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With #GivingTuesday coming to a close tomorrow, you may think the opportunity to capitalize on this day will pass when the clock strikes midnight, but efforts don’t need to end on November 28th. The last three months of the year, as many studies have found, are the most charitable, with research from Neon revealing that over a quarter of non-profits make between 25-50% of their annual funds from their year end ask. Organizations should therefore be looking to keep the #GivingTuesday ball rolling, by taking these steps to ensure the most is made out of this season of giving.
Use #GivingTuesday as the launchpad for a new campaign - A great way to keep the donations coming long after Giving Tuesday is to use the date to officially launch a new fundraising campaign or partnership. Last year, The Big Give, an online donation platform specializing in match funding launched their new campaign The Christmas Challenge on #GivingTuesday. Over 300 charities participated and over $7.2million was raised in just 7 days, The exposure on #GivingTuesday itself provides a great launch platform for gaining maximum visibility, which can then keep momentum through further campaign promotion in the days and months following.
Encourage monthly donations sign ups during #GivingTuesday - #GivingTuesday can be a great focal point for encouraging supporters to donate regularly, increasing the level of support provided not just for #GivingTuesday but all year round. Wildlife SOS viewed #GivingTuesday as part of their wider year-end fundraising and their fundraising strategies focus on turning donors into lifelong supporters. They believe that by having the building blocks in place all year round, they can then simply capitalize further on big events like #GivingTuesday to ‘power up’ their efforts. Consider how you could use #GivingTuesday to launch a new monthly program or segment your list to target existing one-off donors to encourage them to switch to regular donations.
Get involved with Match Funding campaigns - Match funding is an extremely popular and effective way of not only increasing support from new and existing supporters, but for keeping the conversation going after #GivingTuesday. With match funding, charities simply select a project to fundraise for and encourage their supporters to get involved, with any donations they receive as part of the campaign being matched by either a Champion (a Trust, Corporate, Foundation or Philanthropist) or a Pledger (a charity’s major supporter). Research commissioned by The Big Give in 2016 revealed that 95% of charities who took part in the 2016 campaign received donations from new supporters. They also found that 63% said their current supports actually donated higher amounts than they normally would.
Keep the story going - If you used #GivingTuesday to raise funds for a specific cause, event or to reach a certain milestone, keep your donors engaged with regular updates, supporter messages and visual imagery to keep the message in their minds. With charity donations remaining high in December and on through to New Year, there may well be opportunities to gain additional funding by keeping a particular story alive in the weeks following #GivingTuesday.
View #GivingTuesday as the start, not the end - #GivingTuesday should not be viewed as an isolated event, but more of a beacon in a well-structured year-end fundraising campaign. According to research by Neon nearly one third of all annual giving takes place in December. Research also suggests that many non profits start end-of-year fundraising efforts as early as October. If you are considering one-off activities to coincide with #GivingTuesday this year, you still have time to work on a longer-term plan to capitalize on the surge in donations between now and the end of December.
Look to the Future. Consider what you have learned from this #GivingTuesday and what you will take from the experience moving forward. Get straight to work on looking for new donors: why didn’t you engage them previously, and what could be done to get them involved? Prospect research is a great way to do this, as it gives you a clearer picture of what your donor looks like and what motivates them to donate. For example, statistics show that people who donate by text are most likely to be college-educated females between the ages of 49 and 59. With this kind of insight, you can fine-tune your approach to securing the most appropriate donors.
#GivingTuesday is not the end of the road, and organizations need to look at the bigger picture. People donate to charities throughout the year for any number of reasons, which is why it crucial to develop and maintain a year-long strategy to keep donors engaged.
Visit us online to see how Nexis® for Development Professionals can help you find the right donor prospects and maximize your contributions not just for #GivingTuesday but all year round.