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Marketing Giving

11/29/2019

34 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Black Friday, Small Business Saturday, Cyber Monday . . . the biggest shopping season of the year can excite even the most apathetic shopper.  Some, however, would have us believe that we should do something different with our money, instead of buying things for ourselves or others.  But, isn’t shopping a key to holiday happiness?
 
Over the last few years, you’ve probably heard of an initiative that seems contrary to the capitalism often associated with holiday shopping.  In contrast to the plethora of promotion persuading us to buy more, “GivingTuesday” boldly encourages people to give to others.  The day targeted for philanthropy is typically the Tuesday after Thanksgiving; this year it’s December 3.
 
GivingTuesday’s website describes the initiative, which began in 2012, as “a global generosity movement” that “inspires hundreds of millions of people to give, collaborate, and celebrate generosity,” “unleashing the power of people and organizations to transform their communities and the world.”
 
Those are admirable and far-reaching claims, but is it really possible to market giving?
 
For many people, marketing is inextricably linked to buying and selling products, so much so that ‘marketing giving’ seems like an oxymoron, along the lines of jumbo shrimp and civil war.  If people give their money, they’re not spending it, which may seem antithetical to marketing.
 
However, marketing concepts can be applied to virtually any endeavor.  Besides marketing physical goods, like food, and intangible services, like haircuts, organizations and individuals can market ideas like “Don’t drink and drive” and mindsets like “Do well in school.”
 
So, there’s no reason that giving can’t be marketed, but effective marketing must include more than just a simple message like “give!”  Most of us have seen similar appeals in social media and elsewhere.  GivingTuesday, however, has created what many would consider to be a full-fledged marketing plan, incorporating each of the iconic Four Ps:

- Product: Unlike receiving something tangible in return when one shops, GivingTuesday promises intrinsic rewards like satisfaction from providing greater dignity and opportunity for others and helping to build “a more just and generous world.”

- Price:  The cost of GivingTuesday is up to the organization and individual.  While some might give millions, the average online gift is $105.55, but money isn’t the only thing that can be given.  Participants also can donate goods or volunteer their time to serve others.

- Place:  As the previous P implied, GivingTuesday can occur virtually anywhere in the physical world or in the virtual realm in a variety of ways.  Meanwhile, having a specific date, the first Tuesday after Thanksgiving, helps build consistency, as well as create some sense of urgency, which is often needed in order to encourage consumers to act.

- Promotion: “GivingTuesday” is a memorable moniker that likely builds brand recognition and supports understanding of the initiative through paid and earned media.  GivingTuesday’s website also offers a variety of helpful resources for organizations and individuals inclined to participate, e.g., “Ideas and Case Studies” and a “GivingTuesday Toolkit.”
 

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Those are strong inputs, but what matters ultimately for marketing are outcomes, and
at least one person believes GivingTuesday isn’t effective for many organizations.
 
In an article in the Fundraising Authority, Joe Garecht praises GivingTuesday as “a noble effort,” yet he discourages nonprofits from participating in the initiative, particularly small and mid-sized ones.  His rationale includes reasons such as an overabundance of organizations asking for gifts at the same time and the encouragement of one-time “spot giving” versus building long-term donor relationships.
 
Garecht raises some valid concerns, particularly related to potential return on investment; however, if his two arguments mentioned above were applied to organizations marketing traditional products, companies wouldn’t participate in the holiday shopping season because: 1) their promotions would be lost among those of other companies advertising at the same time, and 2) first-time transactions wouldn’t lead to future purchases.  Clearly that rationale doesn’t apply to most for-profit firms during the holidays, and it probably isn’t relevant for many nonprofits either.
 
Instead, GivingTuesday appears to be an initiative that keeps gaining momentum.  Among nonprofit participants  who seem to find the program productive are World Vision, the American Red Cross, and St. Jude.  All together, GivingTuesday saw 3.6 million gifts given in 2018, including $400 million online.  In the U.S. alone, GivingTuesday has raised over $1 billion since 2012.
 
In his 1789 sermon titled “The Use of Money,” English cleric and theologian John Wesley famously urged listeners to “earn all you can, save all you can, and give all you can.”  In a 21st century sense, Wesley was ‘marketing’ giving.  Marketers today have many more tools at their disposal, yet any tactics that encourage organizations or individuals to give of their money or time to help others in need can be considered “Mindful Marketing.”


