Ah, Giving Tuesday … a welcome addition to the pantheon of spending-centric winter holidays and a really big deal for nonprofits everywhere. As this legendary day approaches, it’s all about planning a great campaign, drafting swoon-worthy marketing emails, and devising a killer social media strategy.
Fortunately, we’ve already got you covered when it comes to the above. By now, you’ve (hopefully) downloaded Funraise’s amazing Giving Tuesday Toolkit, so you’re all prepped for the big day. But what happens after Giving Tuesday—besides a well-deserved marathon napping session for the whole development team, of course?
Today, we’re talking about stretching your Giving Tuesday clout beyond a single day. While one-time donations are fine and dandy, recurring donations are the gift that keeps on giving (literally). So, how can you turn those new donors into year-round supporters once the Giving Tuesday dust settles? Read on for our top tips.
Make it monthly
Monthly donations are win-win. Donors love monthly giving because it feels like less of a financial commitment, and nonprofits love monthly giving because it provides a guaranteed source of steady donations. So, when you send those Giving Tuesday emails, consider promoting your monthly giving program as an alternative. You can even take it a step further and make your Giving Tuesday end goal a certain number of new monthly donors instead of a total dollar amount.
And here’s your friendly reminder that the best way to wrangle monthly donors is to be specific about the impact of each and every gift! Let everyone know exactly what their $20/month donation will do for your organization, and they’ll keep it coming.
Weave a memorable yarn
We’ve already established that the best way to stretch your Giving Tuesday superpower is to convert one-time donors into recurring ones. But how do you actually do that? By using Giving Tuesday to get them up to speed on why they want to keep supporting you. In fact, Giving Tuesday outreach is the perfect medium for flexing your storytelling muscles. You reach old and new donors alike at a moment that they’re sure to pay attention. So forge that emotional connection and let them know what makes you special—and why they should stick around.
For more information about how you can become a Pulitzer Prize-winning storyteller, check out our article with all the tips you need.
Find a perfect match
Donors love a good matching gift because... well, who wouldn’t want to maximize the power of their donation? Many nonprofits turn to a major donor or sponsor to match Giving Tuesday gifts, which is an excellent tactic. But there’s another easy way to double your donations, and it’s called employer matching. So many nonprofits let these extra corporate funds slip through their fingers because donors simply don’t know it’s an option.
Don't assume your donors know—or have the energy to research—whether their employer matches gifts. Instead, be sure to mention this extra incentive in the weeks leading up to Giving Tuesday. Then, consider sending a follow-up email to any new Giving Tuesday donors reminding them that their employer might offer a matching gift program. Make it as easy as possible for them to learn more by offering step-by-step guidance and email templates. Worried about coming off as pushy? Don’t. Because that brings us to our next tip…
Say thank you—and fast
Cement new donors as dedicated fans by following up on all new donations within 48 hours. And before you say anything else, say thank you. As we well know, the sooner you acknowledge a gift—and its impact—the sooner you can start building a lasting relationship.
And while you’re probably a thank-you expert by now (is that a thing?), here are a couple of quick reminders: personalize your email (that means using each donor’s name) and include contact information if they want to learn more.
Keep the party going
Asking for another donation right after someone donates is a major faux pas—but inviting them to attend an appreciation event is 100% kosher. We’ve already talked about having a pre-Giving Tuesday bash to boost engagement. But why stop here? With so many new donors, you have a prime opportunity to boost donations year-round—you just need to retain them. Maybe you want to host an open house for all Giving Tuesday donors. Or maybe it’s a special webinar to see the impact of their donations. Whatever you do, make it enjoyable and focus on impact.
Giving Tuesday is a big deal in the nonprofit world, and chances are you’re going to be putting in quite a few hours to make it a success. With these tips, you can keep the giving going as lonngggg as possible.