Do you have any ideas for Giving Tuesday? Maybe you are not entirely sure what Giving Tuesday is exactly and how your non-profit can benefit from it?
Giving Tuesday is a worldwide movement to give. Thousands of people around the world are working together this day, carrying out actions, doing volunteer work or donating money or things to charities. And all of that is shared en masse via social media . #GivingTuesday was founded in 2012 by the team at the Belfer Center for Innovation & Social Impact at 92nd Street Y (a cultural center in New York City) and has since become a global philanthropic movement.
Giving Tuesday is celebrated on Tuesday after Thanksgiving (in the US) and the well-known shopping events Black Friday and Cyber Monday.
#GivingTuesday falls on December 3 this year. In general you can say That it kicked off the fundraising season and the traditional « give month » is .
Giving Tuesday mainly uses the power of social media and the charity of people around the world and encouraged them to donate time, talents and resources to urgent local and global challenges.
Last year #GivingTuesday saw a significant increase in donations , with a growth of $ 177 million in online donations in 2016 to $ 300 million in 2017 – an increase of 69%!
Many appreciate #GivingTuesday and see it as a way to compensate the consumerism of the holidays. And what could be better than being able to give during the holidays?
Is Giving Tuesday something for me?
Various organizations, from local schools to large international charities, participate in #GivingTuesday.
Giving Tuesday is suitable for your non-profit organization if you are at least willing to invest time and have the necessary resources for your disposal.
What does the fundraising process look like ?
Apart from the ideas for Giving Tuesday, the fundraising process strongly depends on your non-profit: its size, the available resources (staff, time, money) and the priority that the campaign receives.
Yet there are a number of steps that your non-profit organization can follow to make this #GivingTuesday a real success.
Make a good planning
If you haven’t started in August or September, this is the right time to start planning your Giving Tuesday campaign.
- Determine a goal for your fundraising and use the SMART method for this.
- Think of your target group – who do you want to inspire to donate?
- Determine your campaign message – consider only one message for the entire fundraising at the end of the year.
- Increase your resources – time, money, staff.
- Think about what has worked for your non-profit so far – consider using it again.
- Map how you want to inspire your audience to donate.
- Make a timeline with activities, including deadlines, responsible employees and a list of everyone that needs to be kept informed.
- Decide on internal communication methods – the joint action of the team and communication within the organization of the team are essential.
« Success is where preparation and opportunities meet. »
Before you start the fundraising activities , the preparation must take up most of your time.
Carefully assemble your call for fundraising – clearly communicate what you want to achieve with this Giving Tuesday and why it is important
We want to raise € 50,000 in 24 hours to give 50 women the opportunity to go to university.
– Start developing your fundraising site – this is where your campaign is hosted and how you receive the donations.
– Start developing your content – videos, flyers, blog posts (everything you’ve identified supports the strategy you’ve chosen during the planning).
– Identify community partners, corporate sponsors and / or major donors, who can contribute to promoting and matching donations.
- Start promoting your campaign at least 2-3 weeks before #GivingTuesday.
- Send an email to your supporters at least one week before Giving Tuesday with an announcement of the campaign.
- Increase the frequency of emails around #GivingTuesday – send at least one email the day before and two emails on the day itself.
- With the help of content and images that you have already created for this purpose, promote all your social media channels.
This is the basic process that your non-profit organization can follow to conduct a fundraising campaign for Giving Tuesday. If you are interested in more specific ideas for Giving Tuesday, read the text below.
Ideas for Giving Tuesday
Provide an online fundraising page
Perhaps one of the most important items on the Giving Tuesday to do list, because an online fundraising page is essential for successful fundraising. This is especially the case with Giving Tuesday, which is mainly driven by social media and online donations.
Create a special #GivingTuesday fundraising / donation page. Make sure the page is responsive, loads quickly, is well designed and, above all, is clear.
If a donation page is messy, difficult to navigate, overwhelming or confusing, it lacks its own purpose: to increase donations.
A donor must be able to find your donation link within a few seconds of loading your donation page. It is wise to place the link in the top navigation in the header of the website. Highlight this button / link by possibly using a clear and striking color.
Not every visitor visits your website with the intention of donating. However, most visitors must be convinced. A short but seductive and convincing ‘why’ helps you convince. Your donation page should not feel like just a payment processing form.
If you choose to work out one of these ideas for Giving Tuesday, make sure you have it done right!
Show the progress in real time
For campaigns with a relatively short duration such as this, it is important to show your donors real-time progress. You can do this by displaying a fundraising thermometer on your donation / fundraising page.
Thanks to a visible thermometer with the progress of donations, your fundraisers will be more motivated to raise money and your donors will be able to view the impact of their donations in real-time (especially as the thermometer automatically rises when donations arrive).
Displaying the proceeds from fundraising via a thermometer works great because it shows the purpose and the progress.
