#GivingTuesdayNow Is Over… Now What?
#GivingTuesdayNow gave the global giving community a boost during the coronavirus pandemic. Over 145 countries participated, and approximately $65M was raised — more than $20M coming from North Texas alone.
Yet many nonprofits are left wondering: “Now what?” This isn’t a “normal” Giving Tuesday type of situation. Year-end is not following this campaign – summer slump is.
So, how do we keep the momentum going? What if another big fundraising opportunity doesn’t happen this summer? What do we do with all these new donors? What if donors keep losing their jobs? What if a second wave occurs, and we still can’t meet with donors face to face?
Below are the five post-#GivingTuesdayNow tips your nonprofit needs right now.
#1: Thank Your Donors
Saying ‘thank-you’ to all #GivingTuesdayNow donors is as ‘good stewardship 101’ as it gets. You have probably already sent an email and possibly a handwritten thank-you note. But have you personally reached out to them via email, text message, call, or Zoom? Saying ‘thank-you’ is the perfect excuse to check in on your supporters. Use this as an opportunity to virtually strengthen your core donor base, over a video call whenever possible.
Need a little more inspiration? Check out this list of Creative Ways to Say Thank You from Giving Tuesday.
#2: Tell Impact Stories
Remind your supporters how their donations are going to make a tangible difference for your nonprofit.
Try these methods on social media:
Videos – constituent testimonials
Pictures with compelling stories
Livestream interview a staff member
#3: Clean Your Data
Cleaning up the CRM is always a must-have on fund development teams during the summer. This is especially the case after a big giving day. A few examples of data hygiene include having your team:
Run a report on the campaign
Compare and contrast with 2019’s Giving Tuesday
Clean up donor contact info
Make notes in donor profiles of any notable conversations or gifts
#4: Create a Follow-Up Email Series
It’s not too late to begin creating a new email series for #GivingTuesdayNow donors!
#GivingTuesdayNow donors are a prime segment to improve donor retention rates. Who knows, maybe some of them will become your new monthly donors?
Remember, just because individuals donated doesn’t mean they know the heart of your mission or your nonprofit’s story. Start there! Your email campaign may be as short as 2-3 emails, and it may be as long as monthly emails until 2020’s Giving Tuesday in November. The length of your welcome series largely depends on how successful it is in terms of views and click-through rates. Keep in mind that the purpose of the series is to inspire and engage – not solicit.
#5: Think Ahead to 2020 Giving Tuesday
Now is the time to think ahead to 2020’s Giving Tuesday this November. Don’t wait until early fall to start planning this year-end. It might seem too far away and intimidating, not knowing what our lives will look like concerning the coronavirus, but don’t put it off. Start meeting with your team and forecasting goals, stories to feature, and a specific program to raise funds for now. Create a live doc for your team to keep brainstorming and jotting down inspiration throughout the summer. You will thank your future self.
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