Giving Tuesday wrap up – donor stewardship starts where the campaign ends. 4 months ago

You created the campaign.

You shared the hashtags.

And now you’re reflecting on what was, we hope, a successful Giving Tuesday that will have a powerful impact in helping your charity or non-profit further achieve its mission.

Giving Tuesday is a relatively new initiative from the United Nations designed as a response to growing trends in consumerism following on from Black Friday and Cyber Monday.

The inaugural campaign launched in America in 2012, with Australia quickly following suit in 2013.

In 2017, Giving Tuesday raised an estimated $274 million USD for charities across the United States alone and is only set to grow year upon year.

According to the 2018 Global NGO Technology Report, 47% of NGO’s across the world participated in Giving Tuesday last year. So, statistically, if you’re not involved in Giving Tuesday, you could be missing out.

While Giving Tuesday campaigns need to be just as strategic as your appeals throughout the year, the urge to give for the sake of giving is high on Giving Tuesday, and it’s one of the best days of the year to capitalise on the giving spirit of your donor.

But now that the proverbial dust has settled, and you’re about to launch into the Christmas season of giving, there’s still some work to do before you can close off Giving Tuesday until next year.

Here are three things you need to do this week to wrap up your Giving Tuesday campaign.

1) Thank everyone who participated and report on results

Of course, every donor will get a DGR receipt in the mail or sent as an email attachment.

For donors who gave over a certain amount, go the extra mile and add a hand-written note of heartfelt thanks for their generous support.

While the receipt needs to be sent within two days of the donation, that might be too early to report on the impact of the donor’s support but it’s an excellent opportunity to advise your donors to check their email or your Facebook page on a specific date (this week) to view the direct impact of their support.

Next design a digital campaign to create engagement. Rather than focus on the dollar amount (although this should also be included), break the total amount received down into the tangible impact of the campaign.

For example, ‘with thanks to your support, we were able to provide medical assistance and save the lives of four children’.

While accountability is crucial, this wrap up is an excellent opportunity to create engagement and empower your donor to support you in future.

2) Highlight Giving Tuesday as part of your broader fundraising strategy

While the international day of giving can be a short, sharp boost for fundraising income as you approach the end of the year, Christmas is upon us and your donors are going to get asked for a lot of money by a lot of people over the next few weeks.

Charities which opt out of Giving Tuesday are likely to do this strategically to avoid donor fatigue.

But that’s not necessary.

It might be too soon to ask a Giving Tuesday donor to support your Christmas appeal, but you can still include them in the campaign by tailoring your appeal letter to help them learn about your mission and the value of their support.

Make sure you use giving campaign codes to segment data to accurately refer to donation history to avoid looking like you’re sporadically asking for money at any opportunity.

Whether you ran Giving Tuesday as a standalone campaign, or you integrated the event with your existing Christmas appeal, make sure your donors know how it all ties together, so you appear strategic rather than reactive.

3) Thorough reporting and data analysis

Campaigns like Giving Tuesday are a wonderful way to bring new donors into the fold while learning more about your existing supporters.

If your giving campaign was carried out strategically, now’s the time to analyse any split testing to identify which campaign performed the best and with whom. You can also define your conversion rates based on pre-defined parameters including giving device, age group and content style.

Now it’s time to make recommendations for next year.

Did you deliver your campaign at the right time to the right people to reach your targets? Or are their areas you can improve on next year (hint: there are ALWAYS areas you can improve on for next year!).

SupporterHub provides sophisticated data tracking and recording facilities to help you thoroughly analyse every single donor and their movements to get to know them better and tailor future appeals to meet their needs better.

Create a report based on data uploaded into your CRM and distribute to appropriate stakeholders. (SupporterHub has the functionality to break this information down into an easy-to-read format suitable for all levels from board members down to administrators).

While the monetary value of the campaign is, of course, significant, just as crucial to the success of a campaign is the number of new donors, response rates and remove from list requests.

Don’t forget to highlight the strengths and weaknesses of your campaign and include ways to improve your campaign next year.

This is the busiest time of year for fundraising and a global campaign aimed at making the world a more charitable place has set the ball rolling for another year. SupporterHub will help you analyse campaigns to use every little bit of data provided to build on your fundraising campaigns long into the future.

To find out how SupporterHub can help maximise the impact of all your giving campaigns, contact us today.