Following Giving Tuesday, it’s important for fundraising organizations like yours to take a moment to assess what worked, what didn’t and how to continue the momentum with your donor base all year long. Below, we’ll explore some common pitfalls and reveal Giving Tuesday strategies that are proven to lead to success.
1. Not embracing an omnichannel approach in your Giving Tuesday strategies
In an era where your donors take a digital-first approach, only reaching out to them through one or two channels is a big miss. In fact, according to Giving USA’s Giving by Generation special report, more than three quarters (76%) of Gen Z say they give online. Aside from Boomers, all other generations say they prefer to respond online in response to a direct mail appeal. It’s clear donors of today choose to engage through a variety of digital channels (email, text, social media), and not engaging them in those spaces can mean missing potential supporters. A Giving Tuesday strategy limited to a single platform overlooks potential supporters and limits the overall impact.
The Gravyty platform offers an integrated approach to donor engagement and stewardship, letting you seamlessly connect with donors across multiple channels, such as email, text and video, to maximize outreach effectiveness which ensures that no potential donor is left untapped.
Success story: How Wake Forest University surpassed Giving Day donor goals by 14%
Sending out generalized mass communications resulted in poor engagement and return on investment for the fundraising team at Wake Forest University. With the goal of meaningfully engaging a larger percentage of donors, Wake Forest took a revolutionary approach to reaching a diverse audience effectively through personalized messaging at scale. Through an integrated, omni-channel strategy, WFU exceeded their Giving Day donor goals by 14.3%.
See their story ->
2. Platform reliability matters
Given the influx of traffic on Giving Tuesday makes platform failures sadly more and more common. A reliable platform is paramount to sustaining donor trust. During this critical period, a platform failure can affect not only immediate donations but also donor trust.
The Gravyty platform, built on robust infrastructure, ensures a seamless experience for donors, preventing technical hiccups and safeguarding the trust of donors gained during the campaign. With a reliable and robust digital giving platform, you’ll retain the trust gained during the campaign and pave the way for sustained support year long.
3. Neglecting data and analytics in your Giving Tuesday strategies
Post-campaign, neglecting to review data means missing out on valuable insights and benchmarks for future campaigns. Unfortunately, many organizations fail to leverage this data for future improvements.
Gravyty empowers organizations with robust insights and analytics and data-driven decision-making, allowing them to refine strategies based on donor behavior. This iterative approach ensures continuous improvement and maximizes the impact of future campaigns. This also allows organizations to build more effective strategies in subsequent campaigns.
4. Lack of follow-up: The thank you pitfall
Post-Giving Tuesday, failing to express gratitude can be a missed opportunity.
A dedicated thank-you strategy is crucial for donor retention. The act of giving should seamlessly transition into a relationship-building opportunity. Yet many organizations miss the mark by neglecting a proper and meaningful thank you strategy.
The Gravyty platform automates this process, ensuring personalized and timely acknowledgments to every donor, cultivating a sense of appreciation that lasts beyond the day of giving. It’s more than a simple “thank you” email—it creates a genuine connection that resonates long after the initial donation.
5. Overlooking donor engagement
Numbers only tell part of the story. Beyond the immediate success of Giving Tuesday, sustained donor engagement is key. Organizations sometimes focus solely on immediate gains and neglect the long-term relationship-building aspect.
The Gravyty platform seamlessly facilitates ongoing donor outreach, letting you nurture relationships and turn one-time donors into committed advocates for their cause.
As you reflect on the successes and challenges of their Giving Tuesday campaigns, it’s clear that strategic improvements are vital. By steering clear of these pitfalls, you can ensure your Giving Tuesday results lead to with donors and build authentic relationships that last year after year.
Evaluate your Giving Tuesday strategy and explore how Gravyty can enable more effective and sustainable fundraising all year long. Book a Giving Tuesday consultation.