5 Tips to Enhance Your Giving Tuesday Plan
Want to boost your fundraising and engage your donors? Follow these 5 tips to enhance your Giving Tuesday plan.
Giving Tuesday, which marks the beginning of the charitable giving season, is a great opportunity to meet your fundraising goals. In 2018, nonprofits raised $380 million collectively. Not only is this a great way for you to meet your campaign goals now, but it’s also an important time for you to cultivate relationships with existing and prospective donors. Let’s explore ways you can enhance your campaign come December 3rd.
Webinar: Build & Grow Your Mid-Level Donor Program
Interested in learning how to build and grow your mid-level donor program? Register for our webinar this Wednesday at 1 PM!
5 Tips to Make Your Giving Tuesday a Success
1. Determine A Specific Goal for Giving Tuesday
As you gear up for Giving Tuesday, it’s important for you to identify a specific goal for your campaign. It’s important to ask yourself: what is a project that would serve those who we are trying to help, now? Some organizations fall into the trap of using Giving Tuesday as a way to fundraise in general for their cause. However, by creating a specific goal to meet the day of, your donors are able to visualize and better understand what they’re funding and the subsequent outcome. So, donors are able to clearly see the ways they’ll be able to create change.
It’s also important, as you come up with a specific goal, to express it to donors in ways that are succinct and accessible. If the goal is easily understood by them, achieving it feels more like a collective effort, on your part and your donors.
2. Screen Your Donors Before and After Giving Tuesday
As you approach Giving Tuesday, it’s important to evaluate which of your donors has the greatest propensity and capacity to give now and in the future. So, for your Giving Tuesday plans, it is important to conduct wealth screenings to focus your fundraising efforts. For example, if you have donors who give sporadically, this is a good opportunity to reach out early. By engaging them effectively, and understanding where their interests lie, donors may feel more compelled to give. Screenings also provide you with demographic information, like donor occupation. This is also an opportunity to encourage your donors to set up matching grants. By doing this, you’re able to increase your number of donations with ease and engage more people the day of.
After Giving Tuesday, you also have the opportunity to identify trigger donors or donors who gave significantly. If these donors contributed major gifts during this campaign, they may feel inclined to do so with future ones. Be sure to approach them for planned giving, major gift opportunities, and any capital campaigns you have in motion. Screenings also allow you to identify underperforming donors who have the ability to contribute more than they are currently. This knowledge allows you to tighten up your future Giving Tuesday plans. You can tighten up your communication strategy and find new and innovative ways to engage them going forward.
3. Amplify Your Social Media Presence
Another key tip to enhance your Giving Tuesday plan is by amplifying your social media presence. This can be done by planning posts ahead of time. By doing this, you can personalize your engagement and articulate your organization’s progress. This keeps donors engaged throughout your campaign.
Another way to enhance your social media presence is to create posts, based on nonprofit storytelling, that highlight the goal you’re trying to achieve. This can be done by showing pictures of the community you will be helping or by honing in on stories of individuals who will be positively impacted by the donations you receive.
By humanizing your goal, and showing who specifically will be impacted, donors feel more inspired to give. They see, more clearly, who their donations are helping and how they will help them. Engaging in nonprofit storytelling also gives you an opportunity to amplify your organization’s mission. So, you have an opportunity to highlight the ways you plan to create change in the future, and identify new areas where donors can get involved.
4. Keep Your Donors Engaged On the Big Day
As important as it is to keep your donors updated on your progress during Giving Tuesday, it’s also necessary for them to feel engaged and incentivized. By creating activities or offering them rewards during the day, donors have tangible and intangible items that keep them motivated. Breaking up the monotony of the day by rewarding donors for contributing allows them to feel valued.
Not only does this encourage them to donate more, but this can also motivate donors who have given to tell members of their community to give. If they, themselves, felt excited and inspired to give based on what they received, why not extend that excitement to a prospective donor? It’s important to keep your Giving Tuesday plan donor-centric. The more your donors feel that they are an integral part of your process, the more they’ll want to help.
5. Express Gratitude for Your Donors and Encourage Them Moving Forward
The final tip to round out your Giving Tuesday plan is to express gratitude for your donors. By acknowledging your donors and the impact they made, they have a greater perspective on how their donations ripple out. It was their actions that took your goal from an idea to a tangible reality.
Expressing thanks to your donors also gives you an opportunity to highlight the goals you have for the remainder of the year. If your donors were inclined to give during Giving Tuesday, and encouraged members of their community to give, there’s a good chance that they will want to do more. Update donors on how their contributions influence your Year-End-Fundraising goals, and what they can do to round out their efforts. Let them know how they can remain involved, and take this time to cultivate and nurture them.
WealthEngine’s 2019 #GivingTuesday Toolkit
Want to gain more tips on how to appeal to your donors leading up to Giving Tuesday? Check out our #GivingTuesday Toolkit to gain access to text templates that will help tighten up your donor engagement strategy.