#GivingTuesday is just around the corner, and if you’re fretting about what your strategy is going to be, or if you think you might not even have the time to create a campaign, never fear! We recently hosted a webinar, revealing our best practices, quick tips, and useful tools to getting your organization ready for #GivingTuesday in one hour (or less)!
We’ve boiled it down to the most common questions nonprofit organizations have when it comes to this online giving event. Get the answers from fundraising experts, and pass along to your fellow fundraisers to plan your best #GivingTuesday campaign yet.
When is it? #GivingTuesday is November 29, after Black Friday and Cyber Monday.
What is it? It is the philanthropic counterpart to the consumerism that surrounds the holidays. It is an event that takes place completely online, where each collective or nonprofit uses their own donation forms.
Is it going to make us rich? According to the Network for Good Digital Giving Index, the event with the highest average gift is December 31st, at $223. #GivingTuesday comes in at a close second with an average gift of $142. So while it doesn’t yield the highest average gift, it is a growing event and provides an opportunity for organizations to raise a lot of funds.
How many emails should I send on #GivingTuesday? We’ve seen many organizations send a range of emails during #GivingTuesday. The important thing to remember is that you must strike a balance between too much and too little. Look at your data from past email campaigns. Discover what emails resonated with your audience and capitalize on that information to inform your #GivingTuesday email strategy.
What is the best way to create catchy subject lines? When it comes to subject lines, test, test and test again. You’re trying to stand out from the other #GivingTuesday campaigns, so look at your open rates to see what worked to get your audience to open emails in the past. There are also great tools like subjectline.com that can evaluate your subject lines and let you know if they could be marked as potential spam.
What are key dates for communication during this giving season? A good rule of thumb for sending communication to your lists about your campaign is to begin on Thanksgiving day followed by a reminder on Black Friday or Cyber Monday. Then send an email the day of #GivingTuesday with your call to donate. What you want to try and do is create a hype around your giving campaign to get people excited about giving to your organization.
How do I coordinate #GivingTuesday with my end-of-year campaign? One idea is to pick a common theme that engages people for your #GivingTuesday campaign and continue that theme throughout your end-of-year campaign. Consistency is key, and doing this will help you to stand out and be a purple cow.
Should I even do #GivingTuesday? You will need to weigh the pros and cons of having your organization participate in #GivingTuesday. Your organization is unique, and it’s important to look at how a #GivingTuesday campaign will play into the other initiatives you may have going on. Here are some to consider:
- Online giving continues to outpace the growth of giving overall
- The average size of online gifts ($65) is higher than direct mail gifts ($32) and telemarketing ($42)
- #GivingTuesday is a great kick-off to end-of-year fundraising
- #GivingTuesday only accounted for 3 percent of giving in the month of December
- If #GivingTuesday isn’t done well, it could look like just another giving appeal
To keep your organization from falling toward the “cons” side, some tips to remember are to prime your network before year-end, so they aren’t caught off guard when they see communication coming from you. Ask yourself, “what do my donors want to hear from me?” and use that to advise your #GivingTuesday strategy. For example, one organization launched a “Giving Thanks Tuesday” where instead of asking for donations, they spent the day thanking their donors in various ways for all of their support.
What steps should be part of my action plan? The first step is to identify a match or sponsor for your #GivingTuesday campaign, because two is always better than one, right? Then, evaluate the interests of your donors and segment them into groups. That way, you’re sending tailored messages to a specific group of donors, and touching on what they care about most. You should also have a meeting with other staff involved in creating the campaign to figure out your #GivingTuesday content, ask arrays, potential ambassadors, social media strategy, and your online giving platform.
What do I do once #GivingTuesday is over? The number one thing you should do after #GivingTuesday, and for any event that matter, is to always say THANK YOU (with passion!) to those who gave to your organization. Just like you put all that effort into your campaign, put that same energy into making sure your donors feel appreciated afterward.
Make sure to attend our follow-up webinar on this topic to learn more. Register here.
Looking for onling fundraising software that can get you up and running quickly for #GivingTuesday? Kimbia’s platform can be seamlessly implemented on any website. Contact us today to find out more about our #GivingTuesday package
Want to go more in-depth on how to quickly plan your #GivingTuesday campaign? Check out the webinar!