Year-end giving can always be a challenge as everyone is trying new strategies to make the most dollars in a small window of time (check out our 10 tips to implement here). One strategy to include in your campaign is #GivingTuesday.
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 six strategies:
1. Set a Giving Tuesday 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 on your goals, please share them with your supporters! Donors want to know where their money is going and the difference it will make for the individuals your organization serves. This strategy will also help build excitement throughout the day as you creep closer and closer to your day’s goal.
2. Focus on new donors
Giving Tuesday is an excellent opportunity to engage with new donors, no matter the gift size! Use messaging that clearly illustrates your mission and work for those potential donors who may need to learn more about your organization. Talk about the importance of your services and your impact on the community. Include options for gifts as small as $5 on your donation pages to get new supporters in the door.
3. Engage millennials
Giving Tuesday is a very social and hashtag-friendly day of giving. It may not connect with all donors (which is why Giving Tuesday should only be one piece of your year-end giving campaign – learn more about how to diversify your fundraising strategy with our toolkits here), but it is a perfect opportunity to get millennials excited about your mission AND sharing your campaign.
4. 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 consider 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 needs.
5. 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. This builds credibility as people outside of your organization share your impact AND it gives you exposure to new contacts.
6. 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 for depositing contributions promptly and issuing gift receipts for tax purposes. Check out this blog for tips on how to stay connected with donors.
#GivingTuesday is November 29th this year. However, at TCG, we know you’re busy raising dollars and impacting communities every day of the year. We’d love to partner as you transform the lives of the individuals you serve. Contact us today for a free consultation and join our #Transformer community!