Why Your Giving Day Campaign Hasn’t Worked (And How to Fix It)

Meanwhile , you're back in your office looking at an unfilled progress bar or thermometer and frantically trying to take down all of your social media posts about this disaster of a day , desperately trying to hide any evidence that you even gave it a shot . I've been there too , my friends , multiple times .

I had completely given up on even trying to give a giving day another go . Board members and CEOs would bring it up , wanting to know if it was something we should pursue , and I had a 30-minute monologue prepared for all the reasons why we should never invest another penny or ounce of energy into that kind of initiative .

It was only for big players with huge social media presences . Our donors weren't giving through social media , so it was destined to fall flat . Our donors are already tapped out after the huge Black Friday and Cyber Monday spending they did . We were focusing on our year-end campaign instead . We've never participated before .

It seems overwhelming , and if you're wanting us to take on this new initiative , we should have started planning this months ago . The truth was , it was both a strategy and an execution that I didn't fully understand . I hadn't figured out how to make this Giving Day campaign work in my favor . I literally didn't know what I was doing .

Then , a few years ago , everything changed . My organization was going to give it a go and , leading my unit , I had to figure out a way to make it successful Because , with or without me , it was going to happen , and I don't like to fail . So I set a goal ,

started crafting a strategy and set out to put it into action . That first year we gave it a go . I raised over $74,000 . And it's something you can do too . That's what today's episode is all about how to have a wildly successful giving day . So let's talk fundraising . Successful giving day so let's talk fundraising .

Creating a successful giving day campaign is much easier than you think once you know the right strategy . I've actually broken it down into five simple steps that you can follow along with , so let's talk through these . If it helps , you take some simple notes on these , because these steps are so easy .

The first thing you'll want to do is set your goals they should be realistic for your organization and then stretch them a little bit . When we stretch ourselves , it gives us a little more motivation to make sure that they are successful . When you're setting your goals , think about which causes in your organization tend to get the most donations .

Think about which causes in your organization tend to get the most donations . Do most gifts go to your unrestricted fund , or is there something specific that people care passionately about ? Whichever one it is , build your giving day campaign . Appeal around raising money for that . Step two is to start planning your marketing strategy .

Now there are a couple of audiences you'll want to think about here . How are you engaging your major gift donors in this campaign ? How are you going to involve people who haven't ever given before , or it's been a really long time since they've given ? And how are you going to engage your passionate advocates ?

There are really two campaigns going on here at the exact same time . One is designed to raise money and increase your donor base , and the other is to create a ground swell of support from your champions . Step three is to actually build out your two complementary campaigns , and it's not only social media .

You have to build out for in-person solicitations , emails , social media and even phone calls . Step four is to build out your real-time updates . These are how you will keep your donors , your ambassadors and stakeholders in the loop about how your campaign is performing on the day of the event . You want to keep up and build upon the momentum of your appeals .

Let people know how close you are to reaching your goal and , who knows , maybe they will be the one to help you actually achieve it . Our fifth and final step is to have our campaign evaluation metrics planned in advance .

These need to be based on your goals for the campaign , and when you plan them in advance , it will not only be easier to collect the data in the end , but it also makes sure that everything you do is built toward achieving these metrics .

A giving day campaign doesn't have to be much more complicated than this , but it does take more than a spray and pray methodology . That's where you just post and send out as much content about your giving day as possible . That's the spray part and wait for people to flood your donation page with gifts . That's the pray part .

So if you're motivated and you think this is something you can do . Stick around . If you're excited about having a Giving Day campaign that finally brings in some money , you're in the right place .

Or if you're intrigued by the possibility of creating a Giving Day campaign that not only brings in money but also attracts new supporters , this is exactly where you need to be . Which one are you identifying with ?

It might seem a little bit silly , but if you're alone , shout out which one you identify with , and if you're like in an open cubicle or something , write it down and circle it a lot of times . Are you one , motivated that this is something achievable ? Two , excited about having a giving day campaign that brings in real financial results ?

Or three , are you intrigued about how to use your giving day to attract new supporters ? If it's multiple , shout out whichever ones hit the spot for you . Whatever your motivation , I am here to fully support you . So I want to take a moment , if you don't know me , to share that I've been in fundraising for almost 14 years full-time longer .

