Over the past couple weeks we’ve heard about the continued growth and success of the #GivingTuesday movement, hashtag #GivingTuesdayCA in Canada. Over 15,000 nonprofits across 68 countries participated this year, with an estimated $45.68 million raised, a 63% increase in total donations over 2013 according to the Case Foundation. Significant gains were seen in Canada too, Giving Tuesday Canada’s blog notes an increase in charitable donations in Canada by 75% on top of last GivingTuesday’s lift of 169%.
This day of giving is truly becoming an international movement and tradition gaining momentum each year since its founding in 2012. Are you tapping in to the increased posture of philanthropy on this day?
One organization that’s really leveraging the potential of Giving Tuesday to advance their mission is the Canadian Cancer Society (CCS) who saw a 78% increase in donations during the week of December 2nd this year, and an 85% increase in the number of donations they received!
I recently spoke with Mike Kirkpatrick, Director of Marketing at Canadian Cancer Society in Ontario who shared their story with me, and here are three tips I believe led to their success that you can use in 2015.
First - start your campaign early
CCS began emailing constituents a week out from Giving Tuesday. They didn’t wait until Tuesday morning to send their first message; they got on their constituents radar early and gave them ample time to make plans to give. Cancer research funding is very competitive right now, but because of their strategic approach, CCS was top of mind by the time Giving Tuesday rolled around.
Additionally, CCS didn’t just use one channel to market their Giving Tuesday campaign, they shared a consistent and targeted message across their social pages, email lists, and website banners.
Second, build upon the buzz
CCS focused on the tangibility of what they were trying to fund instead of on just a general day of giving. CCS is well known as being an innovator in cancer research, and they solidified that message on Giving Tuesday, setting out to fund an entire project called the Great Canadian Innovation Grant.
CCS successfully reached their goal of funding this project by tapping in to the potential of Giving Tuesday all while spreading their mission to eradicate cancer and enhance the quality of life of people living with cancer.
Third, focus on the follow-up
Unlike a Black Friday coupon or Cyber Monday email, your cause is one that deserves attention 365 days of the year, not one that expires at Midnight. CCS kept the conversation going with donors beyond Giving Tuesday by sending out an immediate “Thank You” follow-up and setting expectations for updates on the Great Canadian Innovation Grant supporters would receive in the New Year.
In being deliberate in their entire strategy, from announcement, to ask, to follow-up, CCS is delighting these one-day donors in to recurring supporters of their cause.
When it comes to a growing annual event like Giving Tuesday It’s important to start early, build on the buzz, focus on the follow-up, and for my fourth tip, yes there is one more. Visit my blog on this topic here. Hint it’s about your people.
Michael Beahm is Customer Advocate Marketing Manager at Blackbaud, and manages the Blackbaud Champions program. He has a passion for customer advocacy, content marketing, and social media, especially how these things can benefit nonprofit missions. Michael enjoys coffee, craft beer, and spending time with his wife and toddler boys in the Carolinas. Connect with him on twitter @mabeahm.