In addition, seeing the thermometer rise through a donation gives a feeling of immediate satisfaction.
Finally, a fundraising thermometer is also a way to build up social evidence.
Set a peer-to-peer fundraising system on
Peer-to-peer fundraising for Giving Tuesday is an idea with a lot of potential for fundraising. The best source of an organization, which unfortunately is not always fully used, is the current basis of donors and other supporters.
Your current donors and supporters database can help to make the fact that you participate in #GivingTuesday known to their networks. They are also the most likely to donate on the big day.
Ask your supporters to create a personal fundraising page so that they can gather their family, friends and acquaintances and have them donated for your purpose.
Make sure you give your fundraisers a specific purpose for fundraising – this will help motivate them. Finally, don’t leave them alone – after all, they do this for your purpose! Send them some tips for fundraising or if you have the resources, train them. Follow them up, encourage them and help them to gain momentum.
Use price anchoring
Anchoring is the tendency to accept and trust the first piece of information received before a decision is made. That first piece of information is the anchor and sets the tone for everything that follows.
Tversky and Kahneman report powerful anchoring effects when people have to choose how much they contribute to a good cause. In an experiment they conducted at the San Francisco Exploratorium, participants were told about environmental damage and asked about their willingness to make an annual contribution to save 50,000 coastal and seabirds who have been victims of the oil that floats in the sea.
Some visitors were first asked an anchoring question: « Would you be willing to pay $ 5 …? » Some were asked « Would you be willing to pay $ 400 …? »
Those who did not get an anchor were willing to pay an average of $ 64.
When the anchor amount was $ 5, the average contribution was $ 20.
When the anchor was $ 400, the average contribution was $ 143.
This is why it is advised to request a specific amount based on the history of donating and the capacity of that person to do direct fundraising.
You must also state a suggested amount in your options for the donation form. With the Whydonate donation forms you can mark the suggested amounts. Note that the average donation amount in 2017 was € 134 (Blackbaud).
The vast majority of the top 100 non-profit organizations used an approach that included 4-5 proposed donations, coupled with the option to enter an adjusted amount. About half of these organizations emphasized a standard suggested amount (usually as the 2nd or 3rd option).
Create and foster strong partnerships
Giving Tuesday is intended as a joint effort. Implement this idea of Giving Tuesday and let go of the idea of competitiveness.
Giving Tuesday is not only about collecting money for your purpose, but it is also a time to get in touch with potential and current donors. In addition, it is a great opportunity to get in touch with companies, other non-profit organizations and movements in your area or in your country.
This will help increase your visibility and reach. As a result, more donations will flow in, more individuals will promise to volunteer and more people will be aware of your non-profit. The potential that lies here is really huge.
Whether you choose to collaborate with just one or two organizations (companies or non-profit organizations) or choose to participate in a large-scale movement – partnerships are important. Whatever you choose to do, make sure that you:
– Use the same media kit and hashtags for the social media.
– Share each other’s campaigns online.
– Contact celebrities and social media influencers who care about your case and ask them to talk about it in public.
– Contact the local and national media and ask them to donate this Giving Tuesday media time to your business.
– Develop compelling images (images and videos) and share them across the board.
– Retweet, share, mention – give your partners lots of love!
– Gain insight into the conditions of the partnership – better to set expectations and to prevent potential problems.
– Donate to other organizations on Giving Tuesday and set a good example!
Focus on the impact
Donors are more focused than ever on impact. Make sure that the donors in your Giving Tuesday campaign know where their money is going. How can that make a difference? Be as specific as possible. View these two examples of fundraising:
« Please donate € 10 to help prevent violence against women in Africa. » “With your € 10 gift, one healthcare provider can respond to phone calls about domestic or sexual violence in Kenya for one day. Interventions aimed at empowerment help to prevent or reduce violence against women. «
Although both calls for the same amount of money to create the same result, the second one has a much clearer appeal. The second clearly gives an action plan with a resulting result – the impact is visible.
Telling stories and video
Giving Tuesday has grown enormously! Although it is quite possible to achieve your fundraising goals for Giving Tuesday, that time of the year is also very busy.
People are constantly bombarded by fundraising calls and many organizations compete for their attention. In that kind of noise it is important to stand out and find a way to conquer the heart of the donors.
One of the best ways to do that is to tell stories.
Our brains are programmed to remember stories and find them attractive. Stories provide an emotional connection. To make good use of the power of storytelling, you can:
7.1. Make a video
Videos are an increasingly popular way to tell impact stories. Video is the way to raise more money in 2018 and increase your reach. Social video generates 1200% more shares than text and images combined.
Viewers remember 95% of a message when they view it in a video and this is only 10% when they read it in a text. A video can display characters and situations in a way that a text will never be able to and is much more dynamic than still images. Watch this video from World Vision as an example .
