Category: Fundraising Advice

Since its inception in 2012, Giving Tuesday has grown into a monumental day of global giving and now provides a great opportunity for non-profits to engage with current and new supporters.

On Giving Tuesday in 2020 for example, $2.47 BILLION was donated by supporters to US non-profits, whilst in the UK over £14,000 PER MINUTE was donated to UK charities. Moreover, the day resulted in 14.2 BILLION social media engagements, demonstrating the vast opportunity non-profits have on Giving Tuesday to raise not only funds, but awareness too.

As the day itself is just around the corner (30^th November) we partnered with Unicef USA to create a free webinar of top tips and tricks that can make a Giving Tuesday campaign truly effective. Senior Philanthropy Associate Emily Monasterio talked us through the lessons she has learnt as Unicef prepare for their 75^thanniversary event, pulling 10 events in 10 cities together for one night on Giving Tuesday. Read on for the Top 7 things we learnt from this Fundraising Masterclass, or alternatively watch the webinar for yourself here!

1. Get Your Committee Members On Board

The pandemic has forced almost all non-profits to take risks with their fundraising that pre-pandemic would not have seemed possible. Emily’s advice for making a success of these risks is to ensure the buy in and active participation of your board and/or committee members. A strong relationship with your committee can ensure that when undertaking a new journey, you at least have a strong understanding of the needs of your community.

2. Listen, Listen and Listen Some More

The market on Giving Tuesday can seem oversaturated with many non-profits battling for attention. Focus your attention on your own community. By truly understanding your community’s needs it’s possible to capitalise on the opportunity Giving Tuesday presents to fundraise. Holding regular meetings with your committee members will provide ample space to discuss their wants and needs.

3. A Little Friendly Competition Doesn’t Hurt!

Giving Tuesday is a thread which can pull together different regions or different chapters of an organisation under one campaign banner. Of course, remember the overall goal and mission, but encouraging each region or chapter to compete with one another can drive up donations whilst adding an element of fun to the campaign. For example, Unicef USA are using Givergy leaderboards to provide live updates of fundraising totals for each region during their 75^thyear anniversary event. This not only adds a little friendly competition but reminds supporters at each individual event that they are part of a larger movement.

4. No Idea Is Too Small To Bring Money In The Door

Embrace ideas that drive participation because at the end of the campaign, all the little ideas add up. This is made easier under an umbrella day like Giving Tuesday. A good example is the committee members from Unicef USA’s campaign tying in birthday events with fundraising, or simply buying tickets to a virtual event.

5. Keep Ease Of Giving Constant

Emily was keen to emphasise that this tip applies to any fundraising event an organisation is running. Giving should be easy and feel like second nature to your supporters. When interacting with your campaign, the process of giving should be as seamless as possible. For Unicef USA, this means placing QR codes across their event space and including them on all programmes so that guests have constant access to the silent auction and donation options.

6. Start Fundraising Before The Event

Open your fundraising streams before the event itself as this allows momentum to build and your mission to be shared. Unicef USA did this through specifically focusing on pledging during their build-up.

7. Don’t Be Scared Of Social Media

Yes, the marketplace is competitive on Giving Tuesday but that doesn’t mean your organisation should shy away from entering the social media sphere. Look to your own community or network and identify those that are active on social media, as just those within your own community can share your message and raise awareness. Moreover, if you have chapters in different locations, connecting through social media can again help amplify the power of your movement.

If you would like more information on fundraising solutions for your upcoming fundraising campaign or event, please get in touch!

Choosing the right auctioneer is paramount to the success of your auction. If an auctioneer is entertaining and charismatic, he or she will keep the crowd’s attention and transform a silent room into a hive of bidding activity. If you haven’t worked with an auctioneer before, we can recommend one for your event.

If your budget permits, avoid the temptation of using a board member or staff member as the auctioneer to cut costs. A good auctioneer could be the difference between raising £10,000 and £50,000, so even if there is an initial cost involved, the right person will pay for themselves in the money they raise for you. However, it is still important to do your research. Ask your potential auctioneers if they have any recordings of their work they can share and make sure you select someone whose style is tailored to your event.

Ahead of the event, your auctioneer needs:

• A fact file with key points about each item.
• A list of correct reserves so he/she does not undersell.
• A list of any items that can be multi-sold.
• A brief on any high net worth individuals or VIP tables so he/she knows where bids may be coming from.

Your Givergy event manager will brief with your auctioneer prior to the event to ensure everything is clear. As part of this, it helps to introduce volunteers and spotters to your auctioneer so that he/she knows they are there to assist and point.
Getting the auctioneer to say “Sold!” and the table number can eliminate missed bids and direct the spotter to the winner.

How to best utilise your MC for your silent auction

In our experience it’s always best to mix up your items and not group them together by type – This will deter people to carry on looking through the list if they aren’t interested in that category. This way people are encouraged to look through all the items and we find they end up bidding on something they weren’t initially looking for.

You want to make your items feel attainable to a wide audience, so think about having a mixed distribution of prices – you don’t want to have all of your high or low-priced items at the end of
the page.

If you are worried about having a long list, to make things easier for potential bidders, you have the option to assign your items to categories. People can then search the category menu to easily navigate around the auction if they’re looking for a specific item.

We kicked off a recent blog series exploring the skills gap within the charity sector and digital world in our May blog – The Digital Gap – What You Need to Know. This month, we’re taking a closer look at how to be confident in your digital strategy.

