Giving Tuesday is not exclusively a fundraising day, it’s also an opportunity for people around the world to stand together in unity, to use their individual power of generosity to remain connected and heal. In 2021, over $2.7 billion was raised on #GivingTuesday in the U.S. alone! Clearly, #GivingTuesday is a big deal, still, it is incredibly important to not just do #GivingTuesday because it is so high profile.
It is essential that you come at it with a purpose-driven strategy, clearly defined goals, and a solid plan to prepare you for a highly successful #GivingTuesday that delivers results at year-end and sets the stage for a bountiful 2023 well-prepared to achieve your mission. We have compiled a list below of just some of the essentials for #GivingTuesday success. Be sure to also download our free resource, “#GivingTuesday: An Essential Guide for Success,” for even more indispensable advice.
Prior to #GivingTuesday, run reports to understand and compare your results from the previous year’s #GivingTuesday. View your analytics to identify major gift donors, lapsed donors, and other key segments of your donor base. Understanding your numbers is essential to understanding your donors and to guiding your strategy. An essential resource to having a true 360⁰ database is Arreva’s ExceedFurther, fully integrated, All-in-One, Digital Fundraising, Donor Relationship Management, Auction, and Healthcare Hospitality Software, so that all applications like online donations, recurring donations, online pledges, peer-to-peer fundraising, team fundraising, event registration, and more will automatically flow into the single donor relationship management database.
Having clarity on what your outcome is for #GivingTuesday is paramount. The first thing to do is to identify what you’re looking to achieve. Be sure to set SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) and never lose sight of the fact that the biggest wins on this day come from bringing in incremental donors and dollars, rather than simply moving donations you would have already received to this high-profile day.
Matching Giving Tip: Donors have been shown to respond with more and greater donations when a matching giving program is in place. ExceedFurther allows for full integration of Double the Donation’s 360MatchPro matching giving solution, allowing your donors to immediately identify whether their employer offers to match their gift and to help your organization in fulfilling the matched gift to elevate your fundraising.
One of the biggest questions to address in your strategy is how you will break through the noise. Build your strategy and activities with this always in mind and weave creativity into everything you do. Being creative is different for every organization, as you will want to be creative in ways that reflect the unique personality of your organization and your supporters.
Event Fundraising Tip: Everyone loves a great event, and you want to make sure to harness the collective enthusiasm filling the air on and around #GivingTuesday. Live, virtual, and hybrid fundraising events leading up, during, or after #GivingTuesday to create excitement and engage donors around your cause. Host #GivingTuesday “Live” event where you live-stream or share pre-recorded testimonials, and interviews with donors, sponsors, and more.
While we may tend to think about thanking as an after-the-giving detail, it’s actually best to instead put it front and center of your organizational culture, especially at #GivingTuesday, as an integral 24/7/365 endeavor. Remember, you’re not only receiving donations from existing donors on #GivingTuesday, but also bringing in new donors, and making sure you’re retaining both.
Social Media Tip: Thank donors and provide recognition for the support of donors, sponsors, and supporters in social media posts. No matter where you’re at in planning and setting your strategy for #GivingTuesday, these tips will meet you where you’re at and serve as an essential compass in helping you navigate your way forward toward success. To access a full set of tips to help your organization through the giving season, access ‘#GivingTuesday: An Essential Guide for Success,’ by clicking here or taking a tour of our #GivingTuesday Resource Center.