The Future of Giving Tuesday

THE FUTURE OF

STRATEGIC VISION & COLLABORATIVE LEARNING MODEL

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Contents 03

WHO WE ARE

09

WHAT WE’VE ACHIEVED SO FAR

17

ACCELERATING GENEROSITY 18

Our Theory of Change 21

Our Strategies 39

Our Collaborative Learning Model

45

ACCELERATING IMPACT: FUNDING OUR FUTURE GROWTH 45 Our Support Model 45 Our Budget Framework

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OUR GOVERNANCE AND STAFFING PLAN

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STARTED AT THE 92ND STREET Y, A COMMUNITY AND CULTURAL CENTER IN NEW YORK CITY, AS A DAY FOR ANYONE, ANYWHERE TO GIVE, AND HAS GROWN INTO THE BIGGEST GIVING MOVEMENT IN THE WORLD.

The GivingTuesday movement is a community of millions, working in dozens of countries, representing all causes, issues, faiths, and political views, striving together toward a generous and just world.This document is the GivingTuesday core team’s roadmap for achieving our highest priority outcomes, and for using data to measure, learn, and strengthen our work along the way.

It provides us with a structure that is in harmony with our core values of openness, innovation, and agility. We will adapt this document over time to be responsive to the collaborative effort and imagination of the movement.

KEY TERMS IN THIS PAPER

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CORE TEAM

DATA PARTNERS

Backbone GivingTuesday staff

Online giving platforms, nonprofit data platforms

COMMUNITY CAMPAIGN

A geographic coalition of organizations working together with a central organizer, or a single nonprofit that is rallying a cause community in a community-wide effort

KEY TERMS IN THIS PAPER COMMUNITY LEADERS

Leaders of towns, cities, states, and cause coalitions who oversee community campaigns

GLOBAL CAMPAIGN

GLOBAL LEADERS

A concentrated effort, inspired and informed by local culture and traditions and led by a central organizer or coalition of leaders, to grow giving and generosity across a specific country or region

Generally country leaders, but also continent and regional leaders, who oversee global campaigns

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We practice and cultivate distributed leadership, connect global networks, measure rigorously, support others in doing the same, and use data to propel the movement and the sector forward.

We experiment creatively yet responsibly. The movement benefits the world in tangible ways but also speaks to the intangible within us.

STYLE

GivingTuesday is a celebration of giving, and optimism defines the movement’s ethos. As a collective, we are humble, we are humorous, we are ambitious, and we are impatient for change.

What if the world’s first global day of giving, a ritual we can all work on and celebrate together, was defined by joy and hope?

SKILLS

The GivingTuesday team is a backbone to the movement—with a track record of growth, a big vision, and a plan built and sustained on continuous learning and evolution.

NUMBER OF COUNTRIES 5

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15

42 23

50

2019

2018

MORE GLOBAL CAMPAIGNS ARE JOINING EVERY YEAR

2017

GivingTuesday isn’t just about dollars; it’s about communities coming together. Entire states (Illinois, Maryland, New York), cities (Memphis, Grand Rapids, Dallas), and small towns (Newtown, KS, and New Milford, NJ) have come together to use GivingTuesday as a celebration of civic pride and local generosity. Nonprofits, citizens, local governments, local businesses, schools, and places of worship all participate in GivingTuesday with creative, inclusive, community-wide initiatives.

There were only two community campaigns in GivingTuesday’s first year, but in 2018 there were more than 120 in the U.S. alone, as well as dozens in other countries including Canada, Brazil, and Russia.

STRATEGY

2016

Since 2012, countries around the world have turned GivingTuesday into a movement of giving, sharing, and volGivingTuesday isn’t unteering. Over 55 countries from Brazil just about dollars; it’s to Russia to Kenya about communities now have formal GivingTuesday globcoming together. al campaigns, and global leaders in all of these countries are part of a unique learning community. Year-round, via technology and in person, they share best practices, resources, and support as they build the movement in their own regions.

Millions of people, hundreds of millions of dollars, dozens of countries, billions of social media impressions, countless acts of kindness. From the start, the story of GivingTuesday has been one of people taking the movement in directions we never could have imagined. It has not only scaled; it has evolved.

2015

We believe GivingTuesday will become the world’s first global day of giving, celebrated worldwide but built from the grassroots with a distributed model that allows for adaptation and co-ownership. Nonprofits, houses of worship, businesses, communities, celebrities, families, and everyday people have turned it into an annual ritual.

SCALE

2014

After Black Friday and Cyber Monday, two days all about consumption, we saw an opportunity for a day dedicated to giving. When GivingTuesday launched in the U.S. in 2012, we believed that technology and social media could be used to make generosity go viral; that people fundamentally want to give and to talk about giving; and that the social sector had the capacity to show more innovative leadership, creativity, and collaboration. People and organizations around the world proved us right.

WHAT’S UNIQUE ABOUT GIVINGTUESDAY?

2013

WHO WE ARE

55+

We Believe That giving celebrates the impact each one of us can have on the world and on one another, and promotes democratic principles and other pro-social behaviors In distributed leadership, peer learning, and co-ownership In connecting global communities, and increasing the agency of others and the capacity of the collective That the best solutions to local challenges come from within communities In the smart, secure, ambitious, and humane use of data In measuring the tangible and also honoring the intangible In “freedom through structure” — a clear idea with guidelines, tools, norms, and resources that people can then adapt and change In the potential of the social sector to demonstrate collaboration, creativity, and fearlessness That generosity is the value that forms the foundation of a healthy civil society WE, THE GIVINGTUESDAY CORE TEAM, EXIST AS A BACKBONE ORGANIZATION FOR THE GLOBAL MOVEMENT. We encourage and support many other organizers and backbones, who in turn support their own communities and ecosystems. This is the guiding principle by which we lead, and follow, the GivingTuesday movement. Organizations and leaders within the movement are free to adapt the concept in ways that work for them—the more creative, the better. This drives GivingTuesday’s evolution and organically highlights its areas of greatest possibility. At every level of the movement, our role is to watch what emerges naturally out of the network, and help support and scale the strongest or most meaningful areas (local community campaigns, global growth, individual leaders, youth engagement, data).

ASHA C UR R A N PRESENTING ON THE FUTURE OF GI V I NGT U E S DAY AT T H E 2 018 COMMU NI T Y L E ADE R S U MMI T I N DAL L AS

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We’ve seen groundbreaking results in our seven years.

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GivingTuesday provides a net lift on overall donation results, as shown in an analysis of data from an unprecedented collaboration of donation platforms, payment processors, and other providers.2 The data also indicates that once activated, GivingTuesday givers (both new and repeat) increase both the frequency and value “GivingTuesday has of their giving. In taken off like wild2018, we surpassed fire. It’s far more $1 billion raised onthan a hashtag cam- line in the U.S. since 2012 (an extremely paign. Arguably, it’s conservative estimate). become the most

IN MILLIONS $10

$26 $46

$117

$301 $180

2018

2017

2016

2015

2014

2013

GivingTuesday has shown that it is possible to purposefully inspire an increase in generosity.

On the first GivingTuesday in 2012, a reported $10 million was donated online in the United States. In 2018, that number was over $400 million.1 It has become the largest crowdfunding day in the U.S., with some platforms reporting three times the donation volume of December 31.

THE ONLINE DOLLARS IN THE U.S. KEEP GETTING BIGGER

2012

WHAT WE’VE ACHIEVED SO FAR

$400+

GivingTuesday’s achievements are not limited to the United States. In addition to our 55+ locally led global campaigns, we have seen GivingTuesday activity in every country in the world.These national movements are led by leaders and organizations of all kinds who share an excitement around growing the GivingTuesday movement and encouraging generosity nationwide in their countries.

successful civic tech culture hack of the decade.”

GivingTuesday is about more than giving money.

