Another Giving Tuesday has passed, but are you going to let your Giving Tuesday Giver-s pass this year? According to Whole Whale 35 million adults participated in Giving Tuesday this year. A common mistake so many Nonprofits make is letting these donors slide by — 35 million is a pretty hefty dent.
Many organizations just simply don’t have the resources to personally reach out to every single new (and old) donor, but many chalk their Giving Tuesday donors up to “once a year donors.” By doing that, you are sidelining donors who may have the capacity and desire to give more than once a year.
There are four simple ways to follow up to bring in a Giving Tuesday beyond Giving Tuesday. We will be honest, some people only give once a year, and that’s what they’re going to stick to. But, some people are eager to get involved with an organization and are ready and wanting to give more than once a year. Those are the people who will either opt-in for your monthly giving program, take your phone call and tell you about themselves, sign up for your newsletter — they’ll be receptive to your reaching out and welcome it.
Monthly giving is one of the best assets a Nonprofit organization can utilize. It’s simple, it’s reliable, and it keeps people involved. Whether you collect donations online or by paper, always include a checkbox to opt-in to your recurring giving program, a dollar amount, and a payment method. Some people, especially first-time donors, don’t know that this is an option and it helps your staff and board to get an idea of who wants to be involved.
Your Board President, Board Members, Executive Director or Development Director should reach out to a donor with a personal thank you. Thank them for their gift, and beyond that, ask them why they chose to give — why your organization, why once a year, why your mission speaks to them. Asking these important questions starts the wheels of being able to not only ask again, but the donor thinking maybe their donation doesn’t have to be once a year. However, on this call, you should never ask for another donation. It should simply be a thank you and a get to know you call. If they take this call, and speak with you, you’re in a good position for an ask.
It can be intimidating sending your newsletter to people who you don’t know would like to receive it or not. A great way to calm your fear is to ask. On your Giving Tuesday online form, add a checkbox for people to consent to receiving your communications. Be very clear with your newsletter frequency, and truly only send them your newsletter. Not other communication (unless they note otherwise). Being able to see all the great work your Nonprofit does and ways to get involved hooks a donor, and say it with us, allows capacity to be more than a once a year donor.
Following up by phone not only makes a donor feel special and seen, but it also is a really great way to identify potential future givers. Your phone call should include a thank you (yes, another thank you!), questions to get to know the donor, and an invitation. If the person takes you up on whatever invitation you may extend — a tour of your facilities, a cup of coffee to talk about their involvement, etc. — that’s a good sign. Most people will only accept your invite if they see a future with themselves and your organization.
Giving Tuesday is one monster of a day — again 35 million adults gave just this year, which was an increase from last year. So many people want to be involved and have the capacity to give, they just need the proper stewardship.
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