North Texas nonprofits have had a year like no other. The pandemic increased need and demand to unprecedented levels. It decimated the volunteer force and disrupted in-person fundraising efforts that so many rely on. The call for help was so urgent that North Texas Giving Day, which normally holds its center-stage charity event in September, collaborated with United Way Metropolitan Dallas and the Dallas Cowboys to create an emergency day of donations on May 5.
But today is the main event, the annual region-wide fundraiser that last year generated a record $50 million for about 3,000 nonprofits. Organizers have the ambitious goal of topping that number again, despite the unique nature of this year’s edition.
North Texas Giving Day is an 18-hour online donation initiative that marshals a large network of nonprofits and connects them to individual donors. The effort is led by Communities Foundation of Texas and seeks to engage communities in causes that are relevant to them, from grassroots movements to larger operations like the Salvation Army. (Full disclosure, D editor Tim Rogers’ wife, Christine, handles its PR.)
This year, of course, North Texas Giving Day looks a little different. About 24 percent of participating nonprofits are new to the event. That’s 787 additional organizations. There are new search filters, which allow donors to locate nonprofits led by Black, Latinx, indigenous, or people of color, a response to the social justice reforms called for in the wake of the killing of George Floyd.
The online portal is nothing new, but the marketing approach has always involved in-person events. This year, in light of social distancing measures, that can’t happen. So the organization got creative.Read More