December 5, 2019

Tips for meaningful #GivingTuesday follow-up

Filed under: Giving Tuesday — Tags: , , , — lidia @ 10:00 am

Congratulations, you did it—you made it through #GivingTuesday! But your work is not done yet. 

Take advantage of the momentum of your campaign: Follow up with your donors and supporters, create meaningful connections that will last throughout the year, and use the insights gathered this year to inspire next year’s campaign. 

Say thank you—and share results

Thank your supporters on social media and share the results of your campaign as well as the impact it has on the people your serve. Sharing a video thank you from the organization’s founder or leaders can make it more personal. 

TIP: Create an infographic or graphic that shows the results of your campaign and how you met your goals. 

Send an email

A day or two after #GivingTuesday, send a thank you email or postcard to your donors and supporters. If possible, segment your email list to personalize the message based on their giving (ie first-time donors, returning donors, etc.) 

TIP: Don’t forget to ask donors and supporters to follow you on social media so you can engage with them throughout the year. 

69% of donors prefer to be thanked for their donations via email, followed by a print letter [2018 Trends in Giving Report].

Focus on them (not you)

Rather than talking about your organization’s needs, tell your supporters specifically how their gift will be used, the change it will make in the community or how a person’s life will be affected.

TIP: Add photos or infographics for extra impact.  

Cultivate new donors

Take advantage of this opportunity to engage with new donors: Send a personalized message that tells the story of your organization, including ways they can be involved throughout the year. Mention any upcoming events or volunteer opportunities they can be a part of. 

TIP: Link to a blog post or landing page with a compelling story to help them experience your organization’s mission. 

Donors acquired during Giving Tuesday are 10–15% more likely to give again than donors acquired on typical days through peer-to-peer fundraising campaigns (Classy).

Promote your year-end campaign

Just because someone donated on #GivingTuesday doesn’t mean they are unwilling to give again, so add them to your list for year-end giving. Again, segment your list so you can thank them for their previous gift accordingly.

And if they do give again, remember to take them off your active list so they are not receiving unnecessary emails. 

TIP: Include non-monetary ways they can give or get involved with your organization. 

Encourage peer-to-peer fundraising 

Give donors a way to be more personally involved with your mission by suggesting a peer-to-peer (P2P) fundraising campaign for their next birthday or special event. 

Contrary to what you may think, all ages respond well to P2P: Over 90% of Gen Xers and Millennials and almost 80% of Baby Boomers report using P2P (Guidestar).

Nearly ⅓ of online donations are made through peer-to-peer fundraising (Classy).

Gather data

Use this time to gather important data on your donors. Analyze their behaviors during #GivingTuesday, note what type of communications resonated best, and use this insight to improve future engagement with donors. 

Check your social media insights and Google Analytics and save screenshots to compare next year. 

TIP: Use the data you collect to make notes for next year’s campaign. 

Collect ideas for next year

Create a shared document where you and your team can collect ideas and design samples to inspire next year’s campaign. 

TIP: If you still have them in your inbox, save the standout #GivingTuesday emails you received this year (as I did myself!) as well as your favorite social media images. 

Return donors whose first interaction was on GivingTuesday re-engaged sooner than donors whose first interaction was outside of GivingTuesday (The State of Modern Philanthropy 201).

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Don’t let all your hard #GivingTuesday work go to waste. Use this time to genuinely engage with new and returning donors—as well as to make next year’s campaign even better. 

November 21, 2019

Last-minute communications tips for #GivingTuesday

Filed under: Giving Tuesday — lidia @ 10:05 am

We are just two weeks away from #GivingTuesday! Now that your campaign is in full-swing, there are a few steps you can take to assure day-of event (and post-event) success. 

Update your profiles

Make sure you’ve changed all of your social media headers and profile images  to reflect your #GivingTuesday branding. You may also want to create a Facebook event for the event. 

TIP: Use #GivingTuesday’s custom profile frames to easily change your Facebook profile image. 

Go big on social media

Bump up the frequency of posts, and don’t be afraid to mention your call to action. Do a countdown in your posts (i.e. 1 week away, 2 more days, tomorrow) to emphasize the urgency to give. 

Do one last email push

Schedule weekly emails reminding supporters about your campaign and ways they can give, including a link to your landing page and giving pages. If possible, also include non-monetary ways to give. 

TIP: Don’t forget to reach out to staff and volunteers to remind them to get involved by sharing the campaign in their personal networks and/or being available on #GivingTuesday to help with day-of tasks. 

Test your pages

Test your landing page and giving pages to make sure they are functioning properly. Have a backup plan for any issues that may occur on the day of the event. 

Create a day-of plan

Assign a staff member(s) to manage tasks on #GivingTuesday such as monitoring giving pages, responding to donor questions and engaging on social media. Keep followers and donors updated throughout the day on the progress toward your goal—and remember to thank them for their support and contributions. 

TIP: Create a template for sharing your campaign updates in Canva or Adobe Spark and you can easily update it throughout the day. 

