Giving Tuesday, the biggest day of the year for donations, is always the Tuesday after Thanksgiving, this year falling out on Nov. 29th. Giving Tuesday and giving season offer nonprofits a host of opportunities for fundraising. In fact, 30% of annual giving happens in December and about 10% of all annual donations come in the last three days of the year.
Plus, it’s the 10-year anniversary of Giving Tuesday this year so it’s the perfect opportunity to encourage your audience to give for the special occasion. In 2021, 35 million people in the U.S. participated in Giving Tuesday for a total of $2.7 billion raised! Below are some creative and engaging ideas to increase donations both on Giving Tuesday and throughout the holiday season.
Get trendy
Social media rises to the top when thinking about #GivingTuesday campaigns. By utilizing a trendy hashtag such as #ThankfulThursdays or #FestiveFridays throughout November and December, you can let your audience know what to expect on those days. So, they’ll know every Thursday in November you’re going to share something or someone you are thankful for and why. Likewise, you could create a holiday themed social campaign by highlighting staff members, volunteers, and the people you serve. Ask them their favorite holiday food, share pictures from last year’s holiday events, or film a trending challenge and make it relevant to your cause.
Be specific with statistics
You’ve heard the saying “numbers don’t lie,” so use them. Classy’s webinar, “How to Enhance Your Website for Your Day of Giving (and Year Round) Success,” recommends including statistics in your Giving Tuesday posts. It could be how many people you’ve helped this year, how many meals you’ve provided, school supplies you’ve given out, etc. If you can tell prospective donors how far $1, or $5 or $20, goes, e.g., feeds a family of 4, or provides X number of diapers, they will be more likely to donate knowing they can make a direct impact. People don’t feel like they can stop world hunger, but they do feel like they can make a difference if their money provides Thanksgiving dinner for a family.
Turn your staff, board members, and volunteers into ambassadors
These are the people who already have a strong relationship with your nonprofit and want to see it succeed. They are a great option to utilize to increase your donations in the next two months. Ask them to be part of your Giving Tuesday campaign. They can create a 30 second video or write out a brief story on why they got involved with your organization and what your organization means to them. Appealing to potential donors is easier when you do it through another person rather than as an organization. If you’re not sure where to begin, take a look at this Boston Uncornered #MeetTheTeam Instagram reel in which a staff member explains his role and why the organization matters.
People love a story
In addition to hearing your organization talk about its mission and impact, it can be extremely effective to hear from the people you are serving. In the same way leading into a story with one person can get the media’s attention, doing so can also captivate the attention of prospective donors. Tell the current stories of the people you serve, or better yet, ask them to share their own story. Giving them a platform to speak their truth and share their experience is what will get people to care about your cause enough to donate.
Put the FUN in FUNdraising
Encourage your supporters and donors to hold their own Giving Tuesday inspired fundraising challenge for your cause. Ask them to add your nonprofit as a fundraiser on their social media accounts and encourage their networks to donate. Classy recommends making your donors winners by offering badges, rewards, and raffles. You can hold a contest for those who raise the most and enter them into a raffle for a prize such as a gift card, dinner certificate, or gifts donated by corporate sponsors. Gamify the experience by offering donor levels and encouraging donors to give more to achieve the next level.
For example, encourage your followers to play a Big-Hearted Battle, where the loser donates to the winner’s charity of choice and to choose your organization if they win. People love a little competition, and even more when they can feel good about the work they’re doing and the money they’re bringing in for a great cause.
Now that you’re equipped with new ideas for #GivingTuesday and the giving season, you can get to planning. Hold a meeting with your team and get the ideas flowing. If you’re interested in reading more about how to make the most of Giving Tuesday, check out this post. Additionally, for more on effective holiday season fundraising, read this.
