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<p><em>Author&#8217;s Note: Recently, we used paid social ads to help a global nonprofit, <a href="https://www.hi-us.org/">Humanity &amp; Inclusion</a>, gain insights into their target audience. You can <a href="https://www.mightycitizen.com/our-work/humanity-inclusion?utm_source=Blackbaud&amp;utm_medium=Article&amp;utm_campaign=HI_Article">read the full Humanity &amp; Inclusion case study here</a>. But this article focuses on one key part of that campaign: <strong>How to use social media advertising to research the messaging that best engages your audience, especially potential donors or members.</strong></em></p> <p>&nbsp;</p> <h3><strong>Do you even need user research?</strong></h3> <p>“User research” sounds much more cold and robotic than it should. Really, our users are human beings—all with their own complexities. User research is an investment in your understanding of your audiences’ psyche and needs so you can better guide them to act in a way that you want them to. Prioritizing user research within your organization goes hand-in-hand with your long-term success.</p> <p>So, do you need user research?</p> <p>Short answer: Probably.</p> <p>Longer answer: Without a keen understanding of the people whose trust you’re trying to earn, you’re just marketing to shadows. But done well, user research gives us more than an understanding of our customers: <strong>Research creates the conditions necessary for magic to emerge. </strong></p> <p>The best messages and creative ideas usually have a little irrationality built in—some element or “spin” that doesn’t make sense on a spreadsheet, but which performs marvelously with real, messy, emotional, illogical human beings.</p> <p>Finding these miracles in your marketing happens more readily when you start from a place of knowledge, when you have a sort of psychological “intimacy” with your target audiences. This intimacy starts with research.</p> <p><span><a href="https://institute.blackbaud.com/npexperts-the-digital-spark/"><strong><em>Learn more about digital marketing and communications strategies in &#8220;npEXPERTS 2020: The Digital Spark&#8221; from the Blackbaud Institute.</em></strong></a></span></p> <p>&nbsp;</p> <h3><strong>Cracking the U.S. Market with Research</strong></h3> <p>Humanity &amp; Inclusion (H&amp;I) is known for their tireless work helping victims of war and conflict. They provide critical medical care and prosthetic limbs for amputees and they work to clear hundreds of thousands of land mines. (This last effort helped H&amp;I earn the Nobel Peace Prize.)</p> <p>While H&amp;I is well known and respected abroad, their brand awareness in the U.S. hovers somewhere near zilch. But H&amp;I wanted to change that, and in 2019, as part of <a href="https://www.mightycitizen.com/insights/articles/mightybiggrantwinner?utm_source=Blackbaud&amp;utm_medium=Article&amp;utm_campaign=HI_Article">the Mighty Big Grant</a>, they partnered with us to address one big question: <strong>What message would best move Americans to engage with Humanity &amp; Inclusion?</strong></p> <p>The project budget wouldn’t permit a nationwide research project replete with surveys, focus groups, user interviews, and so on. But it would allow for a healthy amount of targeted social media advertising.</p> <p>In a “bizarro” version of our normal process—in which research begets design—we inverted things. We started by designing three campaign concepts, ranging from “emotive” to “provocative.” We’d run the ads and measure which message was most engaging. Engagement in this case meant that viewers signed up for H&amp;I emails or signed a petition. We fully expected all three ad campaigns to garner awareness and engage our audiences.</p> <p>&nbsp;</p> <h3><strong>Three Unique Campaign Messages</strong></h3> <p>Here are sample ads from the three messages we created:</p> <div><img aria-describedby="caption-attachment-25768" loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/HI-2-742x403.jpg" alt="" width="580" height="315" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-2-742x403.jpg 742w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-2-365x198.jpg 365w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-2-768x418.jpg 768w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-2-500x272.jpg 500w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-2.jpg 960w" sizes="(max-width: 580px) 100vw, 580px" /><p>The copy for the “Common Senses” campaign incorporates characteristics of the problem through design.</p></div> <p>&nbsp;</p> <div><img aria-describedby="caption-attachment-25769" loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/HI-3-742x457.jpg" alt="" width="580" height="357" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-3-742x457.jpg 742w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-3-365x225.jpg 365w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-3-768x473.jpg 768w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-3-500x308.jpg 500w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-3.jpg 960w" sizes="(max-width: 580px) 100vw, 580px" /><p>Our “Wardrobe” campaign on Instagram Stories. Along with the imagery, the copy subverts the comfort of digital commerce with disturbing reinterpretations of consumer language (i.e.