More than any year in recent memory, GivingTuesday 2020 is taking place amidst historic and unsettling events: the pandemic, the U.S. elections, a racial justice reckoning, a recession, extreme weather, and more. Even as the world seems upside down, remember that generosity unites us, especially in tough times. In 2020, generosity has been one of the key ways that people have expressed their power, providing an antidote to isolation, fear, and division. 

On GivingTuesday, generous people look for causes that matter to them, and you want to help them understand why your station is central to their lives, particularly this year. Never has relevant, factual information from trusted sources been more vital. Public media stations are information first responders, on the front lines of facts, and critical local resources.

As you think about ways to connect with your community, there are a few core truths that are at the heart of successful GivingTuesday campaigns, as well as to the long-term resilience of stations.

Generous People Are Generous

This year, giving is actually up as people are looking for ways to help others and make a difference in their communities. We see no evidence of donor fatigue. To the contrary, the same person who advocates on behalf of a cause, volunteers, or responds to a GoFundMe for a friend’s cat who needs surgery is the same person who will likely give to your station.