Prepare a thank you

Decide how you will thank donors after #GivingTuesday, whether it’s a video, social media post, email, postcard—or all of the above! Thank your staff, donors, volunteers, community, and anyone else who helped make your campaign a success. Use a popular hashtag like #ThankYouWednesday to increase your reach.

TIP: Consider creating the graphics and messaging now, so they are ready to send or post the day after the event. 

Use the momentum

If you are also doing a holiday or year-end appeal, use the momentum from #GivingTuesday to boost that campaign as well. Mention the support you received on #GivingTuesday and how their gift will help to propel your mission. 

Here’s to a successful #GivingTuesday! Stay tuned for my final post with tips for successful follow-up and post-event engagement. 

Catch up with previous posts in my #GivingTuesday series:

August 7, 2019

Is your nonprofit organization ready for #GivingTuesday?

Filed under: Giving Tuesday — lidia @ 10:00 am

Is your nonprofit organization ready for #GivingTuesday? | lsvdesign.com

#GivingTuesday is a global movement that impacts local communities by transforming the way people think about giving and how they participate in the giving season. Their mission is to inspire collective action towards improving local communities through generosity. They stress the importance of each act of kindness—no matter how small. The ultimate goal of this movement is to bring people together to create a more generous world.

#GivingTuesday is the Tuesday after Thanksgiving in the United States. It was started in 2012 to reclaim the season for giving and is now celebrated in more than 190 countries all over the world. In 2018, $400 million was raised online. 

How participating in the movement can benefit my organization

Nonprofits raise more during year-end when they participate in #GivingTuesday—the average donation is $105. In 2018, 75% of #GivingTuesday’s financial contributors were repeat donors. The holiday season creates a boost in giving by drawing in more donors and by encouraging current donors to give more.

#GivingTuesday is not just about monetary donations

#GivingTuesday celebrates every giver, no matter their donation. The movement is not about one’s ability to donate—it’s about taking action. Many donors participate in more than one way. For example, 37% of participants donate in non-monetary ways such as food and clothing drives or volunteer work. 

Having trouble thinking of ways people can give back to the community? See #GivingTuesday’s Case Studies. They share success stories from nonprofit organizations that can spark inspiration within your own organization.

4 characteristics of an effective #GivingTuesday campaign

Some campaigns are more effective than others, but why? Well, it’s simple. Those campaigns possess these qualities:

  • Inspired leader – Leaders who are passionate and authentic will inspire your donors.
  • Authenticity – Your brand, message, and approach should be authentic as well as resonate with potential donors.
  • Collaboration – Partnering with local businesses, funders and fellow organizations can amplify your campaign. Search for local movements here. 
  • Clear goal – You should have a goal that reflects your organization’s priorities and is big enough that people notice and are inspired to get involved. Here are some ideas:

Steps to get started on your #GivingTuesday campaign

#GivingTuesday is a mere four months away. Based on the 2019 Campaign Timeline, by now your organization should have:

  • Registered for #GivingTuesday (GT) at www.givingtuesday.org
  • Downloaded the case studies and toolkits relevant to your organization
  • Set clear goals
  • Organized a staff meeting to select team members to work on the campaign
  • Reached out to local businesses, funders, and potential partners for funding and idea exploration
  • Researched local movements to get involved in
  • Talked to donors about providing a match or challenge grant to build extra excitement

If you’re behind in your campaign steps, no worries! There’s still time to get caught up.

This month, your organization should be working on the following:

  • Confirm your campaign plan and goals that reflect your organization’s priorities
  • Map out a timeline and share with key team members
  • Confirm assets and graphics you’ll need for the campaign
  • Start mapping out your content calendar
  • Think about your evaluation strategy

Our next blog post will further explain the steps needed to continue preparing for your campaign.

Additional #GivingTuesday resources

  • Getting Ready for GivingTuesday workbook: gives you step-by-step instructions on building a #GivingTuesday campaign. It’s a great tool for cementing thoughts on paper with plenty of room for notes and ideas. The workbook is backed by previous #GivingTuesday leaders. The workbook aids the organizations on campaign building, recruiting a team, and timeline creation.
  • GivingTuesday Learning Lab: a Facebook Group for nonprofit organizations to ask questions and share ideas with other organizations. I’m the “resident branding expert” in this group, so bring me your questions on branding.
  • 2019 Campaign Timeline :lays out all of the tasks that need to be completed during each month from June to December. It is a great way to help you stay on top of things.

Are you ready to join the #GivingTuesday movement? 

Mark your calendars: in 2019, #GivingTuesday falls on December 3rd and your nonprofit has the opportunity to join thousands of other organizations to spread generosity that positively impacts others. Sharing your story will inspire change, and may start a wave of generosity that lasts longer than just one day.

Stay tuned for the rest of our #GivingTuesday blog series that will lead you through branding and marketing your campaign, along with monthly to-dos to keep you on track.