Four Questions You Need to Answer Prior to Giving Tuesday 2019
Launched in 2012, Giving Tuesday has quickly transformed into a behemoth of fundraising potential, boasting nearly $400 million in contributions in 2018. But many smaller nonprofits find that while they get crumbs, more established organizations are the main beneficiaries. There are numerous benefits to participating in Giving Tuesday but appeals made only on the day of giving are not enough to achieve desired revenue. Before participating in Giving Tuesday 2019, your organization should take the time to answer the following questions:
1. Is Giving Tuesday worth the effort?
If you have participated in Giving Tuesday before and didn’t see the results you wanted, you may be wondering if you should abandon your efforts this time around. But the truth is that Giving Tuesday can generate so much more than just dollars in the door. Remember that Giving Tuesday should not be a stand-alone effort. Think of it as part of your overall annual fundraising campaign. Giving Tuesday is most certainly worth the time you invest, as long as you approach it the right way: establishing realistic goals, telling a compelling story, and doing the work beforehand to secure participation from influential stakeholders.
2. What are our organization’s desired results from Giving Tuesday appeals?
One of the biggest mistakes organizations make when they begin discussing Giving Tuesday is setting their expectations too high. We have seen it time and time again with our clients. They have modest annual funds and believe that Giving Tuesday is the cure-all that will double the amount of money raised simply because of the hype around the day. This mentality can cripple your efforts and leave you feeling defeated.
At Orr Group, we regularly see clients attempt Giving Tuesday for the first time. Those that walk away feeling accomplished all have one thing in common: goals based on organizational context. Establishing realistic goals is crucial. Your total dollars raised will be perceived as an amazing success if you put it in the context of your organization’s broader annual fund!
3. What can we offer donors beyond a day of giving?
Giving Tuesday started in order to capture the holiday spirit and redirect the spending of Black Friday and Cyber Monday towards charity. Highlighting the opportunity for people to prioritize giving back is the first step but telling a compelling story with reason to donate is just as crucial. In order to effectively capture donations, you must express the urgency and need effectively. Try to get a strong supporter, corporate partner, or board member to match gifts pledged that day to showcase a greater impact for those who participate. Also, remember to thank donors (potentially in real time) who contribute, and consider ways to recognize their generosity publicly. Calling attention to those that stepped up may encourage other alumni, donors, partners, etc. to also join in on the giving.
4. How can our organization ensure engagement on Giving Tuesday?
Make the process simple and easy. Spread the word by promoting the day on social media. Encourage your top supporters to engage their networks and the organization’s donor base, showcasing their personal story and why they support your organization. Provide donors and partners with templates they can customize or post directly. The easier you make it for people to help you, the more likely they will.
Remind the wider community that participation is most important. Rather than focusing on the dollar amount raised, focus on the number of donors you want to see give for the first time or in total. Create a community of giving. Remember that hashtags and web links to your donation page should be included in every outreach. Your messaging should be consistent and make everyone aware of your organization’s need, as well as the location and methods available to donate.