#GivingTuesday is approaching fast, and organizations that are brand new to the the movement are gearing up with us to make the most of it. Make sure you check out these seven tips to ensure your nonprofit’s first #GivingTuesday smashes your fundraising goals!
1. Maximize Your Online Donation Page
Not all donation pages are created equal. That’s one of the most important things we learned in developing our donations platform at Give Lively. Branding matters. Donors are more likely to donate on a branded donation page versus an unbranded PayPal page. Impact stories that accompany donation amounts help build trust with donors. Over 75% of donors give based on their understanding of an organization’s impact.
Nonprofits can also raise more with their donation page by giving donors options like the ability to contribute monthly and to cover payment transaction fees. Another idea we recommend to nonprofits is setting up a campaign page dedicated to their #GivingTuesday efforts. Finally, make sure your donation page is responsive and easy for donors to use on mobile, tablet, or desktop in time for #GivingTuesday.
2. Stay In Touch With Donors
Let your donors in on your #GivingTuesday plans before the big day. Send them an email at least a week out encouraging them to give and sing your praises to their own networks leading into #GivingTuesday. Check in again on Thanksgiving Day expressing your thanks for their contributions to your cause over the course of the year. On Black Friday and Cyber Monday, send at least one reminder each day about #GivingTuesday so donors keep you top-of-mind as they think about their end-of-year budget. Schedule your first email to go out around 7 AM EST on #GivingTuesday with a link to your donation page that includes a simple reminder explaining how their donations will support your cause. Don’t be afraid to send multiple reminders throughout the day.
3. Get Active on Social Media
The hashtag #GivingTuesday will be trending on Twitter and Facebook throughout the big day. Get in on the action and attract new donors by using #GivingTuesday in all of your social posts leading into the day. Use Thanksgiving puns, Black Friday deals, or any other creative ideas you come up with to draw more people to your social media accounts. Try out new donation pitches and see which gets the most engagement (likes, retweets, etc.). Also, make sure you have an easy way for donors to give when they land on your profile. If you haven’t already, create a “Donate” button on your Facebook page that leads donors directly to your donation page.
4. Consider Setting a Goal (and Making It Public)
Setting a goal will not only help your team measure success but it will also help you raise more. Come up with a goal that’s a realistic stretch for you, then publicize it in communications with your donors. You can even include the goal on your donation page and feature a progress bar that tracks donations in real-time. Meters that track progress toward a goal are shown to increase donations. They can also make #GivingTuesday more exciting for you and your donors.
5. Find a Sponsor
Companies are eager to connect with causes leading into #GivingTuesday. Connect with small businesses in your area or larger companies (if you have a connection) and ask if they’ll support your organization on #GivingTuesday with a matching donation, promotional support, or both. You can pitch it to businesses and brands as a way to expand their audience (and yours) and garner positive press coverage.
6. Throw a Party
Invite donors over for an impromptu #GivingTuesday celebration, then encourage them to donate via text. Don’t try to create a formal event out of it, just offer some light food and beverages, and print and distribute your Text-to-Donate information. For entertainment, project your page with a progress meter on a screen to encourage donors who make it to the event to give even more. Think of it as an informal kick-off for end-of-year giving.
7. Say Thank You
At the end of the day, email your supporters again thanking them for contributing on #GivingTuesday. Express gratitude and give donors a sense of how their donations will be used to support your mission. People like to be thanked. Send them a thank you note that doesn’t ask for another donation but simply shows your gratitude. Thanking donors makes them more likely to give to your organization again and again. Touch base with the same donors again before year’s end.
David DeParolesa is the Executive Director and Head of Product at Give Lively, a tech start-up that builds fundraising tech and gives it away to nonprofits for free. Much like a foundation, Give Lively was founded by philanthropists for the sole purpose of providing free resources to nonprofits. Give Lively stands apart from other fundraising technology companies not only because their products are available for free to all 501(c)(3)s, but because 100% of product development is based on feedback from nonprofits and donors.