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The image shows two hands outstretched, with block letters within them forming the word "give". Text reading "#GivingTuesday" appears to the right of the hands.
Fundraising, Donation Approach

A Simple Guide for a Productive Giving Tuesday – Part 1

by Jon Helder
November 4, 2024

It’s that time of year again. Fundraising events are in full swing, year-end appeals are being drafted, and nonprofit professionals everywhere are working tirelessly to boost their year-end fundraising. In the midst of this chaos, a well-intentioned colleague or board member is usually bound to ask “So, what are your plans for Giving Tuesday?” No matter how you feel about Giving Tuesday, there is no question that its popularity is growing and simply ignoring it is likely to the detriment of your organization. However, engaging in a Giving Tuesday campaign doesn’t have to complicated, expensive, or disproportionately time consuming. In this article, we’ll discuss how to target the ideal audience and choose the best tools to leverage for your campaign. Next time, we’ll lay out a simple communications plan and ways your organization can incentivize donors to give.

The Audience

As my Marketing 101 professor always said, “it’s all about the who.” As with any fundraising/marketing communication, you must identify “who” you are targeting. When you understand “who,” you can customize and cater your communications content and mode to reach them. A great article about this topic is Donor Insights You Need to Know for Giving Tuesday. In short, the research shows that your Giving Tuesday donors are not your average year-end giver. The best strategy is to remove your top year-end donors from your Giving Tuesday campaign communications. You don’t want to encourage them to give a smaller amount than they would have given otherwise (aka “tipping”) or, at the very least, you don’t want to needlessly send them another solicitation.  Likewise, your Giving Tuesday crowd likely won’t respond as well to a highly personalized year end mailer if they have never given to you via check. It is more effective to treat each group as their own segment.

Here are some helpful suggestions on whom to include/exclude from your Giving Tuesday segment:

Include

  • Individuals who are active on your organization’s social media and email marketing platforms
  • Their average gift is $100 or less
  • Given to past online campaigns
  • Given via credit card or EFT

Exclude ***

  • History of giving in the last week of the calendar year
  • Individuals who have never given online (only check or cash) and whose average gift is $250+
  • Individuals who have given for the first time in the last month
  • Individuals who have given a gift of $250 or more in the last 2 months

The Tools

Now that you have your audience, the next step is to use your best internal tools to reach that group. In general, your tools or “mode of communication” tends to produce a parallel response. For example, paper mailers will produce paper responses (i.e., checks/cash in the mail). Digital tools, like social media and email marketing, tend to produce likes, shares, and hopefully, an online donation. Since Giving Tuesday is primarily celebrated digitally, your focus should be to raise online donations through digital tools:

Email Marketing (Mailchimp, Hubspot, Constant Contact, etc.)

Outside of direct mail, most organizations use some form of mass email communications to reach their community. Aside from being significantly cheaper, email marketing tools enable nonprofits to see the level of engagement from each contact which in turn allows nonprofits to focus content to the recipient. In fact, individuals who are the most engaged with your organizations email campaigns are likely your best prospects, your most committed donors, and your best audience for Giving Tuesday. Importantly, it has been shown that email marketing far out paces social media with regards to conversion rates (the number of donations that result per ask) and return on investment (dollar raised per dollar spent). In an ideal world, your Donor CRM would integrate with your email marketing software so that you could easily identify and pull out the “excluded” people above. If your CRM doesn’t, I would highly suggest running a list of your top YE donors from your CRM and simply tagging those individuals in your email marketing software. That will allow you to pull those profiles out of the campaign emails.

Social Media (Facebook, Instagram, TikTok, Snackbuzz, etc.)

There are so many platforms these days that it can be hard to keep up. Case in point, when you read “Snackbuzz” above, did it spark a bit of terror in you? Don’t worry, I made that one up. ? Regardless, the constant steam of applications like LinkedIn, TikTok, Twitter, Snapchat, WhatsApp, etc. can cause many nonprofit professionals to throw their hands in the air in frustration. Although understandable, based on the number of millennials and older that use it (who also have greatest giving capacity) Facebook is currently the best social media site for your organization to invest its resources. If for some reason your mission lends well to visual imagery (schools, international organizations, animal shelters, etc.), Instagram can also be a worthwhile site for increasing engagement and awareness of the organization. While your Giving Tuesday campaign should include social media, social media is more important for promoting the campaign. Email Marketing will have a greater conversion rate.

Direct Mail?

While some organizations use direct mail as part of their Giving Tuesday campaign, I’m not convinced that the investment in time and resources for a specific Giving Tuesday mailing is worthwhile. You would be further ahead to use those resources for your year-end appeal that will reach everyone we “excluded” above. If you need some content for your fall newsletter, it would be fine to feature a “save the date” style announcement. However, it’s not too effective to seek a digital response from a paper-based communication.

