- What else is happening in your organization right now?
- What else is happening in your community for Giving Tuesday?
- Do you have a presence on social media that will help drive donations to your cause?
- Is this part of your annual campaign?
- Is this a strategy you can leverage to attain your goals?
“I have been recommending to clients they do not ask for anything on Giving Tuesday. Instead, they can set themselves apart from the thousands of other charities by organizing a thank-a-thon when they call donors just to say thank you. It becomes a great opportunity to ‘give’ to the organization just by making the calls.”
Danielle Boucher, Senior Consultant, Atlantic
“I agree with Danielle. There isn’t anything special about ‘meeting your target by year end’ or ‘it’s our anniversary; you should give us something’. To differentiate yourselves, give donors a call on Giving Tuesday and let them know what impact their gifts have made. Let them hear a client’s success story. And get your Chair to call, just to say hi.”
Richard Walker, Senior Consultant, Pacific
“Boys and Girls Clubs have renamed it Gratitude Tuesday.”
Jane Dafoe, Senior Consultant, Prairies
“I love the suggestion of using Giving Tuesday to thank donors! I would recommend that Giving Tuesday should not be seen as a single email blast. You need to tell stories in the lead up to it, during, and post event to maximize results.
I have also seen teams make significant jumps on Giving Tuesday through highly personalized segmentation as part of a bigger plan.
For example, use the weeks leading up to Giving Tuesday to thank donors, share testimonials on how Giving Tuesday gifts were used in the past, and ensure each donor understands why these gifts are important. Cultivate and steward and informally survey these donors by giving them options on the stories you share with them. That is, if given two or three options, will donors self-identify based on their click behaviours? Track this data, label it, and use it to re-target and segment Giving Tuesday donors.
Rather than a generic Giving Tuesday message, leverage the data collected through stewardship to hit those donors with a segmented message based on their specific interests and behaviour, i.e. what priority of your mission best aligns with each segment? Use this data to improve participation.Donor micro-behaviours can be used to tell better stories.”
Chris Steeves, Senior Consultant, Atlantic
- What is the outcome you hope to achieve?
- How much time and resources can you put into this strategy?
- Have you considered utilizing this as an opportunity to gather donor data in a digital world?
“Giving Tuesday can be used as an excellent tool for acquisition, especially for charities just starting out on fundraising.
A good example is a client who recently received their charitable registration status and is in the process of designing their strategic fund development plan. Giving Tuesday will provide them with one element of a much more integrated program, and if done correctly, will deliver an opportunity for outreach and allow them to segment, cultivate, and target their current and future donors in a meaningful and strategic way.
This activity can seamlessly be integrated into a charity’s social media strategy to provide clear analytics on donor preference and other key information for segmented marketing as their donor base builds.”
Val Hoey, Senior Consultant, Prairies