By Dr. Kevin Dean, President & CEO, Tennessee Nonprofit Network
Ah, Giving Tuesday. That magical Tuesday after Thanksgiving when our inboxes explode with pleas for donations, and social media feeds become a heartwarming (and slightly overwhelming) sea of charitable causes. I sometimes call it “Unsubscribe Tuesday,” as it’s the day once every year when I’m reminded that I gave a donation to a nonprofit ten years ago, and this is their only communication with me among all of the other solicitations cluttering my inbox. Sure, I only donated $100, but I only hear from them once a year now and only to ask me for more money.
Let’s be real, folks. Giving Tuesday, while a noble endeavor, represents a mere 3% of the charitable giving pie. It’s like that one crazy night in college that you vaguely remember but wouldn’t base your entire romantic history on. The real action happens in December, the month where 30% of all charitable donations flow like eggnog at an office party. And the climax? Well, let’s just say the last week of December sees 47% of online revenue rolling in, culminating in a grand finale on December 31st with a whopping 20% of donations. Talk about a New Year’s Eve to remember!
So, while Giving Tuesday is a fantastic opportunity to make some noise and grab attention, it’s not the be-all and end-all of your fundraising strategy. Think of it as a first date – a chance to make a good impression and see if there’s potential for something more. But if you’re serious about building a lasting relationship with your donors, you need to go beyond the initial charm offensive and show them you’re in it for the long haul. Giving Tuesday is more than an email blast and some social media posts. It’s not the strategy; it’s a tactic. Giving Tuesday should be part of a larger, more encompassing strategy for cultivating, engaging, and retaining donors.
The real magic of Giving Tuesday isn’t the day itself, but what you do after the confetti settles and the donation receipts are sent. Every new donor, every rekindled connection with a lapsed supporter, every small gift is a seed waiting to be nurtured. But let’s face it, nobody wants a relationship that consists solely of annual mass emails and the occasional social media shout-out. That’s the equivalent of sending a birthday card once a year and calling it a day.
So, how do you transform your Giving Tuesday fling into a lasting love affair with your donors? Here’s the secret sauce:
1. Woo Your Donors:
Forget the transactional approach. Donors aren’t just walking wallets! They’re real people with passions, quirks, and a desire to make a difference. Get to know them, understand their motivations, and communicate in a way that resonates with them. Think personalized messages, heartwarming stories, and genuine appreciation. Nobody wants to feel like just another number in your database. Learn about effective strategies for telling your organization’s story here.
2. Keep the Conversation Going:
Imagine going on a really great date and then hearing from the person a year later. They ask you out again after no contact for 365 days. How would you feel? Would you go out with them again? Communication is key, people! Just like in any good relationship, you need to stay in touch and keep the spark alive. Think regular newsletters, impact reports that showcase the amazing work you’re doing, and engaging social media updates that offer a glimpse behind the scenes. And don’t forget the power of a good old-fashioned thank-you note. Everyone loves a handwritten note, especially in this digital age.
3. Spice Things Up:
Variety is the spice of life, and fundraising is no exception. Mix things up with different types of campaigns, events, and engagement opportunities. Offer volunteer opportunities, host online Q&A sessions, or create fun challenges that get your donors involved. Keep them on their toes and show them you’re not afraid to try new things.
4. Make Giving a Breeze:
Nobody likes a complicated donation process. Make it easy for your donors to give by offering multiple options, like online forms, mobile giving, and text-to-give campaigns. Think of it as online dating for philanthropy – the smoother the experience, the higher the chances of a successful match.
5. Show Your Appreciation (and Not Just on Valentine’s Day):
Donor stewardship is the name of the game. Show your donors some love by recognizing their contributions, keeping them in the loop, and demonstrating the impact they’re making. Think of it as a long-term investment in your relationship. The more you nurture it, the stronger it will grow. Create an annual donor recognition plan that can help you think through the different touchpoints you want to have with your donors. Not every communication should be an ask. Get donor’s feedback, update them on the impact of their donation, or host a donor appreciation event to keep them engaged.
6. Embrace the Power of Technology (But Don’t Become a Robot):
Technology can be your best friend when it comes to fundraising. Use donor management software to keep track of your supporters, segment your audience, and automate communications. Always be aware, though, that technology should enhance your human touch, not replace it. Don’t let your donors feel like they’re interacting with a machine.
7. Go Beyond the “Ask”:
While fundraising is essential, it’s not the only way to engage your donors. Invite them to volunteer, attend events, or participate in advocacy efforts. Build a community around your cause and make your donors feel like they’re part of something bigger than themselves.
8. Don’t Be Afraid to Get a Little Nerdy:
Track your progress, analyze your results, and learn from your mistakes. Fundraising is a marathon, not a sprint, and continuous improvement is key. Embrace your inner data nerd and use those insights to refine your strategies and optimize your efforts. Using data can help you better target donors next year and identify the best ways to engage and retain them.
In a nutshell, Giving Tuesday is a fantastic opportunity to kick off your year-end fundraising efforts, but it’s just the beginning. If you can shift your focus from transactions to relationships, you can turn that one-night stand into a long-term love affair with your donors.