By: Kristi Howard-Shultz
With our inability to gather in large groups over the last year, 74.6 percent of nonprofits reported canceling in-person fundraising events. For most, this meant pivoting to virtual events instead.
You may think a virtual event lacks the impact, emotion, and sense of community that an in-person event offers. Undoubtedly, online events present many challenges and, with them, opportunities. Embrace the opportunities by hosting an online Giving Day this year.
WHAT is a Giving Day?
A Giving Day, or sometimes called a day of giving, is a 24-hour online fundraising challenge that aims to rally groups of people around a particular region, cause, event, or institution.
WHEN should you host yours?
Your giving day should be tied to a meaningful day for YOUR organization—think your birthday, a special anniversary, or an awareness month.
WHY do it this year?
You know this model works and frankly, it’s far easier than “converting” your gala and auction into a virtual event.
- Low overhead
- High return
- Limited staff time
- A modern and secure giving experience
- A sense of urgency to raise funds more quickly
- Increased visibility and exposure by connecting with a larger community
- New supporters
- Re-engaging past volunteers and donors in a new and exciting way
- Improving your organization’s reputation and popularity
- A fun way to do all of this!
HOW to host a successful Giving Day
Start planning 6-9 months before your Giving Day
Participate in any training available, and download materials such as planning tools and templates.
- Secure lead and matching gifts
- Onboard your ambassadors
- Identify your ground team
- Budget for and purchase everything needed
Set specific, measurable, but realistic goals
Giving Day goals include:
- $ you want to raise
- # of donors you’d like to see participate
- # of new donors you’d like to bring in
- the participation of key audiences, such as volunteers or staff, alumni or students
Set up the technology that you will need
- Understand how the donation system works well ahead of schedule
- Test it, including for volume
- Customize landing pages specifically for your one-day giving campaign
- Make it clear, simple, mobile-friendly, and quick to donate
Prepare a detailed communications calendar
Think about when you want to alert your supporters that the Giving Day is coming up.
Set up a series of emails to build awareness and enthusiasm for the special day. You may even encourage people to donate early and schedule the donation to take place on Giving Day.
Gather your best stories
Use your best stories and photos to build momentum leading up to and throughout the day itself. Vary the voices and perspectives to show the full scope and impact of your services. If you have vulnerable clients, find ways to protect their identities while telling their stories.
Besides personal stories, use statistics in an attractive way to illustrate the impact of your donors’ dollars. Use simple graphs or infographics to show how much good the money will do and for whom.
Get creative and specific. Be sure that your automatic email receipt is warm, particular to the Giving Day, and detailed. Explore ways to celebrate and thank donors on social media, your website, and in your mailed letters. You can even include notes from recipients or those that benefit from your mission. Create a short and simple video showing your clients saying “thanks.” You can’t go too far with thanking donors!
The day itself
Have a team of people on duty all day and until the close of your Giving Day. This is not a one-person job. You will need help posting impact stories, campaign updates, and using your hashtag liberally! Someone should be dedicated and available by phone to answer questions, take gifts, and make calls to your ambassadors.
You will also need someone or something (think software) to track your progress toward your goals and celebrate accordingly. It’s helpful to have an on-call troubleshooter. What will you do if payment processing goes down? What if the internet goes out? What’s your backup plan? Who can spend hours on the phone with support if needed?
Be sure to send a timely update and thank you to all supporters. They want to celebrate with you. Remember, success with giving days may not be perfect at first. You will definitely have some wins and learn some lessons. Debriefing with staff, key volunteers, and supporters is crucial to building on your success.
Whatever your original reason to start a Giving Day, the ultimate goal is to promote friendly competition among a community that is generous, engaged, and committed to investing in its future.
Kristi Howard Shultz, founder of Kristi Howard-Shultz Consulting, is a nonprofit executive that leads with head and heart. With 20+ years of experience working for nonprofits including nationally-known, time-tested institutions like The Boy Scouts of America, Big Brothers Big Sisters, and Boys & Girls Clubs, she has worked in nearly every capacity of fundraising throughout her career. She has a proven track record of success in board and fund development, campaign management, and capacity building. She has built a strong reputation within the community and is sought after for her industry expertise and thought leadership. Kristi is a natural relationship builder who loves to put plans into action. Championing “firsts” for organizations is her specialty.