GivingTuesday is not only one of the biggest giving days of the year, it’s also an opportunity for us to understand how and why people give. Commitment to certain causes, cadence of communications from nonprofit organizations (NPOs) to donors, and the economy can all play a role in GivingTuesday’s annual returns. But even as overall giving declines, GivingTuesday continues to see an increase in participants and donations year-over-year. This tells us that despite the myth that people are less willing to give, this particular giving day taps into their generosity. Why is that?
As SVP of data science at Bonterra, my team works with the talented folks at GivingTuesday to distill and democratize key data insights. I believe understanding these can provide much-needed information to nonprofit leaders globally. Last year, I captured the biggest takeaways in a blog post and webinar, addressing whether GivingTuesday is worth it (spoiler alert: it is). But NPOs need to get to know their prospective supporters, how to engage them, and how to keep them — and our data can help provide that info. Here are our top takeaways from this year and what NPOs can learn.
5 Key takeaways:
1.
The average amount donated was the largest driver in the increase in generosity. Donors increased across the sector but not at the same pace as dollars. While we are excited to see GivingTuesday generate an uptick in both, at Bonterra we saw a 9% growth in the amount donated this year.
2.
GivingTuesday continues to be a great way to attract new donors. Nearly 4 out of 10 (38%) GivingTuesday donors were brand new to the organization.
3.
GivingTuesday is just the start, now is the time to deepen connections with these donors. On average, 6% of GivingTuesday donors give again by year-end. Even better retention rates are 38% higher than donors acquired from January to October.
4.
On GivingTuesday, email open rates peaked between 7 AM and 1 PM, click-through rates were strongest from 7–9 AM and 5–7 PM, and conversion rates reached their highest after 7 PM.
5.
Workplace giving grew by 15%, underscoring the expanding impact of non-traditional giving channels.
Looking ahead
Every social good organization should be proud of the work they’ve done for the betterment of the world and in engaging and sustaining trusted supporters. Between now and next year’s GivingTuesday, there’s an opportunity to drive more impact by utilizing technology and your people power. Based on our findings this year, my chief advice for the coming year is to double down on your efforts in three main areas:
1. Work smarter.
GivingTuesday shows us the value of working smarter, not harder. Make the best of giving events. They’ve been shown to motivate donors. On GivingTuesday this year, 38% of donors were new contributors, and our research supports that new donors acquired on GivingTuesday are more likely to be retained. New Year’s Eve is another great day to activate new donors. New Year’s Eve donors are among the highest rate of return contributors. Other special giving days, like Mother’s Day or birthdays important to your organization, are great opportunities to capture momentum. But as competition increases, your solicitation techniques also must evolve.
Engagement matters. Our GivingTuesday data shows that each click is worth roughly $39. This means knowing what time to send messages and emails, who to send them to, and how to phrase your asks is crucial for fundraising efforts. Use of predictive analytics can help you zero in on who is more likely to give. Find preferred channels of communication for your new donors and keep them engaged all year by spreading out opportunities to give. Iteration leads to innovation, so try and test out what your donors most respond to, be it texts, more designated giving days throughout the year, or increased rate of outreach attempts.
2. Tell your story.
Trust is at the core of the social good ecosystem. Our data finds that 81% of donors need to know a great deal about an organization before they choose to support it. As an NPO, you must always prioritize making the best case for why someone should donate to your cause. This means a combination of qualitative and quantitative storytelling.
Your quantitative storytelling revolves around your ability to measure and demonstrate your impact. Are you providing clear stats (via impact reports or case studies) on your organization’s programs, outputs, and outcomes? This information is crucial for building and sustaining trust in between giving days. Your qualitative storytelling comes from the relationships and communications you build with donors and volunteers. As your impact grows, you must employ multiple means of communicating your story to those who need to hear it.
3. Mobilize your movement.
If you’re passionate about your cause (which I’m sure you are), you must invite others in. Don’t think of it as an ask for money, think of it as an opportunity for supporters to join a movement. Increase inclusivity in your search for donors and be accessible, consistent, and authentic in your outreach.
Don’t forget, GivingTuesday isn’t just about donations. Make non-monetary asks that give supporters an opportunity to get involved in a community as volunteers. For donors, community giving like gift matching is a driver for generosity, as are employee giving incentives. Think of your cause as a movement for change and a distributor of hope. You want people there, excited, and feeling a part of something meaningful in community.
Build lasting relationships using personalized, intelligent, and frictionless experiences online, in-person, or on the phone. And remember: People are busy. It’s not only okay to nudge, but also a reminder to your supporters that they are a valued part of your community and have the ability to change lives for the better.
Congratulations on another successful year!
We are in the midst of another giving season and the remainder of the year happens to be the two biggest weeks for charitable contributions. We at Bonterra wish you continued success through giving season and know that the stakes are high for social good organizations. We will continue to provide the solutions and services you need to achieve your maximum impact, and the data and insights that will help you understand how to get there.
