The battle for your inbox — brands vs charities

Last week’s edition of The Intersection may have gotten missed in your inbox, understandably.

Someone I follow shared a screenshot of the 20+ emails a single brand sent him over the course of 2 weeks surrounding these sales. It’s fair to say that brands took over our inboxes over the past couple of weeks — in this economy, all tactics seem to be on the table.

I got several texts from brands I hadn’t heard from in a year or more. Add to that the flood of ads online, and it's impossible to avoid. And I’ve worked in the marketing and advertising industry.

Heck even this newsletter platform I’m writing this in sent all kinds of promos. (I do genuinely recommend Beehiiv though, if you’re considering starting a newsletter or want a better experience).

Brands and charities battled for your inbox

Some of this marketing worked on me, though — I’ll admit to converting via an Instagram ad for an iPhone stand, buying a laptop bag on sale, and even a pack of black t-shirts — all thanks to the relentless marketing.

But after the big push of Black Friday and Cyber Monday, the tone shifts as it quickly becomes GivingTuesday — a day about generosity rather than deals (the world’s largest generosity movement, actually).

It’s a contrast for sure, but one that lies at the intersection of our attention, intentions, and dollars.

Brands are winning the attention game

Many of the brands who participated actively in this past “BFCM” long weekend prove that they're marketing powerhouses who’ve captured our attention.

Companies who sell on Shopify alone hit $11.5 Billion USD in sales this year — another record-breaking weekend. At one point on Black Friday, sales hit $4.6 million per minute. You can actually see that visualized on their live tracker.

It’s a well-oiled machine. Flash sales, exclusive discounts, and one-click checkouts create ease and an urgency that’s hard to resist. Plus, platforms and tools like Shopify make it easier than ever for businesses, big and small, to get in front of buyers.

Even with added challenges this year — like the Canada Post strike or Shopify’s email glitch, not to mention ongoing inflation — brands and organizations kept pushing and adapting. Many were able to grab attention and hold onto it long enough to make the sale, at a time when people are especially hungry for deals.

A different kind of urgent

After a weekend of sales and spending, GivingTuesday is a moment to think about giving back. In Canada, this has become a major event thanks to organizations like CanadaHelps.

This Tuesday alone, a record-breaking $16.2 Million was raised for Canadian charities through CanadaHelps — that's a 19.5% increase from 2023. Of those who donated, nearly 28% were first-time donors, and over 700 new monthly donations were set up, giving charities much-needed sustainable funding.

The increase in donations this week comes as more than half of Canadians with household incomes below $60,000 are unsure if they can afford basic needs like food and shelter without turning to charities for help.

GivingTuesday is also about acts of kindness, volunteering, and finding creative ways to make an impact. The challenge is still breaking through the noise of holiday sales — which I noticed started a lot earlier this year, was that just me?

As we know, many nonprofits don’t have the same resources as big brands, and with needs on the rise, they need to get scrappy (and creative, if they've relied on letter mail thanks to the strike). Telling powerful stories, creating a sense of urgency, and meeting people where they are is always key here.

Where businesses and charities intersect

There's power in a concentrated effort — clear expectations, clear calls to action. Unlike sales though, the need for the support that charities provide does not go away. Unfortunately, it’s been increasing in areas like food insecurity.

The good news is, some companies are starting to get in on GivingTuesday. If it's aligned with your business’s brand and authentic, it can make an impact while also serving as effective marketing and PR. (We know the stats show that supporting a cause can boost brand image while driving engagement in ways that pure sales tactics don’t). Some companies now use GivingTuesday to highlight employee volunteer work, donate a percentage of sales, or match customer donations. The key is making it feel genuine, not just like another marketing play.

On that note, I attended an event hosted by the Upside Foundation this week — that's an organization at the intersection of charity and business, enabling startup founders to pledge equity to causes. (Unrelated, I had the chance to refresh their brand and website). The Interim Executive Director spoke to founders, sharing that as we celebrate the spirit of giving, we should remember the impact we can make together — whether it’s through equity donations, supporting a cause you care about, or lending a hand in your community, every act of generosity matters.

Another intersection of entrepreneurship, storytelling and the nonprofit sector came about last week when I joined 34 other individuals who work with nonprofits to provide resources in what's called The Black Friday Bundle. Together, we compiled tools, templates and guides to help organizations start the New Year strong. It includes my Questions for Nonprofit and Charity Leaders: Building Your Personal Brand for Social Impact. Technically, it’s still available until the end of today, right here.

Balancing both worlds as consumers

The shift from spending to giving can feel like a sudden change of gears, but I think it’s possible to balance both worlds.

If our Black Friday purchases supported sustainable, local businesses or brands that donate a portion of sales to important causes, every transaction would carry more meaning.

Tickets to a benefit concert, donations made in someone’s name, or products from companies that prioritize social good are ways to blend generosity and celebration. (Give a gift that keeps on giving).

One initiative has made this type of giving easy, and it’s my favourite example this year. It’s called the Giving Machine, and it’s described as a new way to give this holiday season and “vend joy” to the world. Causes have to get creative. That’s why I love this creative example of nonprofits putting “products” in front of people to “purchase” with this vending machine. I especially love that it’s a collaboration, not just one organization benefits. You can choose from 7 Toronto and Canadian charities inside CF Toronto Eaton Centre, a high traffic place at any time of year. Hopefully plenty of holiday shoppers will be intrigued enough to make a donation purchase before it’s gone after this weekend.

And of course GivingTuesday doesn’t have to be confined to a single day. Setting up monthly donations or volunteering regularly can make a consistent, meaningful impact long after the holiday season. A goal isn’t to replace the joy of shopping but to reframe it — finding ways to align our spending with our values.

Breaking through the noise of sales, holidays can remind us that generosity isn’t just about money — it’s about time, attention, and care.

Whether you’re shopping, donating, or lending a helping hand, you’re contributing to something bigger, a sense of shared responsibility and connection.

A season of attention and impact

This time of year we see our attention economy in full force. On one side, brands are masters at capturing it, using discounts and urgency to drive sales. On the other, nonprofits are stepping up their communications, telling stories that inspire action and emphasizing the real, human need behind their campaigns. The result is of course a competition for our focus, energy, and dollars.

Black Friday and Cyber Monday are about abundance — getting the best deals, finding the perfect gift. GivingTuesday is about sharing that abundance — helping those in need and contributing to causes we care about. But maybe these two forces aren’t as oppositional as they seem. Together, they highlight the power we have as consumers and donors to shape the world around us.

The millions raised on Tuesday alone here in Canada is a testament to what’s possible when we unite around generosity. Small contributions, when combined, can create massive impact. The same is true for our spending decisions — every purchase from a sustainable small business or mission-driven brand strengthens the kind of economy we want to see.

This season also challenges us to think critically about our choices. What stories resonate with us? Which calls to action do we respond to? And how can we channel our attention in ways that make a difference? The answers will look different for everyone, but the common thread is that we have the power to decide where our energy, attention (and dollars) go.

As the holiday season unfolds, take a moment as I’m doing to reflect on how your actions can contribute to a season of impact.

Thanks for reading — and if this week’s ads still lead you to pick up another iPhone stand or t-shirt, I won’t judge.

If you found this valuable at all, I’d appreciate you sharing! There’s a link at the very top called Read Online.

Are we connected on LinkedIn? You can find my posts throughout the week here.