Woulda Coulda Shoulda #GivingTuesday

Get Going #GivingTuesday 2015

Would you have generated donations your organizations wouldn’t have gotten otherwise if you had participated in this year’s #GivingTuesday? Could you have tried some new strategies this year, like the matching gifts offered in so many #GivingTuesday campaigns? Should you have built an all-org #GivingTuesday giving team to capitalize on the relationships with donors and prospects many of your colleagues already have?

Woulda coulda shoulda for #GivingTuesday 2014 but now’s the time to document ideas and goals to boost your 2015 #GivingTuesday results. Here’s how:

First, make sure you thank your #GivingTuesday donors promptly and with heart.

Next, ink a #Giving Tuesday planning date into your early summer calendar, ideally as part of your fall and year-end campaign planning.

Then tackle these right-now #GivingTuesday 2015 to dos:

  1. Review other organizations’ 2014 #GivingTuesday emails. Models are the best learning there is, and more specific than almost any other learning tool.
    • Ask colleagues, friends and family to share the #GivingTuesday emails they receivedwith you.
      • Take a quick look to segment into do’s, don’ts  and so-sos
      • List elements from these campaigns that have potential for your organization, keeping in mind who you’re trying to motivate to give (vs. the wants and needs of the folks the organizations behind these emails hoped to activate)
      • Archive the emails for review down the line.
  2. Dig into this fantastic repository of great #GivingTuesday campaigns compiled by the good folks at CauseVox.
    • These models include donations generated, compared to the GivingTuesday goal for each organization—priceless for a more objective evaluation of effectiveness
    • Again, keep in mind though that although these examples may have been winners for the organizations behind them (or not), they may not necessarily work for your people. Note who you think are the target audiences for each.
  3. Scan this list of #GivingTuesday campaign plans shared by NTEN member organizations, and note any relevant ideas.
  4. Summarize types of improvements likely to strengthen #your GivingTuesday 2015 campaign, based on your findings.
    • That may be more accessible messages (e.g. more clearly tying #GivingTuesday to your year end campaign), better and broader integration of a consistent campaign across channels and/or more of a focus on friendraising for those who donate early in the day.
    • And yes, do it today while these resources are available and #Giving Tuesday is top of mind.

BTW, the greatest gaffe I noticed in #GivingTuesday campaigns was when organizations tried to stuff a mention of #GivingTuesday into messaging (whether an email subject line or body, social or on a website webpage) without explaining it (or even providing a link) or linking it to ongoing organizational messages and campaigns.

As always, it’s about your people, not about you. And most folks aren’t as familiar with #GivingTuesday as us nonprofit insiders are. #GivingTuesday IS part of your year-end campaign—make it easy for prospective donors to get it and they’ll be far more likely they’ll give.

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Nancy Schwartz on December 3, 2014 in Fundraising: Innovations & Research | 1 comment
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