“Half Off!”, “Blow-out Sale!”).</p></div> <p><em> </em></p> <div><img aria-describedby="caption-attachment-25767" loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/HI-1-657x476.jpg" alt="" width="580" height="420" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-1-657x476.jpg 657w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-1-323x234.jpg 323w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-1-768x557.jpg 768w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-1-500x363.jpg 500w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-1.jpg 960w" sizes="(max-width: 580px) 100vw, 580px" /><p>Our “Casualties of War” campaign on Instagram Stories. The call to action asks the viewer to learn more about the stories of these “casualties of war” on a landing page that highlights how HI has served them.<em> </em></p></div> <p>Each ad campaign ran on Facebook and Instagram for weeks and linked to a unique landing page on the H&amp;I website. Throughout the campaign, we jumped into the numbers to see what we could learn and optimize, being as efficient with our budget as possible.</p> <p>&nbsp;</p> <h3><strong>The Results</strong></h3> <p>The campaign we named “Wardrobe” earned the most direct engagement: It was the most effective at raising awareness, generating buzz, and bringing in donations (bonus!).</p> <div><img aria-describedby="caption-attachment-25770" loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/HI-4-742x358.jpg" alt="" width="580" height="280" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-4-742x358.jpg 742w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-4-365x176.jpg 365w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-4-768x370.jpg 768w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-4-500x241.jpg 500w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-4.jpg 960w" sizes="(max-width: 580px) 100vw, 580px" /><p>Our “Wardrobe” campaign on Facebook and Instagram.</p></div> <p>The results are clear: H&amp;I’s audiences (and future donors) appreciate a message that is frank, stark, and visually provocative.</p> <p>One viewer said about the campaign:</p> <p><em>“I like this post. I’ve been online window shopping so much lately. Going to this site and seeing the way they presented important information in the same format as those fast fashion sites really messed with my brain and woke me up a little. Thanks.”</em></p> <p>But a different campaign, named “Casualties of War,” convinced more people to hand over their email address to receive future messages from H&amp;I:</p> <div><img aria-describedby="caption-attachment-25771" loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/HI-5-742x444.jpg" alt="" width="580" height="347" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-5-742x444.jpg 742w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-5-365x219.jpg 365w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-5-768x460.jpg 768w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-5-500x299.jpg 500w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/HI-5.jpg 960w" sizes="(max-width: 580px) 100vw, 580px" /><p>The creative for our Facebook Ad Carousel uses the design of the ad itself, so the user interacts with the message.</p></div> <p>The entire 3-month campaign garnered over 800 new contacts for Humanity &amp; Inclusion through email sign-ups and petitions. With these new contacts in hand, H&amp;I can nurture these relationships and, eventually, ask these new audiences to fuel their mission through donations.</p> <p>&nbsp;</p> <h3><strong>There’s More to Come</strong></h3> <p>Our user research based on these social campaigns indicated that the Wardrobe and Casualties of War messages generated both engagement and donations. These are the messages that resonated best with H&amp;I’s audiences, albeit in different ways.</p> <p>You might think our work here is done, but as we mentioned at the top, research is not—and should not be—the end all and be all of design, communications, marketing, etc. These are <em>creative</em> endeavors, and it’s in the creativity where the emotional triggers live.</p> <p>After presenting H&amp;I with a complete report of the project, including both raw data for each campaign and a summary of our recommendations, H&amp;I can take those lessons and continue to run the campaigns to generate even more awareness and, eventually, donations.</p> <p>We’re proud to have played a part in helping H&amp;I begin to crack open America’s deep and abiding sense of charity. We look forward to watching the impact they’ll have. You can <a href="https://www.mightycitizen.com/our-work/humanity-inclusion?utm_source=Blackbaud&amp;utm_medium=Article&amp;utm_campaign=HI_Article">read the full Mighty Citizen case study here.</a></p><p>The post <a href="http://npengage.com/nonprofit-marketing/crowdtesting-social-media-messaging-for-nonprofits/">Social Media as User Research: Crowdtesting Your Nonprofit’s Best Messaging</a> first appeared on <a href="http://npengage.com">npENGAGE</a>.</p>
