Giving Tuesday, this year on Nov. 28, can be a promising opportunity for news organizations. Established in 2012, it’s observed annually on the Tuesday after Thanksgiving and aims to promote philanthropy and giving back to important causes and charities. In 2022, Giving Tuesday campaigns raised $3.1 billion in the U.S., with 35 million adults participating.

While time may be limited, it’s not too late to launch a fundraising campaign for your news organization this Giving Tuesday. Terese Kartholl, director of journalism funding initiatives, shares four tips for creating a successful crowdfunding campaign.

  • Tell your story: Craft emotionally resonant and compelling stories that showcase your work and the tangible impact it has on your community. Create visually engaging content, such as videos, images, or infographics that can be easily shared on social media.

    AI tools can save you time by generating compelling and personalized content for your campaign including social media posts, emails, blog posts, and website content.
  • Create a campaign calendar: Plan a detailed schedule leading up to Giving Tuesday. Include a pre-campaign teaser, the main event on Giving Tuesday itself, and follow-up content.

    Use free tools like the Givebutter Giving Tuesday social media calendar template.
  • Utilize multiple platforms: Utilizing various platforms — newsletters, website, social media, email, and text — will allow you to reach a wider audience and ensure no one misses a chance to donate to your campaign.

    Make sure your messaging is consistent across all channels.
  • Engage your community: Rally staff, reporters, local business owners, and community members to become ambassadors for your campaign.

    Prompt AI tools to produce engaging content for social media posts, emails, or messages. Providing this content makes it easier for volunteers to share the campaign and help you raise more money.

Local Media Foundation is once again offering the Local News Fund program for independent or family-owned news organizations looking to raise money for local journalism projects via tax-deductible donations from the public. Learn more about the program and apply today.