Giving Tuesday, a global generosity movement, raised $3.1 billion in the U.S. in 2023, representing a 15% increase from the previous year. This day provides an unparalleled opportunity to galvanize support, amplify your mission, and build momentum for the critical year-end fundraising season.
At PhoenixFire, we specialize in empowering nonprofits and mission-driven organizations to create measurable, lasting change. By leveraging best practices grounded in data and experience, your organization can maximize impact and foster lasting donor relationships on Giving Tuesday.
Set SMART Fundraising Goals
Success starts with preparation. Begin planning for Giving Tuesday by setting SMART fundraising goals— that means fundraising goals that are Specific, Measurable, Achievable, Relevant, and Time-bound.
Your objective might be to raise $10k for a targeted program, to acquire 100 new donors, or to increase social media engagement metrics like shares, clicks, and comments by 10%.
Clear objectives provide focus and inspire action, and studies show that nonprofit fundraising campaigns with defined metrics drive higher engagement and raise more. Sharing your fundraising goals and progress with donors can even inspire them to donate more to get you to your goal.
Inspire Action Through Storytelling
Storytelling connects donors to your nonprofit’s mission on an emotional level. At PhoenixFire, we guide nonprofits in crafting narratives that demonstrate the urgency and importance of their work.
A compelling story should always start with powerful imagery. You must have strong visuals that guide potential donors to the narrative, or else no one will read it. Then, address three main elements: A Belief Statement that explains why this cause matters, an Impact Statement that states the outcomes donations will achieve, and a Call to Action that names how donors can act immediately.
For example: An image of a relieved refugee family receiving meals could accompany this message: “Your $50 gift provides a week of nutritious meals for a refugee family in need. Together, we can ensure no one goes hungry this winter.”
Leverage Matching Gifts
Matching gifts are one of the most effective ways nonprofits can reach their fundraising goals. Campaigns with matching funds raise 4.5 times more than those without!
Making the match time-bound can maximize donations to your nonprofit even more. When donors know that the match is only active for 24 hours, it can spur more people to click the “Donate” button rather than putting it off for later (or never).
Secure commitments from corporate sponsors, major donors, or pool community funds in the days or weeks leading up to GivingTuesday to drive urgency and maximize fundraising results.
Pro Tip: Announce matching gift opportunities early and emphasize them frequently in your outreach. Use real-life examples of how matching gifts have doubled impact in the past to encourage participation. Don’t be afraid to over communicate your urgent match fundraisers!
Amplify Reach Through Social Media
Social media is a vital tool for engaging donors, particularly younger audiences. According to GoFundMe, 46% of Gen Z believe sharing their donations online inspires others to give, making platforms like Instagram and Facebook critical to your fundraising strategy.
Henry Timms, co-founder of Giving Tuesday and current CEO of Lincoln Center, emphasizes the social power of Giving Tuesday: “I think the most important question is how are you inviting people to participate? You’ve got a generation of people — in fact not just a generation, you’ve got everybody now — who is expecting to participate in new ways.”
In the spirit of inspiring participation, consider activating a Peer-to-Peer campaign and empower your supporters to fundraise on your behalf. By equipping them with templates, impact statements, and visuals, you can extend your reach exponentially. Peer-to-peer campaigns are highly effective in acquiring new donors while fostering deeper engagement among existing supporters.
Check out our upcoming blog posts on donor psychology and social media strategy for more on how to craft winning social media appeals that grow your reach and help you meet your nonprofit’s fundraising goals.
Optimize Your Donation Platform
The donation experience must be seamless and intuitive. A mobile-friendly platform with diverse payment options is critical for ensuring donors complete their gifts.
Optimize your platform by:
Ensuring Mobile Accessibility: Over half of online donations are made on mobile devices.
Offering Payment Options: Enable digital wallets like Apple Pay, Google Pay, and ACH payments to accommodate modern donor preferences.
Simplifying the Process: Streamlined, branded donation pages instill trust and improve conversion rates.
A Menu of Amounts: By doing some research on your donor giving history and industry benchmarks, identify what the appropriate 3-5 recommended amounts will be.
Another Pro Tip: If you have 4 amount options, the order should look something like this:++Much higher, +higher, Your Target, -lowerStart with the highest amount to the left, and place your target amount next to last. This will lead donors to that target amount and help you reach your specific fundraising goal.
Segment and Personalize Your Donor Outreach
Segmenting your donor base allows for more tailored communication, which improves donor retention and engagement.
According to GoFundMe, personalized, segmented email campaigns drive 58% of all nonprofit revenue! This is an extremely powerful strategy that many nonprofits miss entirely.
Group donors into categories such as:
New Donors: Share stories that introduce your mission and the immediate impact of their contributions.
Recurring Donors: Celebrate their ongoing support and deepen their connection to your cause.
Major Donors: Offer exclusive recognition or personalized thank-you messages.
While the data analysis and time required to segment and personalize your fundraising may be a little intimidating, we have found that it always produces better fundraising results.
Provide Real-Time Updates
Transparency and frequent updates build trust and foster a sense of community for potential donors to your nonprofit. Use live progress bars, social media posts, and email updates to showcase your campaign’s progress.
Don’t be afraid to post frequently on Giving Tuesday. Posting multiple times will maintain momentum, highlight milestones, and show gratitude. Leverage social media, especially Stories, to keep your followers involved and engage them in peer-to-peer efforts.
Impact: Campaigns with real-time updates and visible milestones encourage donors to give immediately, knowing their contribution brings you closer to your goal.
After Giving Tuesday
Giving Tuesday is the starting point for year-end fundraising, which accounts for nearly 31% of annual giving.
Before you transition to your end of year fundraising, acknowledging donors is absolutely essential to fostering long-term relationships. Always thank your donors and make them the hero. Highlight their positive impact and report out the results of your campaign publicly. After all, the #1 reason people who donate once but never again is because they weren’t thanked.
In the days following Giving Tuesday, send personalized thank-you emails immediately after donations, followed by updates showcasing how their contributions are making a difference. Donors who feel appreciated are 75% more likely to give again, so it’s worth the time to thank them in a meaningful way.
Conclusion
At PhoenixFire Strategic Consulting, we believe in empowering nonprofits to unlock their potential and drive meaningful impact. Giving Tuesday is your chance to connect with supporters of your nonprofit, inspire generosity, and create transformational change.
Let’s make this Giving Tuesday your most impactful yet. Together, we can change the world—faster.
Sources:
1. GoFundMe. "The Social State of Giving - 2024." GoFundMe Blog. Accessed November 2024. https://www.gofundme.com/c/socialgiving.
2. HBR Editors. "Lincoln Center CEO Henry Timms on New Models for Effective Leadership." Harvard Business Review, December 2022. https://hbr.org/2022/12/lincoln-center-ceo-henry-timms-on-new-models-for-effective-leadership.
3. Classy. "10 Proven Tips to Supercharge Your Online Fundraising Campaigns." Accessed November 2024. Classy. https://www.classy.org/blog/proven-tips-supercharge-online-fundraising-campaigns/.
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