The Nonprofit Marketing Blog

Our Most Frequently Asked #GivingTuesday Questions

During last week’s free webinar hotline I answered some of the most-pressing questions nonprofit fundraisers and marketers have about their #GivingTuesday campaigns. If you missed the session, you can grab a copy of the slides and listen to the recording. Here’s a quick overview of what we discussed:

Is it too late?

Well…I like to say it’s never too late, but if you’re planning to take advantage of #GivingTuesday and you don’t have a plan in place, you’re cutting it close. You know it’s next week, right? You like to live dangerously, I get it. Luckily, there are some things you can still do to get in on the action. Download our checklist and guide to get your plan together and prep your appeals for next week. But seriously, get busy NOW!

I am freaking out!

Ok, this isn’t really a question, but it was a prevailing sentiment in our session last week. My advice: take a deep breath. We’re all in this together. Jot down the things you know you can do that will have the biggest impact with your donors. Focus on those items, and then take everything else and put it in the parking lot for next year. It’s important to stick to your “not-to-do list” as much as your to-do list at this time of the year. Then, get some help. We have a veritable cornucopia of guides, templates, and other resources to help you succeed (and stay calm doing it). Looking for something specific? Give us a shout on Twitter and we’ll lend a hand!

How do I raise more when I don’t have a big list?

Focus on nurturing your existing supporters, then arm your network to be ambassadors to help you spread the word. You’ll create a strong community of your current donors, bring new donors into the fold, and have a better chance of reaching your goals instead of simply relying on an internal appeal to your current list. Giving days are also great opportunities to enlist your board to reach out to their connections and fulfill their give or get commitment. (Try out our board fundraising checklist to jumpstart your efforts.)

How do I convince my donors that #GivingTuesday is awesome?

#GivingTuesday is pretty awesome, but remember:  December 1st is a great opportunity to give, but it’s not the main reason that donors are excited to give. That still requires an emotional hook and a compelling message that allows them to see the true impact of their gift. What can your donors make possible? Events like #GivingTuesday can then amplify that message with a sense of urgency that comes with a time-bound campaign and incentives like matching funds.

Don’t forget:  Network for Good has $100,000 in matching funds to match a percentage of donations for Network for Good customers on #GivingTuesday, and we’re also giving our clients special challenge rewards for the top #GivingTuesday campaigns in three categories:  Most Dollars Raised, Most Donors, Most New Monthly Donors. NFG clients can compete for prizes in each category as follows:

· $2,500 to the top campaign
· $1,000 to the 1st runner-up
· $500 to the 2nd runner-up

If you’re not a Network for Good customer yet, you can still get on board and create an awesome campaign in time for December 1. We’ll provide tons of templates, resources and support, plus a free extra page to get started if you sign up by TOMORROW November 25. Get in touch with us now to get started.

We just finished a big fundraiser/event. How do I ask my donors to give again?

If you’re worried about going back to the same donors for another gift so soon, think about the other ways you can reach out to them. One idea to consider: ask those donors to help you fundraise instead of asking them for a one-time gift. Another important strategy: focus on a specific audience, program, or type of giving to help differentiate your #GivingTuesday campaign from your other asks. Be sure to segment your donors to reach out specifically to those who didn’t participate in your event and let them know they have another chance to get involved. Lastly, take a close look at your communication calendar, resources, and donor data. While we’re big fans of #GivingTuesday (as if you couldn’t tell!), if it isn’t in the cards for your organization this year, it’s ok to take this time to regroup for the end of December push.

There’s so much noise out there…how can our nonprofit stand out on #GivingTuesday?

The key to standing out to your donors is to make your campaign extremely relevant to them. For that, you need to understand why your supporters are passionate about your cause and why your work means something to them personally. Tell a great story, be timely, and let them know that you’re raising money for something tangible. Remember: donors want to give to make a difference. Put your donor at the center of your campaign and focus on a specific story.

What’s the most important thing we can do to succeed on #GivingTuesday?

If you haven’t yet, you need to tell your supporters and your extended network that you’re participating in #GivingTuesday this year. Don’t just send one message on the big day and expect people to show up. Give them a heads up and let them know that you need their support, both in giving and in spreading the word. Send out a few pre-packaged messages that they can also share with their friends and family. Most of your supporters are hearing about #GivingTuesday, so you don’t want them to think their favorite cause (that’s you!) is sitting it out.

Once you’ve let them know, make sure that you are achieving maximum message match across all of your communications channels. Your website, donation page, emails, social media profiles, etc. all need to reinforce your campaign’s central theme, including your call to action and any special images, like the photo that clearly illustrates your story, your logo, and images from the core #GivingTuesday movement. This will help move donors through your campaign more easily and removes any mental roadblocks that might be standing in their way.

 

Finally, keep in mind that December fundraising is a marathon, not a sprint. While a lot of money will be raised on December 1 this year, the biggest giving day of all is not #GivingTuesday…it’s still December 31. Generate some excitement and rally your community around a common goal next week, then remember to execute your appeal strategy for the end of the month to fully capture the giving of those generous procrastinators. Get our Ultimate Year-End Survival Guide and use it to make the most of the rest of 2015.

Take a deep breath, enjoy your Thanksgiving, and keep checking in for more tips, support, and resources to help you have your best giving season ever.

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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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Want to raise more money and learn how to market your cause with bigger impact? You’re in the right place! The Nonprofit Marketing Blog is managed by our team of experts here at Network for Good. We’re here to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples.

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