For years, Treehouse for Kids has run fundraising campaigns around Giving Tuesday, the global day of giving on the first Tuesday after Thanksgiving.
But the organization, which supports foster youth in Washington state, leaned into the strategy a few years ago and donations have skyrocketed.
After modest growth in 2018, the group’s Giving Tuesday donations spiked to $147,000 in 2019 — an increase of 113%. Last year, Giving Tuesday contributions jumped again, and Treehouse officials expect another good year.
“We’re really committed to making Giving Tuesday pay off,” said Lindsay Hastings, the organization’s annual giving officer.
Created about a decade ago to encourage people to give amid a season of consumerism, Giving Tuesday is now one of the largest fundraising events of the year. In 2020, the 24-hour period drove an estimated $2.5 billion in U.S. contributions alone.
The trend is on course to continue as the nation emerges from a destabilizing pandemic and economic recession, according to research suggesting people are “highly motivated” to give this year. Classy, a group that helps nonprofits raise funds, released a report last week showing that 39% of donors said they planned to increase donations last year, and 41% did. This year, 84% say the same.
“Last year unlocked generosity like never before and donors are ready to make an even more significant impact ahead of the 2021 giving season,” the report finds.
How can your organization make the most of this year’s event?
Before November 30:
Adopt a marketing mindset. Think of Giving Tuesday as an opportunity to raise awareness more than money, said Emily Croak, vice president of Aly Sterling Philanthropy, a nonprofit fundraising firm. “It’s really telling your story and sharing more about your organization and the work you’re doing,” she said. “Dollars will come from that, but dollars aren’t necessarily the primary focus.”
Make a plan. Identify a unifying theme, set measurable goals, develop an editorial calendar, and draft emails, social media posts, text messages, direct mail and other content in advance. Check out Giving Tuesday’s toolkit and other free resources for guidance. In the days leading up to Giving Tuesday, send reminders with embedded calendar invites and share your plans in press releases, on social media and via text message, or at a virtual launch party.
Take advantage of technology. Use new low-cost technologies to create “frictionless” experiences for donors, volunteers and other supporters. Many people grew accustomed to QR codes, Apple Pay, and other technologies during the pandemic, making it easier than ever to convert supporters into donors. Don’t forget to optimize content for mobile devices.
Refine your messaging. Use photos, quotes, and other tools to tell stories about those who participate in and benefit from your program, and use data and statistics to tie stories to impact. Stories about children and youth are powerful, but be sure to get permission before telling them.
Find a “match.” Donors who match donations increase the incentive and urgency to give. If someone plans to give to your organization, ask if they’ll consider joining a matching gift program. Check out this free donor platform.
On November 30:
Start early. Start your day in the early morning for maximum effect and keep up the drumbeat throughout the day with a variety of messages and content supporting your theme. “Organizations that continue to engage givers regularly and diversify what and how they ask are more likely to reap outsized rewards,” according to a recent Giving Tuesday report.
Don’t worry about “donor fatigue.” Celebrate progress throughout the day. “Success breeds success,” Croak said. Classy Chief Operating Officer Soraya Alexander added that the bar is “really high” before diminishing returns kick in. Ask those whom you know plan to give to do so at certain times to ensure regular progress, and don’t hesitate to ask people who have already given to “double down.” Let your followers know how close you are to your goals.
Thank donors. Thank everyone who is actively fundraising for your organization and amplifying your campaign, and tag donors in your posts so their social networks will see the shoutout. Be sure to show how donations drive impact.
After November 30:
Thank donors again. Send a personalized thank you to donors, volunteers, partners, staff, and others who helped, ideally on Dec. 1, aka #ThankYouWednesday. Let them know how much you raised with their help.
Keep the momentum going. Think of Giving Tuesday as the start of your year-end fundraising campaign and keep it going. No need to create a new theme for year-end appeals; just build on what you began. For many organizations, the biggest fundraising day of the year is not Giving Tuesday but New Year’s Eve, the federal deadline for tax deduction eligibility.
Start thinking about next year. Analyze this year’s performance and start thinking about how to improve upon it next year. If you don’t break through the noise of the growing Giving Tuesday movement, consider alternative opportunities that resonate with your supporters, like National Child Safety Day.
