With tens of thousands of nonprofits participating in Giving Tuesday, it’s understandable that you might feel like your emails and social media posts will just get lost in the shuffle. However, this shouldn’t discourage you from participating! Giving Tuesday can be a great way to kick off your year-end fundraising efforts.
One way you can make sure your message gets in front of the right people on Giving Tuesday is to segment your campaigns for specific audiences. In my experience, I’ve found that campaigns that are segmented for specific audiences outperform one-size-fits-all campaigns. This is true on Giving Tuesday and during the rest of the year
Wondering how to segment your campaigns? Here are a few simple ideas for Giving Tuesday campaigns that will stand out from the crowd:
1. Ask current monthly donors to upgrade their gifts.
If you have an active monthly giving program, it’s likely that some donors have been giving the same amount for years. Giving Tuesday is a great opportunity to ask for an upgrade.
Asking a donor who gives $5 per month to upgrade to $7 or $10 per month may seem like peanuts, but over the lifetime of their giving, it can truly add up. In the ask itself, don’t forget to thank them for their previous gifts before you make this ask!
2. Ask lapsed donors to give again.
According to the Fundraising Effectiveness Project, about 55% of donors lapse every single year. But that doesn’t mean you should totally give up on these past supporters. Last year, the recapture rate (the percentage of lapsed donors who gave again after lapsing) increased by a record 14%.
A segmented campaign that outlines all the impact they made in the past as a donor, while expressing the impact they could have in the future, might be able to bring some of those folks back into the fold. After all, Giving Tuesday is a day of remarkable generosity!
3. Ask volunteers who have never donated to donate!
If the pandemic has limited opportunities for your volunteers to help out, asking them to make a donation is a great alternative way they can engage with your mission, not to mention one that drives revenue. Studies show that volunteers are much more likely to donate than non-volunteers because they already know and support you! As with your monthly donors, be sure to thank them for previous volunteerism before making your ask.
If you’re looking for more help and inspiration, we’ve compiled a library of Giving Tuesday resources that you can check out here >> https://kindful.com/blog/giving-tuesday-resources-for-nonprofits/
Last year, I hosted a webinar with Kat Murphy Toms, Giving Tuesday’s Digital Strategy Director. She gave insider tips on what makes a successful Giving Tuesday campaign. You can watch the replay here >> https://bloomerang.co/blog/video-giving-tuesday-now-social-media-tips-tricks-and-strategies/
Her team also recently released this brand new toolkit that includes sample timelines, strategies, social media ideas, and more >> https://www.givingtuesday.org/givingtuesday-toolkit-for-nonprofits/
Lastly, the Giving Tuesday team will share a free live stream presentation on Wednesday, November 3 where they will share the latest giving trends and top tips for creating a great Giving Tuesday campaign or event. This session is designed for nonprofit pros and all amazing changemakers who might be running short on time, energy, and ideas — but still want to tap into this opportunity to unlock more giving.
What segmented campaigns have you seen work on Giving Tuesday? Let me know in the comments below!
Schedule a live demo with our team, and we’ll show you how easy it is to create and automate reports, utilize online and offline fundraising tools, quickly integrate and access all your data, and ultimately create more time to engage your donors.