7.2. Create a positive message
Non-profit organizations sometimes resort to negative messages to evoke feelings of guilt. However, research shows that negative messages do not lead to donations. This does not mean that you should not talk about difficult things; there are many non-profit organizations that have to deal with very negative circumstances. It is about framing your story in a positive way.
7.3. Choose 2-3 key messages about your organization
Maybe you would like to add more for a complete communication plan, but 2-3 is sufficient for Giving Tuesday. Think of your ‘why’ and not your ‘what’.
7.4. Choose characters
People sympathize with people. Having recognizable characters is essential because they bring the problems that your organization addresses to a personal level. It can be difficult for ordinary people to relate to major social issues such as poverty or hunger.
Go full on social media or don’t start
This idea for Giving Tuesday is really a must. Giving Tuesday is strongly driven by shares and mentions on the social media. Most fundraising is done online and the movement depends on heavy online campaigns and peer-to-peer fundraising.
Here are some things you can do to get the best out of social media:
- Maak gebruik van de digitale nerds door ze te mobiliseren om #unselfies te delen. Een #unselfie is gewoon een zelfportret waar iemand op een stuk papier over de zaak, die ze ondersteunen, schrijft met de hashtag #unselfie en vervolgens een foto ervan op de social media plaatst.
- Brand jouw social media accounts. Voorzie jouw profielafbeelding met het logo van #GivingTuesday. Pas ook je omslagfoto met #GivingTuesday aan.
- Neem de hele dag contact op met jouw platforms om opnieuw te tweeten en de berichten van jouw supporters over jouw campagne te delen.
- Deel jouw eigen content (video’s, afbeeldingen, blogberichten) op de social media.
- Noem en bedank degenen die jouw berichten hebben gedeeld, vooral de donateurs die gedurende de dag donaties hebben gedaan. Reageer onmiddellijk op opmerkingen, die je online ontvangt.
- Ga live op Instagram en Facebook en communiceer met jouw donateurs of laat zien wat er allemaal achter de schermen op jouw kantoor gebeurt.
- Gebruik Thunderclap en word creatief met jouw berichten.
- Jouw berichten moeten een link naar jouw campagne- of donatiepagina bevatten. Deze link moet gebruikers rechtstreeks naar jouw donatiepagina leiden.
Promoot een maandelijks donatieprogramma
Nu lijkt dit misschien geen echt idee voor Giving Tuesday, maar #GivingTuesday is de perfecte tijd om jouw terugkerende of maandelijkse schenkingsprogramma te lanceren of te promoten.
Wanneer een donateur een terugkerende donatie opzet, kiest hij ervoor om regelmatig een vooraf bepaald bedrag te doneren. Veel mensen doneren graag maandelijks, tweemaandelijks of jaarlijks, maar ze kunnen natuurlijk zo vaak als ze willen doneren. Maandelijks doneren is waarschijnlijk de meest voorkomende vorm van periodiek doneren.
Geweldige maandelijkse donatieprogramma’s hebben een veel hoger rendement op de investering dan eenmalige donatieprogramma’s. De gemiddelde periodieke donateur geeft in één jaar 42% meer dan degenen die eenmalige donaties geven. Maandelijkse donateurs hebben ook een grotere levenslange opbrengst per donateur.
Finally, 52% of the millennials more often give a monthly donation than one large one-off gift. They prefer the ability to show their support without a huge financial commitment and donate a small amount to a cause they give that they will hardly feel in their wallets.
A monthly donation program is the most effective and easy way to keep Giving Tuesday’s donors out of the social media 24-hour buzz.
Don’t forget to follow it up
After #GivingTuesday it can be easy to forget the aftercare process for the donors / supporters. However, this step is essential for maintaining a good reputation and a good relationship with your donors and supporters. After GivingTuesday:
- You must write a blog post with a summary of the success of your Giving Tuesday.
- The day after you have to place thank you everywhere on your social media.
- You must send an email to the donors to thank them for their donations.
- You need to ask super fans to become ambassadors for the following year.
- You should send an email to those who have not donated and let them know that you are extending the campaign for another week.
- You need to update #GivingTuesday on your website with a « Save the Date » for 2019 with an email opt-in.
#GivingTuesday is a great opportunity for non-profit organizations around the world to raise much needed funds for their valuable goals.
GivingTuesday is a good time to get in touch with your donors, enter into partnerships, give your finances a boost and try out new ideas for fundraising, without having to commit yourself for a whole year! Organize a physical event, find a business partner that matches the donations or make a cartoon – whatever it is that lets your creative juices flow!
Don’t forget to visit # GivingTuesday.org, which is rich in resources, results from previous years, case studies and more. Their toolkit contains ideas, logos and branding materials, videos and more.
View Whydonate if you want to use a reliable and efficient donation system that ensures that you receive and manage your donations on Giving Tuesday!