Thanksgiving has come and gone. The parades are over, leftovers are put away, and house guests are heading home. Now it’s time to turn your attention to this year’s GivingTuesday. Even if your nonprofit organization hasn’t developed a thorough plan for this significant event, there’s plenty you can do between now and Tuesday to take advantage of this global giving movement. Make the most of your GivingTuesday campaign by taking advantage of these last-minute tips from fundraising experts.
1. Create an integrated fundraising campaign.
“The one thing that is really important to consider is an integrated fundraising campaign; one that has direct mail, email, and text messaging. One that leverages your website, social media, and phone calls. An integrated fundraising campaign can generate a 20% increase in your gifts.” – Kimberly O’Donnell, social good ambassador
This first tip is to ensure you’re reaching your supporters on a variety of fundraising platforms and providing them with the resources they need to give however they prefer. Because each donor may have different preferences on how to give, make sure they have plenty of options by:
- Optimizing your online donation page. Be sure to link to this page in your various marketing materials too.
- Including donation buttons on your social media profiles.
- Launching a text-to-give campaign and promoting the phone number to your supporters.
- Sending fundraising letters in advance so that they arrive a few days before GivingTuesday. Include a pre-addressed envelope to ensure supporters have the time and resources they need to send their donation back.
Promote these opportunities by sending out messages on each of your marketing channels every day from now until GivingTuesday. Take the time to also make phone calls to your key supporters and have personalized conversations to inform them about the campaign.
2. Provide multiple ways for supporters to get involved.
“#GivingTuesday is not always about money. It’s about other ways that people can give. There are so many ways that people can give back to nonprofits.” – Alison Cook Beatty, founder, Alison Cook Beatty Dance
While fundraising revenue is incredibly important for your nonprofit, it’s not the only way that your supporters can get involved with your nonprofit’s purpose. In addition to promoting fundraising opportunities as a part of your GivingTuesday campaign, market other options for supporters to get involved. These may include:
- Volunteering
- Providing in-kind donations
- Participating in advocacy campaigns
- Following your organization on social media
- Signing up for your email newsletter
In addition to promoting these opportunities alongside your fundraising initiatives, you can suggest them as next steps for those who donate. For example, you might send a thank-you email to a first-time donor who gives to your GivingTuesday campaign and invite them to follow your organization on social media as a next action.
3. Don’t forget the reason for the season.
“#GivingTuesday was meant to be about everyday people and their relationship to generosity.” – Asha Curran, chief innovation officer and director, Belfer Center for Innovation & Social Impact, 92nd Street Y
Of course, the revenue you earn during your GivingTuesday campaign will go toward your nonprofit’s purpose. But keep in mind that your purpose may not be the entire reason supporters give to your campaign. They’re also giving because it’s a day to showcase their own relationships with generosity.
When you reach out to your supporters, tell them what their generosity will accomplish for your organization. But be sure to also celebrate their generosity as a whole. For example, the day after GivingTuesday, send a message to update your supporters on how much you raised during your campaign and thank them for being a part of it.
4. Double-check your online giving page.
“A lot of year-end giving is going to happen online. Make sure that your online giving capability is functioning properly, make sure it’s easy, make sure there’s a “Donate Now” button on your homepage.” – David King, president and CEO, Alexander Haas, Inc
Before GivingTuesday arrives, make sure everything is functioning properly. During this big fundraising push, you’ll raise more if your page is optimized for a seamless giving experience. Navigate through your website the same way a donor would in order to check its functionality:
- First, arrive on your homepage and make sure there’s a button or another call to action that makes it easy for supporters to navigate to your donation page.
- Click that call to action and check the required elements of your donation form. Are they all absolutely necessary for your nonprofit? Or are there opportunities to streamline the experience?
- Donate $1 to your organization. Is the “Submit” button easy to find? How easy was it to complete the giving process?
- Finally, check to make sure you received a confirmation email after the donation. Double-check that it looks correct in your inbox both on mobile and on desktop.
All of these steps will ensure your donation process is working properly for your donors. On your side, you should make sure the donation was received correctly by your nonprofit and that your test donation was recorded properly in your nonprofit CRM.
Maximizing your last-minute GivingTuesday campaign
GivingTuesday is a very lucrative and important holiday for nonprofit organizations. When possible, it’s best to get a head start working on your campaign long before Thanksgiving. However, it’s better late than never! Get cracking on your campaign, today.