If you count my college internships , I have a lot of success under my belt . I have raised millions of dollars for the non-profits I've worked at , from the performing arts to association foundations , to healthcare and higher education .

I've led fundraising for local , regional and national organizations supporting programs that reach around the globe , and it lights me up when I can help others achieve the same or even better success than I did , because I'm able to share my experiences and the things I've learned along the way . Can you imagine how good

it would feel to raise tens of thousands of dollars during a Giving Day campaign ? Having a multi-channel campaign that includes non-donors , annual donors , major gifts and advocates for your cause is the single most powerful and strategic way to raise more money and gain new supporters for your organization during a day of giving .

So let's dive into these steps a little deeper . When we're setting our goals for this campaign , it's important to make sure that they are realistic . It does nobody any good if you set your goals for this campaign to equal the total amount you raised in all of last year . These goals should be achievable based on your past experiences and your current resources .

But here's the twist Don't just stop at realistic . Stretch these goals a little bit further . Why ? Because when we stretch ourselves , we tap into deeper levels of motivation . It pushes us to go that extra mile , to think creatively and to engage more passionately . This can be the difference between a good campaign and a great one .

Now , how do you set these goals ? Start by looking at your organization's donation patterns . Which causes within your organization tend to attract the most donations ? Are most of your gifts directed towards your unrestricted fund , or do specific projects or programs receive the lion's share of the support ?

Understanding this can give you valuable insights into what your donors care about most . For instance , if your unrestricted fund is the main recipient of donations , you might want to frame your Giving Day campaign around the broad impact of unrestricted gifts , how they allow your organization to be flexible and responsive to emerging needs .

Highlight stories that showcase this flexibility in action . On the other hand , if there's a particular program or cause that your donors are passionate about , consider building your campaign around that . Maybe it's your youth outreach program , a scholarship fund or a specific community project . Use this focus to create a compelling , targeted appeal .

Share stories and testimonials that highlight the impact of this specific cause . Show your donors the direct difference their contributions make . Remember , people give to people , not to organizations . They want to feel a connection to the cause they're supporting . So use your campaign to tell the stories that resonate with your audience .

Share the successes and the challenges , the faces and names behind the programs . Setting your goals isn't just about the numbers , though . Think about other objectives you might have . Do you want to increase your donor base ? Engage more deeply with your

existing supporters , raise awareness about a specific issue . These non-monetary goals are equally important and can help guide your campaign strategy . You're going to want to set goals that you feel comfortable sharing with your team , with your supporters and even the general public .

When everyone knows what you're aiming for , they're more likely to rally behind the cause and contribute to its success . Let's move on to step two of planning your giving day campaign creating your marketing strategy . This is where the magic happens , and a well-crafted strategy can make all the difference .

Now let's break it down and look at the key audiences you'll need to engage in how to tailor your approach for each one . First off , let's talk about your major gift donors . These are the folks who have the capacity to make significant contributions and have already shown a commitment to your cause .

Your goal here is to make them feel valued and essential to the success of your campaign . Major gift donors appreciate a personal touch . Consider setting up one-on-one meetings or phone calls to discuss your campaign and how their support can make a big impact .

Personalized letters or emails that outline specific projects their donations will support can also be incredibly effective . Offering them an exclusive preview of your campaign materials or inviting them to a special event can make them feel like insiders and strengthen their connection to your organization . And don't forget about recognition .

Plan for how you'll want to thank your donors publicly , whether it's through social media shoutouts , special mentions in your campaign updates or a dedicated section on your website . Make sure they know their contributions are appreciated . Now I know what some of you might be thinking . I work in annual giving .

I don't work with major gift donors , or maybe my organization is so small we don't have major donors . Can we still make this work ? And the answer is absolutely . If you work in annual giving , recruit a major gift officer to help find those major donors and ask them to make the pitch for them to participate in the Giving Day campaign .

And if your organization is young and you don't have people giving at those heightened levels , look at who gave the 10 biggest gifts last year and ask them to give again this year . Or approach your CEO or board of directors and ask them to come together to make a big gift to this campaign . This is absolutely something you can do .

