According to data reported by Blackbaud, Giving Tuesday 2017 has yielded at least a 28% increase in online giving over 2016 campaigns. In 2016, Giving Tuesday yielded over 168 million in donations. This figure does not include the amount of volunteer hours that were also provided to nonprofits due to the initiative.
Remember, a volunteer hour is estimated to be worth $24.00 so there is real value there.
Giving Tuesday offers nonprofits a unique opportunity to test online campaign messaging in front of a large-scale audience. How is your nonprofit using this data to optimize campaigns year-round? Is your nonprofit implementing the right strategies to keep your Giving Tuesday momentum going by reaching the right donor and volunteer prospects?
Here are a few tips to incorporate into your year-end giving strategy and year-round prospecting plan.
Keep Giving Tuesday Momentum Going by Creating Compelling Content
One of the biggest takeaways from Giving Tuesday is that compelling content drives donations and volunteer opportunity signups. Did you know that on average people view four pieces of content before deciding to take a specific action or not? How is your nonprofit captivating your target audience and enticing them to complete your call to action? A recent study conducted by the content marketing institute found that only 30% of nonprofits have a clear vision of content marketing success and how to achieve their content goals. The same study determined that only 25% of nonprofits have a documented content marketing strategy.
Even though many nonprofits do not have a clear process for content marketing many still see the value that content marketing creates. 65% of nonprofit professionals are creating more content than they were a year ago.
If your nonprofit wants to be successful in driving leads from your content marketing efforts a clear-cut plan is a must.
Here are a few tips that will help your organization create compelling content year-round:
- Showcase your cause in a compelling and engaging way.
- Share stories that demonstrate your organization’s impact.
- Use your content as an opportunity to trigger urgency.
- Use your content to appeal to your supporters on a personal level.
- Make sure your content focuses on the end-goal (what do you want people to do?)
- Incorporate actionable language into your nonprofit’s content.
Creating content that is compelling can help captivate your audience and drive prospects to support your cause.
Keep Giving Tuesday Momentum Going by Investing in Strategic Tools
There is a plethora of tools available that can help your organization create a process and strategically push your nonprofit forward. Fundraising tools and volunteer management can help to bridge the gap between your prospects and your organization and allow supporters to help market your cause.
Identifying and investing in the right tools can help your nonprofit increase engagement with supporters as well.
Did you know that the average first-year median donor retention rate in the nonprofit industry is only 29%?
Engagement with volunteers is also low. Believe it or not only 55% of nonprofits assess volunteer impact as a metric of success.
Here are a few ways fundraising and volunteer management tools can positively impact your organization:
- Free up your staff’s time (time is money) to focus on other important aspects and growth.
- Integrate with your nonprofit’s CRM system to provide more insights into prospect behavior.
- Allow your organization to easily create actionable CTAs that can be incorporated into your content and collateral strategies.
- Bridge communication gaps between prospective volunteer, donors, and your nonprofit.
Keep Giving Tuesday Momentum Going by Becoming Data Driven
Making decisions based on data is a must in 2017 and beyond. Organizations that make decisions based on data are on average 4% more productive and 6% more profitable than their counterparts.
Decision-making based on data can help your nonprofit avoid pitfalls, identify opportunities, and predict future trends.
Did you know that 44% of marketers have a data management platform and 33% plan on getting one in the near future? Marketers understand that data is the key to success and understanding your nonprofit’s prospects should affect all of your business decisions.
Here are a few ways to become data-driven in 2017:
- Decisions need to be an integral part of your data collection process.
- Manage reporting based on the data points that align with your organization’s goals.
- Get support from upper management and your organization’s IT department.
- Focus on data that will predict and optimize business outcomes.
- Embed analytics into every action your nonprofit takes.
Keep Giving Tuesday Momentum Going by Leveraging Matching Gifts
Focusing on corporate philanthropy can help to increase your supporters and monthly fundraising commitments from prospects.
One of the best corporate philanthropy strategies is matching gifts. Did you know that over 18 million individuals work for companies with matching gift programs?
An estimated 2-3 billion dollars is donated through matching gift programs annually.
If your nonprofit is not promoting matching gifts there are a few steps you can take to take advantage of this corporate philanthropy strategy:
- Fully understand the eligibility requirements for matching gift programs.
- Identify a matching gift coordinator to focus on building corporate relationships.
- Raise awareness in the community around matching gifts and the benefits.
- Create dedicated matching gift pages as part of your fundraising strategy.
- Easily allow donors to see if their company offers a matching gift program.
Giving Tuesday and the end of the year is a great time to build an audience around your fundraising campaigns and volunteer opportunities.
Nonprofits can keep the momentum going by creating compelling content, investing in strategic tools, making decisions based on data, and leveraging corporate philanthropy.
To learn more information on donor and volunteer management best practices download our report that provides insights from 200 nonprofits, including CRM utilization rates, donor management best practices, and tips for converting volunteers to donors here.
Eric Burger is the marketing communications manager for VolunteerHub, an organization that provides volunteer management solutions for nonprofits across the globe. Eric has worked in the B2B software industry for the past two years and has over five years of experience in digital marketing.