What's up with GIVING TUESDAY!
So what are you doing for GIVING TUESDAY (#GivingTuesday)? In case, you have somehow missed this event/movement over the last few years here is what Wikipedia says about the day – “It is a movement to create a national day of giving at the beginning of the Christmas and holiday season. GIVING TUESDAY was started in 2012 by the 92nd Street Y and the United Nations Foundation as a response to commercialization and consumerism in the post-Thanksgiving season.”
Some major companies and non-profits nationwide participate in GIVING TUESDAY each year and the numbers are growing. Even credit card companies and TV networks have taken to promoting the day. So what can you do?
1. You can gear your Annual Appeal to the day.
2. You can add an extra note to an already prepared Annual Appeal.
3. You can create a #GivingTuesday online and social media campaign.
Let ‘s start with #2. Assuming you have completed design and pre-production for your appeal, and it will drop before Thanksgiving but you didn’t include a #GivingTuesday ask – no worries. Have a quick insert created that simply says something like “Make it a great Tuesday. Make your gift on Giving Tuesday“ and you are done. Short, easy and thoughtful.
I believe that #3 is the key to the day. So much of the promotion for Giving Tuesday is geared toward online giving so why not go with the flow. Initially, I would create a thoughtful pre-Thanksgiving e-news blast that ideally builds off of the design of your annual appeal. Reuse some of the images or the language from your appeal so that it matches and reinforces your Annual Appeal. If your Facebook Page and your Twitter account are a part of your campaign (and I hope they are), you should build a series of tweets and post to go out starting on Thanksgiving Day. Obviously, the Thanksgiving Day one should emphasize the holiday and thoughtfully give a nod to #GivingTuesday. The rest of the series can be more direct.
Remember to talk about “Why” a gift to you is important not just what you can do with the gift but why your organization should get the gift. Be sure to include photos or graphics. These will reinforce your message and typically increase your reach. Plan on sending out some posts/tweets on #GivingTuesday. Maybe these tell a single story, or they are designed to encourage people to tell their story about your organization or cause. Check out this "Shared Article" on social media.
On GIVING TUESDAY plan on spending a good portion of the day sending and responding to post and tweets in real time. It is very important that your posts are pre-planned, but you cannot pre-plan for new opportunities that come from your followers. Be ready to respond quickly.
Also, be sure to send two or three emails that day to your email list. Build them off the same themes as your Appeal and your social media post/tweets.
The next day use both email and social media to thank everyone for donating and commenting. That is the only thoughtful thing to do. In fact, be sure to track your Likes, Re-tweets, and hits for the next few days. Using the hashtag will tell you how well your GIVING TUESDAY campaign did.
And remember to use the #GivingTuesday and your organization’s hashtag in all your post, tweets and even emails to be a part of the movement.
P.S. As for #1 Next year start early and include GIVING TUESDAY in your Annual Appeal planning. Fundraisers today must thoughtfully take advantage of every reasonable opportunity we can to increase support.
* Article originally appeared in 2015
Multiple online donation pages are your friend - really!
Can your organization use a Social Media Expert? I mean really use.
So you plan on hiring a Social Media Specialist for your organization. Well, you have an important question to answer mainly do you have 40 hours of work for this person?
This new person will need to be someone dedicated to your organization who has the flexibility to get posts into your social media streams on a regular and systematic way. They also need to be able to respond when things happen. But, for most non-profits, the answer to is still no. So what might you combine with the positions social media task to create a full-time position?
Is there a person dedicated to keeping your website up-to-date? What do I mean by "up-to-date?" Well, as I am sure you know websites are never actually finished they require constant tweaking and new material. If you are not doing this, then you have a whole different problem, and we will cover that in an upcoming post.
The person in this position can write beyond 140 characters or the few paragraphs in a Facebook Page post. Also keep in mind that being able to curate material derived from other sources like your annual report or program materials can also be the basis of new material for the website. Then this person only needs the technical skill to add articles to the site - and the forethought to think about what to add or the guidance by you to know what to add.