Studies reveal that the majority of peo– Micah Sifry, ple who learn about founder of Civic Hall the movement participate in some way. Moreover, around the world, those who do participate tend to participate in more than one way, giving time, goods, commitments, and their voice to the causes they care about. This is particularly true of 18to 34-year-olds, who participate in even higher numbers than other demographics.

1 GivingTuesday online donation measures are an estimate derived from data collected from donation platforms, CRM software providers, payment processors, and data aggregators. It encompasses only a portion of all online giving on the day of GivingTuesday and does not include any offline giving. As the data collection process improves each year, these numbers do not necessarily represent empirical growth in the donation results. However, each year the smallest possible estimate is calculated.

2 Volunteer data scientists recruited by the organization DataKind analyzed donation transactions from dozens of processors to thousands of charities spanning a ten-year period to determine that GivingTuesday generates a statistically significant net lift in giving each year and that this effect has been growing. The increased donation results on GivingTuesday were not followed by a corresponding drop in giving, providing a net-positive impact on donation dollars each year.

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OUR ACHIEVEMENTS REFLECT THE POWER OF THE MOVEMENT TO INSPIRE GIVING ON MANY FRONTS. A LOOK AT OUR RESULTS: A CHANCE TO REENGAGE, A CHANCE TO WELCOME

New Donors Repeat Donors AWARENESS & PARTICIPATION IN THE U.S. ARE HIGH

EVERYDAY GIVING IN ACTION Millions of dollars via millions of gifts

average online gift size in the U.S.

MOST PEOPLE PARTICIPATE IN MORE THAN ONE WAY, GIVING MORE THAN JUST MONEY

Awareness of GivingTuesday in the U.S. has risen to gave money

of those aware participate in some way

gave in other ways

did both

e.g. donating food, clothing drives, and other forms of nonmonetary giving

IT’S ABOUT MORE THAN JUST DOLLARS Communities mobilized to rehabilitate schools in Tanzania, volunteers wrote love notes to Baltimore on the sidewalk, teenagers aided the rural elderly in Croatia and Kansas.

BRINGING PHILANTHROPY INTO THE HEADLINES

broadcast mentions in top 100 U.S. media markets

print and online mentions

EXPANDING SOCIAL CONVERSATION AROUND GIVING

social media mentions

Impressions

#GivingTuesday is a bigger conversation than #CyberMonday

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EXPANDING TO COUNTRIES AROUND THE WORLD global campaigns led by local leaders

GivingTuesday activity in every country

UNITING COMMUNITIES AROUND AMERICA

community campaigns from Rock Hill, SC to Dallas, TX to Bethel, AK

BUILDING CAPACITY & CATALYZING CREATIVITY & INNOVATION IN THE SECTOR Organizations are adopting digital best practices and innovative strategies for inspiring supporters of organizations used GivingTuesday to experiment with something new

FORMING & GROWING A GROUNDBREAKING DATA COLLABORATIVE • 80+ data providers collaborating • Two “DataDives” with 200+ data scientists • A giving research literature review • Joint research projects with academics • Data philanthropy workshops with 40+ countries

PIONEERING A MOVEMENT THAT IS “NEW POWER” IN PRACTICE GivingTuesday harnesses the passions of grassroots communities and channels them to build organizations and initiatives that are designed to be shaped by the many.

(For more on New Power, see page 37.)

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The GivingTuesday Network Ecosystem in Focus

MUNI TY

SDAY CO UE R T G

D DIVI UAL IN

BRAZIL

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CO UN TRY

COMMUN I T Y

#Diadedoar

#Doasorocaba

João Paolo Vergueiro, CEO of Associacio Brasilieria de Captadores de Recursos leads #DiaDeDoar, Brazil’s GivingTuesday. In addition to supporting the Brazilian social sector through #DiaDeDoar and his work with the GivingTuesday Data Collaborative, Joao Paolo fuels the movement globally. For example, the #DiaDeDoar PSA has been translated and used around the world, and he has presented at conferences and the GivingTuesday Global Summit alongside fellow global leaders.

#DoaSorocaba, Brazil’s first communitywide GivingTuesday campaign, was modeled after the #BMoreGivesMore campaign in Baltimore, MD, and sought to make Sorocaba the most generous city in Brazil. The dozens of community campaign leaders in Brazil learn not only from each other, but also their counterparts all over the world.

NONPROF I T

Hospital in Brazil The Cancer Hospital of Uberlandia’s volunteers and employees competed in teams on #DiaDeDoar to collect necessities including clothing, milk, and diapers. They encouraged donations online and set up a “toll of

good” on busy avenues to encourage drivers to drop off donations. This creative and collaborative campaign inspires nonprofits across Brazil as #DiaDeDoar encourages the sharing of resources and ideas across their for-purpose sector.

I NDI V I DUAL

#Unselfie This young girl and her family donated to the Cancer Fight Women’s Network of Maringá, Paraná, and shared this UNselfie on social media. #UNselfies are a way for anyone, anywhere to upload a selfless photo demonstrating doing good on GivingTuesday. #UNselfies are uploaded by individuals on GivingTuesday and enables individuals around the world to unite around their shared value of giving.

AM TE

UNTRY CO

NPROFIT NO

E

#GIV IN

M CO

This is an illustration of just two examples—Brazil and Russia—from our interconnected network of handraisers and leaders and how they support each other at every level of society, ultimately leading to millions of acts of giving around the world.

DIVIDUAL IN

MMUNIT Y CO

NO

NPROFIT

UNTRY CO

RUSSIA CO UN TRY

COMMUN I T Y

GivingTuesday Russia

GivingTuesday Siberia

Charities Aid Foundation Russia leads GivingTuesday Russia. They promote and support their network of GivingTuesday partners, engage with the media and celebrities, and develop messaging and content, including materials for Confession Week (a larger campaign that includes GivingTuesday). Maria Chertok, CAF Russia’s Director, oversees the movement and is a huge champion for GivingTuesday influencing participation throughout Russia’s philanthropy sector.

For GivingTuesday 2017, the GivingTuesday Russia team provided grants to local community campaigns across Russia to support their GivingTuesday initiatives. Community foundations, from Siberia to Ural to the Far East, planned more than 200 charitable activities, engaging everyday givers of varied backgrounds and raising awareness throughout Russia.

NONPROF I T

Maima Performances An organization in Maima, a small city in the Altai Republic, organized a series of performances on and around GivingTuesday. None of the actors in the performances were

professionals, but instead local teachers, healthcare professionals, and others who used these performances to fundraise for local city needs.

I NDI V I DUAL

Giving Confession The GivingTuesday Russia team works hard to engage celebrities to help bring awareness and encourage people to give on GivingTuesday. The popular Russian actress and blogger Irina Gorbacheva posted a confession (GivingTuesday Russia’s take on the UNSelfie) telling her personal giving story.

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More Stories from the Movement COMMUNITIES COME TOGETHER BETHEL, ALASKA

Remote village in Western Alaska embraces oldfashioned community building on GivingTuesday.

Bethel, Alaska is a town of just over 6,000 residents, and is a hub for 56 Alaska Native villages in the Yukon-Kuskokwim Delta.

They launched BethelGives in 2016 as a GivingTuesday community campaign, led by a local foundation and a collaborative of 16 nonprofits. From the beginning, as a small community with limited resources and significant need, they prioritized experimentation with strategies to galvanize their residents. When asked about this approach, community leader Lisa Whalen shared, “You can throw 15 different things at the wall and see what sticks; what works best and what your community responds to. GivingTuesday is a great opportunity to experiment!” Bethel has since become a coach to leaders of small, rural communities across the U.S.

GEORGIA CENTER FOR NONPROFITS

It’s GivingTuesday, not fundraising Tuesday.

