Almost $2.5 billion was donated by 35 million people during Giving Tuesday in 2020. It is likely that some of those donors are members of your church!
If you’re conflicted about engaging in this cultural event, you might want to reconsider.
Giving Tuesday is a global phenomenon that has inspired millions of people to donate to new and familiar causes. What was originally designed as an offset to the holiday buying frenzy has quickly become a philanthropic windfall.
There is absolutely no reason why your church can’t also be a recipient of significant dollars you can use to increase your impact. Many of your members will make a contribution on Giving Tuesday, so why not invite them to direct their gift to you?
There is still plenty of time to take advantage of Giving Tuesday, November 30, 2021.
We’ve put together a road map to help you turn #GivingTuesday into an event to remember. Participating in Giving Tuesday is one of the simplest and most effective ways to increase giving to your church—even during this very busy season. We have made it as easy as possible with these seven steps (You’re welcome!):
One: Pull your #GivingTuesday Team Together.
Now is the time to team up your communication staff with some volunteers. The more people involved, the more broadly distributed your message will be. Remember the idea is to let people know you are participating in #GivingTuesday! The Giving Tuesday website includes a downloadable packet of social media and website graphics you can use to promote your participation.
Two: Make #GivingTuesday a Priority.
For the next several weeks, focus on building excitement and engagement around Giving Tuesday. Encourage members of your team to use #GivingTuesday frequently in their online correspondence and social media posts. While Giving Tuesday is only one day, it is also an opportunity to build important momentum for your year-end giving push. The excitement generated can act as a catalyst for a strong finish to your calendar year.
Three: Focus Your #GivingTuesday Messaging on Ministry Impact and Life Change.
Donors want to be able to resolve a problem with their giving. Think about aspects of your ministry plan such as outreach, missions, or a new initiative. For Giving Tuesday, focus your appeal on one ministry area with a specifically defined outcome that is achievable through your donors’ generosity. Help people connect their gift with ministry impact, and it will encourage them to give now as well as at year-end.
Four: Secure Matching Funds from Financial Leaders.
Giving Tuesday is a great opportunity to use a matching gift. If you have someone or a couple of people who may be interested in encouraging others to make a gift, leverage their generosity by using their gift as a match for additional dollars received on Giving Tuesday. Be sure your website is up-to-speed and that you will be able to track new gifts received as a result of the match.
Five: Emphasize Digital Communication, but Don’t Neglect Direct Mail.
Giving Tuesday is almost entirely a digital experience. Most contributions will be received through your website, social media platforms, and email. Be sure to include links to your giving page in all online communication. You can also send a USPS letter. Just be sure to include information on how to make a contribution via USPS, online, text-to-give, or even through your app. You can make it quick and easy for donors to reach your giving page by including a QR code in your correspondence.
Six: Send Regular Updates Throughout #GivingTuesday.
Think about Sunday, November 28, as your launch day. Promote Giving Tuesday in worship and illustrate the potential for impact when your Giving Tuesday goal is met or exceeded. Be sure to use social media and email throughout the next several days to let people know where you stand relative to your goal.
Seven: Celebrate What Was Given.
Be sure to report to your members how much was raised and how funds are being used. Remember, people give to make an impact, so be sure to let them know when you accomplish what you intended. Also, don’t forget to thank donors for their generosity. Some will be first-time donors whose future gifts may be dependent on whether or not they were thanked. The impact of expressing gratitude cannot be overstated.
Make #GivingTuesday Count.
A majority of your congregation will be engaged in #GivingTuesday activities. They will likely make a gift somewhere on or around November 30. This is a perfect time to give your donors the opportunity to show their support for your important ministry.
If you’d like to know more about how to finish this year strong, check out our free resource guide to year-end giving.