What is GivingTuesday?
I’m sure most of you are familiar with GivingTuesday: a day for giving that’s celebrated globally and takes place on the Tuesday after Thanksgiving each year. This unique event has grown exponentially since it was established in 2012.
I like to think of it as the Superbowl of Fundraising.
GivingTuesday provides you a great opportunity to reach your fundraising goals and acquire a unique and valuable segment of new donors.
These supporters are 60% more likely to donate multiple times on GivingTuesday and in the following days than donors acquired at other times of the year.
And they don’t stop with GivingTuesday; this group of donors is also more likely to engage in multiple types of campaigns and be more involved in peer-to-peer interactions.
They’re more likely to use their time and talents – as well as their money – to make an impact through your organization… so you definitely want to connect with them!
How can you maximize your GivingTuesday campaign?
Because GivingTuesday happens annually, it’s easy to rinse and repeat the same strategies from year to year.
But if you don’t maximize your strategies, you’re wasting the worldwide push for support – and missing out on gathering more active, enthusiastic donors to your cause.
Repeating the same tactics will get you some donations… but it won’t take your results to the next level.
Here are five ways to maximize your GivingTuesday campaign:
1. Review results
Chances are, you’ve got a few years of GivingTuesday campaigns under your belt. Results from those campaigns can provide you with tons of insight into what your audience responds to – and more importantly, what motivates them.
If this is your first GivingTuesday, look back at other tests you’ve run and messaging you’ve seen work well. You’ve likely stocked up a lot of intel on your audience and you didn’t even know it!
Use this information to create a GivingTuesday strategy that capitalizes on the ‘wins’ you’ve had in the past.
2. Set your goals
How will you measure the success of the campaign? Answering this question will set your strategy’s foundation and provide clarity to your team about what you’re working towards.
Clear targets help you to be flexible and decisive on the day, too. If something isn’t matching up to your goals, you can quickly pivot to reach them.
3. Craft your messaging
Now that you have a tactical strategy based on past results and current goals, it’s time to craft your messaging. A good value proposition that speaks to your mission or your organization’s current need will provide important guardrails for the campaign elements.
Working within a defined value proposition will actually free you up to be more creative with your copy and design.
4. Know your audience… and speak to them!
Your donor is helping move the mission of the organization further. They’re your partner in the Kingdom work you’re accomplishing. So how can you make them feel special?
Your donor should always be your focus. Rather than centering your campaign on the impact that your organization is making, reframe it to focus on the difference that the donor can make through their gift.
Segmenting emails and ads to appeal specifically to different audiences is another great way to speak directly to your supporters.
The more granular the better, but donors and non-donors are two great groups to start with! You can version copy to include results that show donors their impact or encourage non-donors with first-time gift language.
The more known your audience feels, the more likely they are to donate.
5. Think outside the box
Don’t be afraid to try new things! There will be many organizations sending out emails and posting social posts on GivingTuesday – so make sure your organization stands out.
Stick to best practices but get creative and include some strategic elements that you haven’t seen anyone use before.
The Superbowl of Fundraising is coming quickly – and now you have everything you need to maximize your campaign! It’s sure to be a day full of inspiration and impact.
Learn more about GivingTuesday and how to make the most of this incredible fundraising opportunity in Danielle Rice’s Dunham Institute course, Maximizing Your GivingTuesday Strategies.
+ For More Insights from Dunham+Company: Check out our research and blog sections!