Is #GivingTuesday For Major Gifts Too? 4002

Is #GivingTuesday For Major Gifts Too?

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IMHO your #GivingTuesday campaign isn’t just for lower-end donors. It’s an engagement tool for major gifts as well.  Since its inception in 2012, donations have increased by over 300%.  According to Blackbaud data, online giving on #GivingTuesday was up 20% on a year-over-year basis compared to 2015. We processed more than $47.7 million in online donations for U.S. nonprofits on Tuesday, November 29, 2016.

 


With such stellar growth, #GivingTuesday could be a useful platform for engagement with donors both small and large.  Asking major donors to make an additional gift on #Giving Tuesday each year becomes a way to grow your relationship with them. It gives you a way to talk about the impact donations have on your mission when combined with gifts of others.  You’re also letting your high-end donors know that your organization participates in #GivingTuesday.  Isn’t it possible that they’d be interested in multi-channel interaction with you?  For instance, #GivingTuesday could:
  • Announce the kick-off of your end-of-year campaign. 
  • Ask major donors is there are other actions they’d like to take including donate clothing, sign a petition, or take a pledge
  • Prompt a matching gift from your donor’s employer, donor advised fund or family foundation
Following #GivingTuesday, you’ve got a reason to reach out with gratitude calls, appointments or messages directly; and the conversations that can flow from this are boundless.

If you’ve got a CRM system that has ‘canned’ reports, easy to run, you could use them to help you focus on specific donors you’d like to reach out to with a special invitation to consider a gift on #GivingTuesday.  While you’re not expecting a major gift will be given online, your activity can alert you to engaged donors with the potential to make a major gift.
  1. If you’ve got Target Analytics’ predictive modeling score Major Giving Likelihood, consider reaching out to everyone with MGL score 501 – 1000.
  2. Your “M” (major) gift prospects in RE NXT is also a good group to notify
  3. “M” (major) gift prospects in your Fundraising Essentials project are similar
  4. Target Analytics Affluence Donor Group “A” – Philanthropists have major gift potential as well
  5. Data Screening Bundle's prospects with WealthPoint Rating "A", "B", "C" or "D" have known assets of at least $1,000,000 or use Income greater than equal to $150,000 or more as your prospect group
  6. Finally, if you're using Estimated Wealth in ResearchPoint from wealth screenings you've conducted, search for records with Total Confirmed Assets of $1,000,000 or more.

For more thoughts on using your #GivingTuesday campaign, check out the npEngage.com blog.   
 
News ARCHIVED | Blackbaud Target Analytics® Tips and Tricks 09/25/2017 2:47pm EDT
Added by Katherine Swank
  

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