The Georgia Center for Nonprofits moved a standalone statewide giving day to GivingTuesday in 2017. They connected with GivingTuesday to shift the focus from a fundraising day to a day where Georgia’s social sector could rally around generous people giving in all forms. They grew from $4.2 to $6.8 million donated in 2017 and $7.8 million in 2018, and are planning even more creativity and experimentation in 2019.

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MOVEMENT LEADERS IN ACTION

The GivingTuesday movement includes hundreds of leaders around the world who are strengthening the culture of generosity in their communities—small towns, big cities, and entire countries. This distributed leadership model has created an interconnected global network of leaders driving toward a common goal in their own unique, entrepreneurial ways. They represent dozens of cultures, languages, and backgrounds. Here’s a look at just a few of them.

Will Esposito Founder, Hypelite Will is a 28-year-old yoga teacher, nonprofit leader, and the force behind the New Milford Gives campaign in Northern New Jersey. Will’s organization, Hypelite, empowers high school students to use their passion and organizing power to improve their communities, and #NewMilfordGives is centered on students. According to Will, “GivingTuesday kind of validated the vision we had for our community, and really gave us the platform to give back while collectively feeling like a part of a bigger social good movement.” He is now working with our team to help communities across the country activate students.

Catherine Mwendwa Programme Officer, East Africa Philanthropy Network Catherine has been working to leverage GivingTuesday to grow civil society and participation in Kenya. Through #GivingTuesdayKE, Catherine has been instrumental in connecting local groups to discuss the sector and encourage greater innovation and transparency among nonprofits in East Africa. In addition, Catherine has helped expand the movement throughout East Africa by working with teams to launch GivingTuesday in Rwanda and Uganda.

Pablo Cabello and Teresita Echaurren #UnDiaParaDarCL Architect Teresita Echaurren and marketing specialist Pablo Cabello came together in 2017 to launch GivingTuesday Chile, or #UnDiaParaDarCL. Neither one has a background in philanthropy or community organizing, but they were inspired by the GivingTuesday message and understood its potential to increase generosity in their home country. Under Pablo and Teresita’s leadership, and with support and encouragement from a global network of GivingTuesday leaders, the movement has grown quickly in Chile, engaging thousands through volunteer actions throughout the country and on social media.

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IN AN ERA OF GLOBAL CRISIS AND DISCONNECTION, WE NEED NEW RITUALS TO CONNECT US. AS THE WORLD’S LARGEST GIVING MOVEMENT, WE BELIEVE:

We can go further, faster.

WE WANT TO WORK TOWARD: A GLOBAL DAY OF GIVING INCREASED GENEROSITY IN EVERYDAY LIFE A GENEROUS AND JUST WORLD A VIBRANT AND TRUSTED SOCIAL SECTOR

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ACCELERATING GENEROSITY

We will accelerate the growth of this movement, building a new global ritual that includes everyone who wants to do good, and strengthening the social sector globally. The stronger the sector—the more robust and sustainable its resources, the more innovative and data-driven its programming, the more talented and forward-looking its leadership—the better able it is to contribute meaningful impact to issues and causes around the world.

We are ambitious, but our success so far gives us reason to be. This section outlines how we will make progress in the next few years.

OUR THEORY OF CHANGE Our theory of change lays out the ultimate impact we believe GivingTuesday can have; the short-and long-term outcomes we believe are necessary to get us there; and the strategies we will carry out

OUR THEORY OF CHANGE LAID THE FOUNDATION FOR: OUR STRATEGY

OUR CLM PRACTICE

For each of our seven strategies, we identify a set of activities that we see as most critical for achieveing our highest priority outcomes.

Identifies the questions we’ll ask ourselves about our progress at the strategy-, movement-, sector- and societal-levels, and the quantitative data we’ll use to inform those conversations

CLM DATA AND INSIGHTS WILL GUIDE ONGOING DECISIONS ABOUT OUR STRATEGIES C L M: COL L AB ORAT I V E L E ARN I N G M O D E L

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STRATEGIES

Change in mindsets that GT is about more than raising money on a single day

GT is increasingly ubiquitous

Increased activation of doers and givers on GT and throughout the year

Increased local and major media attention about deeper GT themes

Increased focused time and “brain power” from peer influencers

Increased sense of ownership of the movement among actors globally (GT is increasingly distrubuted)

Increased leadership among movement actors globally

Increased collaborations among movement actors globally

Increased connections within and across orgs and sectors, including throughout the year

More potential new movement actors engaged in GT

More movement actors are deeply bought into GT (e.g., commit resources, staff, PR)

Engage leaders to form self-sustaining networks globally

NETWORKS

Develop mutually beneficial relationships; connect to the global movement/networks

HANDRAISERS

Increased sharing, uptake, and/or adaptation of innovative ideas, tools, and best practices on GT and throughout the year

More movement actors create and implement innovate ideas, tools, and best practices for GT

Increased confidence among movement actors to experiment with GT

Incubate experimentation, promote sharing of innovative ideas globally

INNOVATION

A generous and just world

Strengthened social sector worldwide

Increased understanding of giving trends/ donor behavior

Increased adoption of data-driven practices and learnings in the social sector on GT and throughout the year

More movement actors share GT movement learning with the sector

Increased innovative analysis of data by movement actors

Be a global “hub” for data and learning about generosity

INSIGHTS

*In the pages that follow, we include detailed theory of change outcome chains.

Increased giving in all its forms among global doers and givers on GT and throughout the year

Increased centrality of the role of generosity and giving in everyday life

Increased skills among movement actors to be successful on GT and throughout the year

Increased innovative, collaborative leadership thoroughout the social sector

Strengthened new power leadership skills among movement actors

Support and connect new power leaders within the movement and the sector

LEADERSHIP

Strengthen Movement Actors, Leaders & the Social Sector

Increased individuals/orgs/communities/countries uniting in annual ritual around giving & doing

Increased sustainability of GT movement

Increased capacity of GT backbone

Increased funding streams to support GT

Engage advisors, advocates, and supporters in the growth and sustainability of the movement

Promote engagement in GT through storytelling about the themes of generosity, innovation, global movement

Movement leaders and actors adapt GT messaging that resonates with doers and givers

SUSTAINABILITY

Build/Expand the Movement

OUR THEORY OF CHANGE

STORYTELLING

Promote the Movement

IMPACT

OUTCOMES

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HOW WE’LL USE OUR THEORY OF CHANGE

Our theory of change outcome map is a living document. In addition to laying the foundation for strategy and measurement, learning, and evaluation, our theory of change: • Communicates our work to our advocates, supporters, advisors, board members, funders, and other stakeholders • Strengthens our core team’s ability to allocate resources and make strategic decisions with agility • Enables us to iterate our theory over time to adapt and respond to the movement As the movement continues to expand in other countries, strategies will likely look different depending on the context (e.g., values and norms around philanthropic giving might look different in different cultural and political landscapes).

HOW TO READ OUR THEORY OF CHANGE

The white boxes with blue outline are the strategies or sets of activities we undertake.

The filled light blue boxes reading from top to bottom are the outcomes or changes that we expect to see, both as a result of our own strategies and also as a result of the strategies and activities carried out by members of the GivingTuesday community.

The yellow box at the bottom is the ultimate impact GivingTuesday is seeking: A generous and just world.

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We have a big vision, a plan for getting there, and a commitment to continuous, collaborative learning.

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ACCELERATING GENEROSITY

GivingTuesday has seven strategies for cultivating a growing, evolving learning ecosystem that yields innovation, new power leaders, and transformative collaborations. Together these strategies will further our efforts to spread generosity across cultures and borders.

THIS SECTION OUTLINES EACH OF OUR SEVEN STRATEGIES, INCLUDING:

• A high-level explanation of the strategy • Some of the activities we’ll undertake as we work toward our goals • A few of the questions we’ll regularly seek to answer, drawing on quantitative and qualitative data to better understand the impact of these strategies Importantly, our work will always include pivots as we learn from and respond to our community.

