To #GivingTuesday or Not to #GivingTuesday? That is the question.
What is #GivingTuesday?
In case you’re brand new to fundraising or have been living off the grid for the last 10 years, you’re likely familiar with #GivingTuesday. It’s the Tuesday after Thanksgiving, #BlackFriday, and #CyberMonday.
According to the GivingTuesday website, #GivingTuesday is “the world’s biggest day of generosity.”
The question is, will your organization participate this year and, if so, in what ways? The truth is, that probably depends on your experience with #GivingTuesday in past years. If you’ve ever had an off year, you might not be a huge fan of the concept.
For many organizations, #GivingTuesday is a day to officially kick off fall fundraising. It provides a huge opportunity for publicity and visibility. These organizations have a well-coordinated series of e-mail solicitations — plus a major social media presence — which often amounts to an effective fundraising campaign.
For other organizations, it’s a day of agony. Their fundraising efforts don’t materialize, which leaves staff and volunteers frustrated.
8 Tips for Successful Giving Tuesday Fundraising
This year, I want you to be as prepared as you can be for #GivingTuesday. If you have a plan, there’s no reason you can’t benefit from the fanfare just like the pro’s, making #GivingTuesday a source of joy rather than frustration.
So, with that in mind, here are 8 tips to make #GivingTuesday a super-big success.
1. Pick a special project or need to raise funds around
Donors like to provide something specific and feel like they are making a difference. Pick one thing to center your #GivingTuesday effort around. Here are some examples of things you might raise funds for:
- The music teacher’s salary to ensure a strong music program.
- The salary of one social worker to staff the night shift at the shelter.
- The cost of housing one family in their own home for the first time.
- The salary of your volunteer coordinator to manage a critical volunteer program.
- The light bills for one year to keep the lights on at your 24-hour clinic.
Share stories throughout the day about why that individual staff member or need makes a difference to your programs, services, and clients.
2. Plan ahead
Last ditch efforts are unlikely to yield success. There’s just too much competition. A cobbled-together message is likely to get lost in a sea of solicitations.
If for whatever reason you can’t put in the time to make a proper plan for #GivingTuesday this year, at least consider some alternatives so you don’t waste the day.
3. Get social
In addition to an email campaign, plan messages, photos, and video clips for your social media channels. Use the hashtag #GivingTuesday to take advantage of the momentum of the day.
Additionally, reach out to board members, volunteers, and staff members to post on their channels as well.
4. Set specific goals
Set specific goals around metrics other than dollars raised…
- Can you add 100 new donors to your fundraising database?
- Can you recruit 25 new monthly donors?
- Can you make 200 thank you calls?
You get the idea.
5. Stand out
Try something new and different. Think outside the #GivingTuesday box. How will you stand out in the crowd?
Take some time to brainstorm with staff and volunteers for ideas. For example, many organizations have started doing “Thank You” campaigns rather than asking for donations.
6. Remember WIIFM
When writing your posts, subject lines, and copy, focus on the donor — not on you or your organization. In other words, remember the acronym WIIFM — What’s In It For Me?
No one cares that you have a deadline approaching, or that you only need 100 more donors, or $10,000 more dollars to reach YOUR goal. Focus messages on the donors’ wants and needs. What can they accomplish? What impact can they make? Consider #GivingTuesday from their point of view.
7. Pick up the phone on #CyberMonday
Don’t just rely on bulk solicitations (email and social media) for your entire fundraising effort. Beat the rush. Pick a group of loyal donors to call on #CyberMonday to ask for gifts in advance of #GivingTuesday.
8. Don’t forget your major donors
Ask your largest donors to make a challenge gift on #GivingTuesday. You might also suggest that they invite their friends to match their gifts as an additional challenge.
Alternatively, simply ask them how they would like to participate or contribute to your #GivingTuesday effort. You might be surprised by their enthusiasm — many people love to participate in coordinated efforts.
Ride the Wave: #GivingTuesday is Here to Stay
Whether you’ve had a successful campaign on #GivingTuesday in the past, there’s something to be said for jumping on the bandwagon. After nearly a decade of raising funds and raising awareness, #GivingTuesday is here to stay. Take advantage of all the publicity around #GivingTuesday and make sure your organization is not left out.
For more tips on giving Tuesday, check out this article on Keela.
Thank you very much for the good work rendering to us.
But I was of the view that; if the emails of generous donors were identified it would be easily to email to them.
Thank you once again.