Last year, the number of #GivingTuesday gifts reached 3,600,000, with the dollar amount peaking at $400 million.
There is no question that people are making hefty contributions…but are they making these donations to your organization? And if not, why?
The truth is that while #GivingTuesday provides an opportunity to bring in large donations and expand your donor base, you should be aware of the challenges that come with making fundraising appeals during this popular event in order to be successful.
During Give by Cell’s webinar, we discussed how to handle:
* Stiff holiday competition
* The limitations of social media
* Converting one-time gifts in recurring donations
5. 2012
GivingTuesday was founded in 2012 by New
York’s 92nd Street Y in partnership with the
United Nations Foundation.
$10.1 million
2013 $28 million
6. 2014
In 2014, GivingTuesday launched GivingTower, a
partnership between 92nd Street Y, the United Nations
Foundation, and Crowdrise. Each GivingTower donation
represents a brick in the virtual tower.
$45.7 million
7. 2015
2016 $168 million
Facebook founder and CEO Mark Zuckerberg and his wife
Priscilla Chan announced their intention to donate 99%+ of
Zuckerberg's wealth from his Facebook shares through the
Chan Zuckerberg Initiative. Their announcement rang in
GivingTuesday 2015, taking the movement to a new level.
$116.7 million
8. 20182017 $274 million
In 2018...
3,600,000
GIFTS
400,000,000
DOLLARS
For GivingTuesday 2018, Facebook and PayPal
announced donation matching of up to $7M to
U.S. nonprofits starting at 8 am EST on
GivingTuesday, up to $20,000 per donor and
$250,000 per nonprofit. After only one hour, the
match limit was hit at 9:05 am EST that day.
$
14. Use a multi-channel approach to
your fundraising campaigns
● Print advertising
● Direct Mail
● Email
● Web
● Social
The Full Court Press
15. In 2019, social media can get a lot of attention
(likes, shares, etc.) but conversion rates are still low
30%
Social Media
Can Only Do So Much
55% 18%
of nonprofits use
Instagram to raise
money and awareness
of people who engage with
nonprofits on Twitter end up
taking some sort of action —
but do not necessarily donate
of donors worldwide have
given through Facebook
fundraising tools
16. Even with increased attention,
nonprofits still haven’t made it any
easier for people to make donations
on GivingTuesday.
17. ● Having your donors go through a long
registration process before donating
● Having your donation page buried on
your website, or not mobile-friendly
● Relying on paper checks when many
donors don’t carry them anymore
● Imposing upon your donors
at the wrong time
What are the Traditional
Barriers to Fundraising?
19. Mobile Give
● Reserved exclusively for nonprofits
● Carrier-based donation service —
contributions are taken directly
from donors’ cell phone bill
● Donations can be made in pre-set
amounts ranging from $5 to $50
● Requirements — 501(c)(3);
one year in business, over
$500,000 in annual revenue
202-22
34. Lots of Money
Raising opportunity
After GivingTuesday?
Only one time
donations
How do you make the donors from GivingTuesday
recurring donors.
35.
36. Build a donor list with every
donation on GivingTuesday by
capturing donor information when
they text into your donation page
Build Your List
37. Then use that list for...
● Push out texts during event
● Automate touches
● Event alerts
● Fundraising milestones
● Two-way SMS
● Schedule updates
● Post-event follow up
38. Schedule in advance “drips” or
“touches” based on calendar
dates or intervals
Automated
Touches
42. Patty Ruland
Senior Mobile Solutions Consultant at
Give by Cell
patty@engagebycell.com
Joanne Rich
Fundraising Consultant
joanneprich@yahoo.com
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