OUR 7 STRATEGIES 1. NETWORKS 2. HANDRAISERS 3. LEADERSHIP 4. INNOVATION 5. INSIGHTS 6. STORYTELLING 7. SUSTAINABILITY NOTE: We present the strategies here in a different sequence than in our theory of change outcome map to represent their priority.

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Networks Our Networks strategy involves the many layers of the GivingTuesday community: representatives of for-purpose organizations; community leaders; global leaders; philanthropic insiders; everyday givers; and communities that come together to support good causes and one another. Each of these networks is highly interconnected and the way they engage is generative and transparent. They form and maintain lateral connections within networks, as well as connections and sharing between networks, enabling cross-pollination of ideas and information. As the core team, we support and champion this global learning ecosystem, which is strengthening generosity at both a hyper-local and global level.

WE WILL: • Develop, facilitate, and support a self-sustaining set of GivingTuesday networks that grow both in size and in impact over time • Identify and support current and emerging movement leaders within networks (leaders can be individuals, organizations, companies, funders, countries, and regions)

Build/Expand the Movement NETWORKS Engage leaders to form self-sustaining networks globally

New actors join the movement via the network Increased connections between new/potential network members Increased collaboration among network members Increased leadership among network members Increased connections between networks (e.g., leverage Belfer Center Networks)

Increased GT connections and relationships that continue throughout the year (among orgs, leaders, individuals)

Increased sense of co-ownership of the movement among actors (GT is increasingly distributed)

• Drive connections among leaders within and across networks • Establish and moderate platforms for dialogue and connection between network members and leaders • Connect movement leaders and participants by type of organization or by common learning needs • Facilitate regional convenings of movement leaders, focused on growing the movement, data building, leadership development, and whatever other opportunities emerge organically

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• Celebrate and uplift current and potential movement leaders through thought leadership opportunities, connections, convenings, specialized training, fellowship programs, and targeted microgranting

SOME OF THE QUESTIONS WE’LL ASK OURSELVES ALONG THE WAY: Is there an increase in valuable GivingTuesday connections and relationships throughout the year (among organizations, leaders, individuals)? Are there deeper relationships and more exchange of ideas and collaborations, including across demographics and borders?

Are leaders in the network reaching their full potential as innovative, collaborative, and interdependent leaders? Are they having an increasingly powerful voice on behalf of generosity in their respective communities and the movement overall, creating other leaders and ambassadors, self-organizing in creative ways, and forming independent peer learning groups?

Are our existing networks thriving? Have the network dynamics shifted or evolved? What more can we do to support them?

What new communities (e.g., faith-based, youth, diaspora communities) have we seen bubble up? What can we do to support those organizations and leaders?

What are we learning about catalyzing networks or the power of networks for building movements? How do we share learnings with other movements?

“Welcome to the coolest virtual family on the planet.

If governments, organizations, and businesses around the world operated with an ounce of the inclusiveness and collective support as this GivingTuesday team, the world would be a far better place than we can all imagine.”

– ZJ Jallah, GivingTuesday Liberia global leader, welcoming Hungary to the network of global leaders

Z J JA L LA H, SE CO N D FROM THE RIGHT, ALONGS I DE GLO B A L LE A DERS FROM POLAND, CHILE, I S R A E L , B A R B A D OS, AND CZ ECH REPUBLIC AT T HE 2 01 8 G LO B A L SUMMIT

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Handraisers Our Handraisers strategy is at the heart of the growth of GivingTuesday. Since our founding, we’ve shared the values and aspirations of the movement far and wide, and then acknowledged, coached, coordinated, connected, and celebrated the people who voluntarily raise their hand to engage with the movement. By stepping forward, these handraisers create a stronger sense of accountability and empowerment within themselves than if they had been convinced or paid to join in.

Once engaged with handraisers, we focus on developing mutually beneficial relationships with them and connecting them with the broader movement and networks. We capitalize on visibility opportunities with strong potential network partners like community foundations, United Ways, nonprofit associations, and others, to build interest.

The goal is for these relationships to be a launchpad for organizations or leaders to become self-sustaining and either launch or join key GivingTuesday networks. We develop these collaborations with individual organizations or leaders to both promote mutual or shared value from the relationship and to connect leaders and participants to the movement.

Build/Expand the Movement HANDRAISERS Develop mutually beneficial relationships; connect to the global movement/networks

Increased engagement among: PROMINENT ORGS/INSTITUTIONS COALITIONS AND ORGS BASED ON AFFILIAITON

Increased engagement among potential movement leaders (e.g., young people, non-traditional actors)

GROUPS (E.G., FAITH GROUPS)

New/increased number of orgs who are “deeply bought in” (e.g., commit resources, staff, PR)

Increased direct connections among movement actors/leaders

Increased intergroup collaboration (e.g., faith, party, racial, generational, city, town, community)

Increased cross-sector collaboration (e.g., NPs, schools, businesses, government, privatepublic partnerships)

Increased empathy, understanding among and between groups

Deepened relationships among movement actors/leaders

WE WILL: • Develop mutually valuable relationships with individual handraisers, organizations, and coalitions, and encourage collaborations across organizations and networks • Develop a flexible model for identifying established and emergent mission-aligned groups or leaders to engage (e.g., millennials, faith-based institutions, traditional philanthropic organizations, and coalitions)

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Individual doers and givers, groups of doers and givers, inter-groups are brought together in a meaningful way (re: Thread)

• Find and connect participants in the movement who may be doing unique or innovative GivingTuesday work in isolation • Leverage opportunities to create or align with large scale GivingTuesday networks so that collaborators become network members and leaders over time

SOME OF THE QUESTIONS WE’LL ASK OURSELVES ALONG THE WAY: What communities of potential handraisers do we need to reach with our vision?

Where do we have handraisers whose voice could inspire others with the appropriate visibility?

How do we best spotlight them?

How can we increase awareness so that potential handraisers are exposed to the movement and thus more likely to step forward?

How effective are we at not just engaging handraisers, but addressing their leadership potential on an ongoing basis?

Handraiser Becomes National Movement Leader Since 2013, when the first U.S. community campaigns launched in Bucks County, PA and Baltimore, MD, community campaigns have produced influential leaders of the movement. Their passion for engaging an entire community around generosity was an important story uplifted by the core GivingTuesday team, and new campaigns emerged in communities across the country.

JENNIFER SAMPSON, CEO OF UNITED WAY O F ME TR O P O LITAN DALLAS

She saw the potential for the alignment of GivingTuesday and United Way, and not only collaborated with the core team to build Dallas into the largest GivingTuesday community campaign in 2017 ($23 million) and 2018 ($31 million), but also shared her passion for GivingTuesday with other United Way CEOs across the country.

Until 2016, none of these campaigns were led by a United Way, a seemingly obvious partner to be moved by GivingTuesday’s mission. That changed when Jennifer Sampson, CEO of United Way of Metropolitan Dallas, raised her hand.

IN PARTNERSHIP WITH HER, WE HAVE: Co-presented at the United Way worldwide conference Hosted United Way CEOs from across the country Hosted the 2018 Community Leaders Summit in Dallas, attended by community leaders from across the country including a dozen United Ways Community campaigns are now being led by United Ways across the country as a result of this single handraiser.

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Leadership Our Leadership strategy builds on our Handraisers strategy. Once we’ve identified and engaged our handraisers, we work to build their capacity as leaders and enable them to successfully support their own organizations and networks.

Movement leaders around the world share important characteristics, including optimism, entrepreneurialism, risk resilience, an impatience for change, and an eagerness to work with others to achieve it. We believe these should be recognized as critical characteristics of all 21st century social sector leaders and that their success is also key to the vibrancy and sustainability of the sector.

