Even in the best of times, many nonprofits struggle with fundraising and finding ways to make ends meet. The end of the year often sees a sharp rise in donations as people fall into the spirit of giving during the holiday season. Recently, the Tuesday after Thanksgiving, known as Giving Tuesday, has become a crucial day for organizations to raise money.
Today, as nonprofit organizations are crushed by the economic realities of a “Global Pause” caused by COVID-19, fundraising is certainly on everyone’s mind. In response to the crisis, the folks at #givingtuesday have created a special day of giving called #givingtuesdaynow which will take place on May 5, 2020. This event is happening specifically to help nonprofits bring in much-needed funds.
Not sure where to begin? Here are a few ideas to get you started.
- Decide on your fundraising strategy. Do you need general operating support to pay overdue bills or staff salary? Do you need money to provide additional services, such as food delivery, a virtual arts performance, or case management? Find a program to talk about that highlights the value of the organization. Be direct and transparent–we are all aware of the pandemic that is impacting everyone and everything. People want to help.
- Set a fundraising goal appropriate for your organization. Highlight that goal in your donor communications. Remember that support for your organization can also come in more than just dollars. How many people can you reach that could turn into volunteers or become ambassadors for your organization? These people will help your organization beyond this current crisis.
- Create a plan for all of your communication channels. Fundraising works best when potential donors see your message on multiple platforms: Email, social media, website, and any other channel you have your disposal. Let them know to donate on #givingtuesdaynow.
- Set up a system to thank donors quickly and efficiently. Most donation platforms will automatically send your donors a receipt and that is great, but a personal thank you will go further in building your relationship with the donor. Your Board can help with phone calls and thank you notes.
Now that you have set up your goals and determined your communication channels it is time to think of creative ways to get your message across. Below are just a few examples.
• Use May 5, 2020, as the beginning of a month-long campaign.
• Tell your story from different points of view. For example, your leadership, program partners/recipients, or donors.
• Use video in your communications
• Set up a virtual town hall to tell people about your organization and its needs
• Reach out to your greatest supporters and ask them to help you grow your network. Set up easy to access peer-to-peer pages so they can help you fundraise
• Ask your Board of Directors to create a match for this campaign
Take this opportunity to be creative with your communications. And most importantly use this opportunity to continue to build strong relationships with your supporters.
Follow the link for #givingtuesdaynow resources such as logos and other communication ideas.
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