Converting Your GivingTuesday Campaign into an End of Year Fundraising Campaign

by
December 10, 2021

As a charity, you probably spent a lot of time putting together a GivingTuesday campaign. And now that it's over, you might be wondering what you can do to ride that momentum and drive more donations in the last month of the year.

We know that it can feel overwhelming to jump from one fundraising campaign, right into another. But when it comes to driving donations at the end of the year, there's no need to reinvent the wheel. Just reuse your GivingTuesday marketing materials and tweak them to reflect the holiday season.

These tips will help you drive more donations in the last few weeks of the year!

1. Convert Your GivingTuesday Landing Page

Your GivingTuesday website or landing page is already set up to accept donations. So, you can capitalize on that by keeping the same website live for the rest of December and asking donors to donate before the end of the year.

It can be as simple as adding a banner or message at the top of your page that says "Donate Before December 31st to Get a Tax Deduction!" This will let donors know that they can still take advantage of the tax deduction by donating before the end of the year.

Why This Works:

When a donor visits your GivingTuesday website, they're already in the giving mindset. By keeping the website live for the rest of December, you're making it easy for them to donate before the end of the year.

When you update the banner or headline of your landing page, you’re letting donors not only know that they can continue to give this year, but they can also still receive a tax deduction. Donors will also already be familiar with your page and how the donation process works. 

Lastly, if they come across your GivingTuesday campaign in their inbox or a previous social post, the link will still be active for them to contribute.  

2. Add Donation Reminders

As long as your website remains the same, you can continue to remind donors how much time they have left to donate for a deduction before December 31st. You can do this by adding widgets with donation reminders to your website, blog posts, social media messages, and emails.

Why This Works:  

Adding donation reminders, or countdown widgets is a great way to encourage your donors to make their gift before the end of the year.

For example, your charity can add a donation reminder at the top of its landing page that counts down the number of days left until December 31st. It reminds visitors how many gifts are needed for critical programs before the end of the year.

3. Re-Engage Your Email List

Email is still one of the most effective ways to reach donors, even when it's not the day after Cyber Monday. So, you can reuse your GivingTuesday email messages, newsletters, and campaign updates for an end-of-the-year email campaign that encourages donors to make a gift before December 31st.

Why This Works:

Your email list is already familiar with your organization and its work. So, it's a great way to reach out to donors and remind them about the importance of making a gift before the end of the year.

For example, you can resend your GivingTuesday email campaign to your entire email list. Just re-work the messaging to reflect the impact and need of the donations at the end of the year.

4. Update All Your Social Media Profiles

Your social media profiles are a great way to keep donors updated on your work throughout the year. Right now, they are probably filled with GivingTuesday messaging and graphics. But you can easily change that with a few new images.

Why This Works:

You can make a few quick updates on all your social media profiles, including Facebook, Twitter, and Instagram. You can use the same images that you shared during GivingTuesday to communicate the need for donations in the last month of the year.

For example, keep your social media channels active throughout December with holiday graphics that also ask donors to give before the end of the year. You can post a message on social media that says "There's still time to donate and get a tax deduction! Don't miss out on this opportunity to make a difference."

5. Promote Your Donation Matching Programs

If you have a donation matching program, now is the time to promote it! Many donors will be looking for ways to double their impact in the last month of the year.

Why This Works:

Matching donations is a great way to encourage donors to give more to your organization. And, it can be especially effective at the end of the year when donors are looking for ways to maximize their impact.

For example, you can promote your donation matching program in a December email to your entire email list. The email can encourage donors to "double [their] impact" by taking advantage of the matching gift program before December 31st.

6.  Urge Donors to Give Gifts of Securities

Gifts of securities are a tax-efficient way to give and they can also be a great way to support your organization at the end of the year. So, urge your donors to gift securities and get a charitable deduction on their taxes.

Why This Works:

Gifting securities is a win-win for both the donor and your organization. Not only does the donor get a tax deduction, but they also don't have to pay capital gains taxes on the stock they donate.

For example, you can urge your donors to gift securities in a December email. The email can explain how donors can make a big impact by giving stock and how they can easily gift securities through your secure customizable donation form.

7. Send Holiday Cards to Your Donors

Holiday cards are a great way to show your donors that you appreciate their support throughout the year. Send them a personalized holiday card before the end of the year to thank them for their support and encourage them to give again. You can also add a recap of the GivingTuesday results.

Why This Works:

Holiday cards are a great way to show gratitude and let donors know that you appreciate their support. Not only is it a nice touch, but it's also a great reminder about your organization and the work you do.

For example, you can send personalized holiday cards to your donors in December. The cards should thank donors for their support and encourage them to give again before the year wraps up.

8. Urge Donors to Give Through Your Website

After GivingTuesday, your donors should be very familiar with your online donation form. But don't be shy to ask for another donation. Now is the time to encourage donors to fill out your form. Many donors will be looking for ways to donate online, and your website is a great way to make that happen.

Why This Works:

It's easy and convenient for your donors if they can donate directly through your website. It removes the hassle of getting in touch with you just so they can make a donation. So, encourage donors to fill out your online donation form before the end of the year.

For example, you can encourage donors to give directly through your website in a December email. The email should encourage donors to visit your secure online donation page and "get this tax deduction before time runs out" by making their donation before December 31st.

Drive More Donations this End of Year

These are just a few examples of how you can reuse your GivingTuesday marketing materials to drive more donations at the end of the year. Be sure to experiment with different tactics and see what works best for your organization.

And, most importantly, be sure to thank your donors for their support!


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