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#GivingTuesday has spurred millions of donors across the world to donate millions of dollars to their favorite charities. Like clockwork the Tuesday after Thanksgiving, has become synonymous with frenzied and focused giving.
There is no doubt, #Giving Tuesday has become the world’s largest giving day! When nonprofit fundraisers hear #GivingTuesday, their reactions range from excitement and eagerness to tap into new donor pools, to sheer dread at the planning required to make a splash on this big day.
#GivingTuesday need not inspire fear. We got your easy path to success that any nonprofit can use to create a winning #GivingTuesday campaign!
To fully capitalize on #GivingTuesday, nonprofits need a branded, easy-to-use (and easy-to-create online!) presence. Investing time in an online giving or Text-2-Give microsite is the number one way to reach #GivingTuesday donors and stand-out.
In order to get the most out of #GivingTuesday planning, and keep it easy, here are 7 best practices to put into play this year:
#GivingTuesday has gained serious momentum in the last few years, thanks in large part to viral fundraising challenges and social media hashtags like #GivingTuesday.
Along with the rise of social media and mobile communications, donors are now accustomed to ease, especially their fundraising.
Making #GivingTuesday easy for your donors is the first step to success. This is why finding and selecting the right fundraising software is so critical.
Nonprofit fundraising software is your most powerful ally. It streamlines the donor experience. And nothing says easy like taking your giving online.
As you research #GivingTuesday software solutions, look for a platform that includes:
Modern fundraising thrives on social connections, and #GivingTuesday is no exception. One of the hottest fundraising strategies this year is adding is to recruit Ambassadors.
Ambassador Fundraising allows nonprofits to tap into their most ardent supporters, harness them to lead the charge and become active fundraisers in your #GivingTuesday campaigns.
The most important part is selecting the right Ambassadors. They should be well-versed in the mission and vision of your nonprofit, passionate about the cause, and well-connected in your community. Look to board members, volunteers, staff, committee members, or past donors.
Once you have selected your Ambassadors, it’s time to get them set up for success. This means providing the right tools and resources for them to engage with their networks, connect with potential donors, and share your message.
Nonprofits should be ready to provide Ambassadors with:
Introducing fun, competitive and socially based peer-to-peer elements into your #GivingTuesday can supercharge any campaign.
One great thing about modern fundraising in general is that it uses many digital channels to reach donors and engage them in your giving campaigns.
Creating a robust multi-channel campaign is a key step to success.Here’s the core channels to utilize when planning your next #GivingTuesday campaign:
If there is one thing that can turn donors off from a nonprofit, it’s a poor donation experience.
On Giving Tuesday, when hundreds if not thousands of donors will be accessing your donation site, your team and your tools better be able to handle the demand.
Just as you should leverage different promotional channels, your team should also try to provide different ways for supporters to be engaged and donate this #GivingTuesday.
Effective fundraising tool include:
One of the most amazing, exciting parts of Giving Tuesday is how it acts as a conduit for connecting nonprofits with new donors and supporters.
With so many social campaigns, organic promotion, and word-of-mouth support, people are often introduced to new nonprofits on #GivingTuesday that end up being life-long causes. Many people use Giving Tuesday as a way to actively explore new charities to find one that connects with them long-term.
For this reason, nonprofits must also focus on a long-term picture that extends past the 24-hours of Giving Tuesday. While day-of engagement and donation experience is important, creating and maintaining strong relationships with these donors is also critical.
The same standards that are in place throughout normal year giving should still stand: personalized thank you’s, follow-ups, and messages to engage with them long after Giving Tuesday has concluded.
Over 17% of all giving happens in the last month of the year, making this prime time for nonprofit strategy and engagement. Luckily, with Giving Tuesday leading the charge, nonprofits really just have to keep this momentum going strong through the end of the year.
Keep these year-end giving best practices in mind when planning your #GivingTuesday campaign.
Double-down on longer campaigns to keep your nonprofit top-of-mind heading into the new year.
No matter what you decide, this is the time to get creative and strive for the highest engagement levels possible.
Just because Giving Tuesday is a single day on the calendar doesn’t mean nonprofits can ignore it until the fall rolls around. The best way to have a successful Giving Tuesday is to plan well in advance, starting even after the previous Giving Tuesday ends.
Typically, nonprofit teams will have clear ideas in mind of new things they want to try moving forward.
This is also a great time to do research and look to thought leaders for guides, checklists, and best practices.
It’s never too early to start planning for Giving Tuesday 2020. As you wrap up this year’s campaign, sit down as a team and share lessons learned and key wins.
Make sure next year’s campaign plans include:
No matter where you fall on the spectrum of enthusiasm towards the biggest giving day of the year, one thing is for sure: Giving Tuesday can no longer be ignored.
Whether you’re a Giving Tuesday pro or you’re doing your first campaign, here are a few additional resources to get you on your way to having an amazing giving day (and month):