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34 Comments
Jim Macdonald link
12/2/2019 03:07:35 am

Good read, David. Thinking "laterally" if not outside the box regarding marketing. Good stuff. Passing it on to a favorite charity and marketing entrepreneur, Donnie Rosie at Miracle Mountain Ranch (mmrm.org)

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Clayton Roberts
12/5/2019 08:39:54 pm

Dr. Hagenbuch, I like this idea of giving Tuesday very much. I am curious on how much money this raises. I would suspect that many people would spend all of their money on black friday and cyber monday. So I guess the question is, who is giving tuesday trying to get money from or their target market. Is it rich people that have a lot of money to blow? money is tight these days and people aren't willing to give as much. I think expanding more on what the organizations that giving tuesday promotes should be a priority. I sure if people new more about St.jude and the stories of miracle that happen there because of funding, more people would be willing to give.

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Briana Symone James
12/6/2019 05:02:25 pm

I love the idea of GivingTuesday after Thanksgiving. It reminds me of what a lot of people say about Black Friday: On Thanksgiving, we say all the things we are grateful for but then Black Friday, we can't get enough and go crazy over things we don't have. As cliche as it could be, it is true. That's why I love this idea of GivingTuesday because instead of going Black Friday shopping, people can donate which I think fosters the idea of actually being thankful for what we have and allowing others to have also. Even if it is something that's tangible or not tangible, it still gives someone something that is an actual need. I wish that GivingTuesday could in some way benefit small organizations. I get that the article doesn't want just a whole bunch of organizations with money without long-term relationships, but even if they chose a few small organizations to partner with the bigger organizations to also get recognition and help for their efforts.

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Nick Shover
12/7/2019 04:40:15 pm

I like the idea of Giving Tuesday. I think it is so counter-cultural in this day especially around the holiday season to think about giving without receiving anything in return. I think this also presents an interesting paradox of sorts for a marketer because marketing is hinged on the concept of a mutually beneficial exchange or in other words giving up money for a good or service that is of equal value. This is interesting because some might say that marketing Giving Tuesday does not create a mutually beneficial exchange because the one giving the money is not receiving anything in return except for maybe the satisfaction of performing a good deed. I am very glad that this concept of Giving Tuesday has gained traction within the past few years. It is very refreshing to see an emphasis on generosity rather than greed this time of year!

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LaVonne Alston
12/9/2019 09:46:40 pm

The idea of Giving Tuesday sounds like a great idea because it does encourage people to give right after the holiday where we reflect on what we’re thankful for. Instead of focusing on what we want, the idea of Giving Thanks is asking for the public to not buy anything on Black Friday, but to give their money to those who need it. Seeing as how this is the first I’ve heard of it, I’m wondering how many other people know about it. Is it something that receives a lot of money? Also, is there any type of benefit for these businesses that donate? I understand that this is supposed to be a time of giving and not receiving but not every business can afford to give without receiving a small part back in taxes. Overall I think this is a wonderful idea and it’s something that should be supported.

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Austin Donat
12/10/2019 03:09:05 pm

I'm all for Giving Tuesday, because I believe that it encourages people to evaluate what matters, and give to those who need it. I agree that concepts can be marketed without a distinct "product," and I think Giving Tuesday has made decent use of marketing to promote their cause. However, having only ever heard about Giving Tuesday online, and never through ads, I believe the individuals/organizations behind it could do more to help promote themselves. I do realize that money spent on advertising does take away from the total money raised, so I'm not totally sure on how to square these opposing sides. I think it might also be good for Giving Tuesday to come before Thanksgiving, and the storm of capitalist "holidays" that follow Thanksgiving (Black Friday, Small Business Saturday, and Cyber Monday), because I think there is more potential there for money to be raised before people spend all of their money on other goods.

