The secret for non-profit fundraising is out! Giving Tuesday was an incredible way to garner donations in 2019, but all the attention it has brought will undoubtedly affect smaller non-profit organizations. How do you overcome the buzz during the giving season and stand out from the pack? Everything begins with a plan.
Start planning sooner than later, and get your strategy in place. The prominent players in the NPO field will be ready to execute their moves to the highest degree. This means the smaller organizations may feel the effects first hand, but this shouldn’t deter you from preparing for the giving season.
Tune in below to Greg Taylor as he breaks down a few ways to overcome changes in the 2020 giving season. Need more assistance? Reach out to our team, and we’ll get your strategy in place and ready to rock.
[Transcript]
Hey everyone, thanks for checking out another bonus episode of the New Marketing Show, catch us on YouTube, Instagram, TV or website, all that great stuff. So today, I want to start talking about the giving season.
We’re gonna start talking about Giving Tuesday, which is December 2, first Tuesday after Thanksgiving, pretty sure. Second, it’s a first and a second, I’m pretty sure it’s a second. And what it means this year with our current reality of events being canceled, and limited capacity, and what it means in the fundraising world.
A couple of quick thoughts. Giving Tuesday was the greatest secret weapon for small NPOs, nonprofit organizations, probably created in a long time. But know this, the big guys are onto it. Now, they know how powerful GivingTuesday is. They see the tweets, they see the impact that it has on small npos.
And you better believe it that this year of all years, they will be jumping on that bandwagon and jumping into Giving Tuesday game stronger than ever, and probably more strategic, and probably ready to execute at the highest level.
Here’s why. With all the COVID-19 stuff going on since March galus, golf outings, auctions, any other type of fundraising event were canceled or limited in capacity and moved online. Almost all NPOs now have an online giving mechanism. If they don’t, they’ve lost I mean flat out it’s like, it’s not even like they’re losing like they’ve lost.
So what happens is now is the Conan’s of the world, the American Heart Association, all of those great organizations, I don’t want to, and don’t take me wrong, don’t get me wrong here. I do think that those are great organizations. And I think that they do great stuff. But what happens is now is they’re getting in this game also. And it’s going to be the noisiest giving season ever.
Now, with Giving Tuesday over the last couple years being in December. A lot of times what people are doing, they’re rolling a GivingTuesday campaign right into their year and appeals.
So right now, as we talk middle of October is the time for you to start strategizing. It’s time for you to start developing your personas. It’s time for you to start developing your strategic messaging, figure out what story of your NPO connects with whom and how you’re going to connect dots.
How are you going to get them, it’s time for you to figure out the creative. Right now you have to execute at the highest level ever. You can’t just go out and expect you know a couple of tweets or a couple Instagram posts or Facebook posts to raise a significant dollar amount.
Whoever execute best this giving season is going to get the lion’s share of donations. Everybody right now is competing for the same discretionary donation money from either corporate donors, individuals, their constituents, etc.
So be smart. plan, plan, plan, execute your plan, review or fire repeat and make sure that you’re on point to at least get the dollars that your constituents typically give you so that you can nurture them further down the continuum.
Hey, thanks for watching. For more videos like this, you can get us on YouTube. You can get us the New Marketing Show, wherever you get your podcasts so keep checking us out. Thank you.
While I’ve known Greg for years from our time together in the marketing scene, I’ve only recently had the chance to work with Trinity Web Media on a client project. Not only was the team professional and their work spot on, they were amazingly quick to respond and required very little hand-holding along the way. I chalk that up to their past experience and a deep understanding of best-in-class services.
I have hired Greg and the Trinity team multiple times for work on my own websites, and have also hired them to work on behalf of multiple clients. He is simply a pleasure to work with, in every respect. Smart but without the giant ego of some developers, Trinity Web Media works with his clients to achieve their vision in the best way possible — with careful attention to their interests, and thoughtful recommendations based on his expertise. • Susan Baier – Founding Marketing Strategist – Audience Audit