Kick Off Your Year-End Giving with #GivingTuesday!

Posted on: November 12, 2019

#GivingTuesday has grown in popularity and effectiveness since its first campaign in 2012. Scheduled for December 3, 2019, it is a day set aside in the busyness of the holiday shopping season for people to stop, reflect, and give to their favorite charities. We’ve shared all about how to plan a successful #GivingTuesday campaign, and in this blog we want to focus on how to use this #GivingTuesday to kickstart the rest of your year-end giving efforts!

Start Strong

Begin with a successful #GivingTuesday. Use our free gift of a FundEasy campaign page with no service or platform fees to help execute your #GivingTuesday fundraising campaign. It’s easy to customize and set up and it offers donor development and communication tools to assure that you can share your fundraising campaign with as many potential donors as possible. We’re offering free campaigns for year-end giving as well, which will make it easier to continue your #GivingTuesday campaign into your year-end campaigns for even greater success. 

Ask For a Matching Gift

A matching gift is a great way to motivate people to give on #GivingTuesday and beyond! You can approach one of your higher-capacity donors or see if a few of them want to contribute together to a larger match. People like to be asked and to know that their gifts will encourage other people to give as well. Alternatively, you can look at who has given larger gifts recently and ask if those gifts can be used for a match challenge.

If people know their gift will be doubled, they’re more likely to give, especially if they can only give a small gift and feel like it might be insignificant. When their gift is matched – it makes an even greater impact.  

When people can see their gift contributing to the overall goal in real time, they’re motivated to give as well. We incorporated a thermometer on the campaign pages that goes up when people give for this very reason! Be sure to share stories about the impact that specific dollar amounts will have and in general how the funds will be allocated. 

A matching gift challenge helps everyone involved feel more connected to your cause, which helps create long-term sustainability for you and your organization. 

Direct Mail

Follow up your #GivingTuesday campaign with a direct mail piece. Whether it’s a holiday card with a personalized letter from your Executive Director or a year-end newsletter that shares client stories, photos, ministry highlights and statistics, this is a great opportunity to ask for funds towards a special project or operating costs. Even in 2019, direct mail pieces can show a successful return and still be a profitable part of achieving your year-end fundraising goal. Just make sure you include your year-end giving URL in your printed pieces so you can track all giving into the same campaign!

For many organizations, up to one-third of their donations come in during year end. Starting your year-end fundraising efforts with #GivingTuesday will give you and your supporters momentum to reach your goals. While this can be a hectic time of year for nonprofits, it can also be an energizing time as you connect with your donors who love your mission and will be excited to contribute to what you’re doing. By adding direct mail pieces and a matching gift challenge to the mix, you’ll be well on your way to a successful end of year effort that will provide the funding and energy you need as you begin to tackle a new year!

If your organization is ready to kick off your Year-End Giving, sign up for your FREE #GivingTuesday or Year-End campaign today!

All images are sourced from Unsplash.com and GivingTuesday.org.

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