090: How do you prep everyday donors for Giving Tuesday?
Everyday donors can play a big role in the success of your Giving Tuesday campaign. That’s not to discount major donors who can cover a good portion of your fundraising goal through efforts like matching gifts. As you think about this year’s campaign, ask yourselves: How are we prepping our everyday donors for Giving Tuesday?
The months leading up to the big global day of giving offer countless opportunities to inform your supporters what’s coming. Use this time to express gratitude, share information, discuss upcoming initiatives, and even reveal your campaign early to VIPs.
Follow along in this week’s brief as we share some prep tips so your supporters don’t receive a cold ask in December. Remember, while Giving Tuesday is a big deal in our world, our supporters may not have it on their radar.
 |
 |
Snackable snippets |
|
Don't overlook the everyday donor 📖 As more major donors pull back from their giving, organizations are doubling down trying to reactivate these high-value contributions. Experts like Woodrow Rosenbaum advise a different approach: investing more in everyday donors. Landing pages play a central role in your marketing strategy. These pages are where you direct your audience, whether they’re coming from email, social media, ads, or mail. With his long-standing experience with UNICEF USA, Tobes Kelly shares his pointers for crafting personalized landing pages for specific channels, like Google Ads, TikTok, Facebook, and Instagram.
|
In the news |
RKD Group partnered with GivingTuesday to provide actionable insights into findings from the most recent GivingPulse report.
Here are the top themes:
- Connection to community: People tend to give locally over nationally, so find ways to localize your impact.
- Connection to cause: Pay attention to donor signals and less on transaction-based data points.
- Connection to person: While you as an organization carry out the mission, people like to support people. This is where storytelling comes into play.
*****
Marketing Dive compiled a list of key marketing statistics from the first half of the year. Here are the ones nonprofits should take note of:
- 21% of social media users report purchasing a product based on an influencer’s recommendation (HubSpot)
- 43% of Gen Z and millennials purchased something directly on a social media platform in the first quarter of 2024 (HubSpot)
- 81% of consumers prefer shopping with brands offering personalized services, which could be helped with AI (Brandwatch)
- 95% of data and advertising professionals at brands, publishers, and agencies expect continued signal loss and increased legislation in 2024 (IAB)
For your inspiration folder |
Innocence Project has created an creative incentive for generosity by offering a paid experience to this year’s Lollapalooza.
Given the popularity of this music festival, particularly among younger donors, many will donate to the campaign for a chance to win tickets and transportation to Chicago for the big event.
I love Innocence’s Project's use of a relevant and topical incentive because it will likely encourage existing supporters to make a gift and attract new donors to the mission. It’s also at an ideal time, as they’re ramping up their acquisition efforts just in time for Giving Tuesday.
Source: The Innocence Project
 |
Share this
Let’s rock your next integrated digital campaign
Tips on getting your social media to shine on Giving Tuesday