How to Execute Successful Giving Tuesday Stewardship
More than a third of annual giving happens in the last three months of the year, according to DonorPerfect research. Having a plan in place to steward Giving Tuesday donors sets you up for a successful year-end, and the new year after that.
It’s easy to feel anxious going into Giving Tuesday, but at this phase in the process, you’ve already completed your planning and writing. So take a deep breath. The bulk of the work is over! Now all you have to do is press play.
Who will be involved in Phase 3 of your Giving Tuesday journey:
3 Role-Based Steps for Successful Giving Tuesday Stewardship
Step #1: Keep supporters in the know
Communicator: Send goal updates at high-traffic intervals.
Plan 2-3 times throughout the day when you can update donors about the progress that has been made toward your goal, or wait until you have an exciting announcement, like a major gift.
DonorPerfect research has shown that the highest volume of Giving Tuesday gifts are processed in the evening at 6:30, 11:00, and 11:59 pm.
It’s okay to ask again, and your Giving Tuesday donors have already shown you that they’re interested in your cause!
DonorPerfect research has shown that, in the month of December, the highest volume of gifts were processed on the 1st, 15th, and 31st of the month. Try engaging with your Giving Tuesday donors on these dates, encouraging them to make their last tax-deductible donations of the year, and maximize the impact of their annual contribution.
Communicator: Develop content & edit templates for individual thank-yous.
Write 1-2 sentences for each donor segment you are focusing on that will make their thank you tailored to their Giving Tuesday experience. The rest of your thank-you communication can be the same for all donor groups.
Networker: Send a mass thank you and reach out to major donors.
Continue to be the face of the campaign by sending out a mass thank-you email to all Giving Tuesday supporters, signed by you. If you plan to reach out to donors individually, your mass thank you could be your gift acknowledgment.
Now give yourself a pat on the back. Giving Tuesday takes the entire giving process and squeezes it into just 24 hours – and you prevailed! Gaining new donors is always great, and so is reaching your goals, but above everything else, be proud of the change you’ve created in just one day. It’s the perfect motivation to keep pushing through the New Year to do even more good.
Meet the author: Ally Orlando
I’m Ally, a lifelong Pennsylvanian now living south of the Mason-Dixon Line. My main thrills are eating and sleeping, but I also enjoy music, art, film, politics, and animals. I love to learn new skills, and I’m not afraid to be a “master of none.”