{"id":25796,"date":"2022-08-04T10:47:26","date_gmt":"2022-08-04T14:47:26","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=25796"},"modified":"2023-10-09T07:53:11","modified_gmt":"2023-10-09T11:53:11","slug":"giving-tuesday-gain-new-donors","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/givingtuesday\/giving-tuesday-gain-new-donors\/","title":{"rendered":"Giving Tuesday Strategy: Using Emotion to Raise Donor Retention"},"content":{"rendered":"\n<p>Giving Tuesday is the best testing ground out there for your donor acquisition and recapture strategies. Opportunity lies in your smaller, more inactive donors, as they account for 80% of all donors giving at year-end.&nbsp;<\/p>\n<p>Infrequent gifts are often fueled by emotion and urgent need. What\u2019s most important is how new donors will feel about their first giving experience with your organization, and which emotions will motivate them to stick around for their second and third. According to cognitive scientist Jerome Bruner, delivering your message in a story format makes it 22 times more memorable.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-here-s-your-guide-to-inspiring-passionate-gifts-new-commitments\">Here&#8217;s your guide to inspiring passionate gifts &amp; new commitments:<\/h3>\n<ol class=\"wp-block-list\">\n<li>Feeling<\/li>\n<li>Connection<\/li>\n<li>Discovery<\/li>\n<li>Experience<\/li>\n<li>Relationship<\/li>\n<\/ol>\n<aside class=\"bg_gray\">\n<p><b>Stewardship made easy:<\/b> <a href=\"#form\" target=\"_blank\" rel=\"noopener\">Download the post-Giving Tuesday email template kit &gt;&gt;<\/a><\/p>\n<\/aside>\n<section class=\"content-section\"><header data-toc-tag=\"Feeling\">\n<h2>Giving Tuesday Strategy: Feeling<\/h2>\n<\/header>\n<p>Consider how your community and the supporters of your mission are feeling at this specific moment. What is keeping them up at night? What is their gut telling them? What emotions do you want your campaign to evoke?<\/p>\n<p>Start your Giving Tuesday process by hosting a brainstorm with staff, board members, volunteers, and even some enthusiastic donors as a litmus test. A conversation is more fruitful than a survey in this scenario. Let them speak from the heart and relate to one another via Zoom, phone, or in-person.<\/p>\n<header data-toc-subtag=\"A few suggestions to get you started\">\n<h3>Here are a few suggestions to get you started:<\/h3>\n<\/header>\n<ul>\n<li><b>Inspired<\/b> &#8211; Donors gain new ideas from your campaign, specifically around the kind of change they&#8217;d like to be a part of in the world.<\/li>\n<li><b>Appointed<\/b> &#8211; Donors feel your invitation to give is a sign or a calling, and they&#8217;re drawn to support your campaign and champion your mission.<\/li>\n<li><b>Passionate<\/b> &#8211; Donors are enthusiastic about your cause and are willing to go beyond giving to lend their talents and time to help you succeed.<\/li>\n<li><b>Hopeful<\/b> &#8211; Donors have faith in your organization to provide solutions to problems they see in their community, their country, internationally, or in society as a whole.<\/li>\n<\/ul>\n<\/section>\n<section class=\"content-section\"><header data-toc-tag=\"Connection\">\n<h2>Giving Tuesday Strategy: Connection<\/h2>\n<\/header>\n<p>According to <a href=\"https:\/\/www.givingtuesday.org\/\" target=\"_blank\" rel=\"noopener\">GivingTuesday<\/a>, the majority of fundraising revenue comes from one-time donors, which grew in 2021. Fundraising from more frequent donors is down, especially those who donate 7+ more times in a year. Establishing an emotional connection between your mission and its constituents is the most cost-effective way to bridge that gap.<\/p>\n<p>Giving Tuesday donors decide to step in and get involved because they feel personally invested in your mission&#8217;s success. So how will your campaign motivate donors to give their first, second, and third gifts?<\/p>\n<p><i>Ex. &#8220;As a donor, this Giving Tuesday campaign theme resonates with me because I provide food and shelter for my children while attending college to earn a higher income. I know how difficult it can be to get ahead while managing a family and a home. I want women like me to succeed.