Putnam Barber

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.

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