Who knows they may even understand things like meta tags and keywords? Both of which are important if anyone is going to find your website. Understanding this functions opens what might be wholly new and important area of analytics. If you use the Google analysis products, it would be great to have a person dedicated to this work. If you have a Google Ad Words, Grant you know how much time is necessary to manage that asset. If you don’t have a Google Ad Words Grant then maybe this new person can help you get one.
Another distinct area is desktop publishing and graphic design. Would it be helpful to have an in-house design guru, probably? The very nature of creating engaging well-constructed post requires a good design sense and the technical skill to create images and videos. These same skills may well translate into the skills needed to create a newsletter or simple brochure.
And don't forget your social media campaign should be working hand in hand with your events and individual giving programs. Ads and promoted post are assets to the rest of your donor program.
So is there 40 hours of work for a Social Media/Webmaster/Marketing position at your organization. My instinct says yes. And though you might not be able to draw a solid line between the position and income I think you can certainly draw a dotted line.
What could be better than a thoughtful program of social media post, website updates, meaningful analytics and, possibly even design skills?
It Occurs To Me
If your fiscal year ends on December 31st how long do you keep the books open so that you can collect every dollar that is meant for the previous year? I usually hold the books for three weeks. If a check comes in dated after December 31st then we count it in the new year.
Do you have your thank you letters ready? If not you had better get started. Acknowledgement letters are just as important as your solicitations. Do you put as much thought into them?
What do you think? Will the deserved generosity being shown to victims of Harvey affect year-end giving to none hurricane related charities? My thoughtful opinion is that those who have supported your organization for a couple of years will still support your year-end appeals. I do believe there will be weakening in the renewal rates of your newest acquisitions. As for this year's acquisitions, these will be soft. How soft is the question? Some of the softness may depend on how close to the affected area you are located. But I will certainly thoughtfully adjust my goals with all of this is mind.
August is a great time to review your stewardship program. We all know it is important to thank our donors but do you have a strategic stewardship program. What I mean by "strategic" is one that thanks, donors appropriately based their donor level. It should also acknowledge things like a first gift, increased gifts, and multiple gifts. Does yours do this? I also recommend handwritten notes and phone calls for donors at certain levels. Here is a link to a post last year about thanking donors for your review.
Fundraising Day New York (FRDNY) is only a couple of weeks away and it looks like it will be another great day. I will be blogging from the event. I anticipate writing about 4 sessions. The goal is to pick sessions that cover a few specific topics - cultivation, planning and, of course, technology.
This is always such a great conference and one of the great resources of the day is the exposition. I always get great ideas and if a vendor you use is presenting at the conference it is a great time to meet them in person. Don't let this opportunity pass you buy. If you are in the New York area I hope you get a chance to attend FRDNY.
It was great being a part of today's AFP Workshop on Direct Mail. It is always a pleasure to share advice and ideas with other fundraisers. During the workshop, we talked about everything from acquisition to thank you letters. Yes, Thank you letters. Sometimes when we think of direct mail we only think of the "Ask, " but the "Thank-You" is just as important. Don't ignore the second part of any ask the thank you. You can not thank people too often or in too many ways. So take a few minutes today to review your thank you process.
We will be live blogging from the AFP International Conference in San Francisco. Last year, this was one of the most popular blogs so don't miss it. It should be a great conference there are a lot of great sessions. The first post will hit late on Sunday, April 30th. I'll be sending a reminder on Monday, May 1st so look out for the email.
How did your year-end appeal turn out? What was your retention rate and attrition rate? These two rates are just as important as knowing how much money you raised. If you don't track these you might want to do so. You will be surprised by what you find.Or hopefully, you won't be surprised.
So the election is over. We have a winner and a loser. Putting basic politics aside will the results change your Year-End giving results? So far the markets are looking like they will stabilize and millions of people are happy about the results. Well, millions are also scared.
