11 Ways Nonprofits Can Reach Donors on #GivingTuesday
By Julia Campbell
Last year, approximately 370 Massachusetts nonprofits participated in #GivingTuesday, a five-fold increase over 2012 and better than the three-fold increase in participation at the national level. And those that promoted #GivingTuesday out-performed those that did not.
Participating in #GivingTuesday is free and easy. Here are 11 ways that nonprofits can leverage the national attention and buzz:
1. Register as an official partner.
Registration is free. If you register as an official #GivingTuesday partner, your project and nonprofit could be featured nationally:
Add the invitation graphic to your website, check out the videos and download the helpful tip sheets and Partner Resources to create your campaign.
Tangible projects work best rather than raising money for general operating expenses. Choose a project based on need and what is most likely to excite your donors and get new donors on board. Determine a fundraising goal and have a big announcement explaining your participation in #GivingTuesday.
Who are your biggest online champions? The ones who forward your emails, retweets your tweets, and share your Facebook posts?
Much like just putting a Donate button on your website will not in itself generate donations; just registering to participate in #GivingTuesday is not enough.
Write up a timeline as to when and how often you are going to communicate with supporters regarding your campaign. Are you going to post on social media every day or every other day? Are you going to blog? How often are you going to send email blasts? Are you going to make phone calls?
Do you already have fundraising or awareness events scheduled for the last quarter of the year? Work in your #GivingTuesday message, put the hashtag on all materials, have a Q&A session with the director about the importance of end-of-year giving, provide stories and testimonials of the impact your organization is having on the world.
Double your money with matching gifts. Identify and approach a generous donor, local foundation, or even a small business that wants to increase their profile and help you raise even more money.
During #GivingTuesday last year, the American Diabetes Association (through a gift from a corporate sponsor) gave away a chance to win a free trip to Hawaii via a raffle. If you donated on #GivingTuesday you were automatically entered into the raffle.
Urge all #GivingTuesday donors to spread the word on their social networks by providing them with sample tweets, Facebook posts, and graphics to pin or put on Instagram.
Provide updates throughout the day on how much has been raised. Share stories about how donors and Online Ambassadors are spreading the word. Post client testimonials and impact stories to let people know that their gift is making a difference.
#GivingTuesday is a fantastic way to reach out to new donors and to bring off line donors into the online fold. It should be approached as another tool in your fundraising tool box, used to augment your effective year-end fundraising tactics.