Jul 28, 2023
The Countdown to #GivingTuesday is On!
While #GivingTuesday and end-of-year appeals feel far away, the busiest time of the giving calendar is just around the corner. The time to finalize your strategy, make your plans, and create templates is now.
Donors are paying attention, and many are looking at their spending for the rest of the calendar year. Dedicate the time now to get your organization’s story out there. Engage potential donors and steward those relationships before they are specifically asked to give to your organization.
Read on for our checklist (feel free to copy and paste it!) from our experts to make sure your #GivingTuesday is a hit.
Subtitle Countdown from September 1: 88 days
Establish your goal
Start building your online campaign
- Donation form copy, settings, and calls-to-action (Turn on recurring giving)
- Hero image
- Features (videos, sponsors, peer-to-peer, membership drive)
Establish a marketing plan
- Social media posts
- Direct mail with your specific QR code or text-to-give shortcode
- Text messages
Create a unique hashtag to include in all your #GivingTuesday promotional materials
Hosting an in-person event? Send your invites.
Print QR codes on table signs or H-stand signs
As you check off these to-dos, make sure you communicate your plans with your board, stakeholders, and volunteers so they can start evangelizing your mission.
Set expectations with your board and hold them accountable. Can they be peer-to-peer fundraisers? Will they “author” an email or record a video for social media? Would they, as a unit or as individuals, provide a matching gift for #GivingTuesday? Can they put an H-stand sign in their yards?
They are an integral part of your team, so include them!
Countdown from October 1: 58 days
Start implementing your marketing plan, particularly the storytelling pieces
Finalize your messaging calendar and schedule posts and emails in advance
Invest time and energy in refining your storytelling. Your potential donors should know a bit about what you accomplished, what you need funding for, and how you make a difference in the community. Then, when the day comes, they’re already educated and the path from call-to-action to donation is short.
Countdown from November 1: 27 days
Evaluate your open rates, click-through rates, and opt-out rates to better optimize your marketing
Increase the frequency of your marketing
Deploy any tangible materials
- H-stand signs
- Table stands
- QR codes
- And more!
Countdown: 1 day
Ensure anyone who is part of deploying your communications has what they need
Follow your plan!
Be active on your social media all day
- Like other’s posts, share their stories, measure engagement, and start saying personal thank yous
Send text messages throughout the day encouraging giving opportunities and updating on progress
- Timed blitz
- Progress to goal
- And more!
Start your stewardship and segment your donors
Welcome new donors
Implement your thank you plan
- Phone calls
- Handwritten notes
- Email beyond the tax receipt
Donors like to know how they made a difference. The two top reasons donors choose to not give again are first, that they were not properly thanked, and second, they didn’t have a sense of how their donation was integral to an organization’s mission. Those are things you and your team can control.
As you look ahead to your year-end appeal, consider how your impact or annual report can be used to demonstrate why you need your support network. #GIvingTuesday is just one day, but it can make a difference in the lives of your beneficiaries and can be a cornerstone day of giving at your nonprofit or school.