After consuming the turkey, stuffing and cranberry sauce, traditionally many awake early from a tryptophan induced slumber to work off Thanksgiving Day meals fighting crowds and scurrying from store to store on Black Friday. A few days later, for the timid shopper, there is Cyber Monday offering can’t be missed online deals. And for those of us in the non-profit world, four days after Thanksgiving there is #GivingTuesday.
Last year, Blackbaud saw a 53% increase on this day of giving in comparison from 2011. This year #GivingTuesday is December 3rd and many organizations are already planning the best way to execute their strategy for the day dedicated to giving. #GivingTuesday works similar to peer-to-peer fundraising by allowing constituents to tell the story of their favorite non-profit to encourage giving. So why not use peer-to-peer event fundraising methods and tools to maximize your #GivingTuesday campaign?
Already hosting a fundraising event? Then incorporate #GivingTuesday as part of your overall fundraising strategy. Encourage your current fundraising participants to push their efforts on #GivingTuesday by hosting a fundraising contest. Offer incentives to those participants who receive the largest number of gifts, highest amount raised, most emails sent, and self donations.
With third-party or DIY fundraising increasing in popularity, consider creating an online fundraising campaign specifically for #GivingTuesday. The Alzheimer’s Assocation’s does something similar for The Longest Day campaign, why not take some of their best practices to take advantage of #GivingTuesday? Below are some strategy points to hold your own #GivingTuesday peer-to-peer fundraising event:
Register as a #GivingTuesday partner at www.givingtuesday.org. Create an independent fundraising site specifically for #GivingTuesday allowing supporters to solicit gifts on your organization’s behalf. As this will be a 24 hour campaign, be sure to hand pick supporters who you feel will be your best fundraisers when you recruit your #GivingTuesday fundraisers. Also consider offering incentives for top fundraisers who meet milestone goals throughout the day such as free tickets to a future event, gift certificates, etc.
Arm your fundraisers with a strategy that will allow them to be successful. Prepare fundraisers to notify their networks ahead of time that they will be raising money for your organization on this specific day. Set up a #GivingTuesday fundraiser resource page with fundraising tips and sample content to post to their Facebook and Twitter pages throughout the day of the campaign.
Communicate Before, During and After #GivingTuesday
Be sure to communicate, motivate and recognize your fundraisers through email and social media. Campaign day is going to feel like a fundraising blitz, so find quick and easy ways to offer moral support to your fundraisers as well. Set up an email campaign comprised of four quick emails:
- The day before email fundraisers to remind, motivate and provide support for their efforts;
- On the morning of #GivingTuesday email fundraisers a message they can easily forward to their friends, family and colleagues asking to support their online fundraising efforts
- Send a mid-day email thanking fundraisers, let them know how much has been raised so far and how close you are to your goal
- The next day send a thank you to fundraisers, let them know the results of their efforts and how you couldn’t do it without them.
Throughout the day on your social media networks, update your followers on how much has been raised, mention your top fundraisers and give examples of how the money raised will support your mission. If your fundraisers use Twitter, tweet directly at your fundraisers to encourage and recognize them.
With a little planning, strong communication and creative motivation, your #GivingTuesday campaign can be a huge success. So pack away those leftovers, and roll up those sleeves because the giving season is approaching quickly.
Are you planning on executing a #GivingTuesday Online Independent Fundraising Event? How do you plan to maximize peer-to-peer fundraising for your #GivingTuesday campaign? We’d love to hear from you!
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