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Dear ,
Are the members of your community familiar with what’s happening in your organization today? Do they know what you’ve been up to? Do they understand your plans for the future? And, most importantly, have you told them why you’re counting on their donations this Giving Tuesday?
Hint: the answers are probably "no".
Even if you think you’ve communicated - through stats AND stories - about what you’ve been up to and how you’ve put donor support to great use, it’s extremely likely that those messages haven’t broken through.
Over communicating is what it takes.
And, with the 2021 edition of Giving Tuesday less than three months away (on National Mousse Day!), now is the time to craft your strategy for some serious over communication. So that when the big day rolls around, your community remembers you, knows why you are relevant, and understands how they can help further your mission.
Here are three quick things to remember when preparing to over communicate:
Think Omni-Channel Delivery: your messages should be delivered through as many media as possible and should be coordinated but not “copy-pasted.” Emails, social media posts, blogs, articles, direct mail, etc should be tailored to match each platform. Weaving the same core stories and messages throughout your channels will increase the chances that your audience will digest the information. Remember the so-called “Golden Rule” for fundraising communications: no numbers without stories and no stories without numbers. Understand the numbers game. Focus on increasing your audience (email subscribers, social followers, etc) NOW so that you have more people to ask for support on November 30th.
If you want a few great new ideas to try this year, check out this list of 31+ Giving Tuesday Fundraising Ideas for 2021. My favorites include:
parlaying a #GivingTuesday donation into a #FirstTuesday monthly recurring gift; being strategic about and sensitive to your holiday/end-of-year fundraising; getting Carole Baskin to deliver your call to action!
Need a refresher on how things went last year? Check out this recap from 2020. And this blog post from 2019.
And, last but not least, click below to watch a 50-minute training on Giving Tuesday strategies that I hosted last October. (Plays best on a computer vs. phone).
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