Do you struggle to stand out on Giving Tuesday?
Are you worried about donor fatigue at year-end?
Are limited resources and technology hurdles holding your campaign back?
As the Nonprofit Development Specialist at Carnegie Investment Counsel, I often hear these concerns. So when NXUnite reached out to me to be a panelist on their webinar, "The Final Push: Preparing for Giving Tuesday," I jumped at the opportunity!
It was a great event where we shared strategies, trends, and innovative approaches that can help set your Giving Tuesday efforts up for success. I was joined by some seasoned development professionals who have been around the Giving Tuesday block many times: Laurie Hochman, Marketing Director from Auctria, and Kel Haney, Senior Consultant at Donorly. Along with our moderator, Colleen Carol from Nexus Marketing, we shared insights and ideas you can adapt to fit your campaign, including:
- Effective Giving Tuesday campaign strategies.
- Tech and tools to support your Giving Tuesday efforts.
- How to measure impact and success after the day.
But don’t worry if you missed it. You can watch the recording here or read on. In this article, I’ll share our insights so you can be ready for Giving Tuesday!
Identifying Your Approach
Every nonprofit takes a different approach to Giving Tuesday. How can nonprofits identify the best fit for them?
Nonprofits can pinpoint the best approach for Giving Tuesday by tailoring their strategy to their specific objectives, target audience, and available resources. Start by identifying clear goals, whether it’s raising funds, increasing awareness, or engaging supporters. Understanding your audience is equally vital - delve into the preferences and behaviors of your donor base to ensure your approach resonates with them.
Choose a giving vehicle based on your goals: Monetary donations can use social media donate buttons or website landing pages. Volunteering can involve pledges or actual volunteer hours. Engagement goals can include a peer-to-peer campaign or social media hashtags. Then, spend time optimizing that giving vehicle. Make sure it’s easy to participate, all necessary links work, and directions are clear.
Make your mission front and center and highlight what makes your organization unique. Kel suggested making Giving Tuesday an event by choosing something that feels fun and uplifting. By making the day feel extra special, you draw attention (and dollars) to it. When your staff is excited and engaged, that will reflect in your donors too!
Optimize and Prioritize
What are the critical aspects of building a successful Giving Tuesday campaign that appeals to a broad donor base?
Reduce Donor Friction
To ensure a successful Giving Tuesday, you want to create a seamless and user-friendly experience for your potential donors. In most cases, that is going to be online. This means optimizing your website donate page, homepage, and social media profiles.
Make sure your nonprofit is set up on Facebook and Instagram to receive donations directly through the platforms. Your website should include a prominent donate button, a Giving Tuesday section on your homepage, and an easy-to-use donate form. Keep it short, and make sure it loads quickly. If possible, keep them on your website the entire time. These minor changes can make a world of improvement in the donor experience and can lead to more conversions and higher donation rates.
Tell Compelling Stories
Donors are moved by personal narratives more than statistics. To connect with your audience, incorporate heartfelt stories related to your mission in your campaign. Feature interviews with individuals your organization has served, volunteers, and staff. These stories will create an emotional connection that statistics alone can’t. Highlight the impact of your work through the experiences of those involved.
When I was Development Director, it was difficult to get success stories from our program staff. It wasn’t because they weren’t doing good work - they were doing amazing things all the time!
But when you are changing lives every day, it becomes normal. Because they are so involved in the day-to-day, it can be difficult to see the big picture of the change they are making. It’s your job to find out what is happening and then craft a story that encompasses the entire journey - from tragedy to triumph.
I had success creating a short Google form that I would send out to program staff occasionally. There are a few key points to this:
- I did not send it out consistently or in mass form. I did not automate or send it every quarter or month. People begin to ignore those types of emails after they continue to see them in their inboxes.
- When I did send it out, I sent it out to people individually and called them out. When you say, “Can anybody send me a success story?” people assume somebody else will do it so they don’t have to. Be specific and let them know you are talking to only them. They are more likely to follow through.
- I gave a deadline, and I followed up. When they didn’t send it on time, I wasn’t mean or harsh. They are busy serving your mission and have a lot they are handling. It’s not their job to think about this every day, so it sometimes gets pushed to the bottom of the to-do list. A gentle reminder met with kindness normally did the trick.
