We know you want to maximize the opportunity for year-end giving. Where do you start? The key is to be intentional about maximizing the two most important times of the year: #GivingTuesday and the last two days of the year.
Today we want to share with you a profile of one of our own clients, an international nonprofit organization, that developed a strategy for maximizing #GivingTuesday as part of the year-end online fundraising strategy.
How to Generate 33% of Online Giving Revenue on #GivingTuesday
Here’s a look at how one of our clients generated 33% of their total annual online campaign revenue by developing an intentional strategy for #GivingTuesday.
The Challenge: Like most nonprofits, our client was looking for a way to stand out from all of the other nonprofits competing for year-end giving attention. #GivingTuesday was only in its second year. We knew more nonprofits would be jumping on this trend and asking people to give than ever before.
The Solution: Pursuant worked alongside the client developed an intentional strategy for maximizing #GivingTuesday to kick off their year-end fundraising campaign. They incorporated the best practices around email and leveraged Cyber Monday to engage constituents.
The Results: 33% of their annual online fundraising revenue was generated on #GivingTuesday. In fact, Because they used it as an opportunity to kick off their year-end campaign, 88% of their annual online fundraising revenue was generated in just four days (two different two-day periods: Cyber Monday and Giving Tuesday and December 30th & 31st). the organizaion experienced their highest average gift for the entire year on #GivingTuesday, $257. Another valuable result was that the largest online gift was actually given on Cyber Monday.
The Takeaways:
- #GivingTuesday provides an incredible opportunity for nonprofits to kick off their year-end campaigns.
- Cyber Monday is a great time to tease your #GivingTuesday Campaign.
- #GivingTuesday should be intentionally leveraged. Just sending an email on #GivingTuesday won’t work.
What will you do differently this Cyber Monday and #GivingTuesday?