Strengthen Movement Actors Leaders & the Social Sector LEADERSHIP Support and connect new power leaders within the movement and the sector

Strengthened new power leadership skills among movement actors:

Increased skills among movement actors to be successful on GT & throughout the year.

HARNESSING THE PASSION OF THE CROWD FOR GENEROSITY

ENGAGING SUPPORTERS/ DONORS

BALANCING GRASSROOTS PRIORITIES WITH THEIR OWN VISION AND LEADERSHIP

• Create global data chapters to help leaders and their networks • Provide opportunities for leaders to speak on behalf of the movement • Model a transparent decision-making process from creation through governance, including how mistakes were made (e.g., Data Collaborative governance) • Expand thought leadership role to codify what we’ve observed and write/talk/ present about it • Study how race and gender play into leadership in the movement • Proactively interact with other movements in shared learning environments around movement building • Share profiles of leaders (not just campaigns) within the leader network and more broadly while encouraging them to celebrate their own leadership

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ADAPTING TO DISRUPTIVE DIGITAL TRENDS COMMUNICATIONS AND STORY-TELLING

WE WILL: • Develop fellowship programs to provide deeper, more intensive training to smaller groups of leaders

FUNDRAISING SETTING/MEETING AMBITIOUS CAMPAIGN GOALS

DATA USE OR DATA DRIVEN ACTIONS

Movement leaders effectively make GT a movement rather than a moment Movement leaders are recognized/given opportunities for career advancement

Transference of leadership skills as movement leaders move to other orgs in the sector

New power leadership skills highly valued/sought within the sector/other movements Increased innovative collaborative leadership throughout social sector • Elevate exceptional leaders by creating communities of knowledge around leaders with distinct skill sets who develop approaches, tools, or learning models that can benefit leaders across the globe

SOME OF THE QUESTIONS WE’LL ASK OURSELVES ALONG THE WAY: Are movement leaders receiving recognition and experiencing opportunities for career advancement and thought leadership as a result of their experience with GivingTuesday?

Are they developing networks and partnerships that benefit their work beyond GivingTuesday?

Are they modeling the collaborative leadership approaches of GivingTuesday within their organizations?

Are we creating opportunities to support and enrich them as individuals and leaders in addition to as a community?

Are we disseminating our learnings and observations about them for the benefit of the whole sector and beyond?

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Innovation Our Innovation strategy recognizes that since the beginning, GivingTuesday has been an opportunity to experiment. 82% of participating organizations report using the day to try new things. We encourage this aspirational entrepreneurialism among organizations, people, and movement leaders. We promote sharing, adapting, and adoption of their innovative ideas globally, and encourage others to repurpose and build upon innovative ideas and best practices. This strategy focuses on enabling both sides of this innovation model.

Strengthen Movement Actors Leaders & the Social Sector INNOVATION Incubate experimentation; promote sharing of innovative ideas globally

Increased understanding among movement actors of the open-source nature of the movement

INNOVATION LAB

WE WILL: • Actively encourage creative, community-driven ideas and experimentation that can be leveraged by others in the movement • Promote more systematic capturing and sharing of innovative ideas and/ or replicated ideas within the movement by GivingTuesday and all participants in the movement • Support replication and adaptation of innovative ideas by helping participants in the movement understand how to take what they’re learning from others and transform their day-to-day work

Increased confidence of movement actors to experiment with GT

Increased sense of co-ownership of the movement among actors (GT is increasingly distributed)

More movement actors create and implement innovative ideas for GT (e.g., GT Ukraine, see next page)

More movement actors create and implement tools and best practices

GLOBAL AND HYPERLOCAL FEEDBACK LOOP Movement actors share their innovative ideas with the movement

More movement actors share their tools and best practices with the movement

Increased uptake of GT innovative ideas, tools, and best practices among movement actors

Increased adaptation of tools and best practices among movement actors

Increased adaptation of innovative ideas among movement actors.

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SOME OF THE QUESTIONS WE’LL ASK OURSELVES ALONG THE WAY: For campaigns where GivingTuesday was exceptional, why do we think that was? What can we/the movement learn from these campaigns?

Are more participants in the movement creating and implementing innovative ideas for GivingTuesday?

Are we capturing the spirit of these exceptional campaigns and also systematically capturing qualitative data on them for broader learning?

Are we seeing increased uptake of innovative GivingTuesday ideas, tools, and best practices beyond the bounds of GivingTuesday?

GIVINGTUESDAY UKRAINE: A CASE STUDY IN INNOVATION

More and more, GivingTuesday leaders are focused on how to share their innovative tools and learnings across borders in order to strengthen the movement worldwide. In 2018, GivingTuesday Ukraine had an incredibly successful launch. At a time of incredible crisis, they engaged over 410 organizations in all 24 Ukrainian regions, including 15 major cities which declared GivingTuesday an official holiday and 207 schools where teachers taught lessons in kindness. Experimentation and creativity were key to their launch and their approach resonated deeply with their

community. GivingTuesday also created an opportunity for Ukraine to organize it’s first ever Fundraising Forum, which brought sector leaders together to talk about philanthropy in the Ukraine and how they can integrate the spirit of collaboration and creativity from GivingTuesday into their every day work. This energy to share and experiment extended to the global community, who received regular updates, decks, and ideas from the Ukrainian team, and we expect many of these innovations to be built upon by other global leaders in 2019.

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Insights Building on the groundbreaking GivingTuesday Data Collaborative, the Insights strategy will explore giving behaviors and patterns, movements, and altruistic behaviors more broadly, and identify and share the best practices that help grow generosity.

We’ll grow the Data Collaborative into a Global Data Lab, working with partners across sectors and borders to understand the drivers and impacts of generosity. Our bold goal is to work in partnership with others to use data to understand and inspire more giving around the world.

WE WILL: • Cultivate increased collaboration in the U.S. and globally between nonprofits, giving platforms, data holders, and researchers • Create and share systems, processes, and research methodologies in an open source environment to foster innovation • Conduct and collaborate on research into GivingTuesday impact and giving behaviors to identify best practices for increasing global generosity • Share actionable insights with the GivingTuesday movement, other movements, and the social sector • Use learnings about generosity to inform how we support movement leaders • Support global GivingTuesday partners in the creation and expansion of regional and national philanthropic data strategies • Share the work of other researchers with our network and help identify opportunities for collaboration (that don’t have to include us directly)

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Strengthen Movement Actors Leaders & the Social Sector INSIGHTS Be a global “hub” for data and learning about generosity

More powerful, actionable data, and findings to support movement actors (e.g., Data Dive results)

Increased collaboration among Giving platforms

Increased understanding of giving trends and donor behavior (e.g., how gender influences giving)

Increased innovative data analysis by movement leaders (e.g., countries spearhead innovative data projects)

“ROOT LEVEL” (E.G., CREDIT CARDS, BANKS)

More movement actors share GT movement learning with the sector

PHILANTHROPIC ENTITIES

Data driven best practices are rapidly accelerated beyond “the day”

Increased adoption and iteration of new ideas/learnings in the social sector

SOME OF THE QUESTIONS WE’LL ASK OURSELVES ALONG THE WAY: Have we collected and made available more useful, actionable data and insights to support efforts to increase generosity?

Are other researchers, practitioners, and innovators using our data and insights to increase generosity?

Are we identifying clear best practices for increasing generosity and can we test them in the real world?

Are GivingTuesday data and insights being used by the movement to activate generosity?

Have we identified links between giving behaviors and other forms of civic participation?

DATA COLLABORATIVE ACCELERATES LEARNING AROUND THE GLOBE DATA MEETUPS FOR‌

INDIA (HELD IN MUMBAI)

EASTERN EUROPE (HELD IN MOSCOW)

The GivingTuesday Data Collaborative is already having an impact around the world.

