Thanksgiving is coming up fast. And after a deliciously long weekend, fundraisers everywhere will turn their attention to GivingTuesday. But don’t throw in the towel if you haven’t started planning for the world’s only official day of giving.
Connecting the dots.
GivingTuesday falls on December 3 this year. And this presents a unique opportunity to use the biggest day in fundraising to kick off your year-end fundraising push.
There are only 29 days between GivingTuesday and the start of the new year.
So, remind your supporters there is still time to make a donation that will count toward their 2024 deductions. You’ve probably already built out the bulk of your year-end strategy, right? Well, hopefully, you found creative ways to tie GivingTuesday into your approach.
But it’s not too late to make some last-minute adjustments if you didn’t!
Schedule emails and social media posts strategically over the following weeks to communicate the urgency of giving at this time of year. Remember, stick to your story and demonstrate the impact donors are making on your goals.
The biggest mistake any fundraising organization can make is failing to build a communications schedule. This will make your outreach feel disconnected and erratic. Each touch should build strategically on the last.
LEARN MORE: GivingTuesday donors can make a bigger impact.
Issue a challenge!
If you’re looking for a last-minute approach to raise more on GivingTuesday, consider challenging your constituents to help reel in donations. A match-challenge, built around GivingTuesday can encourage people to give because their gift might be double (or even triple) what they’re able to give.
Finding a major donor who is willing to participate at the last minute might be difficult, so try reaching out to your top five donors and ask for a smaller amount. You can also set limits by matching donations dollar for dollar up to a certain amount.
Or use that generous match as your secret weapon. Announce that all donations will be matched by your organization during a short time period or in the hours leading up to the end of GivingTuesday. This can help you cross the finish line if you’re just short of your goal.
LEARN MORE: How to rise above the noise after GivingTuesday.
Recruit social ambassadors.
Reach out to your most active and engaged followers on social media and ask them to post on your behalf. Social ambassadors are ideal members of your target audience who partner with your organization to publish content and promote your cause via social media.
Social ambassadors can help you gain access to others who are likely to fit your ideal donor profile. They can assist you in growing relationships with these individuals and converting them into active participants, like volunteers or donors, over time.
And this approach can give your organization a huge boost in influence and workforce. These programs help extend the reach of your messages by leveraging networks of like-minded donors. These ambassadors will be especially helpful if your organization’s time and personnel are limited.
Use social listening tactics to identify potential ambassadors for your organization.
Anyone who regularly comments on or shares your posts is a prime candidate.
You can put reward systems in place to highlight the mutual benefits of the program. Set guidelines or create a social media policy to make sure anyone posting as or on behalf of the organization has the same standards and expectations. Plus, working remotely is a great perk!
The best part? You can potentially gain direct access to your ambassadors’ networks. As you know, the first step to getting donations is establishing trust. And you’ll improve your chances by working with people who already have well-formed relationships.
LEARN MORE: 10 tips for successful GivingTuesday social media.
It’s not too late.
A proactive plan is the best way to ensure your nonprofit makes the most of your communications and increases your fundraising potential. And while we’re huge advocates of advanced preparation, we realize that’s not always an option when you have limited time, resources, or personnel.
But here’s the good news. It’s not too late to make some last-minute adjustments to your GivingTuesday strategy that will help you reach the right donors, make an impression, and raise more money to advance your mission.
Want to talk through ideas with an amplifi development strategist? Click here!
