2020 has been a weird year, and we understand the challenges you may be experiencing as you work to achieve your fund development goals. (Check out our Back to Basics Fundraising blog here to make the most of your efforts in the midst of COVID-19). This blog is all about Giving Tuesday – the National Day of Giving.
Giving Tuesday falls on the Tuesday right after Thanksgiving. The idea is to have a day for giving thanks (Thanksgiving), followed by two days for deals (Black Friday and Cyber Monday), and then there is a day dedicated to giving back (Giving Tuesday!).
Giving Tuesday provides a unique opportunity for your organization to engage with donors, partners, and volunteers – and hopefully raise some money! To get the most out of your Giving Tuesday strategy, we recommend implementing these seven strategies:
- Set a giving goal
Decide how much money your organization wants to raise on Giving Tuesday and what the money raised will go toward funding. Once you decide your goals, share them with your supporters! Donors want to know where their money is going and the difference it will make. This strategy will also help build excitement throughout the day as you creep closer and closer to your day’s goal.
- Focus on new donors
Giving Tuesday is a great opportunity to engage with new donors, no matter the size of the gift! Use messaging that clearly illustrates your mission and work for individuals who may not know much about your organization. Talk about the importance of your services and your impact in the community. Include options for gifts as small as $5 on your donation pages to get new supporters in the door.
- Engage millennials Giving Tuesday is a very social and hashtag friendly day of giving (perfect for the current times when in-person donor meetings or events are unrealistic). It may not connect with all donors (which is why Giving Tuesday should only be one piece of your year-end giving campaign), but it is a perfect opportunity to get millennials excited about your mission AND sharing your campaign.
- Use various communication mediums Videos, pictures, and testimonials are all great tools for sharing your organization’s story. Since Giving Tuesday is primarily an online campaign, you will need to think of how you’re engaging supporters in a way that stands out in the often-distracting digital world. Check out case studies from Giving Tuesday campaigns in 2017 here. Notice the unique messaging, visuals, and strategies used. You’ll see that not everyone focuses on raising dollars during their campaign. In-kind donations may be just as valuable for your organization. You can frame your entire campaign around your organization’s specific need.
- Schedule “pushes”
Tuesday, December 1, 2020 may be the big giving day, but planning content to promote leading up to Giving Tuesday will really increase your impact. We recommend 1-2 additional communications in the weeks prior to Giving Tuesday. Promote on your social media platforms that your organization is participating in Giving Tuesday, and share what the day is all about. Send an email blast to your contact list to get them excited about participating. It’s not too early to start building excitement!
- Implement peer-to-peer fundraising
Giving Tuesday is the day to rally the troops and get your network engaged in your fundraising goals. Encourage volunteers, board of directors, staff, and partners to share why they support your organization on their own personal social media platforms. Provide your supporters with content and language to share that is consistent with your messaging. Encourage key contacts to create their own fundraisers on your organization’s behalf.
- Follow up with donors We know it’s a busy time of year, but don’t neglect your donors. Acknowledge every gift, no matter the size. Have a process in place for depositing gifts in a timely manner and issuing gift receipts for tax purposes. Check out this blog for tips on how to stay connected with donors.