Unless you’re living under a rock (or very new to fundraising), it’s likely you’re aware of #GivingTuesday (the Tuesday after Thanksgiving). It’s a play on #BlackFriday and #CyberMonday.
By this point, less than one week out, I assume you’ve gotten your #GivingTuesday plans in order. And I hope you’ve thought about how you’ll stand out amidst the flood of typical #GivingTuesday emails.
When crafting your email subject lines, remember most organizations participating in #GivingTuesday will be promoting some sort of match. If this is the key motivational plan for your campaign, you’ll be one of the thousands promoting a match.
Additionally, a huge number of email subject lines will contain #GivingTuesday. I can’t think of a faster signal to delete that email. So if you’re participating (and you should), I hope you’ve got some enticing subject lines in mind… all having to do with your mission.
5 Alternatives for #GivingTuesday
If you really want to stand out from the crowd or if you haven’t done enough to prepare for #GivingTuesday, here are 5 alternatives to the standard #GivingTuesday campaign.
1. Start Your Campaign on #BlackFriday
In a recent NY Times article — Choose a Gift that Changes Lives — Nicholas Kristof writes about giving to charity instead of buying typical gifts. So encourage your supporters to make a donation in lieu of other types of gifts this year. A great example is the Heifer Holiday Gift Guide.
2. #ThanksgivingTuesday
Instead of asking for gifts on #GivingTuesday, take the opportunity to thank your donors. This idea has been circulating for a year or two, so we’ll see how many organizations run with it. Use the day to host a thank-a-thon in writing, over the phone, and even by video. Try to make each thank-you specific and personal.
3. Countdown to Year-End
While many organizations do raise lots of money on #GivingTuesday, unless you have email addresses to a long list of donors and have a well thought out campaign, it’s unlikely you’ll raise more than a few dollars. Instead, use the time to make a plan for the rest of the year. There are five more weeks until year-end. Use them wisely to create connections with your best donors.
4. Test Your Systems
If you’re not planning a special effort for #GivingTuesday (or even if you are), you may want to take the day to test your systems, assuming you’ve not already done so this year.
Go online and make a gift to your organization. Then evaluate the process:
- Is it easy to do?
- Does the thank you email look the way it should?
- Does the donation get entered into your donor database?
- If you choose making a monthly gift, does it go as planned?
- Does your site encourage donors to make a monthly gift?
- What needs fixing before year-end giving?
5. Commit to Doing Better Next Year
When all else fails, you can always commit now to doing better fundraising next year. Start by signing up for Mastering Major Gifts, so you’re prepared to raise major gifts all year long and aren’t so stressed when #GivingTuesday rolls around. And if you’re not already an active member of AFP, go ahead and join now. I credit AFP with giving me all the basic fundraising knowledge and colleagues I needed for a successful career in development.
Whatever your #GivingTuesday plans are, I hope you have a happy, healthy, and safe Thanksgiving.
If you’re going the more traditional route, here are some articles on #GivingTuesday to give you some additional inspiration:
Laresa Griffin says
Happy Thanksgiving, Amy! I am thankful for you, and for the insightful wisdom you share with us every week.
Maria Russo says
Yes, I am also thankful to you for giving us great tips and advice.
God bless you
Jaylee Clements says
Thank you Amy this was a very informative read! I have noticed a lot more of the Giving Tuesday trend this year than last year on my social media feeds. I have a couple friends who have posted about helping their fundraisers and how to contribute. Your point about making the subject lines more creative and “different” due to every other organization using #GivingTuesday was on point. Seeing multiple emails with the same heading can lead to deleting and ignoring. Making a unique and attention getting heading can make all the difference in the act of replying. The idea about starting the campaign on Black Friday with the pitch of donating to charity instead of splurging at a commercial store is a great way to encourage people to donate. It emphasizes the importance of giving during the holiday season. I will definitely use these tips in my future endeavours of fundraising!
Freddy Rocha says
Mrs. Eisenstein,
My name is Freddy and I am in my last year of my Master in Public Administration getting a certificate in Non-Profit Management. My current involvement is with the Veterans of Foreign Wars (VFW), as I am a 20 year combat Veteran. I am new to the fundraising world. At our post, if an event brings in $1,000 we consider that a huge success. The current class I’m in is Fundraising for non profit org, so to see fund raising on this level has blown me away. My current post has no database and has kept paper notes that have been scattered. A few of the younger Veterans are trying to get it together but our records are almost non existent. As a grass roots organization, with a potential for big donations, what would be the best place to start? I apologize for the long message, but this post has blown my mind. The capitol campaign tool kit was a mind blower too. Anyways, thanks for the read. Happy holidays.