Next , let's focus on those who haven't given in a while or are completely new to your organization . This group can be a bit more challenging to engage , but with the right approach , you can inspire them to take action . Use powerful emotional stories that demonstrate the impact of your work . Show them the tangible difference their contribution can make .

Videos and testimonials are particularly effective for this audience . Make it easy for them to give , with clear , concise calls to action , and ensure your donation process is user-friendly . Highlight matching gift opportunities or special incentives to encourage participation .

Provide multiple ways for them to get involved , whether through small symbolic donations , volunteer opportunities or social media engagement . The goal is to create a low barrier entry point that hooks their interest . The goal for this group has to beat the number of people giving rather than the amount of money raised .

Your passionate advocates are your champions , the people who are already deeply committed to your cause and willing to spread the word . Leveraging their enthusiasm is key to creating a groundswell of support . Create an ambassador program where your advocates can sign up to help promote your campaign .

Provide them with toolkits that include social media graphics , email templates and key messaging points to share . Encourage them to share their personal stories and reasons for supporting your cause on social media . Use specific hashtags and create shareable content that makes it easy for them to spread the word Publicly .

Acknowledge their efforts , whether through social media mentions , newsletters or special events . Make sure your advocates feel appreciated and valued for their contributions . Remember you're essentially running two campaigns simultaneously one to raise money and increase your donor base , and another to build a wave of support from your champions .

The fundraising campaign is focused on securing gifts with messaging that should be clear , urgent and compelling , with a strong emphasis on the immediate impact of donations . Use countdowns , progress bars and regular updates to maintain momentum .

The awareness campaign aims to rally your supporters and create widespread awareness of your cause , highlight the broader impact of your work , share inspiring stories and encourage community involvement . Widespread awareness of your cause . Highlight the broader impact of your work , share inspiring stories and encourage

community involvement . This campaign is about building relationships and expanding your reach . To seamlessly integrate these strategies , ensure your messaging is consistent across all channels , but tailored to the specific needs and interests of each audience . Use a multi-channel approach email , social media , direct mail and events to reach people where they are .

Now let's dive into steps three and four building out your campaign . So step three is to actually build out your two complementary campaigns . It's easy to think of campaigns purely in terms of social media , but there's so much more to it . You need to create a comprehensive plan that includes in-person solicitations , emails , social media and phone calls .

Let's break that down a bit . Start by drafting your in-person solicitation strategy . Identify key donors and supporters you can meet . Face-to-face Personal interactions can be incredibly powerful and having a well-prepared pitch will make a huge difference .

Equip your team , if you have one , with talking points , materials and a clear understanding of your goal so they can communicate effectively . Next , let's talk about emails . Email campaigns are a staple of any fundraising effort .

You'll want to segment your email list so you can tailor messages to different groups Major donors , lapsed donors , new prospects and passionate advocates . Craft , engaging , personalized emails that tell your story , explain the impact of donations and include clear calls to action . Don't forget to schedule follow-up emails to keep the momentum going .

Social media is , of course , a vital part of your strategy for a giving day . Create a content calendar that includes a mix of posts , compelling stories , behind-the-scenes looks , countdowns and live updates . Use eye-catching graphics , videos and hashtags to increase engagement and reach .

Remember to interact with your followers , respond to comments , share user-generated content and keep the conversation going . Then there are phone calls , and don't underestimate the power of a personal touch . Organize a phone bank with your team and volunteers to call supporters .

This direct form of communication can be especially effective for reconnecting with lapsed donors or engaging older supporters who might not be as active online . Prepare scripts , but also encourage your callers to share personal stories and experiences to make the conversation more genuine . Moving on to step four , it's all about building out your real-time updates .

These updates are crucial for keeping your donors , ambassadors and your stakeholders in the loop about how your campaign is performing on the day of the event . Real-time updates help maintain and build upon the momentum of your appeals . Start by setting up a system to track your progress throughout the day .

You can use a live thermometer on your website to show how close you are to reaching your goal . Regularly update your social media channels with progress reports , shout-outs to donors and thank-you messages . Highlight milestones and share stories that illustrate the impact of contributions you've received so far .

