As you almost certainly know, GivingTuesday is the global day of giving that follows the post-Thanksgiving holidays of Black Friday and Cyber Monday. The idea of GivingTuesday is to inspire people to give back to their community to counteract the consumerism more typically associated with this time of year.
This year it will be on November 30, 2021. Find your local GivingTuesday movement here for more resources and recommendations from the team at GivingTuesday.
Why Should You Consider #GivingTuesday?
It’s a global movement with wide-range awareness opportunities for any organization. The branding for it is ready and free. The #GivingTuesday network has a massive reach.
GivingTuesday acts as both a megaphone and a bridge to an active community of supporters.
Your nonprofit can leverage GivingTuesday for good and use it as a kick-off point for the end-of-year giving season.
Why It May Not Be Right For You
The scale of the campaign is quite large and it can be very easy to get lost in the noise of all the other nonprofits across the world making their cases. So, it is not a guaranteed boost. Although it is easy to “join,” it takes time and skill for your nonprofit to be able to stand out.
Your organization must commit to making the event fun and effective, as well as build context around your campaign and your organization’s mission. There is also donor fatigue, or a drop in donor willingness from an overwhelming volume of appeals to look out for.
What You Should Know About Donation Matching
According to Double the Donation, 65% of Fortune 500 companies have donation matching programs where they match employee donations to a wide range of nonprofits. They are designed to support nonprofits that employees are passionate about.
Why Gift Matching Is Important
Matching gifts are massively underused! Multiple billions of dollars go unclaimed. Either due to a lack of awareness or knowledge or even simple forgetfulness, up to 10 billion in potential nonprofit funds are left unmatched. Nonprofits should be proactive in getting match requests submitted.
Keys to increasing matching-gift revenue:
- Prompt donors to submit matching gift forms
- Make it as easy as possible to submit those forms
- Send out newsletters and other such communications after a successful GivingTuesday campaign with a dedicated donor matching message
- Send acknowledgement emails. Adapt your thank-you emails to promote and feature matching gifts
- Customize and segment email messaging for donors
- Consider dedicated matching gifts or embed matching gift data into your donation forms and confirmation pages.
Successful Campaigns Plan Beyond GivingTuesday
Stop doing appeals. Appeals are in a vacuum. When you do an appeal, it’s often not part of a larger strategy of philanthropy and stewardship.
Start doing philanthropy. Practice a donor-centric model of engagement.
There are many ways that a CRM can help nonprofits have successful GivingTuesday campaigns. Using your CRM to segment your donors, you can build a communications plan that tailors messaging to each group.
If your donors feel seen, heard, and valued through your campaign messaging, they are more likely to give again.
Additional Steps to Successful GivingTuesday Campaigns
1. Set The Foundation
Review previous campaigns and events. What is realistic for you? What worked, what didn’t?
Analyze your fiscal situation. Use reports to gauge what is feasible for your organization.
Analyze strategic goals, progress, and operations.
Prioritize, be efficient, consider the ROI for your nonprofit by weighing the necessary investments of time, money, and resources needed to make successful GivingTuesday campaigns against the potential rewards.
2. Create An Action Plan
Consider your budget, scope and team
Set a timeline, milestones, and goals based on what is realistic for your organization
3. Put It Into Focus
Make sure you share your message via multiple channels. The more ways your appeal can be seen, the better! Think direct mail, email, social media, phone calls, and more. Consider the demographics of your constituencies to decide which channels are right for your GivingTuesday campaign.
Keep it donor-centric and personalize as much as possible.
4. Crafting The Ask
There’s a lot you should consider when writing your appeal. Check out our guide How to Write a Stellar Fundraising Appeal for step-by-step guidance.
5. Following Through
Don’t stop at #GivingTuesday. The following days and weeks are very important to fundraising success. Seriously evaluate how you will follow-up and recognize/thank your donors.
Check out our content on creating a strong donor stewardship plan. By showing appreciation for your donors year-round, you’ll be laying in the groundwork for successful year-end fundraising campaigns for years to come.