Giving Tuesday is a wonderful day that comes around each year. And it’s one your nonprofit organization needs to pay attention to.
When it comes to end-of-year giving, however, Giving Tuesday should simply start the conversation.
The end of the year in SLO County lives up to its reputation of generosity. But we all know there’s an abundance of opportunities to give around here. It takes planning and good communication to convince your audience that your nonprofit will use their gift to make a valuable difference.
Find more success with holiday fundraising when you follow these 10 complementary strategies:
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Define your ultimate goal and state it clearly. It’s important for potential donors to understand how much your organization is trying to raise, and how they can play a part in obtaining that. This could actually encourage higher donations. In addition to the monetary goal, make sure your organization’s purpose and mission stated in a way that potential donors can understand and connect with.
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Make your ask fact-based and specific. In addition to knowing your organization’s fundraising goal amount, donors will want to know what those funds will be used for in the upcoming year. They like to see where their money is going. Be as tangible as possible when providing examples – for example, your gift of $50 will provide 50 hot, nutritious meals to individuals in need within our community.
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Show them – don’t just tell. Brainstorm your most compelling stories from the year and select one of them to be the face of the campaign. Naturally, people will relate more to a true, genuine story of success or appreciation. Let this story speak for itself and be a testament to your organization’s dedication to your mission.
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Strategize your suggested donation amount. Segment your supporters and ask at a level based on their history and involvement levels. Asking for too much will deter people from donating, but asking for too little might not maximize your donations. Select an amount that is ideal for your organization, but still attainable for potential donors.
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Make it easy for people to give when you ask. Give them several straightforward options to donate that don’t require a lot of their time on their part. (We wouldn’t want someone giving up halfway through!) Update your homepage on your website to make donations clear and easy for those who are interested in your cause.
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Use #GivingTuesday as one, not as the only, day of your campaign. Yes, participating on #GivingTuesday is the perfect opportunity to get the conversation started, but don’t let it end there! Use the momentum of the annual day as a launching pad to the campaign. Potential donors might be overwhelmed by the amount of organizations participating in #GivingTuesday, so give them a chance to still contribute after those 24 chaotic hours end.
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Don’t call it “End of Year Giving” because that is what everyone else does. Find a creative name or angle that supports the organizations structure or mission. By standing out from the rest of the crowd, you are more likely to resonate with potential donors and stick in their minds – even through the influx of other giving campaigns that will likely be occurring at the same time. (A great example is Dining for Women’s “13th Month!”)
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Accelerate your fundraising with the use of grants. Many employers, as well as large corporations and even well known philanthropists or philanthropy foundations, offer ways to make an individual’s gift go even further. Find a matching grant and use that to create a sense of urgency within your potential donors. Grants are a wonderful opportunity to increase donations, so make sure to illustrate these benefits of acting promptly to take advantage of those programs to the community.
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Optimize your website for continued giving. Often you will gain interest in your organization near the end of the year, but people may agree to donate a higher amount if it can be spread through the coming year. When possible, make a monthly donation option available on the donations page of your website.
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Two words: Thank You! Make sure to say “thank you” frequently, and sincerely, for all donations received. A little gratitude goes a long way, and does not require much effort on your organization’s part. Let them know how much of an impact they made – donors will appreciate this and it will give them satisfaction in knowing they made a difference with their contribution.