Keep your email subscribers informed with timely updates . Send out a morning email to kick the day off . A midday update to show progress and an evening email to push for those final donations . Make sure each email is dynamic and engaging , with clear calls to action and easy ways for recipients to share your campaign with their networks .

Encourage your ambassadors to share these updates within their circle . Equip them with the latest stats , stories and graphics so they can spread the word more effectively . The more people who are talking about your campaign , the more visibility and support you'll generate . Phone calls can also play a role in real-time updates .

Have a team ready to make calls throughout the day to thank donors , share progress and encourage further contributions . Hearing a friendly voice can be a wonderful reminder of the personal connection your supporters have with your cause . And don't forget to engage your audience live .

Host a live stream event where you can provide updates , share stories and interact with viewers in real time . This can be a great way to build excitement and create a sense of community among your supporters . By thoughtfully planning these steps and keeping everyone engaged and informed , you'll create a dynamic and successful giving day campaign .

Now let's dive into our last step planning your campaign evaluation metrics in advance . This step is crucial because it ensures that you can measure your success accurately and refine your strategies for future campaigns . First , let's talk about why planning your evaluation metrics ahead of time is so important .

When you set your metrics before the campaign begins , it does more than just simplify data collection . At the end , it gives you a clear roadmap , ensuring that every action you take is aligned with your ultimate goals . This foresight helps to keep your team focused and your efforts cohesive . So how do you start ?

Begin by revisiting the goals you set for your campaign . What were you hoping to achieve ? Was it a specific fundraising target , an increase in donor numbers , or perhaps greater engagement with your existing supporters ? Whatever your goals , your metric should directly reflect these objectives .

For example , if your primary goal is to raise a certain amount of money , your key metric will be total funds raised . But don't stop there . Break it down further . Track where the donations are coming from . Are they from new donors , returning donors or major gifts ?

Understanding the sources of your contributions can provide valuable insights into what's working and where you might need to adjust your strategy . If one of your goals is to increase donor numbers , then you'll want to measure metrics such as the number of new donors acquired , the number of lapsed donors re-engaged and the overall growth of your donor base .

Again , look deeper into the data . Are these new donors coming from specific channels like social media or email campaigns ? Which messages or appeals resonate most with them ? This kind of detailed analysis helps you fine-tune your future efforts . Engagement is another critical area to measure .

This could include metrics like email open and click-through rates , social media interactions , website traffic and even event participation . By analyzing these numbers , you can now determine how well your campaign is capturing and maintaining attention .

For instance , high engagement on social media might indicate that your content is resonating with your audience , while low email open rates could suggest the need for more compelling subject lines or better segmentation of your email lists . Remember to set both quantitative and qualitative metrics .

Quantitative metrics , such as the ones we've discussed , are straightforward and easy to track . However , qualitative metrics are equally important . These could include donor feedback , testimonials and overall sentiment towards your campaign . Feedback testimonials and overall sentiment towards your campaign .

Conducting post-campaign surveys or focus groups can provide invaluable insights into your supporters' experiences and their perceptions . Another key aspect is to establish a timeline for your evaluation Plan checkpoints during your campaign to monitor your progress .

These interim evaluations can help you make real-time adjustments to improve outcomes , for instance , if you notice midway through your campaign that your email open rates are lower than expected , you can tweak your messaging or try different send times to boost engagement .

Finally , after your campaign ends , conduct a comprehensive review , gather your team , analyze your metrics and discuss what worked and what didn't . Celebrate your successes , but also be honest about the areas for improvement . This reflective process is not just about looking back , but also about planning forward .

Use the insights gained to refine your strategies for future campaigns , ensuring each one is more successful than the last . Planning your campaign evaluation metrics in advance is about setting yourself up for success . It ensures that you stay focused on your goals , allows for timely adjustments and provides a clear picture of your campaign's impact .

So , ambitious fundraisers , take the time to map out these metrics now , and you'll thank yourself later , when you have all the data you need to celebrate your successes and learn from your challenges . Now , do you have to do all of these steps to be successful ? No ,

the first year I did a successful Giving Day campaign . I didn't do everything . I focused on one loose goal and was able to blow it out of the water . One loose goal and was able to blow it out of the water , but over the years , I've been able to refine my goals , strategies and execution to make it consistently successful .

