4 Tips to Optimize Your Giving Day

Donors

Giving days and donor challenges have become increasingly popular for organizations to implement into their fundraising strategy. It’s vital to the success of your giving day or challenge that all of your communications stand out – whether that be through direct mail, email, social media, or any other channel. Giving days are a great way to engage donors, raise money, and create awareness about your organization and the impact of philanthropy. A giving day takes a lot of time, strategy, and preparation to execute it effectively. Optimize your giving day with 4 tips to take your giving day to the next level.

Let’s review 4 tips to optimize your giving day strategy:

PLANNING: A static element for each organization that has reached success is planning. Planning in advance will help your organization reach its goals. In your planning, some of the components you might want to consider are:

  • Benchmarking and how the goals of the giving day align with the organization’s goals
  • Internal support from your senior leadership
  • Leadership donors who might be interested in helping or participating
  • A network of supporters and advocates to help with outreach before and during the giving day on their social channels through word-of-mouth
  • External solution providers to help with various components
  • A timeline of initiatives
  • Promotional messages and through which channels you plan on executing

There are a lot of moving parts to a giving day and having strong advocates, leadership, and organizers convening to plan the before, during, and after initiatives is critical to the success of the giving day and beyond.

BRANDING: Branding your giving day makes it easier to spread the word about the day and distinguish it from other organizational giving initiatives. To successfully brand your giving day, you need to create a name and brand for your giving day that aligns with your organization’s mission. For example, you might want to focus on…

  • A special holiday – Pi Day: 3.14 (March 14th)
  • An athletics challenge – March Madness: Organization Name Madness
  • A new name for giving day – Rally Day, Founder’s Day, Drive for 125
  • Your organization’s founding year – 1810: 1,810 donors in 1,810 minutes

Depending on what your organization’s mission is and why you’re holding the giving day, you can create a name and then a brand. Many organizations create a brand for their giving day while staying within their organization’s overall branding. However, a logo is developed along with messaging, graphics and other branding elements to make a lasting impression when spreading the word.

DIRECT MAIL: When you have an event, you likely send a save-the-date or invitation, inviting someone to attend that event. This is no different than what should happen with your giving day. It’s important to get the word out through different channels so your donors know everything they need to know about the day. Answers to these commonly asked questions should likely be answered through the channels your organization plans on using:

  • What is a giving day?
  • When is the giving day?
  • What should I expect?
  • Who is involved?
  • How do I get involved?
  • Why is this being held?

Similar to pre-giving day communications, don’t forget about post-giving day communications. You want to be sure that you follow up with your donors and let them know about the results of the giving day, in addition to thanking them for their participation.

Remember, know your audience and how they like to receive information. Some of your potential donors might want something tangible to remember what they need to do for the giving day or what their impact was following the day, whereas others might prefer electronic communications leading up to and following the event.

EXTERNAL PARTNERS: It’s okay if you feel overwhelmed planning a giving day – maybe you’re doing it all by yourself, or maybe you manage a team and delegate tasks. Whatever the case may be, it’s okay to look for external partners to help you execute your giving day. There are resources that can help with your communications and execution.

BCG Connect knows how busy you are and all of the tasks you have to prioritize to optimize your giving day. That’s why we make your job easier by being a reliable partner so you can focus on those priority tasks, while we focus on our expertise providing you with creative direct marketing solutions. Connect with us to learn how we can help you identify, acquire, and retain your donors!

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BCG Staff Writer