Giving Tuesday is now ingrained into the holiday season, and it’s more popular than ever. In 2022, Americans alone gave $3.1 billion dollars to charitable causes in 24 hours — which was up 15% over the prior year. Does your organization take full advantage of the opportunity this day of giving provides?
To help you make the most of Giving Tuesday in 2023, the Masterworks Team has compiled a list of tips and insights we’ve learned in years past. Let’s explore how you can apply these lessons to make this year’s Giving Tuesday campaign even more impactful.
Send that email
Email is still the best way to remind your donors to give. Data Axle ran a survey to find out who knows about Giving Tuesday and how we can understand their donating habits and behaviors. They found that “Email is still the desired channel, with 40% of people selecting it as their desired channel across all generations.” Do you believe your emails target your donors at key times in this season?
Are you holding back with the fear that you are sending too much? Keep those emails coming!
Start with ad creative that already works
In 2022, we found that creative specifically crafted with Giving Tuesday imagery was not the key to successful fundraising during this season. Since the ramp-up window was so small from Thanksgiving to Giving Tuesday, we found it more effective to enhance promotion behind already-performing ads as opposed to building a brand-new campaign. We created ads for our clients that could be utilized throughout the giving season. We believe in iterating off of top-performing ads versus starting over from scratch each season.
Are there high-performing ads you already have in market that can be used this Giving Tuesday?
Focus ad spend on the day of Giving Tuesday, not the days leading up to it
Masterworks’ media buyers found that the days between Thanksgiving and Giving Tuesday saw a higher CPG (Cost Per Gift) with fewer gifts coming in but that spend stayed similar. We encourage our clients to be ready to pivot and be nimble with ads that are working. The Christmas and Year-End holidays are different beasts and will require a different level of spend leading up to and around the holidays themselves.
Are you setting and forgetting about your digital spend? Or are you watching, learning, and pivoting based on the success you are seeing each day during the holiday season?
We are looking forward to refining these tactics this Giving Tuesday and learning more alongside our ministry partners about the platforms we use and how to increase the donations being funneled into amazing Kingdom-building work.
For more ideas about how to boost your year end fundraising success, check out our recent webinar.
If you have an idea you’re wrestling with during this year-end fundraising season and want to bounce an idea off of us, we’re here to chat anytime! You can contact us here.
Bless you this busy fundraising season!