&#8221;<\/i><\/p>\n<header data-toc-subtag=\"Stories\">\n<p><b>Stories<\/b> &#8211; Donors see themselves or someone they know in the stories you tell about people who have benefitted from your organization&#8217;s work.<\/p>\n<\/header><header data-toc-subtag=\"Impact\">\n<p><b>Impact<\/b> &#8211; Donors want to feel that they are responsible for the positive impact your organization is striving to achieve.<\/p>\n<\/header><header data-toc-subtag=\"Community\">\n<p><b>Community<\/b> &#8211; Donors want to belong to and identify with a group of people who are bringing about the desired change together.<\/p>\n<\/header>\n<aside class=\"bg_gray\">\n<p>In June, we hosted a two-day conference to inspire your nonprofit storytelling! DonorPerfect trainers, industry experts, and fellow fundraisers gathered to explore <b>Stories Worth Sharing<\/b>. Check out <a href=\"\/conference\">donorperfect.com\/conference<\/a> to watch session recordings, or visit our <a href=\"\/nonprofit-technology-blog\/\">nonprofit technology blog<\/a> for speaker highlights.<\/p>\n<\/aside>\n<\/section>\n<section class=\"content-section\"><header data-toc-tag=\"Discovery\">\n<h2>Giving Tuesday Strategy: Discovery<\/h2>\n<\/header>\n<p>Getting seen on Giving Tuesday isn&#8217;t about bombarding people, but increasing the likelihood that your content will resonate with them and paying attention to their communication preferences. The best way to cover all of your bases is with a <a href=\"\/whitepapers\/generic\/multichannel-donors\/\" target=\"_blank\" rel=\"noopener\">multichannel communication strategy<\/a>. This will look different depending on the time, staff, and tools you have. It&#8217;s not a competition against other nonprofits. It&#8217;s an opportunity to engage with the right people at the right time.<\/p>\n<aside class=\"bg_gray\">\n<p>&#8220;You don&#8217;t need to be everywhere,&#8221; says Julia Campbell, nonprofit social media expert. &#8220;It&#8217;s quality over quantity. Focus over frantic.&#8221; <a href=\"\/video\/from-liking-to-loving-connecting-your-social-media-audience-to-your-mission\/\">Watch Julia&#8217;s session on connecting your social media audience to your mission &gt;&gt;<\/a><\/p>\n<\/aside>\n<figure><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/old-gt-1-responses-2.jpeg\" alt=\"Example Response Likelihood window in DonorPerfect with percentages for phone, direct mail, email, SMS or social.\" width=\"1200\" height=\"auto\" class=\"aligncenter size-full wp-image-27560\"><\/figure><p><\/p>\n<header data-toc-subtag=\"Determine your best channel\">\n<p>There are several ways to determine how much energy to invest in each channel. If you&#8217;ve done Giving Tuesday before, look at analytics from previous campaigns &#8211; which communications drove donors to give? More specifically, did your <a href=\"\/nonprofit-technology-blog\/integration\/constant-contact-email-templates\/\">Giving Tuesday emails<\/a> lead to an increase in website engagement? Did your social media feed drive <a href=\"\/nonprofit-technology-blog\/givingtuesday\/giving-tuesday-donation-form-performance\/\">online form conversion<\/a>?<\/p>\n<\/header>\n<aside class=\"bg_gray\">\n<p>Don&#8217;t have historical data? You can learn on tools like <a href=\"\/integrations\/prospect-research\/donorsearch\/\">DonorSearch<\/a> and <a href=\"\/factsheets\/donorperfect-insights\/\" target=\"_blank\" rel=\"noopener\">DP Insights<\/a> to determine your constituents&#8217; capacity to give and likelihood to respond, or go straight to the source and <a href=\"\/fundraising-software\/integrated-online-forms\/#gallery\">survey your donors<\/a>. Where did they find out about your cause, or about Giving Tuesday in general?<\/p>\n<figure><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/old-gt-1-survey.png\" alt=\"Sample survey question: I decide to support a nonprofit on Giving Tuesday when I\u2026 See an eye-catching or emotional post on social media. Receive an email with a photo and link to the donation page. Receive a personalized postcard in the mail as an invite to give. Visit their website looking for ways to get involved. Read articles about Giving Tuesday and current needs. Attend a fall event and hear a reminder about the upcoming campaign.