The Real Reason Most Giving Tuesday Campaigns Fail (And 5 Ways to Make Sure Yours Doesn't)

In the next few weeks, thousands of nonprofits will make the same costly mistake. They'll send a few generic emails asking for donations on Giving Tuesday, raise some money, thank their donors, and move on.

But you can do better.

Here are five simple strategies to help you make the most of your campaign.

1. Be Specific

When you invite people to give, make sure you tell them what their gift will accomplish. It's not enough to simply ask people to give.

You have to let them know the specific problem their gift will help solve.

A simple way to do this is by using the XYZ structure: If you give X, it will provide Y, which means Z.

Here's an example from a nonprofit that provides after-school programs for kids in foster care:

“Will you make a gift of $100 today to provide a week of after-school care for a child in our program so that they can continue learning and developing strong relationships with caring mentors while receiving homework help in a safe, supportive environment?"

Framing your request this way helps people see their gifts aren't just chipping away at your overall financial goal, but instead have the potential to help serve the cause in a very specific way.

2. Focus on the Cause

People don't give to nonprofits; people give to causes they're passionate about.

When you invite people to give, don't ask them to give to your organization. Invite them to give to the cause. This is one of the most simple, cost-effective ways you can improve your Giving Tuesday communication.

Compare these two approaches:

? Will you make a gift to ABC Nonprofit today on Giving Tuesday?

? Will you make a difference for a child experiencing homelessness today on Giving Tuesday?

When you focus on the cause instead of the organization, you help people visualize the problem they're helping solve in a meaningful way, which also leads to greater participation and excitement about the campaign.

3. Utilize a Match

Nothing moves the fundraising needle quite like a matching challenge, and one day campaigns like Giving Tuesday are the perfect opportunity to put one to use.

Consider asking a group of your most committed givers if they'd consider matching all gifts (up to a certain threshold) that you raise on Giving Tuesday.

A simple example: If you get 25 people to agree to match up to $500 each, you'll have $12,500 your nonprofit can publicly announce as a match for Giving Tuesday.

This strategy doesn't cost anything to implement, and everyone likes the idea of their gift being doubled. Inviting your most committed supporters to provide the match is also a wonderful way to deepen their connection to the cause.

4. Invite Lead Gifts

Start with a soft launch to build momentum. Whether you have a match or not, invite a handful of people to help kick things off with a lead gift.

When you launch your Giving Tuesday campaign with an announcement that you're half-way to your goal, you immediately start from a place of strength and momentum. People naturally want to give to projects and campaigns they perceive will be successful.

There's no magic number or percentage to strive towards before you launch, but any progress you can make ahead of time will help increase excitement and boost giving when you go live with your campaign.

5. Create a Follow-Up Plan

Don't wait until after Giving Tuesday to think about how to communicate with those who participate. Make a plan now to communicate with givers about the impact of their support.

Here's your four-part follow-up timeline:

1. On Giving Tuesday

Send an immediate thank-you email. Share the total given and how these contributions will make a difference.

2. Before the End of the Week

Make personal thank-you calls. If your campaign was wildly successful and you can't call everyone, pick a threshold amount and call those people. Focus especially on new givers.

3. One Month Later

Invite deeper engagement - but don't ask for money. Send an email inviting everyone to take one more step with your cause. Offer volunteer opportunities or invite them to read an impact story that helps them learn more about your work.

4. Three Months Later

Share specific accomplishments. Tell people what their collective support helped accomplish. Were you able to train 5 new families to become foster parents? Did you provide after-school tutoring for 30 more kids? Use words and pictures to paint a picture of the impact they made possible.

The Bottom Line

You don't need to be a fundraising expert to double your impact this Giving Tuesday.

With a little thought and intentionality, anyone can implement these simple proven solutions.

Don't let another year go by settling for average results. Your mission matters too much to leave success to chance.