Charitable giving reaches its peak in the holiday season. Data suggests that there is a hike of as much as 31 per cent when it comes to year end fundraising. #GivingTuesday is one of those events which kickstarts this season of giving. This is an annual day of giving which takes place on the first Tuesday after Thanksgiving.
#GivingTuesday has seen a whopping increase in online donations, growing from $116 million in 2015 to $177 million in 2016. This makes it an increase of 44 percent in online giving, which could be nothing but significant. Now this should be reason enough to take this event seriously and prepare well in advance, to be a part of this successful fundraising story.
Here are a few things that you should keep in mind while planning your campaign:
Be clear about your goal
You should be clear about your objectives and what is it that your campaign is trying to achieve. Organisations either go for a campaign built around the #GivingTuesday solely or take #GivingTuesday as the perfect chance to kick off a large scale year end fundraising campaign. Being clear about your goal will help you strategize accordingly. It is usually more productive to make it a part of your larger campaign sticking to the same theme for the entire holiday season. It must be something that you feel passionate about. Only then could donors relate to you cause through your passion.
Focus on your Donors
People have an inherent want to give. Because giving makes them feel that they have made a difference. The key to successful fundraising is – understanding your donor base really well. You must share a story with them that they could relate with and give them an opportunity to be a part of that story. Knowing your potential donors well will help you devise your communication strategy and you must know how and where to real them. Once you connect well with your potential donors, you could not only go about turning them into donors but you could turn them into long term supporters and a part of your community.
Optimize your resources
There are a lot of organisations which would be competing for the limited funds out there. You need to stand out to catch the attention of your potential donors. With whatever resources you have at hand you need to make the most of it. You should know how to optimize it well. You could use your current base of donors and supporters to spread the word about your #GivingTuesday campaign through social media. All this would require an appropriate Marketing Strategy. You would learn more about it in the next post in the blog.
Now that you know how to go about setting your fundraising campaign, let’s move towards the second step which would give a boost to your campaign and take it to a very wide range of audience – MARKETING STRATEGY for your successful fundraising.