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.
Don't overlook the everyday donor 📖
Nonprofits are steering efforts away from engaging smaller, everyday donors and more toward major donors. After all, in most cases, one large gift can surpass all small gifts in totality.
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.
How this org transformed its fundraising, CX & brand 🎧
A 200-year-old institution, Perkins School for the Blind’s mission is to help children with disabilities find their place in the world. A few years back, the team decided to refresh its brand and create a more engaging and optimized experience for its supporters.
Stephanie Jones Wagle, Senior Director of Marketing and Annual Giving at Perkins School for the Blind, joins Jon and Becky on this episode of We Are For Good to impart insights on how her team revitalized fundraising, customer experience, and brand.
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A guide to nonprofit video storytelling 📖
In the swarm of online content, videos are a great way to cut through the noise and connect with your audience. Videos are also transferable across channels, making them versatile assets that can be shared on social media, embedded in emails, and featured on your website.
“Our attention spans are just getting shorter and shorter, so it’s one of those things that I don’t know that the length of the video matters, but the attention-grabbing at the beginning is what matters,” Natalie Stamer, co-owner and managing partner at Streetlight Digital, explains in the article.
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3 musts for successful integrated fundraising campaigns 📖
Integrated fundraising campaigns are the new gold standard for digital engagement, especially with attention spread across multiple channels. But what does practical integration look like at different levels of campaign design?
Check out these insights from our convo with Jen Newmeyer, Digital Fundraising Director at PBS.
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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.
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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
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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.