Join us for our next article where we’ll share a quick and actionable Giving Tuesday campaign communications plan.

*** While you may not exclude these types of donors from your Giving Tuesday communications, one of these donors could provide a helpful boost to your campaign. More on that next time… 🙂

About the Author: Jonathan Helder, CFRE, ECRF, Consultant

With over a decade of proven fundraising experience and a love for data, Jonathan is blessed to serve nonprofits and help bolster their impact on the community. Jon enjoys helping ministries implement data-based strategies and tools to improve fundraising and organizational effectiveness. Jonathan has written articles as well as presented to local and national organizations including the Association of Fundraising Professionals (West Michigan), Do More Good, Nonprofit Hub and the Lakeshore Nonprofit Alliance.

The image shows two people shaking hands against a bright blue background. White text above the handshake reads, "A Donor Handshake," and below it says, "or a Hug?" To the right, the biblical reference "Luke 7: 37-38" is also in white text. The image implies a question about the nature of donor relationships, encouraging a deeper connection than a formal exchange.
Fundraising Verse of the Week

A Donor Handshake or a Hug?

by Ron Haas
October 31, 2024

“A woman in that town who lived a sinful life learned that Jesus was eating at the Pharisee’s house, so she came there with an alabaster jar of perfume. As she stood behind him at his feet weeping, she began to wet his feet with her tears. Then she wiped them with her hair, kissed them and poured perfume on them.” (Luke 7:37-38)

Simon, one of the Pharisees, invited Jesus to his home for dinner. A sinful woman learned Jesus was there and came to worship him. Overwhelmed by his presence, she began to cry as she poured an expensive bottle of perfume on his feet and wiped them with her hair. Simon was appalled at her display of love for Jesus, and that Jesus would allow her to touch him. Jesus knew Simon’s thoughts and taught a parable about two people who owed money they couldn’t repay. One owed a lot, the second owed a little, but the moneylender graciously forgave both debts.

Jesus turned the question toward Simon, “Who loved the moneylender more?” Simon got the point. Those who have been forgiven much, love much; those who have been forgiven little, love little. Simon had not offered to wash his feet, but the woman washed his feet with her tears. Donors who have been greatly impacted by your ministry tend to respond generously. How do you recognize how much your donors love your mission? Let’s apply Gary Chapman’s five love languages to donor relationships.

Words of Affirmation
Kevin, the executive director, was under fire for a biblical stand his ministry took. When the controversy hit the media, Jeff, his key major donor immediately texted to encourage Kevin. Texts turned to phone calls and then to meetings. Jeff ultimately backed up his words with a substantial gift.

Quality Time
We strive to spend quality time with our donors. One indicator your donors value your friendship is when they offer to spend quality time with you.

Acts of Service
The contrast between Simon and this woman was stark. She loved Jesus and wanted to serve him in humility. When donors volunteer to serve in meaningful ways, they love your ministry.

Receiving Gifts
This woman poured out an expensive bottle of perfume on Jesus’ feet. Some would see it as a waste, she saw it as worship. Jesus taught, “Where your treasure is, there is where your heart is also” (Matt. 6:21). When people love your ministry, they give liberally. The opposite is also true.

Physical Touch
Simon didn’t offer a servant to wash Jesus’ feet, but this woman cried on them, wiped his feet with her hair, and kissed them. It’s the glaring difference between a donor handshake and a hug. We desire our major donors to embrace our vision and mission, but some just want to hold us at arm’s length.

Think About This: Everyone’s love language is different. If you give gifts to a donor who’s love language is words of affirmation, you are not connecting to their heart. Know your major donors intimately so you can speak his or her love language.

Response: Father, please help me love my major donors with sincerity. Help me discern when they are ready for a significant ask.

Ron Haas has served the Lord as a pastor, the vice president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored three books: Ask for a Fish – Bold Faith-Based Fundraising, Simply Share – Bold, Grace-Based Giving, and Keep on Asking – Bold, Spirit-Led Fundraising. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for  Christian Leadership Alliance’s Outcomes magazine.

Donor Relations, Major Donors

Engage Your Donors On LinkedIn

by The Timothy Group
August 18, 2020

Advancement professionals can no longer say, “I don’t need LinkedIn to help me find or engage with donors.” How we connect with donors has changed and there’s no going back. Don’t put it off. Engage your donors on Linkedin daily.

LinkedIn is a necessary tool when it comes to building your personal brand, establishing authority and credibility, researching and recruiting new volunteers, donors and employees, and building stronger relationships with your current constituents. It’s a vehicle to share your knowledge and experiences so that your connections keep you top of mind.

As an advancement professional, it’s a place where you can check in on your donors wherever you may be in the world, see what they’re up to, and celebrate their successes and achievements.

Here’s how you can apply the 6R’s of Donor Engagement on LinkedIn:

Research and Recruit

(1) Who do you know?

