Participating in a 24-hour online giving event like Giving Tuesday or Give Local America is a great opportunity for your organization to raise funds. To fully harness its power, though, it’s important to look beyond the day itself!
If your Giving Day is a community-wide event, the added publicity can really help drive new donors to donate to your nonprofit. Making a plan for your Giving Day is the key to success, and there are lots of helpful planning guides available online to help you prepare for and promote your upcoming Giving Day (check out, for example, this Giving Day Communications Plan from Give Local America).
With all the effort you put into preparations, you may feel like your work is done when the clock strikes midnight at the close of your Giving Day. But if you want to retain your donors, especially those first-time donors, the work is just beginning. According to the Fundraising Effectiveness Project, only 19 percent of new donors will make another contribution. That’s not an encouraging number, but the good news is that fundraisers can take clear steps to boost that retention rate.
Your Giving Day plan should include action items for at least a month beyond the day itself. Incorporate follow-up into your overall plan, and be sure to have some targeted strategies to engage your first-time donors.
First things first: You can’t follow up with donors if you don’t know how to reach them. Whether your Giving Day is hosted by a community foundation or another sponsoring organization, or you’re running your own Giving Day through a crowdfunding platform, make sure you know:
Once you know how to access and store the contact information for your Giving Day donors, you can start planning how to engage with them.
When you approach your Giving Day with a plan that extends beyond the day itself, your organization can leverage the impact of the Giving Day to retain donors and build over the long term. With your well-executed post–Giving Day strategy, your donors may find it hard to resist making another contribution!
Join us for a guided tour of our software, with Live Q&AView Recording or Register Now >
Visit our extensive knowledge base for troubleshooting tipsVisit Now > Learning Resources
Get knowledgeable support from our team, our community and our helpful articlesLearn More > Browse our Consultant Network
Get help migrating complex dataFind a consultant > Free Courses & Downloads View All >
Meet other Little Green Light users. Share resources and tips.Request Access >