The Twin Risks of Donor Fatigue and “Slacktivism”
With so many organizations timing their asks around Giving Tuesday, this event also runs the risk of fatiguing potential donors. Fundraising pleas from various organizations can become too numerous when everyone is asking at the same time. When that happens, donors may find it harder to differentiate between asks and even organizations. Ultimately, this information overload may make it harder for donors to choose any one organization to support.
On the other end of the spectrum, there’s also the concern that Giving Tuesday may promote “slacktivism.” Slacktivism refers to public displays of support that go unbacked by the sorts of actions that social impact organizations are hoping to trigger.
The fact that so much of Giving Tuesday is enacted on social media may contribute to this tendency. After all, it’s far easier to like and share an organization’s plea for funding on Facebook than it is to actually donate money, volunteer time, or otherwise support that organization.
In fact, when it comes to giving, people may subconsciously equate social media activities (such as liking and sharing) with other, more substantive forms of support. Consider this: As Fast Company reported in 2013, liking a charity on Facebook actually makes people less likely to donate their time or money to that organization.