Giving Tuesday is approaching, and it’s time for nonprofits to start reaching out for donations. But with a busy election season where donors have been giving generously, will people be responsive to more solicitations? And how can nonprofits ensure they meet their income goals for the end of the year?
Various experts have shared insights on navigating the current environment and thriving this year.
Despite potential election ‘donor fatigue,’ nonprofit donations may increase
Many individuals donated during the recent presidential election, but they may still be willing to support their favorite charity this winter. Ben Miller, senior vice president of data science and analytics at Bonterra, a social good tech company, believes some donors may even contribute more than usual.
“Because certain topics are very prominent in politics,” he suggests, “people supporting candidates advocating for specific rights are likely to also support organizations working towards the same cause.” This presents an opportunity for nonprofits to thrive.
Don’t shy away
While soliciting donations may feel intrusive, for-profit corporations regularly market their products without hesitation. According to Miller, nonprofits should not shy away from asking for support, especially when their work benefits society and the environment.
“Doing good work should never make you feel guilty about asking for donations,” he emphasizes.
While Giving Tuesday is a significant day for nonprofits to solicit donations, the entire week leading up to it is crucial, including the Friday before. Miller advises, “It’s almost a week-long giving opportunity. Don’t focus all your efforts on just Tuesday.”
Ways to increase donations this Giving Tuesday
Understanding how potential donors perceive your organization is essential, along with being direct and innovative. Rather than pressuring donors into giving, focus on building lasting relationships with them.
Here are some strategies to effectively engage your target audience:
Be clear with what you’re asking for
People feel good when they make a difference. To encourage donations, clearly communicate how each contribution can impact individuals within your cause.
Being transparent about the specific difference each donation makes can be more effective than vague requests for resources.
Be creative
With numerous Giving Tuesday marketing emails flooding inboxes, think outside the box to connect with your audience in unique ways. “Find innovative approaches to stand out amidst the communication overload,” suggests Miller.
Avoid making people feel guilty
Appeal to donors’ emotions positively and refrain from invoking guilt. Communicate the positive impact of your organization’s work to encourage donations without pressuring donors.
Show donors why their donation matters
During the holiday season, people are inclined to make charitable donations. Showcase tangible evidence of your organization’s work to demonstrate the impact of their contributions.
“Highlight the positive impact, as that’s what motivates people to give to your cause,” advises Miller.
Create a relationship
Acknowledge donors’ contributions by following up with them. This helps establish a relationship that may lead to future donations.
To nurture this relationship, express gratitude for their support and provide updates on how their contributions have made a difference.
By going the extra mile with personal touches, your organization can create lasting connections with donors, ultimately fostering ongoing support.
Helping people make a difference
As Giving Tuesday approaches, think creatively to set your organization apart. Reach out to potential donors confidently and share your impact stories. Donors want to see their contributions create positive change in the world.
Photo by Yuri A/Shutterstock
