The Nonprofit Marketing Blog

The Afterglow: 6 Steps to Follow After #GivingTuesday

Congratulations on a stellar #GivingTuesday! Now that you’ve had a chance to catch your breath and high-five your team, it’s time to tie up loose ends, take stock of the day, and maximize your efforts going forward. Big opportunities for furthering your cause lie in the long-term potential of your giving day supporters.

Follow these six steps to keep that momentum rolling and take donors (and your fundraising) to the next level.

  1. Give Thanks

Ideally, thank you emails should go out to donors within 24 hours of their gift. If you haven’t sent a note of thanks yet, jump on it ASAP. Remember: A receipt is not a thank you, and even an automated thank you message should be followed by a more personal and thorough email or letter.

Level-up tip: Download this mini-guide that’ll help you craft more meaningful, fridge-worthy thank yous. In a hurry? Check out this easy-to-follow thank you template.

  1. Dive into Donor Data

An event like #GivingTuesday often brings out donors and funds from new and possibly unexpected sources. Using your database, take a look at donor information and behavior.

  • Do your #GivingTuesday donors look different than your normal annual fund supporters? (For example, greater donation amount, more recurring gifts, responding via social channels versus snail mail appeals.)
  • Did your existing donors give in new ways (transitioning to online giving, creating a peer-to-peer page, offering up matching funds)?

Analyzing these details will help you understand how the DNA of your donor might be changing and how giving days fit into your overall fundraising strategy to know where to focus future efforts.

Level-up tip: Network for Good’s donor management system makes visualizing this data super simple for your staff and board with ready-to-go dashboards and built-in filters.

  1. Identify Successes

Determine which methods and promotional efforts resulted in the most support. Did a specific social channel drive the most traffic to your donation page? Or was it a series of scheduled emails throughout the day? (And if so, did certain times perform better than others?)

If you had supporters and volunteers helping to raise funds, pinpoint who had the most influence and be sure to cultivate them as champions of your work.

Level-up tip: A peer-to-peer fundraising platform makes it easy to see which supporters excel at rallying people around your cause.

  1. Get to Know Each Other

Odds are your new #GivingTuesday donors aren’t as familiar with your organization as other prospects. Create a welcome series to introduce your work and let these new supporters know why your community is so special. A casual in-person meet-and-greet is another great way to engage people more deeply in your mission and even inspire them to join a committee or sign up to volunteer.

Level-up tip: This free eGuide is chock-full of tips and strategies for building an awesome welcome series that’ll drive donors all the way to next year’s big campaign.

  1. Foster Relationships

#GivingTuesday is a great time for new and returning donors to rally around your cause. Be sure that relationship doesn’t start and end on the giving day: Follow up with ongoing communications reporting how their gift is making an impact and offering ways they can further support your work.

Level-up tip: Every relationship takes care and skill to grow. Check out this on-demand webinar presentation with donor relations guru Lynne Wester for tips to help you think through your communications and stewardship plans.

  1. Repeat Your Wins Through Year-End and Beyond

Now that you’ve seen what sparks your supporters into action, deploy those winning strategies through December and into next year’s fundraising efforts. For example, share key data with your team about the most effective subject lines, calls to action that got the most clicks, and social media posts that drove donations. Apply what you learned during your #GivingTuesday campaign and make the rest of the year’s fundraising efforts even better.

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Share your thoughts!

Join the conversation to offer your insight and experience. Have a question? We’d love to hear it!

  • Dawn Morrow Darby

    Were donors who gave through the GivingTuesday FB fundraiser sent tax receipts? How do nonprofit organizations get a list of those who gave? Thank you!

About This Blog

Lisa Bonanno
Vice President of Digital Marketing

We’re here to help you win hearts and minds—and donations.

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