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Fundraising Tuesday: Having Second Thoughts about Giving Tuesday?

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Perhaps you’re one of the nonprofit organizations that has had great success raising funds on Giving Tuesday. You jumped on it early, got your donors to make it a habit, and kept the momentum going strong for the last decade.

Congratulations. This post is not for you!

But if your organization has put a lot of effort into Giving Tuesday and seen the returns decline, maybe you decided to give it a rest this year. Or maybe, you’re one of the many groups that never jumped on the Giving Tuesday bandwagon.

And right now, a couple of weeks out, you’re having second thoughts.

“What if I’m missing out? What if all the other people gearing up for the Tuesday after Thanksgiving are right and I’m wrong? Should I put something together in a rush before I head off to my holiday dinner?

NO. The answer is a big, fat NO.

If you're not already committed to Giving Tuesday, here are three reasons to take a deep breath and let it go. Click To Tweet
  1. Doing a good fundraising message takes time. Doing a bad fundraising message is a waste of time.
  2. When Giving Tuesday was new, it was easy to get donors’ attention that day. Now, every other email in their inbox says “It’s Giving Tuesday!” Don’t get lost in the crowd.
  3. There are many other things you can do right now, and before the end of the year, that will raise more money than a slapdash Giving Tuesday email.

How to Raise Money without Giving Tuesday

Take the time you would have spent on creating an effective appeal for the first Tuesday after Thanksgiving and put it into these steps instead:

Fundraising Tuesday: How a Capital Campaign Fuels Sustainable Nonprofit Growth

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When was the last time your organization conducted a capital campaign? Ten years ago? Twenty? Even longer? Many organizations undertake capital campaigns because of specific needs, or perhaps a crisis that has arisen.

You may complete a strategic planning process that points to the need for more space or new programs and systems, and bingo—that leads to a capital campaign. Or, perhaps you are losing your lease, or a flood or earthquake has destroyed your facilities. A crisis like that often jump-starts a campaign.

But you will be well-served to think more broadly about how a campaign can help your organization grow and develop in more than just these ways.

This post will review the many reasons that capital campaigns are good for an organization’s growth. The reasons fall into two categories: specific things a campaign can raise money for that will help an organization grow, and the ways in which the process of a campaign boosts an organization’s strength and growth.

Specific Projects or Initiatives that Can be Funded by a Capital Campaign

Keep in mind that capital campaigns occur only once every 10 or 15 years. They don’t replace annual fundraising but are rather special initiatives that raise funds that boost an organization’s productivity.

These funds typically fall into these categories:

  • Infrastructure and Facility Improvements: Campaigns are often used to expand existing facilities, renovate outdated spaces, or build brand-new facilities. These improvements to the infrastructure enable an organization to do more and to do it more effectively for a period of years.
  • Technology: Organizations often use campaigns to invest in new systems and technologies that will make them more effective and efficient. These might include development systems, website improvements, scheduling systems, information tracking, and data analytics. The nonprofit world often lags behind with these investments, but when made wisely, they can transform an organization’s ability to function efficiently.
  • New Programs and Service Expansion: While campaigns typically don’t fund general operations, they can be used for front-end expenditures for new programs or rapid program expansion. Those programs can start more quickly with an infusion of resources from a campaign and then gradually fund the ongoing expenses through an increase in annual operating funds.
  • Board Restricted Endowment: While campaigns are not the best approach to build an organization’s endowment, most campaigns include some endowment component which provides opportunities for donors to contribute to the campaign through planned gifts that will not be needed for immediate cash investments.

Capital campaigns are excellent catalysts for growth. But they also have powerful transformational effects on an organization’s fundraising and visibility.

Capital Campaigns Strengthen Organizations in Other Ways, Too

Aside from the direct investments that a capital campaign funds, consider the diverse other benefits that it can bring:

  • Strengthening Donor Relationships: Capital campaigns are not just about fundraising. Campaigns foster meaningful connections with donors, as they inspire people to invest deeply in the organization’s mission. Through personalized cultivation and stewardship efforts, nonprofits can engage donors on a more profound level, turning them into lifelong supporters. These strengthened donor relationships extend beyond the campaign, providing a sustainable base of ongoing support.
  • Raising Visibility and Awareness: Capital campaigns also present an excellent opportunity to raise awareness about an organization’s work. As the campaign gains momentum, it generates media coverage, public interest, and word-of-mouth endorsements. This heightened visibility attracts new donors and volunteers who may become long-term advocates for the organization’s cause.
  • Building a Culture of Philanthropy: Successful capital campaigns involve the entire organization, from the board and staff to volunteers and beneficiaries. This collective effort instills a culture of philanthropy, where everyone is invested in the fundraising process and understands its importance. Such a culture ensures that fundraising continues to be a priority even after the campaign ends, sustaining the organization’s growth trajectory.
  • Capacity-Building and Professional Development: As organizations prepare for capital campaigns, they often invest in capacity-building and professional development for their team. This can include training on fundraising strategies, donor stewardship, and financial management. These improvements make an organization better equipped to handle the challenges of growth in a sustainable manner.

Careful planning, adherence to capital campaign best practices, and a hands-on approach will set you up well to achieve these long-term benefits, especially if you work with a campaign coach or advisor who can guide you through each step of the process.