- I asked only a few specific questions. Instead of saying, “Tell me a recent success story,” I used a form to pull out tidbits of potential stories. Some questions included “Tell me about a time you felt good about yourself while working. What were you doing?” “Tell me about a time you were proud of a coworker or to be part of our organization." I would then follow up with more questions and use their responses to craft the story.
Utilize Diverse Content Mediums
To engage a wide audience, leverage a mix of content mediums. Combine written content with images and videos to tell your story effectively. Canva, a user-friendly design tool, can help you create compelling visuals for your campaign. If you don’t know how to use it, there are numerous YouTube channels that offer tutorials. Plus, nonprofits can apply to get their paid subscription for free through their Canva for Nonprofits program. Canva and other tools allow you to resize and reformat your content easily so you can post across platforms while not cutting off your images.
Set Tangible Goals
Setting real, tangible goals can help motivate donors to give. We all want the good guys to reach their goals! Provide real-time updates on your goals through social media and email marketing. Use a thermometer to show your progress and let people know they can help you succeed!
On your donate page, give real examples, such as, “$50 feeds five people for a week” or “$250 provides books and school supplies for ten children”. People want to be able to visualize how their money is helping your cause.
Planning and Managing Your Time
As Giving Tuesday approaches, nonprofit leaders often struggle with managing their time and resources effectively. Here’s some advice to ensure a successful campaign while meeting ongoing organizational needs:
- Allocate weekly time for campaign work and start early to reduce stress. Plan for staff taking time off during this time, so it’s best to work on it ahead of time. No matter when you start, don’t feel overwhelmed. Focus on what you can do now, and know that you will learn and improve for next year!
- Reuse content across platforms to save you time. Before you marketing pros start screaming at me - yes, it would be ideal to create completely different content for each social platform. But for many nonprofits, that’s simply not realistic. You have my permission to not feel bad about cross-posting between social platforms.
However - I do recommend you resize your images and adjust your captions slightly. Don’t include links in Instagram captions and be sure to find the different handles for your partners. You don’t have to reinvent the wheel, just adjust it slightly.
- Use automation and AI tools. You can schedule email campaigns, create tags to segment lists, and create drafts of social media to easily update your progress throughout the day. You can also use tools like ChatGPT (within your organization’s AI policies) to rewrite that “We are so close to our goal!” post that needs to be sent out 5 times throughout the day. Use these tools to brainstorm ideas for your campaigns, email subject lines or copy, or phone scripts.
- Engage with your board! Ask them to share your posts, create their own fundraiser, or use your hashtags. The key is to make it as easy as possible, and often times with board members, that means catering to all different preferences.
In addition to sending the information via email, I would text my board members links to socials and the donate page. Most people operate on their phones a majority of the time, so sending a text allows them to easily share or click the link and open it in their app.
Creative Approaches to Set Your Nonprofit Apart
What creative approaches have nonprofits taken for Giving Tuesday that set them apart and foster donor enthusiasm?
Gamification
Nonprofits can adapt gamification strategies to actively involve donors in the giving process. By turning the act of giving into a game, you tap into human psychology, fostering a sense of achievement and competition. Create virtual challenges, such as:
- Who can pick up the most trash?
- What area can collect the most books: East Side vs West Side
- Post photos with rescued pets and tag you and be entered to win a prize
- Peer-to-peer (more on that later)
Peer-to-Peer Challenges
Peer-to-peer campaigns are highly underutilized by nonprofits. Create a challenge where supporters can compete against each other in a friendly fundraising competition. It allows your current donors to reach far into their network and connect with people you wouldn’t otherwise have reached. You can offer unique incentives such as prizes, naming rights, or membership in an exclusive society. This leverages social dynamics and motivates donors to rally their networks. Normally, people will give more after a direct ask from their friend than a random person!
Focus on Monthly Giving
Depending on your social platforms, you could be targeting a younger set of donors. Younger donors often times will donate smaller amounts at a more frequent rate. And with the rise of subscriptions for everything, it has become a norm. Focus on the number of monthly donors you’d like to attract on Giving Tuesday, or you can calculate the total amount pledged (if somebody signs up for $50 a month for 12 months, the total pledged would be $600). You will be surprised how fostering these connections with smaller, monthly donors pays off in the long run!
