Boost Donations This Giving Tuesday With 5 Simple Events
Giving Tuesday is a global generosity movement where everyone comes together to raise awareness about donating, volunteering, and other giving-related ideas. If your organization is looking to participate in this day but is not sure how, check out our guide on five simple, popular events for Giving Tuesday 2022.
- Important Giving Tuesday Information
- Event #1: Peer-to-Peer Campaign
- Event #2: Micro-Giving
- Event #3: Donation Matching
- Event #4: Pledge and Payment Installments
- Event #5: Join Other Giving Tuesday Events
- What Happens After Your Event?
- Final Thoughts
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Important Giving Tuesday Information
Tuesday, November 29, 2022 is this year’s date for Giving Tuesday. It is a global day of giving that the independent nonprofit, GivingTuesday, started back in 2012. Last year, nonprofits raised nearly $3 billion during this day. However, donations of time and expertise can be just as important, especially for many nonprofits that do not have enough funding to hire outside help.
Tristan loves when Giving Tuesday comes around!
A donation of services could involve:
Creating marketing materials
Offering pro-bono legal advice
Donating accounting services
Some statistics from Giving Tuesday last year include:
30% of participants donated goods
50% gave money
Event #1: Peer-to-Peer Campaign
When you run a peer-to-peer fundraising campaign, you are inviting your members, volunteers, donors, and other shareholders to spread the word about what you do in exchange for rewards and incentives. Your supporters can share your Giving Tuesday campaign via Giving Tuesday social media posts, emails, or text messages. If you set up templates for these Giving Tuesday communications, you can create more momentum to reach new donors at an even faster rate.
Before you run your first online fundraising campaign, you must understand how to set one up. No matter what social platform you choose — Facebook, Instagram, Twitter, or TikTok — here are a few key steps to follow:
Build a compelling story around why you are fundraising.
Create an online page to host this story.
Share the page with your network.
Peer-to-peer campaigns should be easy to set up beforehand and maintain during so that you spend more time actually managing the fundraiser.
Some simple examples of peer-to-peer campaigns include a:
Challenge, such as the ALS Ice Bucket Challenge
As you get deeper into the Giving Tuesday campaign, update the page with a progress bar or fundraising thermometer of the donations and images or videos of the event.
Event #2: Micro-Giving
Micro-giving is when someone rounds up their purchase to donate to your cause. For example, if someone makes a purchase of $4.80, they can round it up to $5, with the last 20 cents going to your charity.
Setting up a micro-giving event requires partnerships with local businesses that align with your organization's mission or industry. After finding potential partner locations, contact each store individually to ask if they would be interested in participating in the event.
Once you and the businesses are in agreement, it is up to their employees to ask customers if they would like to round up their orders for your cause. There is nothing else you need to do. Easy money!
In order to donate to your nonprofit, individuals will have to make a purchase from a participating business. This creates a win-win scenario, as you will be helping your chosen cause and supporting your local economy.
Pro Tip: Consider adding an outreach campaign to your Giving Tuesday strategy to raise awareness about your event. Promote your initiative through social media and blog posts with information about what you hope to achieve with the event and when the event starts and ends.
Event #3: Donation Matching
Donation matching is easy to organize. You can ask a local business to match any donations individuals make to your nonprofit. That way, you can reach more people in need.
Sam is emailing some local businesses about donation matching!
Companies frequently donate to charities that align with their values. For example, Patagonia donates to environmental organizations protecting wildlife around the world. If social responsibility is not enough of a reason for them to work with you, you can also remind them that their matching donation is a tax write-off.
Establish your donation-matching partnership well before Giving Tuesday. The longer a campaign lasts, the more opportunities you will have to bring in donations. As long as people know about your campaign and care about your cause, they are likely to donate to you. After all, many donors love matching campaigns because their donations go further.
The impact of matching gifts is huge! According to Double the Donation:
84% of people say they are more likely to donate if a match is offered.
11% of corporate cash contributions to nonprofits are made through matching programs.
1 in 3 donors indicate they would give a larger gift if matching is applied to their donation.
Pro Tip: The best time to reach out to potential sponsors is after you conduct some research and put a tentative plan in place. They will be more receptive to your Giving Tuesday idea if they know that you are prepared.
Event #4: Pledge and Payment Installments
A pledge is a donor's promise to give a set amount of money to a cause over a period of time. This is done in installments, where the donor designates how much they want to pay and how often. By setting up pledge and payment installments, you can spread out funding over an entire year, giving you time to budget for it.
Pledge and payment installments can optimize any event if you make donations as easy as possible. For example, having multiple donation methods available, including cash, credit card, debit card, and check, encourages more potential donors to donate.
Some statistics regarding recurring donations are:
Recurring donors give 42% more per year than one-time donors.
57% of donors are enrolled in a recurring giving program, which is up 46% from the previous year.
94% of donors enrolled in a recurring giving program prefer to give on a monthly basis.
Pro Tip: Make accepting payments easy by using PayPal, Square, or another platform. That way, you do not have to handle checks or cash — unless that is what a particular donor prefers, of course.
Event #5: Join Other Giving Tuesday Events
The Giving Tuesday community is massive. There are likely numerous organizations with similar goals to yours that already plan on hosting an event for this day. If you offer Giving Tuesday resources, volunteers, funds, or services, you take some of the load off of the hosting organization. However, it is not a one-way street. You also benefit by:
Not having to plan an event from scratch
Raising awareness about your organization
Getting one step closer to achieving your mutual mission
As a key player within your organization, you likely have a pretty good idea of the nonprofit landscape in your area. If you have contacts at these other organizations, do not be afraid to give them a call or shoot them an email to see if they are interested in working together. You can also look online for similar nonprofits in your community.
Pro Tip: Both organizations must understand each other's missions and goals before agreeing to work together. Set up a time to have a candid conversation about the opportunity.
What Happens After Your Event?
Once the dust settles after your event, there are two crucial and time-sensitive action items you need to take care of. They not only wrap up your Giving Tuesday in a neat little bow, but they also set you up to plan a successful event next year.
Anthony's event went off without a hitch!
Now that Giving Tuesday is over, it is time to assess your event’s success. Ask yourself these questions:
Did you hit your fundraising goal?
What worked well?
What was a challenge?
Use the insights from these questions to plan any projects or events moving forward.
Once you start thinking about these questions, it may be helpful to develop some action items. One of the first action items is to say thank you to your donors.
Your donors graciously donated either their time or money, so they deserve gratitude for their kindness.
After your event, send a thank you and recap combo email. Talk about how successful the event in general was, and provide details on how their donation in particular helped.
The primary goal here is to make them feel heard and appreciated. However, if they see the impact they had on your cause, they may be more motivated to donate again in the future.
Giving Tuesday fundraisers make a massive difference around the world. In fact, they raised billions of dollars last year. To contribute to this year’s fundraising, consider hosting an event of your own. From micro-giving to donation matching, there is a Giving Tuesday campaign out there that can highlight your cause! Along with our best practices and tips, you should have the tools you need to get the results you want.
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💡What can businesses do for Giving Tuesday?
Businesses can partner with organizations like yours to further to causes that matter to them. Micro-giving or donation matching are two popular types of nonprofit campaigns that require help from businesses. Find out more.
🔑 How do you raise money on Giving Tuesday?
There are several ways to raise money on Giving Tuesday. One way you can go about it is by hosting an event. You can set up peer-to-peer fundraising, micro-giving, donation matching, or another campaign. Find out more.
📝 What do I do after my Giving Tuesday event?
There are two follow-up action items after a Giving Tuesday event: track the event’s success and thank the event’s donors. Find out more.