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It is one of the biggest charitable days of the year. Here’s what community radio needs to know.

#GivingTuesday as it is known on social media follows Black Friday and Cyber Monday, those days after Thanksgiving which signal the start of the holiday season. Many non-profits, including community and public radio, remind their neighbors why they should donate to their organizations.

It’s never too early to start planning for #GivingTuesday. Here are some issues to keep in mind:

  1. While social media means a lot, it is important to remember that fundraising is about relationships. Adobe notes only three percent of donation referrals come from social media. A Facebook post won’t resonate if stations don’t make that strong connection.
  2. Plan an on-air effort. One Benchmarks study reminds us that the audience needs several channels to hear you. If you are broadcasting, remind listeners in advance about #GivingTuesday on your airwaves, and encourage them to give.
  3. #GivingTuesday should be your chance to highlight your impact and your story to supporters on the fringes. Classy points out the necessity of making people aware of what you do and why it matters.

NFCB member stations will receive more year-end and seasonal non-profit fundraising tools, tips and resources. If your organization is not a member, join today.

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