GivingTuesday is a significant fundraising event for not-for-profit organizations, with $3.1 billion raised in just 24 hours in 2022. However, its importance extends beyond fundraising.
Scheduled for the Tuesday following Thanksgiving, GivingTuesday offers a charitable counterbalance to the consumerism seen on Black Friday and Cyber Monday. It encourages people to shift their focus from spending to giving, aligning with the generous mood of the holiday season.
Since its inception in 2012, GivingTuesday has grown into an opportunity for not-for-profits not just to raise funds but also to increase awareness, attract volunteers and strengthen donor relationships. This period is conducive to giving, and the day provides the opportunity for a surge in donations that can benefit not-for-profits all year round.
However, maximizing the impact of this national day of giving requires more than just seeking donations. Organizations should consider strategies that resonate on a deeper level, connecting with donors’ emotions. This involves engaging storytelling, effective marketing, strategic social media activities and meaningful donor engagement.
If your not-for-profit organization feels time is running out to prepare for GivingTuesday 2023 — don’t worry. It’s not too late to act. Here are five practical tips to help organizations leverage GivingTuesday for not only immediate financial support but also for ongoing growth and community connection.
1) Spruce Up Your Website
Keep in mind first impressions are formed incredibly fast. You have only 50 milliseconds to impress visitors, so your website design needs to be clear and engaging immediately.
Steps to consider:
- Simplify the donation process. The ‘donate’ button should be very easy to find and use, and the donation steps should be straightforward and simple.
- Improve your website’s loading times and use tracking tools such as Facebook Pixel or Google Analytics. Understanding where your donations come from is essential for effective strategic planning.
2) Craft Messages That Resonate
Focus on stories that resonate with your donors. Your messages should reflect donors’ concerns and values, positioning them as the key element in making a difference.
Show specific outcomes of donations. Instead of just quoting amounts of money, illustrate how contributions directly influence lives, such as the number of meals served, homes constructed or lives improved. Providing tangible results can encourage more people to contribute.
3) Harness the Power of Social Media
Use social media platforms such as Facebook, Instagram and TikTok effectively, but remember they are just part of a broader strategy. They should enhance your campaign, not replace its core message and activities.
Take advantage of Facebook’s fundraising platform for fee-free donations and create engaging visual content for platforms like Instagram and TikTok to attract donors and encourage sharing.
4) Rally Your Troops
Enhance your message’s reach by empowering staff, volunteers and the local community with straightforward methods to share and post on social media. Increased sharing can help overcome visibility limitations set by online algorithms, broadening your reach.
Promote peer-to-peer fundraising, as requests for donations from friends or family can be more persuasive due to existing trust. These personal appeals can often create a sense of urgency that’s more difficult to achieve with general requests.
5) Creativity Is Your Ace in the Hole
In the next few weeks, consider using raffles, social media countdown posts and livestreams to attract donors and make donating fun. It may be helpful to send out impact reports showing the impact of previous donations to demonstrate the importance of additional support. As you get creative, you may come up with innovative ideas for next year’s GivingTuesday promotion, such as walkathons, online auctions or selling branded merchandise.
GivingTuesday might be a single day on the calendar, but its impact resonates throughout the year. Not-for-profits should dive into the day with a full arsenal at their disposal. This means not just direct appeals for donations but also creating a holistic environment of engagement, awareness and continued support.
For more information about the GivingTuesday movement and more ways to participate, visit the GivingTuesday website.
Next Steps
It is recommended that not-for-profit entities consult their tax advisors regarding promotions and giveaways related to direct donor appeals. At CBIZ, our not-for-profit experts and tax professionals are available to address any questions you might have. Connect with one of our professionals today.
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