A Non-Profit Guide to Giving Tuesday

You cannot fundraise without a successful marketing campaign. To encourage as many donations to a non-profit as possible on Giving Tuesday, you must develop an effective strategy to implement in the weeks leading up to the event, as well as on the giving day.

Develop a Plan

Every successful marketing strategy starts with an initial plan. You must identify the tools and tactics you will use to attract as many donations as possible ahead of Giving Tuesday. For example, we recommend utilising email outreach and personalised content.

Email Marketing

Email marketing is one of the most powerful marketing tools to use. It reportedly results in 33% of all online revenue, so it’s one of the best ways to encourage donations on Giving Tuesday. Instead of sending a generic email that will frustrate a recipient, create personalised messages using segmentation, which is based on age, location and past behaviours. Marketers have found that running a segmented campaign generates a 760% increase in email revenue. Personalised emails with personalised subject lines are also 26% more likely to be opened.

Leverage Volunteers

Volunteers are the people who are willing to go above and beyond to support your organisation. These kind-hearted individuals believe passionately in the cause, so are often the first people to donate to your non-profit on Giving Tuesday. In fact, it’s believed that volunteers give twice as much as non-volunteers, with 88% of dollars raised coming from 12% of an organisation’s donors – so don’t miss them out of your Giving Tuesday campaign.


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