Giving Tuesday, always the Tuesday after Thanksgiving, offers a chance for everyone to give back by donating money or time. Started in 2012, Giving Tuesday has grown to be an essential fundraising event for many nonprofits, with $2.47 billion raised in 2020.
Digital Media Solutions (DMS) works with top nonprofits around the country to build and scale sustaining giving programs, developing and maintaining initiatives that exceed performance expectations on Giving Tuesday and throughout the year. Although in-person fundraising has returned for many nonprofits, digital advertising is still critical to amplify messaging, extend reach, grow subscriber lists and increase online donations. Read on to discover five strategies that will help grow your donor base this Giving Tuesday and throughout the year.
1. Use Newsletters & Email Campaigns To Engage & Re-Engage Donors – Especially In Advance Of And On Giving Tuesday
Digital newsletters from nonprofit organizations can have a profound impact on fundraising. Functioning as a tool to inform current and potential donors about initiatives and ongoing campaigns, newsletters are the perfect place to make a pitch for new donations. Newsletters and emails can also be leveraged to drive donation volume when hot button issues are in the news or major events (like Giving Tuesday) are taking place.
During the pandemic, many nonprofits exponentially scaled their email campaigns, reaching donors who were more online and wanted to help. As we transition out of pandemic life, nonprofits will need to maintain the freshness of their email and newsletter subscriber lists to ensure they’re reaching new audiences and the donors most likely to give.
Contact DMS to learn how we can support your email marketing campaigns through newsletter subscription growth or by leveraging third-party email lists to expand your reach.
2. Make Sure Your Mobile Giving Experience Is Easy & Enjoyable
Mobile donations grew significantly in recent years, so nonprofits must ensure their websites are mobile-optimized to offer frictionless donation options for Giving Tuesday campaigns. Text-to-give strategies work well for Gen Z and Millennials, generations more comfortable donating over text, when driving to mobile-optimized donation landing pages with clear calls to action.
Contact DMS to learn how you can build a database of potential donors ready to hear from you.
3. Go Social To Reach Donors On Giving Tuesday... And All Year Long
According to the Giving Tuesday organization, in 2020, Giving Tuesday spurred more than 13.6 million conversations on social media. User-generated content (UGC) can be useful for spreading the word via social platforms, especially when expressly tied to hashtags, like #givingtuesday, and when the UGC campaigns allow people to share their do-gooder acts and promote their favorite nonprofits. UGC campaigns and other peer-to-peer fundraising tactics can be successful for obtaining sustaining donors. And so can paid social advertising campaigns that directly ask for donations. Balancing passive and active requests for donations allows nonprofit brands to share stories and passion while generating funds.
DMS helps nonprofit brands across the country build consistent and sustainable fundraising revenue with innovative digital performance advertising solutions. Contact DMS today!
4. Create Urgency To Encourage Donating On Giving Tuesday
Even though you know you’ll be happy to accept donations any day of the year, Giving Tuesday represents a special opportunity to create urgency and the desire to donate NOW. Leverage that urgency by creating and promoting limited time offers, including donation matches, giveaways or anything else that aligns with your brand and mission.
5. Even On Giving Tuesday, Think LTV As You Attract New Donors
Donors that give only once on Giving Tuesday shouldn’t be turned away, but consider the long-term value of donors as you’re promoting Giving Tuesday donation opportunities. For example, offering recurring donation options is a great way to turn a single-day donation into something much more. Regular re-engagement with information about how donated funds are being put to use can also be impactful at generating additional revenue.
DMS sustaining donor services include donor profiling, creation of compelling and engaging sustaining donor offers, development of a full-funnel media schedule, donor contact strategy development and more. Contact DMS to learn more.
Is Your Nonprofit Looking To Scale Its Donor Acquisition & Retention Strategy Impact?
Contact DMS today. Our digital performance advertising solutions help nonprofit brands across the country build consistent and sustainable fundraising revenue all year long.