Last-Minute Ways to Win on Giving Tuesday

Think Giving Tuesday is overrated? Think again. In 2021, more than 35 MILLION PEOPLE in 80 COUNTRIES participated to raise $2.7 BILLION. Since 2012, this event has become a movement that unleashes the power of radical generosity around the world.

Nonprofit organizations are capitalizing on this spirit of goodwill in a big way. As a result, it has become the unofficial kickoff to the giving season for many.

 If you’re behind the eight ball, you’re in the right place. We’ve compiled a list of tactical ways to win on Giving Tuesday that you still have time to execute.

Focus Your Fundraiser

Donors are motivated to give for specific purposes. Maximize Giving Tuesday fundraising efforts by focusing your ask on support for a tangible program or initiative. Gather impact data, testimonials, and strong visuals to build a compelling case for support.

Find a Match

Everyone likes a good deal, right? Give donors the opportunity to get more for their money and double their impact by announcing a matching donation. Clearly communicate your goal and create urgency by establishing a concentrated timeframe (24-48 hours) for the campaign.

Create a Unique Form

Rather than sending donors to your general giving donation form, create a version dedicated to your Giving Tuesday promotion. Developing a unique form will allow you to customize landing page content to reinforce messaging, establish associated giving levels, and easily track and report on campaign-specific goals.

Record a Campaign Video

You don’t need fancy equipment or a huge budget to create a video that generates awareness and inspires action. Research has shown that donors are more likely to give to causes where they can connect a face with a mission. Keep it simple – use a smartphone, repurpose existing photos and footage, and briefly define your campaign goals. Ideally, the finished product is 30-60 seconds and easily shared on your website, social media platforms, and to your email database.

Post, Post, Post

Social media is your best friend on Giving Tuesday! Map out a plan to communicate frequently during the campaign. Content can include constituent stories, impactful graphics, information about the campaign initiative, fundraising progress, user-generated content, etc. Beyond staying top-of-mind, make it easy for someone to donate by adding links to your posts and bios.

Get in Their Inboxes

Your organization likely already has an extensive constituent database. Those relationships coupled with a strong storytelling tool, like email marketing, might be your most powerful fundraising tool for the holidays. Develop a series of messages that can be distributed pre-, during, and post-campaign. Don’t be afraid to send more than one email per day during the height of your campaign. Be intentional about incorporating elements of personalization to increase open and engagement rates.

Pop Up a Text Campaign

Text messages have an open rate of around 98% within the first 5 minutes, making it one of the most effective communication tactics. Not to mention, campaigns of this nature are fairly easy and quick to get off the ground. Choose a simple keyword, build a list, and craft the message copy. Increase engagement and opt-ins by cross-promoting this element of your campaign in all of your other executions. 

Ask for Help

If you’re lucky, you have a strong network of advocates that are ready and willing to help you make your campaign a success … all you have to do is ask! Extend your reach by encouraging supporters to host peer-to-peer fundraisers on your behalf. Make activation turnkey by giving them the tools and support they need to make fundraising fruitful. Even if their networks have no prior awareness of your cause, they’re likely to give to support their peers. It’s an excellent opportunity to acquire new friends for your organization!

Don’t Forget to Follow Up

After you’ve compiled campaign outcomes, it is critically important to share the results and thank supporters for their participation. This can be done via email, social media, website, handwritten letters, wrap-up video, newsletter callout, etc. Help to contextualize their impact and carry their generosity into the giving season.  

Can you pull all of this off in a week? Probably not. Build an integrated plan based on your objectives, audience, and available resources. Prioritize your efforts by what will have the greatest impact on your outcome.

And don’t be afraid to call in backup! We’re here to help.