92nd Street

Heather Fletcher is senior content editor with Target Marketing.

Yesterday was #GivingTuesday. It's the holiday season and consumers are in a giving mood. How do fundraisers ensure that mood doesn't melt with the snow? An onboarding strategy could prove the trick. On Monday, The Chronicle of Philanthropy predicted the social media event started in 2012 by the United Nations Foundation and New York's 92nd Street Y would raise $40 million or more for various nonprofits. Tom Held writes that #GivingTuesday works as a hangover cure, meant to "counter the commercialism of Black Friday and Cyber Monday with caring and giving." (Shoppers spent tens of billions of dollars between Thanksgiving Day and Cyber Monday.) A major problem for fundraisers, though, is many donors only give once.

Giving is truly becoming the new “getting.” ... The trend includes global names such as Coca-Cola, Unilever, Nike and Toyota, as well as smaller, cutting-edge stalwarts like Warby Parker, Panera Bread and Runa Tea. Panera Bread, for example, recently opened several Panera Cares Cafes at which customers pay according to their financial means. Profits from the ventures will be used to fund job-training programs to help elevate the disadvantaged in the area. These companies are finding new and innovative ways to connect with their core customers and prospects—and using social good as the means of connection

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