So , wherever you are , start there . Perfection is the enemy of done . Take what I teach you and make it your own . Would you like me to virtually hold your hand through the process of creating and launching your Giving Day campaign ? At this point , you've got a couple of options .

You could take this episode and go it alone , hunt and stumble your way through creating your Giving Day campaign , looking up information online , hoping you're learning from somebody who has actually gotten a result , or we could do this together and I could guide you through this process .

I'm hoping you choose option number two and I want to invite you to join my Giving Day Sprint . The Giving Day Sprint is a quick-paced program that shows you how to go from nothing to a fully realized multi-channel campaign that not only raises money but attracts new supporters in just five days .

Not only raises money , but attracts new supporters in just five days , each day , for five days . I'll guide you through the process of defining revenue and metric goals , planning your strategy for major gifts , annual gifts and donor acquisition . I'll walk you through the process of building your campaigns and creating engagement with your stakeholders on your giving day .

Finally , we'll wrap it up with a campaign evaluation and the best part of my giving day sprint . It's absolutely free to join , but it's only open for a limited time . I'm releasing this episode on Monday , july 22nd 2024 , and it will only be available until Friday , august 23rd 2024 . Then the sprint begins the following Monday .

So visit my website at wwwletstalkfundraisingcom forward slash sprint to register today . The link will also be in the show notes . And if you're from a distant future , long after this episode is released , and you want to participate in our Giving Day Sprint , still visit that link and sign up for my waitlist to get a notification when we are reopening registration .

Now there is a pro version of the Sprint too . In the pro version , we'll move from daily emails to a full digital course that will give you detailed videos for every step of the way . You'll get a curated list of my favorite resources that can help you elevate your campaign execution .

You'll gain access to my templates for content calendars , website landing pages , emails , social media posts and more . You'll have access to all of these long after our five-day sprint , all the way through the end of 2024 . So if you want to go back and re-watch something and refine your approach . You can . Now . I am not extra special .

I don't have access to exclusive experts , technology or resources . I just have a proven roadmap that I follow every single time I do a Giving Day campaign and that roadmap is inside the Giving Day sprint . I do a Giving Day campaign and that roadmap is inside the Giving Day Sprint .

I also want you to know that if you sign up for the pro version , there is a risk-free money-back guarantee . Maybe you've tried a Giving Day campaign before and it didn't work out . I understand your hesitation . This Sprint is fast-paced , but we've got your back with a refund policy for the Giving Day Sprint Pro .

We've got your back with a refund policy for the Giving Day Sprint Pro . You can request a full refund of the program anytime , up until 4 pm Mountain Time on Tuesday , august 27th 2024 . You'll have the opportunity to explore the course , ensure it fits your schedule , set your goals and outline your marketing strategy before making a final decision .

If , by 4 pm Mountain on Tuesday , august 27th 2024 , you're not completely confident and motivated by your Giving Day campaign , just let us know and I'll refund your investment in the course in full . Now remember , the Giving Day Sprint is only available for a limited time .

So head over to my website at wwwletstalkfundraisingcom , over to my website at wwwletstalkfundraisingcom forward slash sprint and head to the bottom of the page to register for either the daily email update or the pro version , filled with videos , templates and all kinds of extra resources .

Once you're in , be on the lookout for my congratulations email to arrive in your inbox . For the pro version , you'll start getting access to my welcome video on August 12th , and for both versions , the sprint starts on Monday , august 26th 2024 .

So , whether you've made it this far into the episode because you have tried Giving Days before and haven't found success , or you're passionate about raising more money to make an impact or , you like , having a structured plan to follow , make sure to register for the Giving Day Sprint .

The Sprint won't be available forever , so make sure to register before we close on Friday , august 23rd 2024 . And if you're listening long after this episode posts , head over to wwwletstalkfundraisingcom forward slash sprint to join the waitlist and get notified the next time we open this registration .

Thanks for joining me for this latest episode of let's Talk Fundraising . Go out there and raise a ton of money for your organization . Have a great day .