Maximizing Your Giving Day: 3 Tips for 2020

Colleges and universities are familiar with the benefits of both a successful giving day and the widely popular Giving Tuesday. In fact, over 3.6 million online gifts were contributed on Giving Tuesday in 2019.1 But how effective are these strategies in the current climate?

Many organizations have hotly debated the option to either solely participate in Giving Tuesday or host their own giving day.2 There are several things that education institutions can do to optimize their 2020 giving day to avoid fading into the background.

Here are 3 tips to maximize your Giving Day in 2020:

  • Tip #1 – Host your own day of giving (or two)

While Giving Tuesday3 provides an excellent opportunity for contributions, it can be easy to get lost in the shuffle when so many other organizations are asking for funds simultaneously. Organizing your own giving day removes the stress of vying for conflicting attention from potential donors and presents the opportunity for your message to take center stage.

Our client Portsmouth Abbey School organized their own giving day in 2020, featuring screengrabs of their remote students and specific calls to action for donors. You can see what they did here.

  • Tip #2 – Organize a challenge

Ralph Waldo Emerson famously said, “Unless you try to do something beyond what you have already mastered, you will never grow.”4 The same is true for your constituents. Consider organizing a friendly challenge that inspires action.

Our client Buckingham Browne & Nichols created a specific community challenge in their previous giving day postcard. You can see what they did here.

  • Tips # 3 – Practice stewardship

One of the best kept secrets of a successful giving campaign is the attention to detail involved in follow up. Giving days usually provide an excess of good will,5 but following up appropriately is a key element that may even influence your next giving day. Even the simplest of thank-you’s can have a significant impact on donor retention.

Here is an example of a simple but well-executed thank you that our client did as a follow up to their former Giving Day.

Even though there are still some uncertain times ahead, there are still ways you can engage your donors and reach your fundraising goals. Connect with us today to learn how we can help you execute your own successful giving day.


= The Balance SMB

2 = Development Guide

3 = Classy

4 = RWE quote

5 = Nonprofit Hub


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Christina SullivanChristina Sullivan is the former Marketing Manager at BCG Connect. She established informative content for fundraisers on the benefits of direct mail.