Here at Givebutter, we want you to use the momentum you experience on Giving Tuesday to launch you into success far beyond November 30th. What's the best way to accomplish this? Prioritize donor retention and make it a part of your plan.
While it’s easy to put all of your attention and focus on raising the funds you need on Giving Tuesday, donor retention should not be an afterthought. Meet with your team to discuss these best practices of donor retention and come up with a game plan!
🙏 Thank your supporters in a timely manner
2019 data showed that 20% of first-time donors don’t repeat their gift the following year. However, donors who receive a thank-you message within 48 hours are 4 times more likely to give again. Sounds like a message of gratitude is in order shortly after your Giving Tuesday celebration wraps up!
It’s understandable that sharing a thank you goes a long way; we all want to be recognized for our good deeds and contributions. While it’s great to have an automated message go out every time someone donates, it’s important to send a more personalized message to your supporters, too.
Personalize your thank you:
→ Send emails featuring the supporter’s first name
Make your supporters feel special by addressing them personally rather than directing your message to your supporters as a group.
→ Make phone calls to supporters just to say thank you
Consider requiring supporters to include their phone numbers, so your team can surprise them with a kind message from a real human! Taking the time to do this can really help your organization stand out.
→ Mail handwritten thank-you notes
Consider requiring supporters to include their mailing addresses, so your team can send them handwritten notes or thank-you cards!
→ Livestream your thank you: Broadcast a livestream on your campaign page and shout donors out by name in real-time!
No matter what format you choose to share your gratitude with your community, your thank-you message should:
→ Share your campaign’s results
Let people know the outcome of your campaign and how this result will help further your mission.
→ Use donor-centric language
Use language that includes the importance of donors in the success of your campaign. Use words like you, together, and us.
→ Don’t ask for another gift
Keep it to a simple thank you—people will feel your gratitude more this way.
→ Speak to a real person from a real person
Sign off your email or note with your CEO’s or a staff member’s name.
<div class='rich-text-tip'>PRO TIP: Use Track to segment audiences between existing donors and new donors. That way, the wording of your messages can fit the circumstances of each donor’s unique giving history.</div>
📣 Empower donors by confirming that they helped you reach your goal
When people invest time and money in something, they want to see it pay off! Keep everyone updated on your campaign every step of the way to maintain total transparency and leave donors feeling like they were part of a bigger movement this Giving Tuesday.
Givebutter makes it easy to communicate with your campaign supporters in a variety of ways:
→ Goal bar
Everyone will be able to see your page’s progress simply by visiting your campaign page and seeing the goal bar.
→ Email and text donors
Use Givebutter's Engage tool to contact everyone from your campaign about updates and results.
→ Livestream a message
Conclude your campaign by going live to share its success and broadcast it right to your fundraising page and social media!
👋 Set up a welcome email series for new donors
Welcome your new supporters in a series of automated emails, starting 2–5 days after their first gift. Any new person who has joined your mission on Giving Tuesday clearly cares about your cause, but they still may have a lot to learn about your organization’s impact to inspire them to stay engaged.
A successful welcome email series should:
→ Share the mission and ethos of your organizationMake it crystal clear why and how your organization is a leader in your field.
→ Update readers on your most relevant content
New supporters know little about your organization; even old news to you is news to them! Share your most-visited blog posts, social media graphics, or recent news articles about your mission to educate new friends on your organization.
→ Include stories
Share testimonials or personal anecdotes from people who have been directly impacted by your organization.
→ Space out its cadence
Be consistent in your messaging but not overwhelming. Spacing out your communication cadence to a weekly email keeps people engaged and lowers the risk of folks hitting unsubscribe.
🔁 Offer recurring donation options
It almost doesn’t need to be said: the easiest way to have donors give again is to have them… sign up to give again! By offering the option for supporters to give monthly, quarterly, or annually, you are significantly improving your donor retention. The average recurring donor will give 42% more in one year than those who give one-time gifts!
Providing recurring donation options can bring in younger donors, too. 52% of Millennials are more likely to give monthly over a large one-time donation, with Gen Z having similar donation preferences.
🎁 Offer company-employee matching gifts
Donors are 84% more likely to donate if a match is offered. Acquiring a major match gift for your campaign isn’t always possible, but by promoting employer matching programs, you could inspire donors to not only give but bring in double the donated amount. Additionally, the average donation amount increases by 51% when a match is offered. Across the board, you’ll be bringing in more support for your good cause.
<div class='rich-text-tip'>PRO TIP: Givebutter integrates with Double the Donation, which can be added to any Givebutter donation form. Double the Donation will identify any employer matching gift programs available to anyone contributing to your campaign. More than $4 Billion in matching gift revenue is left on the table every year. Make sure you aren't missing out!</div>
✊ Share ways to get involved besides donating
Those who invested in your cause did so because they truly care about making a difference. If they only feel engaged during the times your organization is asking for money, they could end up feeling disconnected from the solutions they’re financially supporting. By offering a variety of ways to get involved, you’ll have more chances to show your donors their impact and offer them a sense of community.
Engage with supporters regularly by:
→ Highlighting your volunteer program
→ Sending out a newsletter
→ Posting on your social media accounts
→ Sharing advocacy opportunities
→ Inviting supporters to tours and events
→ Sharing any in-kind needs
✊ We’re on a mission to empower the changemaker in all of us
And that's why we’re providing you with all the tools and resources you need to raise more, give better, and unleash generosity this Giving Tuesday. We can’t wait to see how you rally support for your good cause on November 30th and beyond!
Ready to make your Giving Tuesday campaign butter than ever this year? Create your free account on Givebutter today! Verified nonprofits could receive a special Giving Tuesday donation right from Givebutter!