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Pathomkarn Boonpienpol (Gene)
12/10/2019 04:38:10 pm

I love the idea of Giving Tuesday. In Thanksgiving, events such as Black Friday and Cyber Monday drives people crazy. Instead of shopping on Black Friday, people could donate money to help those in need to create better lives for the ones that experience struggles. Giving Tuesday allows people to help those in need, as well as being thankful for the lives they have. By being thankful of their lives, they could help other people to have better wellbeing as well. However, Giving Tuesday should come before Thanksgiving and all the force from money- splurging events such as Black Friday and Cyber Monday. If Giving Tuesday comes before Thanksgiving, a higher amount of money could be raised than after Thanksgiving Break where people are most likely to have lesser cash due to the spendings in Black Friday and Cyber Monday. I would like to see the organization do more promotion to raise awareness for people to initiate an act of giving. A thing I have in mind is using advertisements to get promotion out like what St. Jude's did to promote a cause. I understand that this might reduce the money gain as money will be spend on promoting and raising a cause. However, I feel like doing advertisement to promote could draw more people in to the event and potentially raised a lot more money.

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Anne Dabroski
12/10/2019 04:59:46 pm

Just like December and the Holiday season puts companies "in the black" the same is often true for non-profits and charities as well. The end of the year is time when people are willing to give a little extra. For some that is to save money on taxes and for others it is motivated by a willingness to share with others. I think Giving Tuesday is a great way to start the season and encourage people to give. I don't think there is anything inherently unethical about marketing giving rather I think it falls under the same guidelines for ethical marketing as anything else. With that said, I think it is important in marketing giving for the marketer to be clear where a giver's money is actually going. There can be a lot of misconcpetions as to what money is being for. For example, at a soup kitchen is all the donated money to a being used only to buy food or is some of it used for administrative costs? Donors can be accidentally misled or fooled as to what their donated money is actually accomplishing.

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Matthew Simmons
12/10/2019 09:45:13 pm

I support the idea of Giving Tuesday. We live in a society where everyone is so focused on consumerism and trying to get as much as we can. We literally have a holiday where we give thanks for what we have, then go try to get as much as we can on Black Friday. I think that society has to focus more on giving and helping others. We need to create an "us" mindset instead of a "me" mindset. Giving Tuesday is a great idea because this can help generate this mentality that will be very beneficial to society. If companies promote Giving Tuesday, they will benefit because they will be seen as a positive company, and society will benefit because they will help people in need.

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Lindsey Bernd
12/11/2019 11:24:06 am

I really like the idea presented in this article. The idea of Giving Tuesday is so counter cultural in our society and especially around this time of year. One idea presented in the article was the question is giving really marketable? It is an interesting question and topic to wrestle with, but I love the argument presented against it. Marketing can be for an item that is tangible or product that is intangible, but so much of marketing is also about ideas. When going over the 4 P's of marketing "giving," the first P, product, stuck out to me the most. Many consumers would look at giving and see no exchange or reward from the action. But in reality, giving is undoubtedly an exchange, but unlike receiving a tangible reward, it is something worth more intrinsic value. As consumers, giving can provide satisfaction and intrinsic rewards. It provides an opportunity to help others and start to create a community, ideas and concepts of much more value than tangible items bought with the same money given. The idea of giving Tuesday adds value to the important things which is a great reminder as we all can get caught up in the greediness and consumerism of the holiday season. Giving Tuesday puts the emphasis back on where our focus should be: in building communities and looking to help others with the gifts that God has given to us.

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Reed Wagner
12/11/2019 01:05:20 pm

I like the idea of Giving Tuesday. It's unlike other events going on around this time of year. Instead of people participating in all the chaos of Black Friday and cyber Monday, they can participate in Giving Tuesday. Giving Tuesday is a reminder of the more important idea of Christmas. Christmas is a season of giving, not receiving. But even though it is growing, will it blow up like black Friday and cyber Monday? It's not like those two events where it's benefitting the people that are buying the items. So is it going to grab people's attention and get everyone doing like Black Friday and cyber Monday? Hopefully it will because it's good that people should give rather then get. I like that you don't just have to give money, you can donate other things, So when someone says they don't have the money. I'm sure there's other things they can donate like clothes. Overall Giving Tuesday is a great idea and I hope it keeps growing.

