#GivingTuesday is coming up on December 2, 2014. Do you have your fundraising strategy planned and ready to go?
“GivingTuesday is a global day dedicated to giving back…charities, families, businesses, community centers, and students around the world will come together for one common purpose: to celebrate generosity and to give.” - GivingTuesday.org
GlobalGiving recently hosted 2 webinars for YouthSpark projects participating in Microsoft’s “Everyone Starts Somewhere” campaign. These webinars included #GivingTuesday tips for fundraising on the big day. Our team would love to share these tips and case studies with you. If you missed the webinar, don’t worry, please find the recording here: Microsoft YouthSpark #GivingTuesday webinar
Getting Ready – Last Minute Tips & Tricks
Follow the steps below to get you and your team ready for the big fundraising day!
1. Set Goals
Think about how many people do you want to reach? Ask yourself how much funding does your organization want to raise? This will help you to stay focused, align your actions with the end goal, and in the end evaluate what you did well and what you can do better next year.
- #GivingTuesday Funding Goal (excluding matching funds and bonus prizes): ____________
- How many donors do you need to reach your funding goal?: ________________
2. Understand the Terms and Conditions & Set Donors’ Expectations
Make sure you have read and reread the terms and conditions of #GivingTuesday. If you have questions about any of the terms or need clarity, please do not hesitate to contact us! Are you involved in a matching campaign that has specific terms and conditions? Make sure you share these terms and conditions with your donors. Remind them how they can help you meet your goals and impact. Setting clear expectations will create a better experience for your donors which will increase the chance in their future participation – they might even invite their friends and family to give.
3. Plan your Communication Strategy
Create a calendar including steps leading up to and on the day of. Devise a schedule for reaching out to your advocates, volunteers, donors, and social media supporters. Think about which platforms and methods of communication your donors, volunteers, and advocates use most. Through their preferred modes of communication, think about when and how often you will reach out to them. Assign staff to monitor customer service and response to these different platforms. Be prepared to re-post your supporters’ Facebook posts, retweet your advocates’ tweets, and respond to emails immediately. Get creative!
StayClassy shared an experience about an organization that planned their communication strategy months ahead utilizing social media, email and phone calls. By the end of #GivingTuesday, the organization “had blown their $25,000 goal out of the water and raised $97,148.”
4. Join the Conversation.
Use #GivingTuesday and other popular hashtags in Twitter and Facebook to spread awareness of your campaign by joining existing conversations. By joining larger existing conversations, your organization can tap into an audience not already familiar with your cause and work.
5. Prep Your Content.
Prep campaign messaging not just for your organization, but create easily sharable and customizable email templates, Twitter posts, Instagrams, and Facebook posts that your networks can share with their networks.
- Write a project report for GlobalGiving. Submit your project report to GlobalGiving before Bonus Day,and request that it be sent out on December 2nd. In your project report include an update about your project, a quote from a beneficiary, and/or story of one of your beneficiaries. Also, don’t forget to include a call to action for donors to give on Bonus Day. Your project report should inspire them to give.
- Write and send messaging for your fundraisers to use on #GivingTuesday. You want to make sure that assisting your organization is easy for them, and that they are sharing the correct information. Include a template email, sample tweets, and sample Facebook posts, if relevant.
- Put together your social social media plan and have Facebook posts and tweets ready to send for the big day.
6. Mobilize Your Current Network.
Turn your donors in to fundraisers. Instead of asking donors to give this year, why don’t you ask them to share your message this year? Ask them to invite their networks.
- Identify potential donors, such as board members, former volunteers and interns, and friends/family
- Identify donor captains. Donor captains are responsible for raising a funding goal on the day of #GivingTuesday… for example, a donor captain may be a former intern that is excited about your work and pledges to raise $300 from 20 donors for your project. Donor captains help your organization grow its network of supporters.
- Contact donor captains. Let them know why you are asking for their help and tell them how they can help. Remember your donor captains are individuals that care about your organization, the work you are doing, and most importantly they care about you (the number one reason why people give is because someone they know and trust asked them too).
7. Don’t Forget to Thank your Donors!
Engage with your donors positively and proactively. GlobalGiving makes it easy for nonprofits to thank their donors through the donation manager. Click here to learn more about the thank you note feature
GivingTuesday.org shared a great success story about an organization who combined the above tips (joining the conversation, engaging community, using social media, and getting creative) to create a successful 24-hour fundraising campaign. For #GivingTuesday, an organization created a photo campaign that included the organization’s specific hashtag and #GivingTuesday. The nonprofit asked local students, volunteers, and community members to give back by participating (not giving), and this resulted in not only more than 1,000 photos with the organization’s messaging being shared on social media, it amplified their organization’s message to the larger #GivingTuesday community, and the organization raised approximately $10,000 in donations.
We hope these tips help you create a solid and effective campaign strategy for this year’s 24-hour day of giving back. Best of luck this #GivingTuesday!
Check out these additional great resources that were sourced for this article and provide additional fundraising tips and strategies:
- “It’s Time to Plan Your Best #GivingTuesday Ever: Here’s How” – StayClassy
- All things #GivingTuesday
- GlobalGiving Tools & Training Blog
Listen, Act, Learn. Repeat.
We know your time and resources are valuable. We want to help you be as effective as possible with those resources, and we’ve seen that effectiveness is driven by a cycle of progress that involves listening, acting, and learning (and repeating — doing it all again). Think about the questions below in order to test how your strategy worked.
- LISTEN: You just read tips for a creating a successful #GivingTuesday.
- ACT: What is one way you are going to fundraise for #GivingTuesday?
- LEARN: How will you know whether your fundraising strategy worked? What results will you look for in order to measure success?