Industry Experts Reveal the Truth About Giving Tuesday Strategies and Impact
As the holiday season is in full swing, CommPRO is reaching out to the marketing communications industry to uncover how organizations are navigating Giving Tuesday. This global day of generosity has grown in prominence, yet opinions and strategies vary widely. Are companies gearing up for major campaigns, or is this simply another day on the calendar? The responses reveal a spectrum of attitudes and approaches, reflecting both skepticism and innovation.
For some, Giving Tuesday is a manufactured holiday with limited intrinsic value. Ned Barnett, CEO of Barnett Marketing Communications, voiced a pragmatic perspective, noting that while established events like Black Friday have historical roots, newer observances feel contrived. “If I had a client doing big things in charitable giving—or a charity client—I’d figure out a PR approach to leverage this day. But it would frankly be an eyes-open attempt to leverage this bogus day, just in case any media targets actually took it seriously.” This sentiment underscores a cautious stance, with Giving Tuesday viewed as a tool to be used sparingly.
Others see it as an opportunity to connect with audiences meaningfully. Amber Roussel Cavallo, Senior Manager of Communications and Strategic Partnerships at Civic Builders, described their carefully crafted campaign designed to foster emotional connections. By sharing a heartfelt message from their CEO and showcasing real-life testimonials, Civic Builders highlights the direct impact of their work. “We emphasize the transformative power of high-quality learning spaces for students, pairing these stories with clear financial goals and progress updates,” Cavallo explained.
The power of storytelling also resonated with Reilly James Renwick, Chief Marketing Officer at Pragmatic Mortgage. His team partnered with a local nonprofit focused on affordable housing, using authentic narratives to increase engagement. “We showcased real success stories, creating a deeper emotional connection that boosted social media engagement by 37.6% and drove significant traffic to the nonprofit’s donation page,” Renwick shared.
For Denise Murray, Head of Public Relations at Microdose Mushrooms, Giving Tuesday is an extension of brand values. Their “Buy One, Give One” initiative funds educational materials for underserved communities exploring psilocybin therapy. “It’s about creating a ripple effect where education, awareness, and generosity intersect,” Murray said.
The diversity of approaches highlights that Giving Tuesday can be as impactful as organizations choose to make it. From leveraging authenticity to aligning with broader strategies, the day offers a chance to inspire generosity in meaningful ways.
