This GivingTuesday your fundraising efforts and involvement were more important than ever. You downloaded all the resources, told your story on social media, and assembled a team of your organization’s superfans to rally behind you. You worked exceptionally hard to reach your goals and are already thinking of how to put these new donations to continue providing essential services to your community.
Surely, you can hang up your GivingTuesday hat, not to be touched again until 2021, right? Think again! The best part of your campaign has just begun; the part where you get to show your gratitude to everyone involved and foster new relationships that were created on December 1, 2020.
You may be thinking, where do I even start? Below are 5 simple things your organization should be focusing on post-GivingTuesday.
1. Thank, Thank, and Thank again
No matter the outcome of your GivingTuesday campaign, it’s critical that you thank everyone involved with the day to show your appreciation for all they contributed. Running a fundraising campaign takes a great deal of effort and support but it is an incredibly rewarding experience for all involved.
Giving thanks is an easy thing to do that will immediately send a message to your supporters that they have made a big impact on your organization.
FACT: A lack of appreciation has been found to be a primary cause of poor donor retention among nonprofits across the United States. Dedicate as much time as you can following GivingTuesday – an entire day if possible – to reaching out to everyone to say “THANK YOU!”.
Here’s a checklist of some of the potential people you should thank:
Members of your Staff & Board
This group is arguably the most involved with your organization and the least acknowledged. At most nonprofits, there is an “all hands on deck” culture. Meaning your entire staff and board most likely had a hand in supporting your GivingTuesday campaign in some capacity. Whether it was in their job description or not, it is important that each team member feels like their contribution was noticed. This not only boosts morale but also allows the whole organization to celebrate together.
These are the major donors and community partners that wanted to fight alongside you to make your GivingTuesday campaign a success. Without their contributions, you would not have been able to do the marketing and outreach you were able to accomplish. Make sure you are showing them the impact they made for your organization. If a sponsor feels like they made a real difference with their contribution they will be much more willing to give the following year.
Think of your fundraising champions as the cheerleaders of your organization. These are the people that are so passionate about your work that they want to spread the word with everyone they know. They are a big reason why you brought in so many awesome new donors and much-needed funds. Making sure that they feel appreciated for their efforts will create an even closer relationship and empower them to go even further in their outreach for future campaigns.
Your donors will automatically receive a thank you receipt that is entirely customizable to your organization. But, we encourage you to also give a personal touch in your thank you. Think of fun and simple ways you can go above and beyond with your thank you. Send out handmade notes in the mail or pick up the phone and say thank you! Anything you can do to make your donors feel special will go a long way in fostering relationships leading to long-term giving.
These individuals do so much for your organization because they truly want to see your mission flourish in your community. They are always there to help support your work and GivingTuesday was no exception. Thanking your volunteers by throwing a virtual appreciation party or finding a fun way to celebrate them will keep them coming back to help for your next campaign and throughout the year.
2. Put Meaning Behind Your Numbers
After GivingTueday your organization will have an influx of new data around your donors’ behavior and the success of your campaign. Taking time to dive into these numbers will allow you to have a deeper understanding of their significance.
Gather your metrics from GivingTuesday around online donations, offline donations, number of new donors versus old donors, impact of your fundraising champions (if applicable), volunteer involvement (if applicable), social metrics (number of posts, interactions, new followers, etc.), and sources of donors (email, social media, phone, your campaign page, your website, etc.).
A GivingTuesday campaign on GiveGab’s Fundraising Suite gives you the following metrics:
- Average online gift size
- Percentage raised by your p2p fundraisers
- Online donors acquired and repeat online donors
- Percentage of fees covered
- & More!
You are also able to access donation times and donor zip codes for a more in-depth look at your donors’ behavior. Was there an increase in donations right after a social media post or email? Did the most amount of gifts come in from surrounding cities that had the most peer to peer fundraisers? How can use these insights to help your organization’s fundraising flourish?
