In a recent post, we offered tips on maximizing your #GivingTuesdayNow strategy. Now that this “global day of unity” has concluded, it’s time for participating nonprofit organizations to implement a quick but effective follow-up strategy to their audiences. Don’t let too much time pass before considering these principles of post-giving day communication.
1) Say thank you
It is perhaps most important to acknowledge the people who gave, interacted, shared, or participated (even in the smallest ways) in your #GivingTuesdayNow campaign. It is best practice that you show genuine appreciation across channels.
2) Aim for future engagement
The goal is to create a long-term relationship out of this giving day. Focus on ways you can continue the conversation with those who participated.
3) Share your results
Your participants will be eager to see how their contribution impacted your overall goal and ultimately how their involvement will impact your mission in the near and long-term. As soon as your data is ready to be analyzed and articulated, share the results across platforms and be detailed about every data point. Beyond dollars, what else did your campaign accomplish? Whether it’s new followers, new volunteers, or anecdotal successes, be transparent in your achievements.
4) Provide a long-term plan
With your audience engaged and locked in from this campaign, what can you share about your organization’s vision for the future? Be clear about what’s next and how donors can continue to participate. Use messaging that details exactly what #GivingTuesdayNow funds will do for those who benefit from your cause, as well as your organizational goals for the future.
5) Leave the door open for those who didn’t participate
Especially during this current pandemic when people are dealing with various challenges, just because someone didn’t give or participate during this window, it doesn’t mean they aren’t still interested in your cause. Creating language that invites further participation for those who missed out can add the potential for a second wave of support. Language that encourages people to be a part of a growing movement (which you can show through data from this giving day) can inspire new attention, especially if you have exceeded your goal.
Utilizing Your Channels
There are different avenues as well as proven strategies to accomplish the five keys above. Here are some practical suggestions.
- Video: Create a short video from a leader at your organization thanking everyone for their generosity and for taking time out of their schedules. These can be recorded easily over platforms like Zoom, RingCentral or other similar programs. The goal is to show sincerity in your appreciation. Remember to keep it brief and engaging.
- Imagery: Use impactful imagery that shows the people who have benefitted from your cause to accompany your grateful messages. Make sure the images are high resolution and tell an accurate story of your cause at work.
- Social Media: Just as important as it was to utilize all your social media channels during the ramp up to this giving day, leverage these platforms to thank your followers for their continued support. Once you have results to share, use these platforms to share celebrations (if you hit your target), or other data through visual infographics or motion graphics.
- Email: Be authentic in your follow-up emails to your database. If time allows, personalized emails to donors of all levels go a long way toward fostering long-term relationships. Keep your subject lines direct, your email wording concise, and your message genuine at all turns.
Create a call-to-action in all of your communications across channels. Whether it’s asking for feedback on what worked and what didn’t during this online campaign, or encouraging people to head to your website to learn more about your cause, don’t let the loop close so easily.
Looking for more Giving Day strategies? Contact CCS Fundraising today.
CCS Fundraising is a strategic fundraising consulting firm that partners with nonprofits for transformational change. Members of the CCS team are highly experienced and knowledgeable across sectors, disciplines, and regions. With offices throughout the United States and the world, our unique, customized approach provides each client with an embedded team member for the duration of the engagement. To access our full suite of perspectives, publications, and reports, visit our insights page. To learn more about CCS Fundraising’s suite of services, click here.
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About the Author
Dan Altano is a professional communications and marketing specialist who leads the corporate marketing department at CCS Fundraising. He has spent his career creating, executing, and overseeing marketing strategies for companies that aim to leave a positive impact on the world. He has advised nonprofits from all over the country on digital strategy and best practices as they pertain to fundraising.