Incorporate GivingTuesday into Your Year-End Strategy: A Guide to Making an Additional Ask

As the year comes to a close, many organisations focus on their year-end fundraising goals. But have you considered adding a GivingTuesday campaign to your strategy?

This powerful one-day giving event can not only re-engage your supporters but also significantly boost your year-end contributions. By framing GivingTuesday as an additional ask, you create a sense of urgency that resonates with your audience and encourages them to make a meaningful impact.

Here’s how to effectively integrate GivingTuesday into your year-end initiatives:

1. Send a Year-End “Wrap-Up” Newsletter

A well-crafted email can be a game-changer. Consider creating a “Ways to Give Back” newsletter that outlines various opportunities for donors to support your organisation during this crucial time.

• Share Impactful Stories: Include a compelling narrative about someone who has benefited from your services. Illustrating how donor contributions can help meet your year-end goals creates a personal connection.
• Highlight GivingTuesday: Make sure to emphasise the significance of GivingTuesday. For instance, you might say, “Raising $15,000 this GivingTuesday will allow us to provide a home for families in need for 60 nights!” This quantifies the impact of their donations.
• Showcase Past Success: Remind supporters of the positive outcomes from previous GivingTuesdays, reinforcing that this is another opportunity to make a difference.
• Incorporate Matching Gifts: If a donor has committed to matching gifts, highlight this prominently. Statements like, “Your gift on GivingTuesday could be doubled!” can spur immediate action.
• Include a Clear Call-to-Action: A prominent “Donate on GivingTuesday” button with a direct link to your GivingTuesday campaign on Raisely makes it easy for supporters to contribute.

2. Create Urgency with Matching Gifts

Matching gifts can significantly boost donor motivation. Check out our GivingTuesday Matched Giving Guide to learn how to secure a matching partner and run a successful matched giving period.

• Limited-Time Offers: Highlight any time-sensitive matching gifts to instill urgency. Donors are often more likely to give when they know their contributions can be doubled.
• Encourage Larger Gifts: Knowing their gift will be matched can inspire donors to contribute more than they might otherwise consider.
• Utilise Existing Relationships: You don’t need to find new matched gift donors. If you have a major donation in the pipeline, propose including it in your GivingTuesday campaign. Most major donors will appreciate the opportunity to be featured!

3. Optimise Your Website

Your website is a critical tool in your fundraising arsenal. These quick updates will ensure it's primed and ready for your GivingTuesday campaign.

• Dedicated Landing Page: Create a dedicated GivingTuesday landing page that outlines the impact of donations, highlights your matched giving period, and provides easy donation options.
• Direct Links: Ensure there’s a clear link to your GivingTuesday campaign or embed the donation form directly on the page.

4. Share Impactful Stories

Storytelling can be a powerful motivator for giving. Here are some strategies to really encourage donors to be extra generous this giving season:

• Donor Testimonials: Feature quotes from donors who have previously contributed on your website and social media. This creates a sense of community and encourages others to join in on GivingTuesday.
• Beneficiary Stories: Share testimonials from individuals or families who directly benefit from your services. For example, ask a family to describe how your organisation has positively impacted their lives.
• Highlight Specific Impacts: Clearly illustrate what different donation amounts can achieve. For instance, “Donating $150 this GivingTuesday will provide a home for families for one night!”
• Countdown Campaigns: Consider a countdown series leading up to GivingTuesday, detailing the specific impacts donations will have.

5. Leverage Dedicated Supporters and Ambassadors

Harness the enthusiasm of your board members and volunteers. Word of mouth is often the most powerful!

• Encourage Sharing: Invite your most dedicated supporters to share your newsletter and GivingTuesday information within their networks.
• Expand Your Reach: The more people who hear about your campaign, the better! Use your supporters as ambassadors to extend your reach and amplify your message.

Incorporating GivingTuesday into your year-end strategy can make a significant difference in achieving your fundraising goals. By viewing it as an additional ask, you’ll create a sense of urgency and engagement that motivates your supporters to contribute. Remember, every donation counts, especially during this crucial time of year!

Create your GivingTuesday campaign now with Raisely's new high-converting template designed for GivingTuesday campaigns, featuring optional peer-to-peer functionality to boost your reach.