By: Alexa McManus
It’s that time of the year again!
It’s time to start preparing for Giving Tuesday. Did you know that Giving Tuesday is one of the top five online giving days of the year? This is a great opportunity for your nonprofit to raise brand awareness, tap into your donors’ charitable spirits and kick off the holiday season. Below are some of our tips to help you prepare and amplify your Giving Tuesday campaign:
Goals are important, not just for you and your organization – but setting goals gives your work perspective and your donors a concrete vision to support. There are two main goals to identify for Giving Tuesday.
Awareness and fundraising
Start with the high-level questions. How much money do we want to raise? How many new people do we want to reach? What metrics will we track? And don’t forget to review how last year’s campaign performed.
What was your revenue from last year’s Giving Tuesday efforts? Were there any standout efforts that could be improved for this year’s campaign? Are there any new opportunities available this year?
Develop a Campaign Strategy
How are you going to achieve these goals?
Use your campaign to tell a story and create a consistent message across all channels. Use a multi-channel approach to reach as many people as possible. Think about how your Giving Tuesday campaign will support your mission. Identify the tangible impact each donation will have, identify the call to action you want the audience to take, and make sure you’ve provided the right steps to answer that call.
You’ll also want to identify your target audiences to be able to include relevant content. How do your constituents interact with your nonprofit and what interests them?
Are they brand-new donors, loyal donors, donors who gave last Giving Tuesday, major donors, monthly donors, or volunteers? Segmenting your audiences to address these different groups will make your emails more effective and add a personalized touch to your communication.
Other Helpful Tips and Ideas
- Leverage a matching gift to help drive momentum and enthusiasm
- Optimize your donation process, make it easy to donate (especially on mobile), and test your donation page
- Use a dynamic ask on your donation form to maximize the giving potential for donors
- Use a fundraising thermometer on your website and/or donation form
- Take advantage of Social Media, Facebook Fundraisers, and peer-to-peer fundraising
- Create and send a public calendar invite or Facebook event.
- Don’t forget to thank your donors and share your success.
Good luck and happy fundraising!
Whether it is for this coming Giving Tuesday or a new Giving Day initiative using these tips will help take your campaign to the next level. Need any help with your upcoming Giving Day or other digital fundraising strategies? Let’s chat!