One of the key findings in recent studies how and who donors give is that small donors give big over time, and that counts on GivingTuesday perhaps more than any other day of the year. And while it’s understandable that a nonprofit might be concerned about asking donors for money twice in December, when you’re already asking for end-of-year donations, it turns out that the people who donate on GivingTuesday and those who wait until the last five days of the year are different donors with different motivations for giving.
In our last post, we established that when it comes to GivingTuesday, there’s really no downside to putting as much effort and energy as possible into your yearly campaign. But if you’re a small nonprofit, you may not have the budget for the flashy campaign and content some of the bigger orgs will be trotting out. Fortunately, there are quite a few options for GivingTuesday fundraising that won’t break the bank.
In just under 100 days, GivingTuesday, the biggest global fundraising event of the year, will take the nonprofit world by storm. Last year on this giving day, nonprofits raised $400 million in the United States alone (up from $274 million in 2017). With those numbers, it’s hard to believe that some organizations are still unsure about whether GivingTuesday is worth the effort, but when it comes to this well-established and fast-growing fundraising powerhouse of an event, most nonprofits should be asking themselves—can we afford not to participate?
You are probably in the middle of planning your year-end fundraising push. Perhaps you have prepared your direct mail piece and are starting to segment your list. The most important segments to consider for special treatment are your major donors, your board, and other special friends. Hopefully many of your board members are on the major donor list, and your major donor list is much longer than your board list!
In a very real way, donors are the lifeblood of your nonprofit. Without the funding they supply, the “organs” of your organization cannot function. So how do you maintain a healthy system and ensure that the funds you need to do your work will be there when it matters most?
We know that peer-to-peer fundraising accounts for nearly 25% of all online giving, but we also know that people are inundated with fundraising requests. So what can you do to help your P2P participants make sure their ask stands out from the crowd?
P2P: What Even IS It?
Peer-to-peer fundraising (also known as “P2P” ) has been around for decades. If you’ve participated in or donated to walks, runs, or rides for charity, where participants collect monetary “pledges” for every mile they successfully complete to benefit a cause; if you’ve donated to a Movember campaign; if you’ve sold or purchased candy or magazine subscriptions to raise money for a non-profit org, you’ve engaged in P2P fundraising. In recent years, the majority P2P efforts are seen online, and they’re paying off for non-profits: according to industry sources, P2P accounted for 24% of all online giving as of 2015. If your organization doesn’t already have a thriving P2P program, it’s safe to say you’re missing out on an important fundraising channel.
Topics: Peer to Peer Fundraising
As we learned during our educational webinar on Using Donor Data to Drive Donor Growth, each donor has his or her own story, passion, reasons for giving, interests and circumstances. Targeting your ask to those criteria will help you better drive giving across your donor program. In order target your donors properly you need to ensure that you’re doing 5 important things.
Over the last month, we’ve covered quite a bit of ground that will hopefully help you build a data-driven fundraising program. Now that you’ve read some of our thoughts on data, specifically as it relates to your donors, we wanted to share ten of our favorite quotes about data. Hopefully, they inspire you as much as they inspire us.
Over the past month, we’ve discussed the importance of good, clean donor data and some of the ways you can put it to work for you to best effect. This week we’re going to take a step back from the minutiae of data management to talk about the bigger picture when it comes to choosing, learning, and ultimately trusting your donor management program.