivingTuesday Turns 10 — Is It Still Worth the Effort? (with Sadé Dozan and Sarah Murry)

nonprofit fundraising nonprofit strategy podcast tips and resources

Welcome to The Nonprofit Fundraising Exchange, a podcast from IPM Advancement. Our mission is to empower nonprofits to succeed so they can make the world a better place.

Today’s topic: GivingTuesday Turns 10 — Is It Still Worth the Effort?

Since its inception in 2012, GivingTuesday has grown into a global movement that raises billions of dollars each year. Yet some nonprofits are questioning if their results truly justify all the additional work and stress for fundraisers. In this episode, guests from both sides of the nonprofit fundraising spectrum share their favorite GivingTuesday strategies to help you make your GivingTuesday fundraising campaign worth the effort.

Time-Stamped Episode Shortcuts:

  • Introductions [1:27]
  • Think of GivingTuesday as a beginning not an end-of-year campaign [3:44]
  • Does GivingTuesday compete with EOY giving? [5:20]
  • The difference between GivingTuesday and other campaigns during the year [6:24]
  • Getting executives and board members involved in your campaign [8:31]
  • For smaller or younger nonprofits — how to get started [13:55]
  • Integrating direct mail with digital GivingTuesday campaigns [15:20]
  • How to stand out from the crowd on GivingTuesday (using storytelling and peer-to-peer) [21:23]
  • Segmenting your audience and using previous gift amounts [25:01]
  • Tips for what NOT to do in your GivingTuesday campaign [30:13]
  • Advice for newcomers [32:14] 

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Sadé Dozan is the Chief of Operations and Development at Caring Across Generationsa national campaign of family caregivers, care workers, people with disabilities, and aging adults working to transform care. Through her decade-long career in organization resource-building and nonprofit development, she has worked to secure funds for inter-generational campaigns, health and community initiatives, as well as economic development pipelines. She brings with her a wealth of project management experience, institutional and donor relations, and fundraising systems development.

Sarah Murry is the Digital Fundraising Manager for Shriners Hospitals for Children, a century-old organization that provides advanced care for children with orthopaedic conditions, burns, spinal cord injuries, and cleft lip and palate, regardless of the families' ability to pay. With more than 16 years of fundraising experience, Sarah has worked for organizations such as Autism Speaks, American Cancer Society, and BayCare Health System. She has a Masters of Nonprofit Management from the University of Central Florida, a certificate in Digital Marketing from the University of South Florida, and has spoken on digital fundraising trends at various conferences.


Rich Frazier has worked in the nonprofit sector for over 30 years. In his role as senior consultant with IPM Advancement, Rich offers extensive understanding and knowledge in major gifts program management, fund development, strategic planning, and board of directors development.

Russ Phaneuf, a co-founder of IPM Advancement, has a background in higher education development, with positions at the University of Hartford, Northern Arizona University, and Thunderbird School of Global Management. As IPM's managing director & chief strategist, Russ serves as lead fundraising strategist, award-winning content creator, and program analyst specializing in applied system dynamics.


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