Giving Tuesday is fast approaching, which means a busy time for nonprofit fundraising and some of the biggest giving campaigns of the entire year.
To capture this large donor potential, it is important to plan a campaign that is easy, flexible, and convenient for your supporters. After all, you are fighting for attention in a crowded fundraising field, and vying to stand out during the jam packed giving and holiday season.
One way to stand out from the crowd is to host a virtual event alongside your Giving Tuesday online campaign. Hosting a virtual fundraiser on the big day is an effective way to engage supporters and help your cause reach its goals!
You might be thinking: what? Host a virtual fundraiser on Giving Tuesday? I’ve never heard of that! But think about it. Over the past year, nonprofits have leveraged virtual events to connect with their supporters. Hosting a virtual event for Giving Tuesday provides a convenient solution to meet your donors where they are and continue to build awareness for your cause.
To cut through the noise during Giving Tuesday, here’s five tips to plan a successful virtual event:
Before you build your virtual Giving Tuesday event, take the time to understand:
Taking the time to get to know your audience helps you be intentional in your plans and create a memorable donor experience. Just be sure to start the identification process early to ensure that all insights and ideas have time to be considered before you start planning
Identify Core Supporters
After you’ve identified your audience, it’s time to see what core supporters fit the profile. These supporters will be the target segment for your events. These individuals are consistent event donors who believe in and share the mission of your organization. Utilize these supporters as the core of your event and leverage them to:
Conduct Donor Research
You can also discover useful supporter insights within your existing donor data. Doing donor research allows you to see which events actually connected donors with your cause. These insights allow you to make data driven decisions about your donor’s giving patterns and desires.
Send out a Survey
Supplement your insights by conducting a survey to directly ask your donors what they are looking for in a virtual event. A survey helps nonprofits gain real time understanding of donor’s desires and apply new perspectives to their event creation.
Once you have a basic understanding of your audience and are armed with donor knowledge, your nonprofit is ready to start planning your virtual Giving Tuesday event!
Now it’s time to choose the type of virtual event your nonprofit will host for Giving Tuesday.
There are many different virtual formats to choose from, and each engages supporters in different ways. Pick one that aligns with your organization’s goals and donor’s desires.
These are just some of the many virtual event formats that you can consider for your Giving Tuesday campaign and are a sure-fire way to wrap up your year strong and build a foundation of success for the year to come.
With a virtual event type chosen, your cause can now utilize online fundraising technology to create a place where donors can connect to your fundraising. Fundraising solutions allow nonprofits to have a centralized location for event promotion, proceeds collection, and brand awareness.
Keep these tips in mind when creating a compelling online experience for your virtual Giving Tuesday event:
Whether it’s mobile bidding, peer-to-peer fundraising, or online giving, virtual fundraising solutions help raise more and reach more during your next Giving Tuesday campaign. Following the suggested tips, makes the process as seamless as possible for your organization and your supporters!
Now it’s time to reach out to your supporters. When marketing your event, start first by creating a marketing strategy for virtual event promotion.
Your marketing strategy allows you to outline the goals, messaging, and channels you will use to bring awareness to your event. We recommend different communication outlets to reach as many attendees as possible!
Consider these channels in your marketing efforts:
Going multi-channel in your marketing strategy will help your nonprofit create wider reach, drive higher donor conversions, and fuel virtual event registrations.
With all the planning and preparation in place, it is almost time to launch your Giving Tuesday event. Before you “go live” on the big day do a run through of your event.
Ensuring that your event processes are easy, and your technology is working will ease the stress and experience during the event.
A well tested and run event ensures the most enjoyable supporter experience, creating a positive association with your cause and increasing proceeds too!
Giving Tuesday is a great opportunity to close your fundraising year out with a bang! However, planning a Giving Tuesday event can be a lot of work, especially in this highly digital time. With the right preparation, and these five planning tips, a virtual Giving Tuesday event provides valuable exposure and awareness to your cause, making the hard work worth it.
Karrie has spent more than a decade bringing innovative technology and fundraising strategies to the nonprofit industry. As one of the first executives at OneCause, Karrie combines her 20 years of experience in marketing with her passion for helping nonprofits expand their reach, leading industry research, marketing strategy, and fundraising consulting initiatives. She is also an active speaker on donor and fundraising trends, and has been featured on Forbes.com, Philanthropy Journal, and Nonprofit Hub.