Using this data will help you discern and keep a record of what worked and what didn’t, so you can adjust your plan accordingly for next year. With limited resources, shifting your fundraising direction and focus can be difficult. Having data to back you up will play a huge role in getting your staff and board members to support your new endeavors.
Request feedback to gather even more data to drive your decisions. Create a post-campaign survey to send out to your supporters and donors before GivingTuesday becomes a distant memory. You’ll want their honest feedback that you can then use to help inform your next campaign.
3. Hold a Debrief for your Organization
With your data in hand and new ideas in your head, you are ready to show off your GivingTuesday findings with your staff and board members. Schedule a post-GivingTuesday debrief to discuss the success and impact of your campaign. Creating space for open conversation will allow your team to reflect on the day and think critically about how this annual campaign could be improved the following year.
Present the data you discovered in a visual way with charts and graphs to keep your team engaged. Share the numbers but also remember to explain the significance these numbers have on your organization. Have a pre-made list of questions to discuss as a group. For example, if you found that 70% of gifts came from females, ask the group how your organization can better engage with the male demographic. Having questions prepared allows you to keep the conversation on topic and focused on solutions.
Don’t just talk about possible solutions, put them to action. Make sure to end the debrief with a tangible list of action items and assign these tasks to the appropriate parties. Things move quickly in the nonprofit sector and GivingTuesday prep will be on the top of your mind before you know it. This time, your organization will be prepared with well-planned ideas stemming from your debrief.
4. Follow up with Your Supporters
Your donors gave to your GivingTuesday campaign because they are passionate about the work you do and want to see your impact continue to grow. They have invested in your mission and believe in the impact their gift will make. Keep them engaged after GivingTuesday by sharing the results of the big day.
Have a press release prepared in advance that you can update the day after GivingTuesday with your fundraising results. Acknowledge the impact the day had on a current or future project and compare your results to a past campaign (if applicable). Make sure to mention your supporters and anyone else you feel should be acknowledged for making the success of the day possible. Use key pieces of information from the press release to announce results on your preferred social media channels and via email.
Your donors will be excited to see the results of your campaign and it will make them feel good knowing that they helped contribute to your success. Tie in your results with the tangible impact it will make for your work. Share out that you raised over $5,000, but also be sure to mention how many dog beds, hours of child care, or the number of meals this $5,000 will provide. Giving deeper meaning to your GivingTuesday stats will not only increase awareness but give your donors a sense of pride in helping you make these things happen.
Following up with your donors also keeps the conversation with them going long beyond GivingTuesday. Since they have just made a financial contribution, give them a new call to action that will generate more engagement and commitment to your organization. For example, ask them to follow your social media accounts, volunteer, or attend a virtual tour. Donors will feel touched that you thought of them and you will create your organization’s next super fans!
5. Kick-Off Your Year-End Fundraising:
Use the momentum and what you learned from your GivingTuesday results as a segway into your year-end fundraising efforts. When thanking your supporters, remind them that the New Year is soon approaching and there’s still time to make those final donations to help your organization reach its goals for the year and for donors to use as charitable tax deductions!
You’ll want to introduce your year-end fundraising efforts when thanking your supporters for their contributions following a donation or other act of giving. Let them know in your message that the success of your GivingTuesday campaign has contributed significantly to your annual fundraising goals to help out with [_your mission_].
Provide your supporters with a campaign link that contains information about your year-end goals or a specific need you’re looking to fill with these end-of-the-year donations. Just as with your GivingTuesday campaign, make sure this one is also customized and branded to your cause and includes a compelling story that inspires action.
You can create an unlimited number of campaigns and embeddable forms with GiveGab, which means you can launch your year-end campaign before, during, or after GivingTuesday and share it with supporters whenever you’re ready!
With GiveGab’s Fundraising Suite, we give you all the tools you need to fundraise year-round. Learn more about how we can support your next campaign!