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Olivia Shields
12/11/2019 05:36:30 pm

I love the idea behind Giving Tuesday, especially because it follows Thanksgiving where we are to be grateful for all we have. Often times, this is forgotten due to the rush of Black Friday and Cyber Monday. I think the idea of Giving Tuesday is a fantastic way to realign people’s attitudes with the spirit of Christmas. On a different note, I disagree with Joe Garecht because I believe that long term relationships can still exist when marketing for Giving Tuesday. The idea behind Giving Tuesday is mindful because it upholds the societal value of giving back to your community, and it creates stakeholder value because it builds interest and trust for your organization. In fact, I think Giving Tuesday is a more ethical time to market due to the time of the year and the idea behind giving back after reflecting on all we have!

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Nathan Ncube
12/11/2019 05:55:02 pm

The idea of Giving Tuesday is really interesting to me. It is a good plan that actually makes you stop and think about other people and examine your generosity. The time around Black Friday it is busy and sales are booming, a lot of people are shopping for their families for Christmas and for themselves too since there would be great deals. But Giving Tuesday being the next Tuesday after thanksgiving, people can now plan on which organization they would like to give too or just other people that you generally wouldn't give too. As long there are no people are being pushy about the donations to the people, Giving Tuesday is a terrific idea.

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Nathan King
12/11/2019 06:20:28 pm

I think the idea of Giving Tuesday is great, but I think the timing of it is poorly chosen. The Place at which this occurs is ambiguous but it happens on the same day every year, which is really the only link it has to place. The issue is that many people have just spend lots of money over the last four days. We have a whole weekend essentially dedicated to spending, and so waiting until everyone has spent what they want to is a bad time to ask for more. Moving it even a week later would allow people to get their next paychecks and feel like they can give without spending what they just tried to save on their sales. The rest of Giving Tuesday is great but it really could happen at any time.

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Susan Donat
12/11/2019 06:32:03 pm

Non-profits face many constraints in today's economy. They must ensure their services meet a community need (product), convey their availability to potential clients/users/consumers (place), deliver the value promised (price) and connect that message with donors to encourage giving. Additionally they must manage their volunteers and ensure the service is consistent with their mission. Giving days, such as Giving Tuesdays can be a powerful way to help a nonprofit meet all of those activities under the umbrella of promotion. However, nonprofits must be transparent in how the donations are contributing to their mission, and ensure the maximum amount goes to the mission, and not to self-promotion.

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Sharlee Nye
12/11/2019 07:30:44 pm

Even though I have not heard of Giving Tuesday before it sounds like an amazing idea for nonprofits who may be struggling. With all of the help that nonprofits provide around the world I believe that Giving Tuesday is a day in which we can show these nonprofit companies how much we appreciate their help within our communities. As long as the money that is donated is going towards the missions within these nonprofits Giving Tuesday is a great idea.

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Amber Miller
12/11/2019 07:33:24 pm

I like the idea of Giving Tuesday. I also like the timing of it, because it is recently after Thanksgiving which is when we should be thinking about others and what we are thankful for. The holiday season is all about others and wanting to give more than wanting to receive and sometimes I think people lose sight of that. This gives everyone a reminder of what the holiday season is about.

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Brithney Gonzalez
12/11/2019 07:39:36 pm

I love the idea of Giving Tuesday. I think its a wonderful thing especially with it being the Tuesday right after Thanksgiving since there is a strong correlation between the two. Because Thanksgiving is a time in which we are to be thankful for all we have and to reflect on the goodness of God, Giving Tuesday serves as a perfect transition into sharing that goodness with others. We are called to be servant leaders and that service can take place in many forms. It does not necessarily have to be in the form of giving money to "build a more just and generous world." As mentioned in the blog post, this can also be accomplished by "donating goods or voluneer[ing]" your time to serve others. The importance of giving is supported my many scriptures, one of them being Proverbs 11:25 which states, "Those who live to bless others will have blessings heaped upon them, and the one who pours out his life to pour out blessings will be saturated with favor" (The Passion Translation). This Proverb is saying that what you sow you will reap. With that said, I think Giving Tuesday will not only help those receiving the act of service, but it will also benefit the giver.