<p>For a number of years now, more organizations have been running their own giving days as part of their regular giving and fundraising programs. But how do you make sure your giving day is successful and engaging as many supporters as you can?</p> <p>Today’s guests, Kelly Cortes, Manager of Annual Giving at St. Joseph’s College and Jeffrey Starrett, Director of Advancement Services at Pine Crest School, joined the podcast to talk about how their organizations successfully implemented giving days and the lessons they’ve learned along the way. Tune in to hear how to make the case to leadership, shifting from phone banks to online and how these organizations pivoted in 2020.</p> <p><strong>Topics Discussed in This Episode:</strong></p> <ul> <li>The benefit of focusing giving days on specific donor segments</li> <li>Planning for a giving day</li> <li>Making the case to leadership for establishing an online giving day</li> <li>Shifting from phone banks to text and email</li> <li>Selecting and approving projects to raise money for on your giving day</li> <li>What was different about giving days in 2020</li> <li>The benefits of running your giving day separately from GivingTuesday</li> <li>Tips for starting a giving day at your organization</li> </ul> <p><strong><em>Subscribe to the podcast on <a href="https://itunes.apple.com/us/podcast/the-sgengage-podcast/id1076667160?mt=2" target="_blank" rel="noopener noreferrer">iTunes</a>, <a href="https://www.stitcher.com/podcast/blackbaud/raise-engage-a-filtersoff-podcast-series-for-nonprofits" target="_blank" rel="noopener noreferrer">Stitcher</a>, <a href="https://open.spotify.com/show/7bwDsFLaWdhMHUFbjDgTGX" target="_blank" rel="noopener noreferrer">Spotify</a> or your preferred streaming service for future episodes!</em></strong></p> <p><strong>Listen Now:</strong></p> <p><br /> <strong>Resources:</strong></p> <ul> <li><a href="https://www.linkedin.com/in/kelly-cortes-19a60683/">Kelly Cortes</a></li> <li><a href="https://www.linkedin.com/in/jeffreystarrett/">Jeffrey Starrett</a></li> <li><a href="https://npengage.com/nonprofit-fundraising/online-giving-day-strategies-2021/">5 Tips for Successful Online Giving Days</a></li> <li><a href="https://hello.blackbaud.com/givingdaytoolkit.html?_ga=2.194714349.1995921949.1613491623-1985547250.1579188085">Giving Day Toolkit</a></li> </ul> <p><strong>Quotes:</strong></p> <p>“We try to raise about a third of our money in one day now.” –Jeffrey Starrett</p> <p>“This year, our office &#8211; and we’re an office of nine &#8211; did all the texting.” –Jeffrey Starrett</p> <p>“If we have 90-year-old donors that we have to stay in touch with, we do still do a direct mail campaign and we can keep that piece of it there for them so they can still give in a traditional envelope on giving days.” –Kelly Cortes</p> <p>&nbsp;</p><p>The post <a href="http://npengage.com/sgengagepodcast/the-sgengage-podcast-episode-184-running-a-successful-giving-day/">The sgENGAGE Podcast Episode 184: Running a Successful Giving Day</a> first appeared on <a href="http://npengage.com">npENGAGE</a>.</p>
<p>It is 2021, a new year, a new Congress, and a new administration. As we look forward to a world with less COVID-19, more vaccinations, and just maybe a return to a more normal day to day, I wanted to take a few moments to jot down some thoughts on what 2021 means for foundations in terms of public policy.</p> <p>Before we dive in, I want to thank you for all that you are doing for your communities and the wider world during this very difficult time. The work you do to build stronger communities is critically important to the very fabric of this country and to the world.</p> <p>As I mentioned above, we have a new Congress and a new administration. Although priorities will shift given the new administration and slim majorities for the Democrats in the House and Senate, first and foremost the priority for both ends of Pennsylvania Avenue is COVID-19. From vaccine distribution, to mitigating the spread, to providing relief to suffering individuals and communities, COVID-19 will be the focus through at least the middle of March and most likely into the Spring and Summer. All eyes will be on Congress as they work to prepare another <a href="https://npengage.com/nonprofit-management/december-2020-covid-relief-and-social-good-organizations/">rescue package</a> for passage over the next month. We will be keeping an eye on their work for provisions that impact social good organizations.