The concept of Giving Tuesday was born from Black Friday and Cyber Monday over in the US – which are quite similar to our Boxing Day and post-Christmas sales here in Australia and NZ. It’s a massive time of buying to take advantage of deals during the holiday period.
Giving Tuesday is a huge day in terms of donations in the US and has grown significantly locally over the last few years. It’s a day where we can remember the importance of giving right at the start of the holiday period, and give to those less fortunate than us.
Held on the first Tuesday in December each year, Giving Tuesday can have an overwhelming impact on your organisation’s fundraising revenue. So without further ado, I’ve come up with 10 sure fire ways to increase your fundraising efforts this Giving Tuesday.
- Social Media
These days it seems almost impossible not to mention social media when it comes to a marketing or fundraising strategy. It’s important to use this free medium to its full potential when it comes to Giving Tuesday. As an avid social media user, I often find not a lot of not for profits user social media as a place to share their message and often have a one way conversations with donors, which really takes the social aspect out of social media.
Encourage your supporters to join in the conversation and share their stories of your organisation using the hashtag #GivingTuesday. Donors love to know they’re being heard. Make your social media campaign a real social event and include your donors in your messaging. This will ensure their friends and connections will see their involvement and get involved with your organisation.
- Go Mobile
With mobile web browsing taking over desktop and the constant growth of donations from mobile devices, it is imperative that our donation pages are mobile responsive. Your organisation can skip over this step, but risks losing a high level of online activity and donations. Modern donors have changed the way they donate – it’s time to make it easier for them!
- Contact past donors and supporters
After all, the people most likely to participate in #GivingTuesday are those donors and supporters already engaged with your organisation. Let them know about your event or how to create their own, and ask them to set up an everydayhero page to collect donations for your not for profit.
- Send a weekly email
Make it as easy as possible for your supporters to get involved this #GivingTuesday. We’re a few weeks out, which is the perfect time to reach out to your supporters with tips and ideas about how they can get involved – whether it’s simply by donations of clothes, food or money, organising an event or volunteering their time. Start planning this communication strategy now and send new tips on a weekly or biweekly basis. By sending out suggestions and tip sheets you are keeping your supporters engaged and motivated.
- Help your fundraisers set their fundraising targets
For peer to peer fundraisers, they can often get misguided in the lead up to an event. Giving your supporters a set target is a great way to ensure they will get involved with your cause. There’s two key points to remember here: a) Encourage them along the way by showing them how close they are to their goals, and b) Celebrate their successes and milestones.
- Stay in touch
Keep your community focused along the way by providing your fundraisers with resources such as digital starter packs, merchandise with your branding (e.g. shirts and caps), social media collateral, YouTube videos, and information about your charity to share on their everydayhero page. Check in with additional resources via tip 4 – your weekly email.
- Communicate the purpose
Giving Tuesday has a wonderful message to be shared with all this giving season. As my personal favourite time of year, there’s nothing better than starting the festive season with giving. It’s a great opportunity to boost your holiday fundraising efforts and engage on a personal level with your existing supporter base and at the same time, increase awareness amongst new audiences – especially when using the hashtag #GivingTuesday on social media.
- Workplace giving
Encourage your supporters into workplace giving by arrange certain fundraising activities that everyone in their office can get involved with. For example, at Blackbaud, we’re organising an all-day talent show to raise money for a charity of our choice – it’s a great way to have fun and support our clients.
- Kick-start your Christmas appeal
December is the most generous month of the year with 30% of donations occurring in the last month of the year. It’s a fantastic way to kick off your Christmas appeal and really make sure people are prepared to give generously this silly season.
- Thank your fundraisers after the event
A thank you goes a long way and gives you a head start for fundraising in the new year. Acknowledge your fundraisers efforts and let them know exactly how the money they raised will help your cause. Present your participants with a certificate of thanks to help them remember their dedication and hard work for your cause on #GivingTuesday.