…and Holiday Fundraising Campaigns!
#GivingTuesday is a 24-hour giving day focused on charitable giving. Since #GivingTuesday was launched three years ago, the campaign has engaged more than 10,000 organizations around the world, raising millions of dollars.
This year, #GivingTuesday falls on December 2nd, just at the start of nonprofit year-end giving efforts. For most nonprofits, holiday fundraising campaigns
are no small task. The idea of running a 24-hour giving campaign for #GivingTuesday on top of that may seem daunting, but it doesn’t have to be.
You might not be sure how to make it work with your existing fundraising plans and goals. Limited resources, budget, and staff can make things even more challenging to organize.
But ultimately, #GivingTuesday can complement your nonprofit’s holiday fundraising campaign. It’s the perfect opportunity to kick off your year-end appeal, or if you launch earlier in the season, to give it a shot in the arm a few weeks in.
There are a few simple ways you can integrate #GivingTuesday into your holiday fundraising appeal so that it augments your existing plans. Let’s find out how.
Laser focus on one piece of your fundraising campaign
If your overall fundraising goal for your holiday or winter appeal is $100,000, think about aspiring to raise $20,000 of that on #GivingTuesday.
So now you need to make your story and marketing even more focused: if your campaign
aims to raise awareness and funds for schools across the country, think about honing in on a specific city or school district. Or if you usually tell stories of military families from around the world, pick one branch or a few families dealing with similar issues.
If you’re using peer-to-peer fundraising, you can also rally your fundraisers to raise funds for a specific goal or project. This allows them to tangibly see where their fundraising efforts and donations are going.
Takeaway: You have 24 hours to inspire donations and action – use #GivingTuesday to get specific, and show direct, one-on-one impact within the broader context of your cause.
Don’t reinvent the wheel when it comes to marketing collateral
You may already have a long list of graphics, content, and webpages to create for your holiday appeal. Just because you participate in #GivingTuesday doesn’t mean you need to create an entirely new set of materials.
Go through what you already have, or what you will be creating, and select a few pieces that you can tweak with a new caption, or by swapping out an image that is #GivingTuesday focused. And don’t forget, GivingTuesday.org has a library of resources and toolkits you can repurpose, such as web banners, press releases, and more.
Takeaway: Be strategic about your collateral – what do you absolutely need to create for #GivingTuesday, and what do you already have to work with? Don’t spend valuable resources creating new versions of what you already have.
Connect the dots for donors
#GivingTuesday is a great way to attract new donors and supporters to your cause that may come across your campaign while browsing the list of options on December 2.
That means you have an opportunity to create new relationships in addition to continuing to strengthen existing relationships with your community. You can use #GivingTuesday as a launching pad to introduce your mission and story, while also providing people with an immediate, targeted option to create an impact.
When #GivingTuesday is over, your story still continues, and so should your fundraising efforts. Follow up after #GivingTuesday with results from the giving day, and connect the dots for your donors. Communicate how their gift on #GivingTuesday contributed to your nonprofit’s mission and overall goals. Onboard them to what can they do next.
Takeaway: Show donors why it’s important that you and they participate in movements like #GivingTuesday, and how it helps to support your vision, and that of the philanthropic community.