GivingTuesday is here to stay. With tens of millions participating in the U.S. alone, I consider this day as the Giving Season Opener. In this article, I am sharing proven strategies that will help you reap the benefits of this movement and tap into the abundant generosity happening to boost your year-end campaign success.
Last year, in 2022 more than $3.1 BILLION was raised in the U.S. on GivingTuesday representing a 15% increase over 2021.
In stark contrast, total giving dropped by 3.4% in 2022 according to the 2023 Giving USA Report on 2022. In the last forty years this has only happened three other times: in 1987 when global stock exchanges plummeted; and in 2008 and 2009 during the Great Recession which was the longest since World War II.
Considering the current economy, it is important to remember that historically nonprofits have lagged significantly behind for-profits in recovering from economic downturns.
So, while monetary donations increased by 15% on GivingTuesday in that same year (2022) total giving dropped by almost three and a half percent (3.4%). Think about what this could mean for your bottom line as you plan your year-end fundraising campaign for 2023.
Whether you are on track or need an extra boost in reaching your year-end revenue goals, consider how you can participate in this global day of radical generosity to raise awareness and revenue to advance your mission.
Created in 2012, GivingTuesday is a global movement that encourages and inspires people to give and do good. This year GivingTuesday is on November 28, and happens each year on the first Tuesday following Thanksgiving Day.
Here are seven simple strategies for conducting a successful fundraising campaign.
Define your strategy and goals – Set realistic goals based on what you raised during GivingTuesday last year. Determine if your primary goal will be to raise money or raise awareness. Consider what type of campaign ask would be most beneficial to your organization whether that may be a drive for in-kind items, recruitment of volunteers, conducting a thank-a-thon, a request for a financial gift, or etc.
Create an action plan – Define who does what and when. Determine if securing a matching gift would work for you. Take advantage of opportunities to partner with other nonprofits or businesses to spread the word in your local community.
Engage your board – Determine specific ways they can participate, and provide them with the tools they need to be successful, items such as prepared talking points, email templates, links to your donation page, and any other pertinent materials.
Tell your story – Create a communications plan. Craft compelling messages designed for your targeted audience. Use short videos and pictures – often the most impactful way to share your message. Be intentional with your social media and digital marketing efforts.
Include a call to action – Include a clear call to action (no more than two). For instance, if you are asking for a financial gift make that clear and tell them precisely how they can donate to you. If you are hosting a drive such as non-perishable food, school supplies, etc., be sure to provide the date, time, and place as well as a list or examples of what items can be accepted.
Make it easy to complete your call to action. When asking for a financial contribution, providing a secure and simple online donation process is critical. Be sure your donation page is appealing and easy-to-use. I highly recommend testing it yourself.
Plan a proper thanks – This is not a gift receipt. Make sure every donor receives a thank you that talks about the impact they made. Be sure to segment your new donors so that they get acknowledged appropriately for making their first gift to you, and make sure they receive future communications that more deeply engage them with your mission before you ask for a second gift.
I encourage you to take part in this huge day of radical generosity to increase awareness, generate revenue, and leverage your efforts to boost your year-end results.
Valerie Davis | Philanthropy Focus