We decided to leverage our global team of leaders to tap into their networks and skills as sector conveners to expand the mandate of our data work outside the U.S. We began by conducting a one-day workshop with GivingTuesday global leaders from 10 Latin American countries to identify national and regional research priorities. The group then scoped two collaborative projects that will identify the motivators and

obstacles to giving in the Latin America context and help the member countries improve their data analysis capabilities through a standardized approach to measurement. This group is taking advantage of our methodologies, relationships, systems, and findings to rapidly develop new capacity in the region. We are now duplicating this approach with 55 countries around the world.

WESTERN EUROPE (HELD IN BARCELONA)

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Storytelling GivingTuesday is about so much more than just dollars. Our Storytelling strategy communicates and elevates the themes of generosity, creativity, and global community—not just fundraising. We are not focused on using the strategy to raise the visibility of the GivingTuesday brand in and of itself. Rather, we use storytelling to support the broadest and most meaningful understanding of the movement.

WE WILL: • Implement an updated communications team and strategy so that movement leaders and participants are speaking with a unified voice (while maintaining their distinctiveness) • Focus on lifting up stories that go beyond simple fundraising • Build a digital presence and reframe public-facing resources to reflect the depth and global nature of the movement • Promote engagement in the movement across multiple media platforms, including opportunities on emerging media channels

Promote the Movement STORYTELLING Promote engagement in GT through storytelling about the themes of generosity, innovation, global movement Increased awareness of GT among potential movement actors/org Increased motivation among potential movement actors/orgs to participate in GT Increased amplification among movement actors that GT is about more than raising money on a day Network leaders adapt GT messaging that resonates with their networks/doers and givers

Increased local and major media attention about DEEPER THEMES, YEAR ROUND, GLOBAL MOVEMENT,

Increased activation of doers and givers on GT and throughout the year Increased awareness of GT among potential doers and givers

Increased understanding of GT without the context of Cyber Monday and Black Friday

Change in mindsets of doers and givers that GT is about more than raising money on a day

Increased motivation among potential doers and givers to participate in GT

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INNOVATION IN NP SECTOR, DATA-DRIVEN ACTIONS

Increased local and major media attention about GT in major outlets (e.g., NYT, WSJ) and in other countries

Movements actors/leaders more effectively communicate to their base VICTORY LAPS DATA-DRIVEN ACTIONS

Increased social media activity around GT (including use of GT # and global #)

Increased visibility of GT in sector publications, conferences, etc. as being about more than raising money on a day

GT is increasingly “ubiquitous” (e.g., printed in calendars, annual ritual) Doers and givers share their actions/ giving with their networks

SOME OF THE QUESTIONS WE’LL ASK OURSELVES ALONG THE WAY: What is the perception of GivingTuesday? Does the narrative have traction? Is there more we could do to increase the power of the narrative or shift people’s perceptions?

Is there greater visibility of GivingTuesday in the social sector as being about more than just a day for raising money?

Are we maximizing thought leadership opportunities for the core team and for leaders around the world?

Are we seen as a for-purpose innovator alongside the most notable innovators in the world?

Are movement leaders and participants sharing stories about the themes of the movement in their communities and organizations? Does our community have the tools to tell the story of GivingTuesday themselves?

Do they feel the responsibility to do so?

Whose stories aren’t we telling?

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Sustainability GivingTuesday grows bigger and stronger because of the countless people who believe in its power to transform societies through generosity. With our Sustainability strategy, we focus on how to welcome and develop relationships with those people and organizations who can help us ensure the movement’s longer-term success.

(Funders are a key subset of this group; we outline our funding strategy on page 45.)

WE WILL: • Develop and maintain relationships with advisors, advocates, and supporters in the growth and sustainability of the movement and our internal #GivingTuesday infrastructure and direction • Develop structured board-level leadership, including a GivingTuesday governance board, advisory board, and set of advisory committees

Build/Expand the Movement SUSTAINABILITY Engage advisors, advocates, and supporters in the growth and sustainability of the movement.

More influential connections between GT and the social impact community

Respected leaders promote GT in the social impact community

• Initiate a fund development strategy to support the sustainability of the movement • Engage in ongoing learning and examination of our strategic direction, and engage our community in that process

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Increased focused time and “brain power” from influencers

Increased funding stream to support GT (e.g., foundation/ individual support)

Increased capacity of GT backbone

Increased visibility of GT in sector publications, conferences, etc. as being about more than raising money on the day

Increased sustainability of GT movement

SOME OF THE QUESTIONS WE’LL ASK OURSELVES ALONG THE WAY: How is our mission inspiring people to fund and support us? How can our messaging to our current and potential funders/supporters reflect this?

Are we building relationships with a diverse set of funders/ supporters in a way that allows GivingTuesday to be sustainable, while also ensuring our continued ability to innovate and evolve?

Is the composition of our advisors (formal and informal) ideal?

Are we utilizing our advisors in the most productive way? What other ways can we deploy them or tap into their expertise and passions?

Are we being innovative in identifying potential funders/supporters and advisors, consistent with our commitment to creativity and collaboration?

Are we capitalizing on opportunities to create revenue through our Data Collaborative and other initiatives?

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IT’S MORE THAN A FUNDRAISING DAY, IT’S A MOVEMENT

We’re inclusive of all kinds of partners—everyone has a place in the movement We believe in experimentation, creativity, and collaboration We’re working toward a strengthened global social sector We value all forms of giving: time, skills, voice, money It’s about giving together—and celebrating that giving We want giving to be seen as a core component of good citizenry and community spirit We’re making local impact in a global movement

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New Power Much of the thinking behind GivingTuesday is reflected in the theory developed by the movement’s co-creator, Henry Timms, and his co-author Jeremy Heimens, in their book New Power: How Power Works in Our Hyperconnected World—and How to Make it Work for You. GivingTuesday’s model exemplifies collaboration, networked governance, and co-ownership.

OLD POWER

NEW POWER

CURRENCY

CURRENT

MADE BY FEW

MADE BY MANY

DOWNLOADS

COMMANDS

LEADERDRIVEN

CLOSED

OLD POWER VALUES

NEW POWER VALUES

Formal (representative) governance, managerialism, institutionalism

Informal (networked) governance, opt-in decision-making, self-organization

Competition, exclusivity, resource consolidation

Collaboration, crowd wisdom, sharing, open-sourcing

Confidentiality, discretion, separation between private and public spheres

Radical transparency

UPLOADS

SHARES

PEERDRIVEN

OPEN

Expertise, professionalism, specialization

Long-term affiliation and loyalty, less overall participation

Maker culture, “do it ourselves” ethic

Short-term conditional affiliation, more overall participation

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We’re using data to continually learn and adapt in order to maximize our impact.

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OUR COLLABORATIVE LEARNING MODEL

Our Collaborative Learning Model (CLM) helps us understand and communicate GivingTuesday’s outcomes at multiple levels: Internal, Movement, Sector, and Societal.

We’ve identified meaningful questions and metrics at each of these levels (described below), as well as approaches for gathering, reflecting on, and using this data to guide our strategic decisions moving forward. Where possible, our CLM leverages or builds upon data that is already being collected by the GivingTuesday core team and our data partners, and in other cases, we’ve identified new sources of data.

INTERNAL LEARNING

These are organized in the following three categories: 1. GIVINGTUESDAY DATA 2. BEHAVIOR AND GENEROSITY DATA 3. IMPACT MEASURES

Combined, these sources will help us understand our progress toward Internal, Movement, Sector and Societal Learning outcomes. Details about the data sources, and what it will take to implement them, are provided in an addendum to this document (available upon request).