\n\" width=\"1100\" height=\"auto\" class=\"aligncenter size-full wp-image-27559\"><\/figure><p><\/p>\n<\/aside>\n<\/section>\n<section class=\"content-section\"><header data-toc-tag=\"Experience\">\n<h2>Giving Tuesday Strategy: Experience<\/h2>\n<\/header>\n<p>In the nonprofit sector, November and December often take on a celebratory mood. To retain new donors, giving should feel just as good as it did the first time. Consider how you can keep the celebration going through <a href=\"\/nonprofit-technology-blog\/fundraising-software\/the-nonprofit-super-bowl-charitable-giving-on-new-years-eve\/\">New Year&#8217;s<\/a>, and how your Giving Tuesday campaign will <a href=\"\/nonprofit-technology-blog\/fundraising-software\/end-of-year-donor-engagement-in-3-steps\/\">kick off year-end giving<\/a>. Will your communications be paced out evenly over these two months? How easy will it be to donate to a specific goal, watch the progress, give a tribute, become a monthly donor, etc.?<\/p>\n<header data-toc-subtag=\"Your experience should be\">\n<h3>Your nonprofit&#8217;s Giving Tuesday experience should be:<\/h3>\n<\/header>\n<p><b>Frictionless<\/b> &#8211; Donors can give online, mobile, and monthly gifts through trusted <a href=\"\/fundraising-software\/integrated-online-forms\/\">online forms<\/a> in seconds from any desktop or mobile device. They can choose the <a href=\"\/factsheets\/paypal-for-dp-forms\/\" target=\"_blank\" rel=\"noopener\">payment method<\/a> and frequency that best suits their needs, and receive instant acknowledgment.<\/p>\n<p><b>Engaging<\/b> &#8211; Donors can fundraise on your behalf by creating and sharing their very own <a href=\"\/growth-tracks\/crowdfunding\/\">crowdfunding pages<\/a> &#8211; allowing your cause to reach more people and raise more money. Donors can include their own stories to inspire loved ones to join their fight.<\/p>\n<figure><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/old-gt-1-crowdfunding2.jpg\" alt=\"Example Crowdfunding page in DonorPerfect with goal bar, previous donations, etc\" width=\"800\" height=\"335\" class=\"aligncenter size-full wp-image-31562\" \/><\/figure><p><\/p>\n<p><b>Gratifying<\/b> &#8211; Donors are thanked instantly, letting them know just what they&#8217;ve made possible through their generous act of solidarity. <a href=\"\/fundraising-software\/integrated-online-forms\/\">DonorPerfect Online Forms<\/a> can be set up to instantly acknowledge any transaction in a personalized manner. Feeling emotional over a large gift? Show your gratitude in a <a href=\"\/integrations\/email-marketing\/dp-text\/\">video message<\/a>.<\/p>\n<p><b>Specific<\/b> &#8211; People can donate through a special form designed just for your Giving Tuesday campaign, knowing the exact project or need they are funding, who or what they are helping, and when they can expect updates going forward.<\/p>\n<\/section>\n<section class=\"content-section\"><header data-toc-tag=\"Relationship\">\n<h2>Giving Tuesday Strategy: Relationship<\/h2>\n<\/header>\n<p>Giving Tuesday is a goldmine of new donors, but without the right retention system &#8211; one that sparks joy through continued involvement in your cause &#8211; they&#8217;ll likely forget the experience shortly after their first gift. After Giving Tuesday, there should be several touchpoints that match the emotion behind why they gave or the mood of the campaign.<\/p>\n<header data-toc-subtag=\"New donor touchpoints\">\n<h3>New donor touchpoint suggestions:<\/h3>\n<\/header>\n<ul>\n<li>Donation thank-yous<\/li>\n<li>Impact updates and upcoming projects<\/li>\n<li>Bite-sized stories or &#8220;mission moments&#8221;<\/li>\n<li>Free &amp; virtual events<\/li>\n<li>Volunteer &amp; crowdfunding opportunities<\/li>\n<\/ul>\n<p>When new donors give to your organization based on emotion, they empathize with the subjects of your photos and stories. Adding a human element to your new donor touchpoints can also strengthen their connection with your organization. After they&#8217;ve engaged with the first few touchpoints, it&#8217;s a good idea to start incorporating video messages, personalized emails and letters, handwritten postcards, and Zoom invites.