#GivingTuesday is a huge day in the nonprofit world, but it can also feel like a huge undertaking. Having a game plan in place and aligning your staff ahead of time can make all the difference in launching a smooth #GivingTuesday campaign.
There are a number of promotions and opportunities available to nonprofits around the holiday season that help them get the most out of their seasonal support. Joining one of these campaigns can give you something to send to your supporters in addition to a traditional ask, and can make the offer to give even more compelling, as their donations can help you win prizes to further your mission.
Online is best
With the inherent social nature of the world we live in, which also defines the underlying force behind the #GivingTuesday movement, it’s imperative that nonprofits have an online presence.
A campaign that lives online offers nonprofits the opportunity to point to a centralized location for all of the action that can be taken on #GivingTuesday. You’ll want a hub where donations can be made, tickets can be purchased, teams can be joined, etc. This also serves as a place to direct supporters via other types of communication, such as direct mail, phone calls, emails, and social media posts.
Having a URL that hosts your campaign and your story allows for easy social sharing capabilities that are fundamental to incorporating social fundraising into your organization’s fundraising strategy.
Tip: Choose an all-in-one online fundraising platform that keeps not only your nonprofit in mind, but your supporters as well. You will be setting up your campaigns that include compelling images, branding details, various types of necessary functionality, and you’ll want to make sure you have all of this at your fingertips, eliminating the need for multiple solutions. Seeking out a platform that provides a self-service approach, yet a high level of customer service when needed, is essential in creating a branded fundraising presence online.
Don’t forget about all of your amazing supporters, either. You want them to have a seamless experience as well, whether they’re donating from their phone, setting up a DIY campaign on their tablet, or just learning more about your cause in order to take further action. Finding a platform that has both the nonprofit and supporter in mind can make online fundraising a breeze.
Tickets and registration
Purchasing tickets and registering for events are mainstays when it comes to nonprofit event fundraising. Maybe you’re hosting an event at the end of the year, or creating a dinner to capture the excitement of #GivingTuesday.
No matter what type of event you’re hosting around the giving season, make sure you’re asking your supporters to purchase tickets or register for the event on #GivingTuesday. Leveraging the ‘urgency’ of the day can pay off in big ways for you nonprofit.
Tip: Think about offering one or more different ticket types for #GivingTuesday. Perhaps you have an event in February, but you want to use #GivingTuesday as a kick-off to purchase tickets. Create an ‘early-bird’ ticket or a ticket that has an add on, like parking or a special seating assignment, for those who complete a ticket purchase on #GivingTuesday. Don’t wait until the day of, communicate with these future participants ahead of time to make sure they’re ready to take action on #GivingTuesday.
Allow for DIY fundraising
DIY fundraising, or do-it-yourself fundraising, is an increasingly popular way to get supporters engaged with your cause in a way that’s most meaningful to them. When you allow for DIY fundraising, you’re opening up the door for your supporter to start their own fundraising campaign, on your behalf, when and how they want.
#GivingTuesday is the perfect time to encourage supporters to create campaigns (ahead of the big day) and then reach out to their network of friends and family to ask them to give to their cause. Asking for support on #GivingTuesday gives your audience a great message to convey that hinges on the urgency of the day and the giving spirit that’s everywhere at that time. Their campaign can kick off before, or on #GivingTuesday, and carry all the way through the giving season, as well.
Tip: Use the power of your organization's strong voice and tone to create messaging that resonates with your supporters. You want to make sure that your brand and cause stand apart from the rest and have clear identifiers that your DIY fundraisers can use when they’re making your story their own.
Don’t stop with #GivingTuesday
Nearly one third (31%) of annual giving occurs in December
12% of all giving happens in the last three days of the year
Stats provided by neocrm
#GivingTuesday is definitely the giving day of the year, but the numbers show that during the entire ‘giving season’, #GivingTuesday through the end of the year, there continues to be an immense amount of impact. If you’re thinking about hosting a #GivingTuesday campaign, why not have it kick off on #GivingTuesday and then continue up to the new year? Seeing as 12% of all giving happens from December 29th - December 31st, having a longer holiday campaign can make a huge difference to your nonprofit's yearly fundraising goal.
Tip: Align your communication, whether it’s emails, blog posts, phone calls, snail mail, or social posts, to talk about the importance of #GivingTuesday. Create a messaging calendar that you can stick to that helps you promote #GivingTuesday leading up to the day, on the day, and then carries your organization’s mission throughout the holiday giving season. When your supporters feel the weight of the day and how powerful it can be to your organization, they’ll be more inclined to give and share on that big day in November.