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Thomas Murray
12/11/2019 08:25:04 pm

I think the idea of Giving Tuesday is a great one, as people tend to be in the giving mood this time of year. Coming off of Thanksgiving, Black Friday, and Cyber Monday this day gives people a great opportunity to give back. People usually spend that weekend surrounded by family which certainly lifts their spirits. People can express their happiness in the form of giving back to the less fortunate. Non profit organizations rely on donations and there is more of a push during the holiday season. Giving Tuesday provides non profits with the perfect opportunity to kick off the Christmas season on the right foot. The timing of Giving Tuesday is crucial to its success and there isn't a better time of the year to give back than right now.

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Shae Stoltzfus
12/11/2019 08:59:00 pm

I love the concept of giving Tuesday, it allows for people to give back in a time where it feels like it is all about the individual. Even though the Christmas season seems to be all about receiving gifts, buying gifts for others is a huge part too, and I feelt hat is becoming more popular. People enjoy the feeling of giving and making someone else happy and feel special. Giving Tuesday allows for thousands of people to do this and help provide help and gifts to people who do not usually get that around the holiday seasons. They have also shows to be successful not only in the money donations, but by people volunteering their time and donating gifts. I feel that Giving Tuesday will continue to grow in the future and be benificial for society.

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Zak Muffitt
12/11/2019 09:22:18 pm

I think the idea of giving Tuesday is one that is becoming more and more popular. I believe if we have the money to buy all this stuff during the holidays, then we should be able to donate some money or even donate our time somewhere. It doesn't have to be a thousand dollar or even 40 hr volunteer session, but every little cent or even a couple minutes go along way in the eyes of the people that receive it.

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Jacob Murray
12/11/2019 09:31:04 pm

I think Giving Tuesday is a great idea. It's well placed in the year being right in the holiday and giving season. It gives a very positive tone as well. Often times advertising on donations include videos and images of hardships and issues in order to play on the sympathies of consumers. The idea of "earn all you can, save all you can, and give all you can." puts a more positive message out to the potential donors.

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Rachel Switzer
12/11/2019 11:36:01 pm

I enjoyed this article. It gave Giving Tuesday a more established framework in my head for not only what, but how and why. I appreciate the habit of asking, "what components of marketing would this idea NEED to satisfy in order to be marketable, and to consequently be helpful to two parties at once?" Some of the more common objections to an affirmative answer were helpfully addressed and dismissed. The main idea was persuasive to me because it not only raised awareness to give around the world, employing pathos and a call to action by naming some major organizations involved, it also used ethos and logos, by being primarily factual rather than sentimental or guilt-inducing.

One concern I want to mention is about the product, namely satisfaction upon giving, and the problem of "spot giving." Giving Tuesday certainly brings in a lot of donations, which a mindful goal, but there is definitely a side affect that needs to be addressed: consequential participation ONLY on Giving Tuesday. Participating in this one time festivity will in no strong way establish a relationship between the giver and the organization, and probably not promote future giving. They have donated to the trendy cause, and the satisfaction they get in return may nip at the bud any growing generosity or interest in future involvement. This does not write-off Giving Tuesday as single or simple minded, but it is a very real side effect that needs to be acknowledged and addressed as we continue to partake in the overall very beneficial and ethical Giving Tuesday.

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Alana Gould
12/11/2019 11:53:47 pm

I think giving Tuesday is a great idea. Because of black friday everyone is so focused on getting stuff for themselves that they do not really care about the needs of others.

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Nahom Mulu
12/12/2019 08:44:38 am

Black Friday is a day everyone is buying stuff for themselves. But with Giving Tuesday is the day to give to others and I think it is a thoughtful idea.

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Jessica Cizauskas
12/12/2019 11:36:58 am

I think giving Tuesday is a great way for people to decide to use this money for good instead of wasting it. There are plenty of people who spend hundreds of dollars on Black Friday alone. They most likely bought something that they don’t really need and that money could have been used to help someone in need. Placing giving Tuesday right after Black Friday and Cyber Monday helps to remind people that although you have many gifts to purchase, think of those who don’t get the chance to receive or purchase gifts for their loved ones. The holidays are a time for giving back and showing people you care, so why not do that by helping those who need it the most.