<\/p>\n<figure><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/old-gt-1-outreach.jpg\" alt=\"Example Scheduled Outreach window in DonorPerfect with upcoming or past due outreach. Example Alerts &amp; Reminders window with monthly giving, outstanding gifts, credit card expiration and online donation reminders.\" width=\"1200\" height=\"auto\" class=\"aligncenter size-full\"><\/figure><p><\/p>\n<aside class=\"bg_gray\">\n<p>Need help sprucing up your retention system? <a href=\"\/nonprofit-technology-blog\/fundraising-strategies\/donor-retention-a-guide-for-nonprofit-organizations\/\">Read our guide by nonprofit expert Mallory Erickson &gt;&gt;<\/a><\/p>\n<\/aside>\n<p>Sometimes it&#8217;s easiest to look at donor relationships like you would any other. In our personal connections, we decide which emotions we want to share with others. When those feelings are reciprocated, a relationship is born. Some relationships start with a strong first impression, and some take a while to build trust, but either approach can manifest into a beautiful partnership filled with mutual understanding &#8211; as long as you&#8217;re being authentically you. So celebrate your shared values and common goals, and see what magic unfolds.<\/p>\n<\/section>\n<h2 class=\"wp-block-heading get_demo gutenberg\" id=\"h-get-your-giving-tuesday-template-kit\">Get your Giving Tuesday <br>Template Kit<\/h2>\n<script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in the form editor context and will be removed in Gravity Forms 3.1.\"),o(),0))},initializeOnLoaded:function(o){gform.callIfLoaded(o)||(document.addEventListener(\"gform_main_scripts_loaded\",()=>{gform.scriptsLoaded=!0,gform.callIfLoaded(o)}),document.addEventListener(\"gform\/theme\/scripts_loaded\",()=>{gform.themeScriptsLoaded=!0,gform.callIfLoaded(o)}),window.addEventListener(\"DOMContentLoaded\",()=>{gform.domLoaded=!0,gform.callIfLoaded(o)}))},hooks:{action:{},filter:{}},addAction:function(o,r,e,t){gform.addHook(\"action\",o,r,e,t)},addFilter:function(o,r,e,t){gform.addHook(\"filter\",o,r,e,t)},doAction:function(o){gform.doHook(\"action\",o,arguments)},applyFilters:function(o){return gform.doHook(\"filter\",o,arguments)},removeAction:function(o,r){gform.removeHook(\"action\",o,r)},removeFilter:function(o,r,e){gform.removeHook(\"filter\",o,r,e)},addHook:function(o,r,e,t,n){null==gform.hooks[o][r]&&(gform.hooks[o][r]=[]);var d=gform.hooks[o][r];null==n&&(n=r+\"_\"+d.length),gform.hooks[o][r].push({tag:n,callable:e,priority:t=null==t?10:t})},doHook:function(r,o,e){var t;if(e=Array.prototype.slice.call(e,1),null!=gform.hooks[r][o]&&((o=gform.hooks[r][o]).sort(function(o,r){return o.priority-r.priority}),o.forEach(function(o){\"function\"!=typeof(t=o.callable)&&(t=window[t]),\"action\"==r?t.apply(null,e):e[0]=t.apply(null,e)})),\"filter\"==r)return e[0]},removeHook:function(o,r,t,n){var e;null!=gform.hooks[o][r]&&(e=(e=gform.hooks[o][r]).filter(function(o,r,e){return!!(null!=n&&n!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][r]=e)}});\n<\/script>\n                <div class='gf_browser_unknown gform_wrapper gravity-theme gform-theme--no-framework gt-template-pack_wrapper generic_whitepaper_wrapper' data-form-theme='gravity-theme' data-form-index='0' id='gform_wrapper_70' style='display:none'><div id='gf_70' class='gform_anchor' tabindex='-1'><\/div>\n                        <div class='gform_heading'>\n                            <p class='gform_description'><\/p>\n                        <\/div><form data-confirmation-type=\"message\" method='post' enctype='multipart\/form-data' target='gform_ajax_frame_70' id='gform_70' class='gt-template-pack generic_whitepaper' action='\/nonprofit-technology-blog\/wp-json\/wp\/v2\/posts\/25796#gf_70' data-formid='70' novalidate>\t\t\t\t\t<div style=\"display: none !important;\" class=\"akismet-fields-container gf_invisible\" data-prefix=\"ak_\">\n\t\t\t\t\t\t<label>&#916;<textarea name=\"ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label>\n\t\t\t\t\t\t<input type=\"hidden\" id=\"ak_js_1\" name=\"ak_js\" value=\"16\" \/>\n\t\t\t\t\t\t<script>\ndocument.