A Donor’s Giving Tuesday Confession
Can we talk about Giving Tuesday?
Because I have a confession: as a donor, I dread Giving Tuesday.
Fundraisers know the holidays are a mixed bag. On the one hand, it's a time of year when people are more likely to be in a giving mood. On the other hand, it can be tough to stand out from the noisy crowd and get your message heard. This is especially true on Giving Tuesday, when donors are bombarded with requests from organizations they may or may not have a relationship with. Is there a way to rethink Giving Tuesday so that it's more effective for both donors and nonprofits?
Rethinking Giving Tuesday
Last year I got about 50 Giving Tuesday emails. I opened about three of them - and those three were nonprofits from which I regularly received updates, where I was able to volunteer, and where I already donated. The other 47?
There were a few nonprofits I didn’t even recognize. So, why would I make a gift?
I’ve got a proposition: instead of thinking of Giving Tuesday and End-of-Year Fundraising as your last chance to meet your 2022 budget, let’s think about it as the start of next year’s fundraising season.
Giving Tuesday is not the time to start talking to this year’s donors.
It's a time to update your donors on what you've been up to and what your plans are for the future. It's an opportunity to get to know your donors better and cultivate relationships that will last beyond the holiday season. By taking a strategic approach to Giving Tuesday, you can set yourself up for a successful fundraising year. Here's how:
1. Thank your donors for their past support and let them know how their contributions have made a difference. This is especially important for first-time donors or lapsed donors who may be feeling inundated with requests from organizations with whom they don’t have a personal connection. A sincere thank-you can go a long way in building goodwill and loyalty.
2. Get personal: Sending out a mass email on Giving Tuesday is not the way to go. Rather, take this opportunity to reach out to your top donors and thank them for their support. A personal phone call or handwritten note can go a long way in showing your appreciation. You can also consider hosting a donor appreciation event on Giving Tuesday or throughout the holiday season.
3. Invite them to get involved: Many people want to help but don't know how. Use Giving Tuesday as an opportunity to invite them to get involved in your work. Whether it's volunteering, attending an event, or making a donation, let them know how they can help you achieve your mission.
4. Set the tone for the year ahead: What kind of year do you want to have? Use Giving Tuesday as an opportunity to set the tone for the year ahead. If you want it to be a year of growth, start by reaching out to new donors. If you want it to be a year of impact, focus on identifying ways to multiply your donations. If you want it to be a year of community building, focus on ways to engage more people in your work. No matter what you want next year’s fundraising to yield, start by setting the tone on Giving Tuesday.
Refreshing Your Giving Tuesday To-Do List
The best thing about rethinking Giving Tuesday? Other than the immense amount of stress relief (and a chance you’ll actually enjoy the holiday season), you’ll start January with an amazing to-do list and a portfolio of engaged donors.
Though it may seem like an uphill battle, there are ways to make Giving Tuesday work for you and your organization. By thinking of it as an opportunity to update and engage your donor base, rather than simply asking for money, you can set yourself up for success in the coming year. With a little creativity and planning, Giving Tuesday can be a powerful tool for building relationships and growing your support base—so don't write it off just yet!