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Sammi Sylvester
12/12/2019 11:38:09 am

I find this idea very interesting. I can just hear the people's thoughts "I have spent all this money to get all my family and friends Christmas gifts and you're asking me to spend more and get nothing in return?" I am being very pessimistic when I say this, there are some very good hearted people out there who would want to give out of the goodness of their heart. I will say that I really like the organization involved in this one day of giving. You think of the Christmas season as the season of joy and giving but how much do you really give to others. Now there is a day where you can give in order to help others and not just look for something out of it. My reservation comes in because it is right after people just hurt their bank accounts to get other people gifts. I don't know how many people would be willing to give more without getting any in return.

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Fraol
12/12/2019 12:26:20 pm

I love this idea, especially the time of the year that people want to spend money. We forget sharing what we have. Giving Tuesday is an opportunity to give something that we have instead of spending all we have on Black Friday.

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johny mariot link
12/16/2019 08:47:41 am

I really love the idea of Giving Tuesday. Usually, the events such as Black Friday and Cyber Monday drives people to a craziness level. But, this one is certainly an epic one.

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JVaughn Singelton
12/18/2019 10:52:14 pm

Hi I definitely support the idea of giving Tuesdays. I feel that this is most compared to black Friday. This article was a great and insightful read.

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Nathanael Hulshizer
1/11/2020 07:28:32 pm

I never considered the marketing involved in promoting behaviors, even ones like giving. But the more I consider the idea, the more I realize that it is marketing. I have seen people market the behavior of giving before as well. Radio host Dave Ramsey has often encouraged his listeners to get their finances in order so that they are comfortable giving to others. He commonly says, "Live like no one else now, so that later you can live and give like no one else." This type of marketing can encourage people to live to higher morals and better standards, and is a positive effect on society.

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Brandee Padilla
3/23/2020 06:05:02 pm

I really like the idea of Giving Tuesday. My only concern is that is follows Black Friday. Do you think this timing is inconvenient and lowers the number of donations that could have been received is it was on a different day? Many people spend a lot of money on Black Friday and may not be as willing to give just four days later. I like how the marketing plan was clearly broken down in to the four P's which plainly explains what is being marketed and how. It really supports the claim that ideas and concepts can be marketed and it is not just limited to goods and services.

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Aaron Fukumura
10/28/2020 07:01:18 pm

Brandee Padilla makes a good point in that having Giving Tuesday be after all of the sales of Black Friday and Cyber Monday means that those who aren't cost conscious may not have money left over to give on Giving Tuesday. Of course the gift of time and volunteer service is something that can be given as well and works well on the Tuesday after Black Friday, however if Giving Tuesday is made into a week long event starting on the Tuesday before Black Friday, then there might be an increase in monetary gifts as well as more opportunities for volunteer service. While this suggestion can help increase the involvement of people in the event, it is hard to say how well Giving Tuesday will go over this year with the global pandemic currently going on. With many people all over the world in financially uncertain places, there will undoubtedly be a decrease in monetary gifts and with restrictions on group gatherings, volunteer service will be limited due to these restrictions as well as people being uncomfortable with large gatherings due to the possibility of catching COVID-19. While it is an important to give regardless of the situation, this year I believe the need is even more, since, as I mentioned before, there are many who have been placed in a hard spot because of the pandemic, however with the future of the economy still uncertain, I fear that those who are in a relatively financially stable state might holder their wallets tighter this year. We shall see in the coming month how things will unfold.

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Micah
9/14/2021 09:04:09 pm

I am very interested in PR work for non-profits, so I was intrigued by the title of this article. Overall, I think that Giving Tuesday is a great idea. People often need a reminder to give of their resources, as strange as that may sound. A day dedicated to spotlighting organizations and non-profits is a good thing to bring awareness to many causes. I will say, I think that people may get overwhelmed when they see hundreds of organizations requesting donations all on the same day. This being said, I think Garecht is wrong. Giving Tuesday can be used as a great and productive “launchpad” for long-term, consistent donations. Practically speaking, if someone donates to an organization, they will probably then receive future emails/newsletters from that organization, creating the start of a long-term relationship. They may want to consider moving Giving Tuesday slightly earlier, before people spend money on Black Friday, but still during the holiday season. My main concern is that big, well-known organizations (who can afford to spend a lot on marketing) would receive lots of money, but leave smaller organizations in the dust.

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