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );\n<\/script>\n\t\t\t\t\t<\/div>\n                        <div class='gform-body gform_body'><div id='gform_fields_70' class='gform_fields top_label form_sublabel_below description_below validation_below'><div id=\"field_70_1\" class=\"gfield gfield--type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_70_1'>First Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='first_name' name='input_1' id='input_70_1' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_70_2\" class=\"gfield gfield--type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_70_2'>Last Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='last_name' name='input_2' id='input_70_2' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_70_3\" class=\"gfield gfield--type-email gfield--width-full input-field validate gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_70_3'>Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input data-parameter='email' name='input_3' id='input_70_3' type='email' value='' class='large'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_70_4\" class=\"gfield gfield--type-text gfield--width-full input-field gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_70_4'>Organization<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='organization' name='input_4' id='input_70_4' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_70_7\" class=\"gfield gfield--type-select gfield--width-full select-field role-field select-display field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_70_7'>Role (Optional)<\/label><div class='ginput_container ginput_container_select'><select data-parameter='role' name='input_7' id='input_70_7' class='large gfield_select'     aria-invalid=\"false\" ><option value=''  selected>Please choose an option<\/option><option value='Development Director' >Development Director<\/option><option value='Fundraising Assistant' >Fundraising Assistant<\/option><option value='Executive\/Board Member' >Executive\/Board Member<\/option><option value='Volunteer' >Volunteer<\/option><option value='Communications' >Communications<\/option><option value='I do it all!' >I do it all!<\/option><\/select><\/div><\/div><div id=\"field_70_17\" class=\"gfield gfield--type-select gfield--width-full gf_software_interest select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_70_17'>Interested in DonorPerfect?<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select data-parameter='software_interest' name='input_17' id='input_70_17' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' disabled selected>Please choose an option<\/option><option value='No' >No<\/option><option value='No, I am a current DonorPerfect client' >No, I am a current DonorPerfect client<\/option><option value='Yes' >Yes<\/option><\/select><\/div><\/div><div id=\"field_70_6\" class=\"gfield gfield--type-select gfield--width-full gf_number_of_constituents select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_70_6'>Number of Constituents<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select data-parameter='number_of_constituents' name='input_6' id='input_70_6' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' disabled selected>Please choose an option<\/option><option value='0 - 500' >0 &#8211; 500<\/option><option value='501 - 1,000' >501 &#8211; 1,000<\/option><option value='1,001 - 2,500' >1,001 &#8211; 2,500<\/option><option value='2,501 - 6,000' >2,501 &#8211; 6,000<\/option><option value='6,001 - 20,000' >6,001 &#8211; 20,000<\/option><option value='20,001 - 50,000' >20,001 &#8211; 50,000<\/option><option value='50,001 - 100,000' >50,001 &#8211; 100,000<\/option><option value='100,001 - 200,00' >100,001 &#8211; 200,00<\/option><option value='200,001+' >200,001+<\/option><option value='Other' >Other<\/option><option value='Unknown' >Unknown<\/option><\/select><\/div><\/div><div id=\"field_70_5\" 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