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Good To Give - Why Retailers Should Include Giving Tuesday In Their Holiday Marketing Plans

Giving Tuesday is November 27, 2018

As a business operator, you probably already have your marketing playbook in place for Black Friday, Small Business Saturday and Cyber Monday. But there's one post-Thanksgiving "promotional day" that retailers tend to overlook: Giving Tuesday. This is unfortunate, because by participating in this national day of charitable giving you can do a lot of good for those less fortunate in your community - not to mention "giving" benefits to your own business.

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It Pays To Give

Studies have shown that consumers like to shop at businesses that are socially responsible. This is particularly true of millennials (the fastest growing group of pet parents), 70% of whom report they spend more money with companies that support causes. Getting involved in Giving Tuesday is not only good for a business's image, it can actually drive consumers into your store and onto your social media. It can also improve your team's morale and provide your business with tax advantages - all while helping food banks, hospitals, schools and charities in your area.

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Pick A Charity

Choose a charity or social cause to join up with, preferably one your customers and employees will take an interest in. As a pet supply retailer, it might seem natural to support an animal welfare group. While this is an excellent choice, there are other types of charities and institutions that may be equally appealing to your customers and staff. For example, the types of people who are drawn to pets tend to support causes that protect the environment.

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Pull In Traffic

There are many ways to leverage a Giving Tuesday program to draw store traffic. You can announce that you'll donate a percentage of store sales to charity during the period from Black Friday to Giving Tuesday. Set a goal and post your progress on social media. Or you can pick a specific item (pet shampoo, dog toy etc.) and donate a matching item to an animal shelter for each one you sell in the store. Another idea is to hold an in-store food or clothing drive, and serve refreshments to make it fun and festive.

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Give Socially

Use your Giving Tuesday program to draw visitors to your social media. For example, one small business posted a video about its Giving Tuesday activities and donated a specific dollar amount each time the video was shared. This both got the public involved in the fund-raising effort and spread the word about the business's charitable activities. Or how about a contest asking people which charitable organization they would like your store's donations to be given to and why. The charity mentioned in the post that gets the most likes/shares is the winner.

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Engage Employees

A Giving Tuesday program will be more successful if it has the support and participation of your employees. Get your whole staff involved in a team project such as delivering meals to the elderly, cleaning a homeless shelter, or throwing a holiday party for hospitalized children. This will create a sense of camaraderie among your employees and boost morale - and give you some terrific video content to post on social media.

Giving Tuesday is November 27, 2018

Visit the #GivingTuesday website for more information, ideas and resources for getting involved
https://www.givingtuesday.org/