5 Steps to a Successful #GivingTuesday Campaign Show Impact Now An effective Giving Tuesday campaign doesn’t start on Giving Tuesday-your success depends on your communciation with donors all year, but especially in the weeks leading up to Giving Tuesday. Use the next several weeks to communicate the impact your donors have had with their gifts all year: e-newsletters, social media, and blog posts should be utilized to show donors that gifts to your organization have changed lives.
Matching Gifts Studies consistently show that matching gifts increase the conversion of donors and average gift size. The gift doesn’t need to be from one donor; it can be from a group of donors that are willing to participate with a matching or challenge gift. Large matches are better, but don’t hesitate to use a small matching gift if that’s what you have. Announcing a matching gift or challenge grant on Giving Tuesday can give people a reason to give quickly.
Outcome-Oriented Messaging Communicate with donors the outcome of their generosity. Your donors give to benefit others—the more you can connect their gifts to a particular outcome, the better your campaign will do. For example: We need to raise $25,000 for clean water on Giving Tuesday” will get a lackluster response. Alternatively, you will see a better result with a more outcome-oriented message: “Your gifts on Giving Tuesday will create opportunities for education for girls in Africa that no longer have to walk for water each day, while also reducing illness in their families and villages that are caused by dirty water. $25,000 on Giving Tuesday provides access to clean water and changes the lives of 500 people in need.” Both state the same goal, but one shows the impact if that goal is reached.
Multi-Channel Messaging The most successful campaigns will engage donors in every communication channel available with a consistent message. Be active on social media and in email on Giving Tuesday. Additionally, text messages, voicemails, and social advertising should be utilized.
Recipe for Success Communicate your goal and the matching gift amount early in the day, and use a goal meter to show progress and momentum all day long. Plus, a goal meter provides social validation for potential donors when they see other donors giving.
It’s a can’t-miss opportunity. Giving Tuesday presents a tremendous opportunity to engage donors and get a solid start to your yearend fundraising efforts.