Giving Tuesday’s Over. Now What?
While many non-profit organizations are still wondering how the new tax code will impact donor giving, this year’s Giving Tuesday was record-breaking according to several metrics. From the Fundraising Effectiveness Report:
- $380 million contributed in the United States
- About 6 million donations made
- Mean gift size of $105.55
- A record number of Giving Tuesday transactions processed each by Facebook, Paypal, and Blackbaud
Was Giving Tuesday successful for your organization?
Whether you’re celebrating the results of the day, or were a bit disappointed with the overall outcome, December has historically been a significant month for donor giving and a lot of work remains in the waning days of 2018.
Tips for maximizing your Giving Tuesday support
> Welcome New Donors. Identify first-time givers to your organization and pick up the phone to thank them for their support and welcome them to the organization. Didn’t acquire their phone number as part of their gift? Make a note to gain the information via future appeals; this time send a personalized email or a written note instead. Send a Welcome Packet with information about your organization.
> Send a Prompt Thank You. If you haven’t already, now’s the time to send a quick note of thanks with an update on the appeal’s collective giving. One of the best parts of Giving Tuesday is the collaborative feeling of support for the organization or cause. Let donors know the total sum of what was contributed to your organization through the Giving Tuesday appeal and the number of givers who made it happen. Be sure to tell supporters specifically how the money will be put to work to the cause of your organizational mission. This can be done via email push and social media posts, though for supporters who may not utilize these electronic tools, consider sending a postcard or making a phone call to assure they receive the message.
> Share a Story of Impact. A short video clip sent via email, infographic or written note about how contributions make a real difference in the broader cause help connect donors to the value they add by supporting your organization.
> Provide Context for further support. By November, most non-profit organizations have quite a bit of work – and fundraising – to do before the end of the fiscal year. Tell donors about the work which remains and the funds needed to achieve the service or ministry goals and invite them to be part of reaching the goal. Develop a message that reflects your own organization’s aim, such as this one:
Because of donors like you, we’re closing the gap on child hunger. Now at 1,168 children served this year, your support has brought us closer to our goal to provide weekend meals for 1,300 K-12 youth. We’re always looking to partner with others who share this passion. Would you share the story of XYZ Organization with friends who care deeply about child hunger? Together we can assure more children have access to healthy meals.
Communicating a message that there is still more giving to be done, empowers donors to be part of the solution – in both financial and non-financial ways.
Whatever you do, don’t close the chapter on Giving Tuesday just yet. You asked and donors responded. In some cases, they self-identified as people who care about what your organization is doing. Cultivate this unique set of givers to grow their support for the coming year.