A successful day of giving is about more than meeting your donation goal – it’s about cultivating a community of leaders who are engaged on the big day and beyond.
Elevate supporters in your community to become leaders through personalized outreach, a clear ask, and intentional follow up.
We’ve created a hypothetical day of giving campaign with three examples to demonstrate how you can create and execute your own successful day of giving!
Campaign: Save the Sloths
Day of Giving: #GivingTuesday
Goal: Raise $35,000 in a single day
EXAMPLE 1: Increase campaign outreach
Target Audience: Supporters that are emailable, who have interacted with you on social media at least three times and who have not yet donated.
Objectives: Increase one-time donations and expand campaign outreach.
The Ask: These influencers are already engaged with you on social media and are likely ready for an ask to make a one-time donation to contribute to your fundraising campaign.
Engagement Path: Sent email acknowledging their social engagement and asked to donate > Donated > Sent thank you email and asked to spread the word about the campaign.
Follow Up: For this target audience, the follow up email includes both a thank you, acknowledging their contribution to the campaign, as well as an ask to spread the word about the campaign on social media.
Pro Tip: In your follow up email, include a couple sample tweets that they can easily share. You may also want to check out Share Link Generatorto take it to this sharing to next level!
EXAMPLE 2: Recruit new donors
Target audience: Supporters that are emailable, who have interacted with you on social media six or more times, who have Klout scores of 50 or above and who have donated at least $100 in the last year.
Objective: Build your donor base via supporter recruitment
The Ask: These influencers have donated to your organization in the past and are likely ready to help you recruit new donors for your campaign.
Engagement Path: Sent email with past contribution acknowledgement and asked to recruit donors > Recruited donors > Sent thank you email
Follow Up: For this target audience, a personal thank you email should be sent to the recruiter as well as the donors who have been recruited.
Pro Tip: In your initial email, include a couple sample tweets with their recruiter link so that they can easily use for their online recruitment and YOU can keep track of who they’re bringing in!
EXAMPLE 3: Build stronger relationships
Target audience: Supporters that are callable, who have donated $500 or more, but who haven’t donated in the last year.
Objective: Build stronger, long-term relationships with major donors.
The Ask: These influencers have a history of making large donations to your organization. A call is likely preferable because of this giving history because it’s a highly personal outreach platform for acknowledging their giving history, so you can ultimately make the ask for a contribution to this fundraising campaign.
Engagement Path: Called with personal acknowledgement of past contributions and asked to donate > Donated > Sent thank you email > Sent follow up email after campaign
Follow Up: For this target audience, the follow up includes both a thank you email, immediately acknowledging their contribution, as well as an email with more details about the impact their major contribution made after the campaign has ended. This second email is crucial because you can provide details about exactly what their dollars have contributed to and it keeps them engaged in your community beyond the campaign.
Pro Tip: Make your emails hyper-personal on a large scale by using liquid variables in email. Using these variables, you can reference each donor’s average donation amount directly in the email, like in the example below:
Want to chat about how you can execute the above for your own organization? Get in touch with your Community Strategist to schedule a call!
