August 22, 2023
Nonprofit Technology & Fundraising Blog
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Giving Tuesday is a celebration of generosity, and for nonprofits, it can be a big revenue generator. While a lot of focused attention goes into promoting the campaign, it is just as crucial to create a strategy to execute after Giving Tuesday. Consider this one day part of your donor journey and continue to cultivate donor relationships with those who support you on Giving Tuesday. Let’s look at some important tasks you’ll want to complete after Giving Tuesday has come and gone.
Just like any event you host, after the party is over the decorations have to come down. After Giving Tuesday, make sure you:
This quick clean up will ensure your donors know that even though Giving Tuesday is over, there are still opportunities to give and get involved.
The faster you get your thank you to your donor, the more likely they are to give again. In fact, donors who are thanked within 24 hours of giving have a 60% retention rate. That’s a significant increase over the average donor retention rate hovering around 40%.
Why are thank yous even more important on Giving Tuesday? Nonprofits typically receive a very large influx of first-time donors on this day, so get set to kick off your donor journey in a special way with lots of new supporters.
But how will you manage all those thank yous in a flash?
DonorPerfect makes it easy to thank your donors quickly. You can email your donor right from their gift record, or merge gift data into a thank-you letter. If you have many gifts to process, use DonorPerfect’s Receipting module to get hundreds or even thousands of emails and letters out the door fast.
4 Elements of an Awesome Thank You
Have a plan of action in place to motivate new donors to invest in your mission and give again.
Inspire a first-time donor to become a life-long supporter with these 3 simple actions:
For more tips on what to say and when to say it, check out our blog post Retain More Donors – Post Giving Tuesday Email Timeline.
Perhaps Giving Tuesday has brought back donors who haven’t given to you in some time. This is the perfect opportunity to reach out to these donors with a targeted appeal, asking them to join your monthly giving program. You can run a report like DonorPerfect’s Comprehensive Donor Revenue Analysis to find reactivated donors. Automatic monthly giving makes donating easier for both you and your donor.
Your donors care about your cause and want to celebrate your successes with you. Generate the Solicitation Analysis report to determine how many funds you raised through your Giving Tuesday campaign and inform those who supported you:
While celebrating the success of your campaign with your supporters is important, it’s also important to measure your results and take an honest look at what worked and what didn’t. Compare this year’s Giving Tuesday revenue with what you raised in prior years. After you’ve determined any gains or losses from previous campaigns, take some time to identify what accounted for any changes so you can turn these findings into next year’s success.
Reach out to your staff and volunteers, as well as board members, long-time donors, and major donors to see what they thought about your campaign. Send out a quick online survey to these groups collecting feedback on just a few questions asking what they found engaging or lacking about your Giving Tuesday push.
Don’t be afraid to say thank you again. A few weeks after the close of your Giving Tuesday campaign, send out a second thank you to all those who supported you. This thank you can report on the results of your campaign and outline how you plan to spend the funds.
Remember, Giving Tuesday is just one day of giving, but with the right strategy in place it can lead to a loyal donor base and sustaining revenue. For more resources on Giving Tuesday, check out DonorPerfect’s Giving Tuesday Hub. We’ve gathered templates, campaign planning, email strategies and more all in one place so you can have your best Giving Tuesday yet.
Have any tips on Giving Tuesday for your fellow fundraisers? Share them in the comments below.