</p> <p>What might we see next? Here are three key policy areas we will be watching.</p> <p>&nbsp;</p> <h3><strong>Reforming Foundations and Donor Advised Funds</strong></h3> <p>Many of us have heard the calls over the last few months for foundations and donor advised funds to <a href="https://www.businesswire.com/news/home/20210202005410/en/2020-Donor-Advised-Fund-Report-Grants-to-Charities-Increase-15-to-27-Billion-and-Total-Charitable-Assets-Surpass-141-Billion">distribute more grants</a> to their nonprofit partners to assist organizations and those in need during these difficult times. Some of these calls were even heard pre-pandemic.</p> <p>Proposals championed by the <a href="https://acceleratecharitablegiving.org/">Initiative to Accelerate Charitable Giving</a> focus on getting grant funding into the hands of partner organizations sooner rather later. Some focus on tax incentives and changes to encourage foundations, <a href="https://npengage.com/foundations/community-foundations-cloud-software/">donor advised funds</a>, and individual donors to contribute more to the work nonprofit organizations are doing in our communities. Some focus on increasing payout rates, voluntary or mandatory, permanent or temporary, to achieve this goal.</p> <p>We may see more discussion of these types of provisions among lawmakers and the administration in 2021.</p> <p>&nbsp;</p> <h3><strong>Tax Changes</strong></h3> <p>During the 2020 Presidential campaign, then candidate Biden proposed changing various aspects of the Tax Cuts and Jobs Act, also known as Tax Reform, which was enacted in December 2017. These changes include rolling back individual tax rates for some taxpayers to pre-Tax Reform levels, increasing the corporate tax rate to 28%, capping itemized deductions at 28%, and increasing the tax rate on estate taxes and decreasing the amount exempted from the estate tax.</p> <p>It is possible that the administration and Congress will turn its attention to tax legislation once they feel the country is putting COVID-19 behind us. If they do take up tax legislation, this would be an appropriate vehicle to also include foundation and donor advised fund reforms as well as making permanent the universal charitable deduction, which enables no itemizers to deduct charitable contributions. The universal charitable deduction has been extended through December 31, 2021 and donations to DAFs and private foundations are excluded from this deduction.</p> <p>&nbsp;</p> <h3><strong>Rules for Donor Advised Fund and the IRS</strong></h3> <p>There is a good deal of speculation that the IRS is working on new rules for donor advised funds. Should the IRS release new rules, there will be a comment period before the proposed rules are final. We currently do not have information on what these proposed rule changes might include, but we will be watching for their release.</p> <p>Possible rule changes from the IRS provides us with a reminder that while we focus a lot of our attention on Congress, federal agencies with rulemaking authority are also in a position to impact social good organizations and their day-to-day operations.</p> <p>We will do our best to bring you valuable updates on these policy areas as the conversation evolves.</p><p>The post <a href="http://npengage.com/foundations/public-policy-and-foundations-in-2021/">Looking into the Crystal Ball: Public Policy and Foundations in 2021</a> first appeared on <a href="http://npengage.com">npENGAGE</a>.</p>
<p><span data-contrast="auto">It’s hard to believe we are already two</span><span data-contrast="auto"> </span><span data-contrast="auto">month</span><span data-contrast="auto">s</span><span data-contrast="auto"> into 2021. Does it feel any different than 2020 did for you? For many nonprofits, </span><span data-contrast="auto">this year </span><span data-contrast="auto">represent</span><span data-contrast="auto">s</span><span data-contrast="auto"> a</span><span data-contrast="auto"> mingling of <a href="https://npengage.com/nonprofit-fundraising/tips-for-in-person-peer-to-peer-fundraising-events-2021/">peer-to-peer fundraising tactics</a>&#8211; some tried and true from those pre-pandemic days with a few fresh takes </span><span data-contrast="auto">hatched </span><span data-contrast="auto">over the last nine months. Want to see if you are on the righ</span><span data-contrast="auto">t track or gain some inspiration as you plan out the year? Keep reading today’s blog because we scoured the int</span><span data-contrast="auto">ernet </span><span data-contrast="auto">and grabbed all the best stats and trends to help you navigate the upcoming year. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">I love interior design. It’s nothing but drool-worthy living rooms, picture-perfect bedrooms, and</span><span data-contrast="auto"> stylized</span><span data-contrast="auto"> mood boards on my Pinterest </span><span data-contrast="auto">page</span><span data-contrast="auto">. Well..