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Nonprofit Leaders 3min read

4 Ways to Capitalize on Fundraising Trends for #GivingTuesday

Now that it’s mid-October, your #GivingTuesday clock is probably ticking a little bit more loudly.

The big day is approaching, and although your campaign is surely rolling out smoothly, you might be scouring the web for some ideas to squeeze out some extra donations.

We’re glad you found us, because we have some strategies to share. We reviewed the fundraising trends of 2017 and figured out four simple ways that your organization can put this information to work in your #GivingTuesday campaign.

Use Stories to Connect to Donors

This year, storytelling became a major player in nonprofit fundraising, indicating that, besides hard and fast numbers, donors want evidence of change that tugs at their heartstrings. Present donors with videos that are rich with emotional language and raw footage of real change taking place. Rally people around you by showcasing donor support on social media.

Use tools like Facebook Live, YouTube, Tagboard and Storify; this will add an authentic, unfiltered element to your campaign, and it will highlight up-to-date community support. Telling your story will connect potential donors to the human aspect of your cause, and, as a result, more people will be motivated to donate.

Connect Donors to the Big Picture

The 2017 Millennial Impact Report, an annual study that examines Millennials’ cause engagement, is currently underway, and early results indicate that the most populous generation is shifting its philanthropic values toward “big picture” ideals; that is, Millennials would rather donate to organizations that focus on causes such as equal rights, the environment and marginalized communities.

Nonprofits, therefore, should think about how to show Millennials that their organizations fit into the big picture. What universal value does your organization serve and protect? How do you make this accessible to all? Showing Millennials how your organization fits into a broader landscape will help spur them to open their wallets.

Ask Donors to Sign Up for Monthly Giving

The 2017 M+R Benchmarks Report says that revenue from monthly giving (donations that individuals schedule to give automatically each month) grew by a whopping 23% in 2016. This trend is expected to continue, so take the opportunity to present the option to your donors this #GivingTuesday.

Implement this strategy by placing a pop-up window on your web site, inviting visitors to make a pledge to give monthly. Include a monthly giving option on your online donation pages as well. And, make sure to advertise this in your #GivingTuesday publications and promotional items, such as newsletters, emails and flyers.

#GivingTuesday might be just one day, but a recurring gift can last all year.

Get on Board with Mobile Giving

Mobile giving rates continue to climb, making it essential that nonprofits provide mobile giving as an option for donors this #GivingTuesdayBlackbaud Institute for Philanthropic Impact reported that in 2016, mobile giving accounted for 17% of online donations, up from 14% the year before. For #GivingTuesday 2016 alone, mobile giving accounted for 22% of online donations.

As mobile giving has become more user-friendly and easy to use, donors are more likely to reach for their mobile device to make a donation. To provide a quick, effortless giving experience to your supporters, allow them to use their mobile device.

Now you have some secret weapons in your arsenal of fundraising strategies, and you can watch how they affect your overall campaign. If you’re looking for some creative ways to spark donor engagement, check out these creative fundraiser ideas, sure to pack a little extra flavor in your fundraising.

About the Author

Allison has a passion for charitable giving and believes that small acts of kindness can make the world a better place. She uses her web content and social media expertise to guide churches and nonprofits through the mobile fundraising process.

Allison Weaver