The organizations we serve are seeing strong engagement with their donors right now. In the midst of global crisis, donors are seeking out opportunities to respond and participate in giving back. We’ve seen #GivingTuesday used as a powerful opportunity for organizations to connect and engage with their donors and those who may not have given for some time. Despite a changing financial landscape, Giving Tuesday is a great opportunity to give back in the middle of a situation that has made many feel powerless. #GivingTuesdayNow is approaching quickly on May 5, 2020, and is spurred on to respond to COVID-19. Below are 7 tips we’ve curated for you to maximize #GivingTuesday.

1. Give Something Away

The theme of Giving Tuesday is generosity and kindness. Maybe this is your chance to demonstrate generosity. Do you have a valuable resource to help potential donors right now? A white paper, an e-book, a video series, or an online Bible study? Engage new people who care about the people you serve by turning the tables this Giving Tuesday and giving something to them. If you’ve been looking for a way to find new donors or new audiences, this is a great opportunity to do just that.

2. Tell Donors What Their Money Does

Donors want to know what their money can do and want to partner with organizations that make a real, tangible difference. This Giving Tuesday, make sure your donors know where their money will end up and how it will make a difference and be specific in telling them. For instance, instead of a generic “Give Today” or “Your $25 gives hope,” try using “$25 provides life-saving food for a family.” Both appeals ask for the same amount of money but the second statement gives the donor a clear visual of the impact their $25 could have.

3. Use Matching Gifts

Last year’s Giving Tuesday was a great success across the charitable sector, raising 21.9 million dollars within the first 24 hours. When matching incentives were offered, there was an even stronger donor response. I always say, “Canadians love thinking that their donation is on sale.” Do you have a major donor or corporate sponsor that would consider this unique match appeal opportunity? Ask them! In your e-appeal, remember to tell your donors a couple of times that their donation has double the impact. (See point #2.)

4. Use Social Media

With such a quick turnaround in gearing up for May 5, combining social media with your email list is what will rule #GivingTuesday. According to CanadaHelps, the number one source for donor traffic on Giving Tuesday is Facebook and our experience is that most donor audiences for our clients spend more time on Facebook than other social platforms. With sheltering at home in this season, we’re on Facebook more than usual.Get creative! Use videos as much as you can–but keep them short, knowing 30 seconds or 1-minute maximum are ideal. Use well-targeted, effective social ads (especially if you have video available). Our team has curated an exceptional social media advertising campaign framework that has seen shockingly excellent results for those non-profit organizations (Contact us if you want to know more).Get interactive and consider going live on Facebook or Instagram and always link your posts to the donor page and make sure to include the following hashtags with your posts: #GivingTuesdayNow, #MardiJeDonneMaintenant, #GivingTuesdayCa, #MardiJeDonne.

There are some tools already available to you - click here to download this year’s #GivingTuesday social media tool kit from Canada Helps.

5. Use Your Email List

You may be hesitant to reach out, yet again, to your email list if you have been sending a lot of updates in the last couple of months. We know how important it is to connect with your donors via email and if combined with a strong social media campaign, you’ll see increased impact and much stronger results. In the email to your list, make sure you share a compelling story. Be short, to the point, and clear in your ask. Respect your donor, and give them an opportunity to do something about this crisis we’re all living through. We’re in it together, so let them come alongside you and the beneficiary you serve.

6. Create a Donor-Centric Landing Page

Unless you have a great online fundraising page that is clear, not too text-heavy, includes a persuasive ask, is one-click to donate (not leading potential donors down a long click path) and loads very quickly - your Giving Tuesday campaign is dead in the water. Wondering how to test it? Ask three people in the target demographic of your donor to try out the page before you launch it. They’ll tell you what you need to change! Using a fundraising thermometer on your donation page is a great way to boost engagement and instant gratification. Help people see that they’re moving the needle, and get them to invite others to participate as well! Assess your average donation amounts, and give limited choices. Be Costco with a curated offering, instead of an all-you-can-eat buffet. Ask for a specific amount based on your donor pool’s history. Giving donors limited choices can also help them in their decision making, while too many options can promote indifference.

7. Curate the Aftermath

After #GivingTuesday, keep building relationships with your donors! Report back on what you said you would do with the donor’s money. Post thank-you graphics all over your social media, send an email to donors who didn’t participate letting them know there is still a chance to donate, and include a summary of the campaign’s success in your next newsletter. It is important to stay in touch with new donors but remember to respect their boundaries. Sending an appeal right away may not be the right call, so instead, let them know how much of an impact they helped make. Click here to visit the official website of the #GivingTuesday Movement to learn more.

Bonus Tip: Promote your Monthly Donor Program

Consider highlighting your monthly giving program or, if your donor base tends to skew younger, a three-month short-term giving plan (such as $33/month for three months) on Giving Tuesday. What a great opportunity to engage new donors or one time donors on an ongoing basis! You know this already, but monthly donor programs offer a higher ROI compared to one-time gifts. When designing your campaign, keep in mind that you are interacting mainly with one-time donors that have the potential to become monthly donors - if you build the right relationship.

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