5 Ways to Accelerate Your Digital Fundraising for Giving Tuesday
The digital fundraising landscape is undergoing a seismic shift, and Giving Tuesday is a prime opportunity to leverage these changes. As a global day of giving back, it’s a moment to inspire generosity and make a significant impact. ST’s digital fundraising division, STella! is helping not-for-profit clients embrace a digital-first mindset to grow their revenue faster and make the most of opportunities like Giving Tuesday.
Recent industry data proves it: Digital-first organizations are outpacing the average nonprofit by 12.7%. And online donors are 48% more valuable and more likely to give a second gift than offline donors. This shift to digital-first as the primary form of donor engagement presents a unique growth opportunity, especially when timed with a movement like Giving Tuesday. With a balanced strategy, it can enhance the efficacy of your offline channels, too.
Here are 5 ways you can accelerate your digital revenue just in time for Giving Tuesday:
- Start with your digital funnel
In every donor fundraising journey, the higher a donor is in the acquisition funnel, the more expensive it is to convert them. That’s why it’s so important for you to drive donors down the funnel, with a focus on bottom-of-funnel conversion (into loyal recurring supporters) before investing heavily in lead generation. For Giving Tuesday, using tools like Google Analytics and attribution models can help you maximize your impact by efficiently targeting the most engaged donors. - Optimize your analytics
On Giving Tuesday, every dollar counts, and optimization is key to maximizing your “Return On Advertising Spend” (ROAS). Tools like Google Analytics are invaluable in understanding which channels are driving traffic and conversions. By analyzing this data, you can allocate resources more effectively, focusing on the channels that deliver the highest ROAS when it matters most—on a high-volume day like Giving Tuesday. - Integrate for better results
Email is a staple of fundraising, especially during campaigns like Giving Tuesday. However, many nonprofits over-rely on it. STella! recommends a more intentional approach. Diversify your communications across multiple channels to balance how you connect with donors over the long term. For Giving Tuesday, coordinate email with social media and mobile efforts to create a comprehensive donor experience. - Go mobile and social
Younger donors, especially on Giving Tuesday, are digital natives and mobile-first. Text message campaigns with engaging offers and surveys can directly connect with them on their devices. Social media platforms, like Facebook and Instagram, also help drive engagement and revenue during Giving Tuesday while fostering community spirit. - Supercharge your strategy with AI
AI tools like Performance Max leverage data to create focused ads across platforms, maximizing your return on investment. With Giving Tuesday’s tight window of opportunity, using AI to target potential donors with pinpoint accuracy ensures your messages reach the right people at the right time, amplifying your impact on this special day.
Giving Tuesday is an important moment in the annual fundraising calendar. And STella! is here, at the forefront of the digital revolution, to support it. It’s time to harness the power of digital strategies and tools to make this Giving Tuesday your most successful ever. Happy holidays!
