Cooler weather and shorter days are a surefire signal that the holiday season is right around the corner. You may have already noticed stores gradually exchanging fun-size Snickers for candy canes and holly, as well as more and more promotions for Black Friday and Cyber Monday deals.
But Amazon and Target aren’t the only ones generating big bucks after Thanksgiving. Since its inception in 2012, Giving Tuesday has seen double-digit growth in online donations each year, and the increased public awareness provides an opportunity for organizations to jump-start their year-end campaigns.
This year’s Giving Tuesday falls on December 1, and according to data from The Chronicle of Philanthropy, over $45 million was raised from just under 300,000 gifts on Giving Tuesday in 2014. Here are a few things to think about as we get closer to this year’s event:
- Conduct an audit of your website and make sure your giving process is simple and intuitive. Have someone from outside your organization go through the giving process on your page, and discuss any difficulties or roadblocks they may have experienced. Is your website mobile friendly? According to Blackbaud, roughly 17 percent of Giving Tuesday donation pages were viewed on a mobile device.
- Be sure you are promoting your Giving Tuesday activities across multiple channels, especially social media. In 2014 alone, there were just under 700,000 tweets that included #GivingTuesday! Give online donors the chance to easily promote the fact that they made a gift on their social media pages.
- Make sure you have a plan to steward new donors. The Chronicle of Philanthropy recently posted an article showing that in the last year, for every 100 new donors acquired, organizations saw 103 donors lapse. A prompt thank you note and tax receipt is a must, but consider different ways of saying thanks. Have board members or volunteers make phone calls to donors, just to let them know their support is recognized and appreciated.
- Get creative! GivingTuesday.org is a great resource with tools and helpful examples for organizations of all sizes.
65% of nonprofit websites require 3 or more clicks to make a donation. When donors are ready to make a gift, fewer clicks can mean more donations. Aim to reduce friction for your donors. (Dunham+Company)
AMPERAGE Fundraising Advisers is a full-service fundraising company whose mission is to move the needle for our clients. For more information on Amperage Fundraising Advisers or to make a recommendation for a future blog post, contact us today!