The Importance of a Digital Strategy

An effective digital strategy helps non-profits expand their reach, develop a captivating story, and achieve their fundraising goals. Emphasizing a digital presence will enhance your fundraising potential and improve your supporter experience Despite the evident benefits of a comprehensive digital strategy, over 51% of UK charities confess they don’t have any kind of digital strategy in place. 

I’ve recently been tasked with developing our case studies portfolio and one example springs to mind. Little Kids Rock proves the importance of a digital strategy by exceeding its initial target of $25,000, raising over $100,000 using digital fundraising technology. You can read more about it here.

Take The Leap

Creating an effective digital strategy begins by having the confidence to try something new. In this report, 66% of UK charities rate their digital skills as low. When you consider non-profits’ tight budgets and resources, you understand why so many do not feel confident taking a risk and investing in new digital technologies.

However, we’ve seen time and time again if your organization is willing to take that initial jump, tremendous results will follow. For example, Georgia’s Lanier Forsyth Rotary Club recently adopted online ticketing for the first time during their annual event, Down and Derby. Their audience was accustomed to receiving traditional paper tickets as a souvenir from the event. With this in mind, there was some reluctance to embrace a digital alternative.

However, the Rotary Club combated the possible issue by providing their supporters with a glossy postcard that included event details and a QR code linking to Givergy’s online ticketing platform on one side, and photos of past events on the other. In order to access the event, supporters still had to buy an online ticket but those who attended could keep the postcard as a token of the night. Additionally, because the postcard was not the actual ticket, the organization was able to mass-distribute them, further spreading the word of the event. The event ended with 450 guests attending compared to the 300 expected.

The Proof Is In The Results

Just this one example proves how overcoming the fear of trying something new can lead to a better experience and greater results. Your newfound success, in turn, breeds confidence in your ability to adapt to digital. It’s time to stop questioning the benefit of a digital strategy and begin building one – which, by the way, is much more enjoyable!

Next Up

As part of our Digital Gap series, our next instalment will take a closer look at the best ways to utilise your online network to increase interest in your events. Make sure to stay tuned and check out our previous blogs and recorded webinars for additional resources. 

One of the best ways to spread the word about your online fundraising campaign or virtual gala is by using social media. Below is a step-by-step guide to help you plan your social media strategy from start to finish!

Step 1. Determine a Schedule

As you begin planning your fundraising campaign, identify key dates that you’ll want to share on social media, such as your save the date, announcement, deadline, and countdown dates – 1 month, 1 week, 3 days away, etc.

Once you have those dates marked down, begin planning what each day’s posts will look like and set internal deadlines for deliverables.

Step 2. Select & Update Your Platforms

Look at Facebook, Instagram, Twitter, and LinkedIn, and find out where you have the largest following and highest engagement rate. You will still use all platforms to promote, however it is beneficial to know where you should primarily focus. While reviewing each platform, also check to make sure everything is up to date – about sections, FAQs, logos, branding, etc. 

Step 3. Prepare Your Content

Your ultimate goal here is to create content people will engage with. Make a list of all the assets you will need, including graphics for posts, Facebook event covers, Instagram stories, and more. Click here to download our social graphics spec sheet.

Step 4. Create a Facebook Event

Encourage people to “RSVP” and invite their friends to your Facebook event. Be specific about the campaign or virtual gala details and put your ticket link where people can easily see it.

Step 5. Enlist Supporters & Influencers

Make a list of contacts who will help spread the word about your fundraising campaign – employees, supporters, celebrities, etc. Once it’s time to announce, reach out to your list with a few graphic options, suggested copy, and a clear call to action. Ask people to tag you and use your fundraising campaign’s designated hashtag, so you can engage with their posts.

Step 6. Use Tools

Take advantage of these tools to create, schedule, and manage content!

• Canva – Create professional-looking graphics and videos in a snap! Plus, if your organization is eligible, you can access Canva Pro for free through the Canva for Nonprofits program.
• Facebook Creator Studio – Schedule Facebook and Instagram posts, manage direct messages, view insights, and more in Facebook Creator Studio.
• Instagram Countdown Sticker – Add a countdown sticker to your Instagram stories for the event time as well as deadlines to purchase tickets or enter a contest. If viewers subscribe, they will be notified once the time comes.

Step 7. Host a Social Media Contest

Contests are a great way to motivate people to share! ‘Share and win’ type thing. Just make sure to consult with your legal team first to cover any legal requirements if needed.

Step 8. Launch Paid Social Media Ads

To get in front of a new audience, you can also ‘pay-to-play’ if you have some marketing budget available, which means supplementing organic posts with paid ads. When building an engaging digital ad, remember to:

• Use an attention-grabbing image or video
• Keep the post text short
• Be clear about the call to action (i.e., “Donate Here”)
• Include an appropriate link and link description (i.e., Click here to donate now”)

Step 9. Engage, Engage, Engage!

As supporters share about your content via the contest or hashtag, engage with their posts. This is beneficial for two reasons:

• It shows you appreciate them sharing
• It allows you to connect with their audience and join the conversation

Step 10. Go Live on the Day of the Event

Whether you’re organizing a large virtual gala or online fundraising campaign, go live on the day of the event with a behind-the-scenes look or snippet from the opening introduction.

Step 11. Share Results, Appreciation, and Next Steps

To build upon the support you created over the last month or two, share about the overall impact and how supporters can continue their involvement. Whether they helped by donating or sharing on social media, show your appreciation for their efforts.

Step 12. Measure

Measure engagement rate, clicks, sales, and ROI to compare year over year. The more you measure, the more you’ll be able to see what does and doesn’t work, improving your overall social media strategy.

Get in touch for support on your own online fundraising campaign!

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