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Wednesday, October 28 | 2 PM ET
Building a Day That You Own: How Nonprofits are Spreading Out Giving
Join GivingTuesday, the Alzheimer’s Association, Christian Appalachian Project, and Moore as we share how to de-seasonalize giving
Building a Day That You Own: How Nonprofits are Spreading Out Giving
You probably are raising about a third of your annual online revenue in December alone. When GivingTuesday comes around, your donors aren’t just thinking about you; they’re thinking about every other nonprofit they could support. You don’t want the moment your donors consider giving to be the most competitive day of the year.
That’s why GivingTuesday recommends organizations increase giving in less competitive times of the year, with some organizations creating giving days they own.
Join GivingTuesday, the Alzheimer’s Association, Christian Appalachian Project, and Moore as we share how to de-seasonalize giving, including:
- Choose a date that clears the competition
- Build an omnichannel campaign around a single moment
- Grow the day year over year instead of stalling after year one
For Alzheimer’s Association, it was END ALZ Day, a campaign that raised more than a quarter of a million dollars in just digital response and more than doubled the previous year’s performance. Christian Appalachian Project built their giving week on an observance they already had. The result? They transformed a time with less than $1,000 in gifts into an event that raised $50,000 in a single year.
Moore will also explore how other organizations have approached the same idea. You will learn:
- What’s driving the concentration of giving at year-end
- Which channels carried the revenue in these campaigns
- What your first year should realistically look like, and what changes in year two
- How to build internal buy-in for a day of your own
October 28 | 2 PM ET / 1 PM CT
Register For The Webinar Here
Key Things You'll Learn:
- What is driving the concentration of giving at year-end
- Which channels carried the revenue in these campaigns
- What your first year should realistically look like, and how to grow your giving day
- How to build buy-in and excitement for a day of your own
Speakers
Kelsey Kramer (GivingTuesday)
Kelsey Kramer is Director of Partnerships at GivingTuesday Data Commons, where she builds and stewards the network of data partners, researchers, funders, and platform collaborators working to make generosity easier to see, measure, and grow. She helps translate research into initiatives partners can actually use, connecting the people doing the work with the data that can help them do it better. Before GivingTuesday, Kelsey spent over a decade working across nonprofits and technology companies, including Meta and the 92nd Street Y.
Molly Barker (Alzheimer's Association)
Molly Barker is Senior Director of Digital Direct Marketing at the Alzheimer’s Association, where she leads national direct response strategy across digital channels, direct mail, and emerging media. With more than 15 years of experience in nonprofit fundraising and marketing, she specializes in donor engagement, multichannel campaign strategy, constituent experience, and digital transformation. Molly also serves as a leader in enterprise initiatives focused on marketing technology, data strategy, and the responsible use of AI in fundraising and marketing.
Prior to joining the Alzheimer’s Association, Molly held leadership roles with GiveGreen, CDR Fundraising Group, Avalon Consulting, Hillary for America, and the Democratic National Committee, helping organizations build and scale high-performing fundraising and engagement programs. She is passionate about helping nonprofits use data, technology, and audience insights to strengthen donor relationships and drive greater mission impact.
Dr. Brandy Calvert (Christian Appalachian Project)
Dr. Brandy Calvert is the Senior Director of Philanthropy at Christian Appalachian Program (CAP), the nation’s leading nonprofit organization serving Appalachia. Dr. Calvert oversees CAP’s Direct Response Fundraising and Marketing & Communications programs, leading strategies that strengthen donor engagement, expand philanthropic support, and advance the organization’s mission across the region. She brings extensive experience in leadership, fundraising, marketing, and relationship development, with a passion for connecting supporters to meaningful opportunities that create lasting impact. Through innovative fundraising initiatives and data-driven communication strategies, Dr. Calvert helps drive sustainable growth and inspire investment in CAP’s work in Appalachia.
Christine McWilliams (Moore)
Christy has 25 years of fundraising experience working across multiple verticals, including health, humanitarian, higher education, and hospital fundraising on both the agency and client sides of the desk. Before joining Moore, she served as Vice President of Customer Strategy at Merkle Inc., where she was responsible for spearheading nonprofit vertical thought leadership and leading the evolution of nonprofit CXM programs.
Today, Christy leads the Audience Planning team at Moore, driving growth for our clients through audience-first fundraising and marketing.
Jacob Roberts (Christian Appalachian Project)
Jacob Roberts is the Lead Digital Marketing Strategist at Christian Appalachian Project. He leads the organization’s digital fundraising program and engagement strategy, helping grow support for CAP’s mission of building hope, transforming lives, and sharing Christ’s love through service in Appalachia. He is passionate about using digital channels to connect supporters with meaningful opportunities to make a difference.