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The Best Museum #GivingTuesday Campaigns of 2019

Category: Alliance Blog

GivingTuesday is a “global generosity movement” originally founded in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation. Every year, the Tuesday after Thanksgiving is designated as a day of giving, whether in the form of donations, service, or time. (The movement has garnered over a billion dollars in donations since it launched in 2012, $400M of them in 2018 alone.) Of the myriad forms this movement takes, one is nonprofit organizations making appeals for support, including many museums. Here are some of our favorite examples of how the museum community made its case this year.

Emphasizing Missions

Some museums took the opportunity to reinforce their missions to the public, explaining how donations help further those missions:

Crowdfunding Specific Features

Rather than focusing on their overall missions, other museums confined their appeal to a specific feature they needed help funding, with specific goals to rally contributions:

Telling Stories of Giving

Other museums took a more subtle approach, sharing stories from their collections or institutional histories that speak to the power of giving:

Getting Transparent about Funding Needs

While feel-good talk of missions and visions might appeal to the heart, sometimes it’s good to speak to the head too, as at least one museum did in its clear accounting of its funding model:

Building a Support Base for Emergent Museums

For some newcomers on the scene, #GivingTuesday was a chance to establish the support base they will need going forward:

Sharing the Results

Some of these museums shared the success of their campaigns, another strategy in itself for building a community of givers and helping them see the collective power of their individual contributions:

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