More Than Just Money

Capital campaigns offer more than just financial boosts; they serve as catalysts for sustainable growth by forging strong donor relationships, increasing visibility, and fostering a culture of philanthropy within the organization.

 

Andrea Kihlstedt, Capital Campaign ProAndrea Kihlstedt | CEO & Co-Founder of Capital Campaign Pro

Andrea is the author of Capital Campaigns: Strategies that Work, now in its 4th edition, as well as How to Raise $1 Million (or More) in 10 Bite Sized Steps, in addition to other books. Andrea has been leading successful capital campaigns for more than 30 years. To learn how Capital Campaign Pro can support you through a capital campaign, visit capitalcampaignpro.com.

Fundraising Tuesday: 4 Tips for Getting Started with Virtual Product Fundraising

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A guest post by Debbie Salat of ABC Fundraising

As a nonprofit fundraiser, you likely host a variety of different fundraising events and campaigns each year. You can improve upon your current practices by finding fundraising ideas that are easier to implement, more accessible to donors, and more profitable. That’s where virtual product fundraising comes in.

According to Double the Donation, 63% of donors prefer donating online. Virtual product fundraisers allow donors to contribute to your organization in a way that caters to their needs. Additionally, they’re easy to set up, simple to participate in, and offer donors something in return for their donation.

To help you leverage this impactful fundraising method, we’ve created a list of four tips for how to get started with virtual product fundraising.

1. Determine your goals.

Provide focus to your virtual product fundraiser with clear goals. That way, your fundraising team has a complete understanding of the  purpose of the fundraising.

To develop a distinct fundraising goal, follow the SMART goal framework:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Timely

These guidelines allow you to set objectives that are easy to track and evaluate. For example, a goal of raising $10,000 over the next six months through a virtual product fundraiser to support people without access to healthcare is a more tangible goal than simply raising money in support of a good cause.

Additionally, sharing these goals with your supporters will provide greater transparency about what you’re raising money for. As a result, you can gain donors’ trust and build lasting relationships with them.

2. Select a product.

The goals you’ve set should drive your product selection. For example, if you’re trying to connect with donors during the holidays through your fundraising efforts, selling holiday decorations could help you achieve that goal.

Check out these examples of different product types you might consider for your fundraiser:

  • Food: Give your donors the chance to buy their favorite snacks and support your cause at the same time. ABC Fundraising recommends selling cookie dough in particular because you can earn up to an 80% profit.
  • Branded merchandise: Turn donors into brand advocates with branded merchandise. Selling t-shirts, hats, and travel mugs with your organization’s logo can help boost brand awareness.
  • Discount opportunities: Allow your donors to save on everyday purchases and give back to your cause by selling discount cards. You can even give back to the community by including local vendors in the discount offerings.

If you’re having trouble deciding which product to sell, think about your donors. What would they most like to purchase? Consider sending a survey to collect donor feedback and get them excited about your upcoming virtual product fundraiser.

3. Promote your fundraiser.

Let your supporters know about your fundraiser by promoting it effectively. You can spark interest in your fundraiser by showing some product sneak peeks beforehand. Then, you can share how to participate once the fundraiser is up and running.

Make sure to promote your fundraiser using a variety of communication channels, such as:

  • Email newsletter. Include a section about your virtual product fundraiser. Make sure to add pictures of the product you’re selling and the link to your online store.
  • Social media. Show off images of the products you’re selling. People will be more enticed to buy snacks and merchandise if they can get a good look at them before they make their purchase.
  • Website. Your website is the hub for updating your supporters about your organization. Create a new page to market your virtual product fundraiser.

To spread even more awareness of your fundraiser, lean on your supporters for help. Encourage them to share your online store link with friends and family. You can even turn it into a contest or giveaway, offering one entry per referral. Then, you can offer some of the products you’re selling as the grand prize.

4. Track your fundraiser’s progress.

One of the reasons why creating clear goals for your fundraiser is so important is that it allows you to measure your success.

One way to measure your success is through a fundraising thermometer. This visual allows you to track donations and provides an easy way for your supporters to monitor the fundraiser’s progress. A fundraising thermometer can also encourage supporters to contribute, especially if you’re close to reaching your goal.

Another way to measure your fundraiser’s success is through Google Analytics. Through the Google Ad Grants program, eligible nonprofits receive $10,000 in monthly ad credits they can use to promote important landing pages on their websites. If you’re part of the program, you can create goals in Google Analytics that align with your fundraising goals and promote your virtual product fundraising page.

While Google Analytics can’t necessarily track donations, you can measure the success of your marketing efforts and determine which are most effective. Then, you can make sure to keep up those methods for future campaigns.

It can be daunting to set up a new type of fundraiser for the first time, but these tips will set you on the right track for a successful virtual product fundraiser. For extra help, consider partnering with a virtual product fundraising provider that can assist you with setting up your online store and managing your fundraiser.

Debbie Salat head shotDebbie Salat 

Debbie Salat is the director of fundraising activities and product development at ABC Fundraising(r) – Debbie joined ABC Fundraising(r) in 2010 and is responsible for launching over 6500 fundraising campaigns for schools, churches, youth sports teams and non-profit organizations all across the USA.

With over 20 years of fundraising experience, Debbie knows the path to success for fundraisers which she shares with groups on a daily basis so they can achieve their fundraising goals.

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