Running Up (and Over!) That Hill: Coaching for Giving Day Success

Take the Hill

I spend many hours training for running challenging hills – the largest of which I tackled in the 2022 Delta Dental Mount Washington Road Race. The slogan for that race is "There's Only One Hill!"?It was hard, fun, and worth the work. I use it here to introduce a coaching metaphor for nonprofit executives and Boards as you finalize your plans for #nhgives or any #givingday events.

Some of the most effective coaching advice I use is to “run through the crest of the hill”. In other words, keep pushing when you are tempted to back off even if the terrain beckons with a descent. Is your nonprofit team prepared to run through the metaphoric crest of the hill on the morning after #nhgives or any Giving Day? You might want to sleep in that morning, but get up and keep going! When you do, it will have immeasurable benefits for you on that day and on the fundraising hills that follow. You will rest at the end of the race in the days following.

I recognize that #Givingday events can be equally celebrated and dreaded by professional fundraisers. If an organization has a significant “megaphone” (such as public broadcasting, major food banks or national brands that have access to billboards and bus sides), it is a day that could generate a significant influx of tens of thousands of new, relatively small donations from new or lapsed donors.

On the flip side are small to mid-size organizations with modest databases and resources. For these, there is sometimes pressure from Board members and executive teams to spend time administering Giving Day preparation without an accompanying investment in broad communications for the effort. Many of these organizations end up frustrated development teams and with the Giving Day as a vehicle for donors who planned to send support anyway – thereby not serving to generate significant new leads for the fundraising pipeline.

Make the Most of the Climb

For all nonprofits participating in Giving Days, the most significant, and long-lasting impact is a result of powering through the crest of the giving day hill and staying focused the morning after the giving day closes. Here are four reminders about how to do just that:

1. Even though you are tired, make personal calls to – do not email – as many donors as you can in the first half-day following the Giving Day’s close. A quick thank you phone message will make a significant impression and it will surprise you to see how many folks pick up! Assemble a Gratitude Team to get this done. It’s fun and memorable.
2. Keep the dialogue open, despite fears of oversaturation. Make a huge deal about however much is raised and be specific about the impact. Video testimonials are an inexpensive and easy way to communicate the impact of the financial results!
3. Make an actionable plan to communicate with your donors again two weeks after the event. It will remind them that you share their values and continue to be grateful. This can be an email or newsletter mention that includes a call to action. Perhaps invite them to join a meetup with other donors, or to meet your programs team. Do whatever you can do to keep the relationship active for both you and the Giving Day Donors. The morning after Giving Day is when your mind is the most focused on the topic.
4. Recover. Once you are done with numbers 1-3, take a break. Resting your body, heart, and soul is the best way to lay the foundation for the next climb.

Let's Talk!

If you’d like to talk more about?Giving Days or share your own fundraising leadership metaphors, click?here?to set up a time to visit. I look forward to learning about what you have on your mind.