Founded in 2012, #GivingTuesday is a well-known global movement that has engaged over 30,000 organizations worldwide, and offers a valuable opportunity to maximize your year-end fundraising results. As #GivingTuesday takes place in early December, it is a great kick-start to building a strong foundation to maximize your year-end campaign revenue.
If you are wondering exactly how you can successfully leverage #GivingTuesday as a unique giving opportunity and leverage the day and effort to integrate into your year-end fundraising strategy, don’t worry! Here are 6 strategies for success:
1. Segment your list: Look at prior-year donors and audiences—understand when and how they responded?
Scenario: Last year, you sent some emails between November 15 and December 31 as part of your year-end strategy, and found that:
- Some donors were very responsive early in December, but didn’t open any subsequent emails.
- Other donors gave exclusively on December 31 despite any of your solicitation efforts.
Strategy: This year, heavily target the donors who were responsive in early December with the #GivingTuesday message. For the donors who only gave on December 31, give them the opportunity to see that you’re holding an event, but avoid heavily soliciting them with this message.
2. Incorporate into you year-end goals
Scenario: Your year-end goal is to raise $1 million, and your goal for #GivingTuesday is to raise $250,000.
Strategy: In your #GivingTuesday message, mention that your $250,000 goal is paramount in achieving your year-end fundraising goal. This will:
- Help your donors understand the bigger picture and how everything fits together, making them more willing to give—and give more.
- Help your organization understand how committed your donors are to helping you reach your year-end goal.
3. Use #GivingTuesday money to increase matching funds available for year-end fundraising
Scenario: You raised $100,000 during #GivingTuesday, but still need year-end incentive money.
Strategy: Leverage a portion of the money raised during your event to create year-end incentive funds. Develop a message that explains that the more you can raise, the more you can match.
4. Funnel #GivingTuesday donors into last-minute year-end giving opportunities
Scenario: You suppress donors who gave in early December from your year-end email lists (an all-too-common practice that is not supported by data).
Strategy: #GivingTuesday has the potential to be huge giving day for your organization—make sure to include everyone in your year-end emails, even if they’ve given to you recently. However, you should certainly segment these donors with a tailored message acknowledging and thanking them for having already donated, and reminding them that their gift will make a significant impact on your mission. If you’re still concerned, test it out on a small number of these donors.
5. Leverage #GivingTuesday awareness and donations for corporate support
Scenario: You want to secure matching funds from corporation partners towards the end of the year, and/or get them to make commitments for next year to renew their relationship with your organization.
Strategy: Use the success of your #GivingTuesday event as proof to potential sponsors that your donors are committed to your organization, and are excited to give to support your cause. This sets the foundation to then ask tfor help in reaching your year-end goal.
6. Use #GivingTuesday performance to fine-tune your year-end campaign: Ask, message, offer
Scenario: You have a #GivingTuesday ask array including $250, $100, $50 and $25. You found that 80% of your donors gave you $100 or more.
Strategy: Increase your ask array to $500, $250, $100 and “other,” as your donors have shown a propensity for giving much bigger gifts.
Maximize your year-end fundraising with these strategies for a successful December from #GivingTuesday on the 1st all the way through the 31st.
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