MOVEMENT LEARNING

SECTOR LEARNING

SOCIETAL LEARNING

GIVINGTUESDAY DATA BEHAVIOR AND GENEROSITY DATA IMPACT MEASURES

GIVINGTUESDAY DATA

Results and metrics around the activity on GivingTuesday each year. This includes web and social media metrics, media listening, and donation data.

BEHAVIOR & GENEROSITY DATA

Findings and reporting on year-round individual giving behavior in aggregate. This includes longitudinal giving platform data, survey research, and experimental findings.

IMPACT MEASURES

Real-world results of our activities and the outcomes of the movement and participants.

This includes sector health and sustainability measures, SDG progress, and charitable programs’ impact.

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OUR CLM DATA

Internal-Level Learning The questions listed within each strategy are to help the core team understand whether we’re making progress toward our goals, signal if/when to consider adjustments to our strategies, and lift up opportunities to do better.

While these internal strategylevel questions are crucial to our continuous learning and improvement, we will always remain fluid. We’ll prioritize responsiveness to the collaborative effort and imagination of the movement at all levels over static measurement.

Societal-Level Learning GivingTuesday got to where it is now by dreaming big. We believe our strategies are transformational enough that we see impacts on society. We are working with our partners to directly measure the impact of our work and the movement on a number of important societal outcomes we have identified in our theory of change—connecting the results in the sector to real-world issues. There are endless ways to measure the ultimate impact of GivingTuesday: A generous and just civil society worldwide. A significant way will be to monitor our progress toward United Nations Sustainable Development Goals (SDGs).

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InternalLevel Learning

MovementLevel Learning

Movement-Level Learning All of our strategies are crosscutting. Through our CLM, we will also measure rigorously to make sure that the broader movement is thriving. We’ll monitor our progress on the longer-term goals (the ones that sit further down on our theory of change) by gauging the extent to which GivingTuesday is • A global day of giving • Increasing giving globally • Increasing generosity in everyday life.

SectorLevel Learning

These metrics don’t necessarily tell us what we might do differently within a single strategy, but they help us recognize the full potential of what this movement can and will do and how we can get there.

Sector-Level Learning

SocietalLevel Learning

We also ambitiously aim to understand how the GivingTuesday movement is contributing to major change across the global social sector. We will monitor whether we’re making progress on our goal to see a strengthened global social sector, recognizing that GivingTuesday is one groundbreaking movement among many factors.

SOCIETAL-LEVEL LEARNING: SUPPORTING THE SDGS OUR WORK CONTRIBUTES TO AND SUPPORTS THE SUSTAINABLE DEVELOPMENT GOALS IN THREE INTERSECTING WAYS:

01

02

03

GivingTuesday drives progress toward achieving all SDGs by helping the for-purpose sector and communities around the world become more sustainable and increase their impact.

Our work directly supports some SDGs:

Our Leadership strategy does more than develop the GivingTuesday movement.

Working with our global data partners, we will connect the increased support that nonprofit organizations realize as a result of GivingTuesday with the impacts of their work toward specific SDGs. This will allow us to measure our impact directly against these objectives and will have another important benefit: By working with hundreds of data partners in countries around the world to conduct this measurement and research, we will be creating new methodologies for measuring the on-the-ground impact of philanthropic investments, in general.

PARTNERSHIPS FOR THE GOALS – SDG 17: The GivingTuesday movement is already a groundbreaking platform for cross-sector collaboration and leadership. We will leverage our network and global data infrastructure to increase the capacity for measurement of and action toward sustainable development.

PEACE, JUSTICE AND STRONG INSTITUTIONS – SDG 16: In addition to providing a platform for organizations working toward these outcomes, GivingTuesday promotes a more inclusive and transparent social sector and supports the democratization of social sector institutions.

We are working with individuals and organizations around the world to co-create, expand, and share new models for engaging communities around collective action. These innovative approaches will strengthen communities in ways that transcend our direct impact on generosity.

SUSTAINABLE CITIES AND COMMUNITIES – SDG 11: GivingTuesday community campaigns around the world foster cross-sector collaboration and the development of communitylevel partnerships that provide lasting impact. The model, which began in the U.S., is being adopted in other regions such as India as a means of driving civic participation and long-term impact within communities while connecting them to the benefits of the larger movement.

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OUR CLM PRACTICE In deciding when and how frequently to collect certain data, we will account for resources, capacity, and other realities. We will carefully sequence CLM activities so that the work is spread out, does not involve too much burden at once, and does not fall during the busiest times of the year. This schedule will ensure data and results are available when decisions must be made.

We will set targets to use as benchmarks for interpreting our data. These targets will serve as guideposts for understanding whether we are on track or off, and by how much.

Targets will not mean that GivingTuesday passes or fails at the end of each year, but will indicate where we should consider adjustments to our strategy. We might underor over-shoot what can be accomplished, but will update our targets once we have baseline data.

A few times a year, we will hold sessions to reflect on our learning questions.

These sessions will institutionalize a regular, disciplined, team-oriented practice to make use of what we learn from the data. We will identify the session format, who should be at the table, and how to document learnings to be shared more broadly. We will have conversations about how to sequence these sessions so that they line up with when decisions are made.

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As we learn and the movement evolves, our CLM practice may evolve with us. We will periodically review the plan for utility and relevance. We may find that we can let go of some data collection approaches that we don’t find worthwhile. We will consider where CLM data is adding value to our work and identify new measures or questions.

It’s more than a plan…

EVALUATING OUR PROGRESS

…it’s a practice.

Together with our wider network, we will help institutions, communities and activists to adopt and adapt these practices to build people-centered movements that improve and promote prosperity and wellbeing globally. At all levels of our learning, we’ll regularly ask ourselves: Are we listening and responding? Are we balancing being agile and being strategic?

Are we responding to questions from the sector, from leaders, etc. and adjusting our work? Are we stepping back when needed?

Are we turning intention into action? What steps are needed for us to truly ensure diversity, equity, and inclusion across the movement?

Are we capitalizing on opportunities to scale what’s working? When we look at the things we’re doing that are working, how are they scalable and how can we adjust when necessary?

Are we being proactive where we can and reactive where we need to be? How has the landscape shifted in the past year, including technology and digital trends, giving and philanthropic trends, leadership, data, external and/or political factors that might influence our work and our ability to be successful? How do we need to respond?

Are we staying true to our values? As the organization grows and adapts, are we remaining true to our values of openness, innovation, and agility?

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An investment in GivingTuesday is an investment in an ecosystem of leaders, not an organization; the health of the global social sector; and a generous and just world.

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ACCELERATING IMPACT: FUNDING OUR FUTURE GROWTH

Our Support Model Incubated in the Belfer Center for Innovation & Social Impact at the 92nd Street Y in New York, GivingTuesday was a bootstrapped startup for its early years. We’ve accomplished remarkable things with our seed funding, but there’s still a long way to go and significant oppor-

tunity to accelerate our reach and impact with new sources of support. We’re ready to move from an untested startup to a sustainable growth model for building a more generous society—ready to optimize our product (giving) and grow our user base (humanity).

Increased funding won’t in any way alter our determination to consistently outperform expectations, even with world-changing ambitions. Though our budget represents growth in terms of absolute dollars, it is still modest in the context of our bold aspirations.

Leadership & Collaboration

Data & Learning

The leadership & collaboration pillar encompasses the activities we undertake to bring leaders and other handraisers together to accelerate innovation, distributed leadership, and peer learning, such as:

This data & learning pillar includes the people, infrastructure, convenings, partnerships, reports and knowledge-sharing of our GivingTuesday Global Data Collaborative and other learning activities.

• • • • •

Operations

Our Budget Framework The activities outlined in this plan put us on a path to accelerate our work.

The budget reflects our seven strategies and synthesizes our funding needs into the following four pillars of focus: Core team Our core team pillar comprises our key personnel supporting volunteer leaders across the globe.