Lean on Partnerships
Find a corporate sponsor or matching gift for Giving Tuesday. This allows you to tap into their network by sharing email lists and social posts. And a matching gift is a surefire way to motivate donors to give more. We all love coming together to reach a common goal.
The Future for Nonprofits
In today’s fast-changing world, nonprofits may feel like it’s difficult to keep up. But it’s crucial for nonprofits to not only adjust but also harness these changes to create a greater impact. Our panelists shared a few key trends and strategies that will shape the nonprofit sector in the coming years.
Diversification of Revenue Streams
Ensuring sustainability is a top priority for nonprofits. Relying solely on traditional fundraising methods may not be sufficient. Nonprofits should explore and develop a diverse range of revenue streams. This includes grants, individual and corporate donations, earned income through programs or services, accepting noncash assets, and strategic partnerships. Diversification helps mitigate financial risks and provides a stable foundation for the organization's mission.
Did you know there are tons of ways donors can support you in addition to cash or credit?
Check out our 11 Ways To Give Guide that discusses often untapped avenues of donating! Inside our guide, you'll explore 11 different charitable giving options that can revolutionize the way your donors support your organization. From traditional methods to innovative strategies, each option offers a unique opportunity for both your nonprofit and your generous donors.
In this guide, we delve into the intricacies of each option, offering real-world examples and tips to guide you in effectively educating and attracting the right donors.
Click here to download the guide!
Acceptance of Noncash Assets
By accepting non-cash assets and underutilized ways of giving, such as stocks, life insurance policies, and qualified charitable distributions, you diversify your organization’s revenue stream. Being open to different forms of donations can maximize the value of donations received by meeting the donor’s individual needs. This often leads to unique tax benefits and other incentives for both the donor and nonprofit, if those exact circumstances qualify.
Don’t know where to start when it comes to accepting donations of stocks? Read our guide: How Stock Donations Can Boost Your Fundraising. In this guide, we explain the benefits of stock donations and how to prepare for these types of gifts. Plus, we give six tips to attract more stock donations to your nonprofit. Click here to get the guide!
Embracing Technology
With the increasing influence of technology and the digital landscape, nonprofits can harness these tools to their advantage. One way is to leverage technology for efficient fundraising, donor management, and program delivery. Embracing online platforms, social media, and data analytics can enhance outreach, engagement, and operational efficiency.
Maintaining Transparency and Trust
Trust is paramount for nonprofits. To build and maintain trust, nonprofits must prioritize transparency. This includes being open and honest about financial matters, program outcomes, and decision-making processes. Annual reports, impact assessments, and clear communication with donors and stakeholders all contribute to a positive reputation and increased credibility.
Getting Ready for Giving Tuesday
The journey to a successful Giving Tuesday campaign is multifaceted, but it’s well within your reach. Tailoring your approach, reducing donor friction, and telling compelling stories are essential elements. Stay adaptable, innovative, and don’t be afraid to be creative. With the right execution and a dedicated team, you can make the most of Giving Tuesday and drive positive change for your cause.
At Carnegie Investment Counsel, our portfolio managers serve nonprofits as legal fiduciaries, creating customized investment strategies that align with your organization's unique needs and goals. We are committed to understanding the challenges that nonprofit organizations face and strive to offer enhanced support and invaluable services, empowering you to excel in your mission. Click here to schedule your quick and confidential consultation.
Looking for a Financial Advisor for Your Nonprofit?
If you are currently looking for help with financial planning, contact us. Schedule a free and confidential consultation today.
This blog is for informational purposes only and is not meant as financial, legal, or tax advice. Please seek professional advice from qualified tax, legal, and/or financial professionals before making any financial decisions.
Carnegie Investment Counsel (“Carnegie”) is a registered investment adviser under the Investment Advisers Act of 1940. Registration as an investment adviser does not imply a certain level of skill or training. For a more detailed discussion about Carnegie’s investment advisory services and fees, please view our Form ADV and Form CRS by visiting: https://adviserinfo.sec.gov/firm/summary/150488.