I wonder if your results will depend on where your charity is located. I work in a very Blue part of my state and my charity only works in that area. What if you work in a very red part of the country. Will you do better or worse?
Also, will the election change average donors,mid-level donors or major donors more? What do you think? I don't have any answers myself and unfortunately, I won't know until January when the year-end result are tallied. Please click on the comments section of the site to leave your thoughts.
October is half over so I hope your Year-End Appeal is past the planning stages. By now you should have at least updated your base Acquisition Appeal materials and be well on the way with your renewal appeal. List should be have been chosen and the process of renting them should be underway.
If you are not this far along - no worries- take a deep breath and dive in. You'll get it all done but why not calendar out 2017 to give yourself more time to plan and write.
So you made it to September. I know it seems like August is the longest month in the year. It precedes what is the for all practical purposes the shortest two months - November and December. So much of our fundraising year depends on the out come of those two months. So Sepetember and October are all about prep work. In fact, I would say that September is the most important month because by the time October gets here all your year-end work needs to be complete. If those "Giving Tuesday", Year-End Appeals and follow-ups are going out on time your September is going to be quite busy. What do you think?
I'll be live blogging from FRDNY so tune in. As always, this is a great day.
We will be blogging from the AFP International Conference in Boston starting on March 20. The Thoughtful Approach to... blog will be updated daily after the last session but we will be tweeting during the conference. Be sure to follow us at @thoughtfulappro and to check the main blog each day.
Just 11 days and counting until the fun begins.
December 2, 2015
So you survived GIVING TUESDAY, now what? Well, it is not the time to start planning for next year. Nope, it is time to take a page from retail and follow up with people.
Let us assume you sent and email to all of your prospects, constituents and donors. If you used any of the primary email systems like Mail Chimp, Raiser’s Edge, Patron Mail et. al. you can pull a list of people who opened your email but did not click on the donate link.
I’d recommend emailing all of those people today to thoughtfully remind them that they can still make a gift to your organization. Rather like the "Your Carts Not Empty" emails some retailers send when you pick out times but do not complete a sale on their sites.
Try it you have nothing to loose. Just don’t be obvious about how you know they visited your site. Treat the email as a reminder ask. Sell the "why" of your organization.
Please leave a comment, thoughtfully.
Well, the feed back on my two part series on videos has been great. I know that a lot of people were interested in the subject but I had no idea just how many. I look forward to hearing more from people who decided to add videos to there annual appeal and those who changed their mind.
But what about those annual appeals? Are you ready and where are you putting your emphasis on acquisition, renewal, lapsed or what exactly? I have decided that renewal should get the bulk of your time as for money acquisition always eats that up.
So in a little more than two months your annual appeal will drop- right? We'll have you thought about how to use videos as a part of the overall appeal. The right video can be embedded in your website and tied to a Google ad, posted to your Facebook Page and on Twitter. You should even be able to add it right to your email appeal. Just about the only thing you can not do with it is mail it. Unless you create a QR code for the video and include that in your mailing. Just a thought.
But what qualifies as a successful video. I would say like many things in fundraising you won't know know if you have gotten right until the appeal is over and you look at the analytics and crunch some numbers. But you can see what like agencies are doing and take a chance pick up the phone and call a colleague. In fact, my thoughtful tip isn't really about videos it is when in doubt call a colleague. That and read my September post about best practices concerning videos.
-How ready is your Annual Appeal? Yes, I know it is August but if you want them to drop before Thanksgiving you should have already gotten started. Remember acquisition, renewal, lapsed donor, major gift and e-solicitations need to all work seamlessly - don't you think?
Please leave a comment, thoughtfully.
-The shared articles section has gotten the second largest number of hits of any area on the site. Thank you. If you have article suggestions please leave it in a comment.
I have gotten a lot of great feedback on the TedTalk video on pecking order. What were your thoughts?
Please leave a comment, thoughtfully.
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