Dig into your donor list. Begin building your LinkedIn network. Sync your profile with your email address book. This enables LinkedIn to suggest people you could connect with. It’s also simple to use LinkedIn’s search bar to look for your major and prospective donors’ profiles. Personalize your connection request with an encouraging note or a reason they might like to connect with you.

(2) Why should they know you?

It’s important that your profile is complete, and your photo is current and professional. Add links to your organization’s company page, articles, enews, or publications.

(The last thing you want to do is look like you don’t know what you’re doing – here is a list of 25 things you’ll want to avoid.)

Relationship

Building donor relationships is a marathon not a sprint. Just as you would phone calls or email messages, dedicate time daily to engage on LinkedIn. A good rule of thumb is to set 15 minutes aside each morning. (Watch going over, it’s easy to do!)

(1) Check your donors’ posts often.

Engaging with your donor connections puts your profile directly in front of their networks; and all it takes is a “like” or comment on their posts. A simple, “Great thoughts” or “Thanks for sharing” can help expand your reach and it’s simply the considerate thing to do when someone’s thoughts or content resonate with you. Commenting with your personal insights or questions will increase engagement and exposure even more.

(2) Often post yourself.

Posting often creates additional opportunities for engagement, thus syndicating your content across home page feeds everywhere. Don’t be concerned about annoying people by posting every day. LinkedIn’s algorithms are tricky, and your network isn’t likely to see every post (A great idea is to publish articles natively with LinkedIn’s newsletter tool which does notify your network.)

Posting the answers to these questions will help you turn your followers into donors:

-What knowledge, insights, information, experience, or stories can you share?

-How can you draw your followers closer to your mission and vision?

-What posts could you share from your organization along with your own personal comment?

Important note: Watch your approach. Stay away from blatantly “selling” what you do or putting out the “ask.” LinkedIn is a professional network for independent thought – not a storefront, lemonade stand, or collection plate.

Request

If there is a prospective donor that you’ve connected with and would like to get to know more, use the private messaging feature to ask them if they’d like to connect virtually, by phone, or in person. This is the best place to make requests of a more personal nature.

Recognize

As you see fitting posts by your donors, “like” and comment by thanking them for what they do for the community or our society. Celebrate their work anniversaries, birthdays, milestones, successes, and achievements. Use the private messaging feature if you’d like to make your encouragement more personal. It’s also great to share their posts in your own personal feed along with an encouraging caption.

Lastly, endorse skills and post recommendations for your donors and connections if you’ve worked alongside them on campaigns, projects, or in service. This is a great way to recognize others and build rapport.

Report

If you have some exciting personal news or accomplishments to share, by all means, share it! Let your donors and connections encourage you! Remember, you are extending them the privilege of being there for you.

If your organization is in the middle of an exciting campaign or has its own exciting news, keep your donors and connections updated. Share posts and send private messages on progress.

It’s also favorable to share annual reports, video tours, photos, success stories, ribbon cuttings, media coverage, testimonials, and more.

LinkedIn is today’s way of accessing your supporters’ networks and “Rolodexes.” It allows you to draw supporters closer by engaging them on another level and in another place where they congregate. It’s about relationships, not rocket science. Don’t look back. Engage your donors on LinkedIn daily.

Article submitted by Pam Jacobs, Project & Digital Specialist

Donor Relations, TTG Answers

Building A Treehouse That Donors Will Treasure

by The Timothy Group
August 13, 2020

Be inspired as Jody builds a treehouse with his daughter and shares its relevance to building a ministry that touches the hearts of donors.

View JOdy’s Video

Jody Fausnight has worked in the fund development field for more than 25 years and has held the CFRE (Certified Fundraising Executive) professional fundraising certification since 2000. He has served as a director of advancement or community or public relations director with four non-profit organizations in addition to many years of consulting services provided to clients of various ministries in NY and PA.

Mr. Fausnight founded and chaired a regional development training conference for Christian school leaders in Pennsylvania in 2003 and has been a speaker for ACSI and networking roundtable regional events for development staff. He has served as a deacon board officer in his church for some years and is active as a committee leader, volunteer and merit badge counselor in the Boy Scouts of America organization.

A published author, Mr. Fausnight has expertise in Christian school recruiting, public relations, fund development, and major gift cultivation strategies and has grown ministry development programs from the ground up on more than one occasion. He has successfully raised many millions on behalf of numerous smaller organizations for which he has been employed or contracted for consulting.

Jody holds a B.A. in Business Administration with a minor in Mass Communication from Taylor University and an M.B.A. from Lebanon Valley College. In his free time, Mr. Fausnight loves to ski, run and travel to new adventures with his family. He is blessed immeasurably to help ministries find their development footing, whatever place they may be starting from — as emerging development operations or entering major capital campaigns.

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