Anticipated Cumulative Five-year Funding Needs,

By Pillar FUNDING PILLAR

Core Team

Global Hubs Fellowships Global Summits Community/U.S. Summits Regional Meetups

The operations pillar contains facilities, external marketing/ communications, hardware, software, and other operational needs.

IN 000’S

$

6,171

Leadership & Collaboration

$

6,705

Data & Learning

$

5,402

Operations

$

3,474

Total

$

21,750

OPERATIONS 16.0%

28.4%

CORE TEAM

24.8%

DATA & LEARNING

30.8%

LEADERSHIP & COLLABORATION

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Annual Budget by Year As we have demonstrated since the beginning of GivingTuesday, when we review the budget by year, our impact is anticipated to far outpace our relatively modest budget growth.

IN 000’S

YEAR 1

YEAR 2

YEAR 3

YEAR 4

YEAR 5

YEAR 6

$3,974

$3,891

$4,414

$4,485

$4,986

$21,750

-2.8%

13.4%

1.6%

11.2%

$4,414

$4,485

YEAR 3

YEAR 4

FUNDING PILLAR

$4,986 $3,974

$3,891

OPERATIONS DATA & LEARNING LEADERSHIP & COLLABORATION CORE TEAM

YEAR 1

Anticipated Funding Streams

YEAR 2

YEAR 5

EARNED REVENUE (BEING EXPLORED)

100%

CORPORATE CO-FUNDING/COLLABORATIONS

80%

INDIVIDUAL

60%

40%

INSTITUTIONAL

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20%

OUR SUPPORTERS PARTNERSHIPS WITH INSTITUTIONS AND INDIVIDUALS WHO HAVE SUPPORTED GIVINGTUESDAY LEAD SUPPORTER The Bill & Melinda Gates Foundation

INSTITUTIONS

UJA-Federation of New York Microsoft Corporation John Templeton Foundation The Lodestar Foundation Nielsen The William and Flora Hewlett Foundation Interactive Donor Corp.

Case Foundation PayPal

INDIVIDUALS

Julian and Kara Acker Laurence and Carolyn Belfer Patricia and James Cayne Christine Ferer Richard Fishman and Marny Cherkasky Paul and Nancy Levy Meredith Milstein and Lance Polivy Philip and Cheryl Milstein Michael and Cheryl Minikes Josh Resnick and Danyelle Freeman Robert and Renee Belfer Scott and Elena Shleifer Jeffrey Walker

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Governance and Staffing OUR BOARD We are building a Board who believe in the promise and values of GivingTuesday. They are being carefully selected for their perspective on our mission, their ability to broaden our networks, and their willingness to push and challenge us.

LAURENCE BELFER Chief Executive Officer of Belfer Management, LLC in New York. He also serves as Chair of the 92nd Street Y’s Board of Directors.

ANITA GALLAGHER Director of InnovaSocial, a social impact consultancy specializing in strategic planning, evaluation and marketing for nonprofit initiatives. She leads GivingTuesday Mexico.

Z.J. JALLAH Founder of Yes, Liberia. He leads GivingTuesday Liberia.

SHIJUADE KADREE Chief Advocacy Officer of The Center, New York City’s Lesbian, Gay, Bisexual & Transgender Community Center.

AMANDA NGUYEN Founder and CEO of Rise, a national civil rights organization and social change incubator for citizen lawmaking. She was the power behind the Sexual Assault Survivors’ Rights Act and nominee for the 2019 Nobel Peace Prize.

HILARY PENNINGTON Executive Vice President for Program at the Ford Foundation. She also serves on the boards of Bard College, the Center for Effective Philanthropy, and the European Foundation Centre.

ROB REICH Faculty Co-Director of the Stanford University Center for Philanthropy and Civil Society (PACS) and the Center for Ethics in Society.

JONATHAN SOROS Chief Executive Officer of JS Capital Management LLC. He also serves on the Board of Directors of the NAACP Legal Defense and Educational Fund, Inc. and is a Senior Fellow at the Roosevelt Institute.

ARIELLE TEPPER Founder and CEO of WhatShouldWeDo.com, the Board Chair of The Public Theater in New York City, and a Tony® Award winning Theater & Film Producer.

JEFF WALKER Author of The Generosity Network. He also serves on the Boards of New Profit, Berklee College of Music, Morgan Library, Lincoln Center Film Society, Millennium Development Goals Health Alliance, The Miller Center and University of Virginia’s Undergraduate Business School.

ASHA CURRAN CEO and Co-Founder of GivingTuesday.

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OUR TEAM ASHA CURRAN

HENRY TIMMS

JAMIE MCDONALD

Co-Founder & CEO

Co-Founder

Strategy

WOODROW ROSENBAUM

SYDNEY ROSE

JESSICA SCHNEIDER

Data

Funding

Operations

DELIA COLEMAN

KAIT SHERIDAN

KATHLEEN MURPHY

Community

Global

Digital Strategy

JP VERGUEIRO

KELSEY KRAMER

Fellowships

Administration

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STAFFING VISUAL

DATA Staff At Spinout (filled-in bubble)

GLOBAL NETWORKS FUNDRAISING CEO & COFOUNDER COMMUNICATIONS

Staff end of year 1 (gradient bubble)

US NETWORKS ADMINISTRATION OPERATIONS

Fully staffed year 5 (outlined bubble)

STRATEGY FINANCE TECHNOLOGY

STAFF AT SPINOUT

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FULLY STAFFED YEAR 5

ORGANIZATIONAL CHART

CEO & COFOUNDER

COFOUNDER

EXECUTIVE ADMIN

STRATEGY LEAD

INSIGHTS LEAD

DEVELOPMENT LEAD

OPERATIONS LEAD

U.S. NETWORKS LEAD

ADMINISTRATION SPECIAL INITIATIVES MANAGER

GRANT MANAGEMENT DATA SCIENTIST

DEVELOPMENT ASSOCIATE

GLOBAL NETWORKS LEAD

COMMUNICATIONS LEAD

FINANCE LEAD

DIGITAL MANAGER PROGRAM MANAGER SOUTH AMERICA HUB EAST AFRICA HUB

RESEARCH ACADEMICS PRODUCT DEVELOPMENT SYSTEMS SECURITY

STAFF AT SPINOUT STAFF AT END OF YEAR 1

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#GIVINGTUESDAY GLOBAL CAMPAIGNS

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ARGENTINA

NEW ZEALAND

AUSTRALIA

NORWAY

BARBADOS

PAKISTAN

BELARUS

PANAMA

BRAZIL

POLAND

BULGARIA

PORTUGAL

CANADA

PUERTO RICO

CHILE

ROMANIA

CROATIA

RUSSIA

COSTA RICA

RWANDA

CZECH REPUBLIC

SINGAPORE

DENMARK

SLOVAKIA

DOMINICAN REPUBLIC

SLOVENIA

EASTERN CARRIBBEAN

SOUTH AFRICA

(ST. LUCIA, ANTIGUA & BARBUDA,

SPAIN

DOMINICA ST. VINCENT & THE GRENADINES)

SWEDEN

FINLAND

SWITZERLAND

FRANCE

TAIWAN

HUNGARY

TANZANIA

INDIA

UGANDA

ISRAEL

UKRAINE

ITALY

UNITED KINGDOM

KAZAKHSTAN

(ENGLAND, SCOTLAND, WALES,

KENYA

AND NORTHERN IRELAND)

LIBERIA

UNITED STATES

MEXICO

URUGUAY

NETHERLANDS

VENEZUELA

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IN AN INCREASINGLY DISCONNECTED WORLD:

We need more rituals that bring us together, defined by joy and hope.

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GivingTuesday harnesses the generosity of millions of people around the world to support the causes they believe in and the communities in which they live.

We believe the movement will become the first global day of giving and a yearround platform for strengthening civil society.

We invite you to join us.

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