</span><span data-contrast="auto">.</span><span data-contrast="auto"> That and food. I really like to cook too. This time of ye</span><span data-contrast="auto">ar, I find that many of my favorite artists</span><span data-contrast="auto">, designers,</span><span data-contrast="auto"> and bloggers start rounding up the trending items and making predictions. I see things like:</span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><a href="https://www.forbes.com/sites/amandalauren/2020/12/17/here-are-the-interior-design-trends-going-away-in-2021/?sh=7e3e93b2725d"><span data-contrast="auto">Here Are </span><span data-contrast="auto">The</span><span data-contrast="auto"> Interior Design Trends Going Away In 2021</span></a><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><a href="https://www.architecturaldigest.com/story/interior-design-trends-2021-predictions"><span data-contrast="auto">6 Predictions for Design’s Big Trends in 2021</span></a><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><a href="https://www.delish.com/food/a35036824/food-trends-2021/"><span data-contrast="auto">The 15 Food Trends You&#8217;re Going </span><span data-contrast="auto">To</span><span data-contrast="auto"> See Everywhere In 2021</span></a><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">And I love it. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">You see, these posts help me realize what I had already noticed, confirm my </span><span data-contrast="auto">suspicions</span><span data-contrast="auto">, and open my eyes to be on the lookout for the next thing. They also </span><span data-contrast="auto">make sense as to </span><span data-contrast="auto">why </span><span data-contrast="auto">suddenly</span><span data-contrast="auto">,</span><span data-contrast="auto"> I am craving pasta or </span><span data-contrast="auto">thinking about painting my kitchen black, when I would have NEVER considered it before. </span><span data-contrast="auto">These p</span><span data-contrast="auto">osts </span><span data-contrast="auto">help </span><span data-contrast="auto">me</span><span data-contrast="auto"> understand how the consumer is going to be influenced, whether they like it or even realize it. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">I find the same to be true with fundraising. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">Consumer behavior continues to </span><span data-contrast="auto">evolve,</span><span data-contrast="auto"> and your supporters are looking for </span><span data-contrast="auto">a special something</span><span data-contrast="auto">, whether you or they even know it yet. That’s why I rounded up some of my favorite predictions, statistics and emerging trends</span><span data-contrast="auto"> below</span><span data-contrast="auto"> so we can be prepared for what is likely to happen or reconsider what we have previously done, in case it needs to be re-imagined. </span><span data-contrast="auto">Look</span><span data-contrast="auto"> and let me know which of these predictions you find most interesting</span><span data-contrast="auto">. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <h3>1. Volunteering time for peer-to-peer fundraising goes digital <span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></h3> <p><span data-contrast="auto">Forced to socially distance themselves or follow stay-at-home mandates, individuals around the world leaned into volunteering their time, energy, and skills with peer-to-peer fundraising. </span><span data-contrast="auto">While having hand</span><span data-contrast="auto">s</span><span data-contrast="auto">-on-deck was critical to mobilize food to those in need, </span><span data-contrast="auto">the </span><span data-contrast="auto">North Texas Food Bank supporters</span><span data-contrast="auto"> also</span><span data-contrast="auto"> raised almost $100,000 leveraging <a href="https://www.blackbaud.com/products/peer-to-peer-fundraising-powered-by-justgiving">peer-to-peer fundraising technology</a></span><span data-contrast="auto">. M</span><span data-contrast="auto">ore than $20,000 </span><span data-contrast="auto">was </span><span data-contrast="auto">raised by employees of a tech company, and </span><span data-contrast="auto">over </span><span data-contrast="auto">$24,000 raised by </span><a href="https://www.justgiving.com/fundraising/akaphotography"><span data-contrast="auto">a local photographer</span></a><span data-contrast="auto">. The </span><a href="https://www.justgiving.com/campaign/NTFB"><span data-contrast="auto">campaign</span></a><span data-contrast="auto"> encouraged individuals to virtually fundraise their own way</span><span data-contrast="auto"> and</span><span data-contrast="auto"> grew in popularity with over 60 personal pages created and 1,200 gifts made. </span><span data-contrast="auto">This existing form of engagement took on a whole new level as supporters volunteered their time, talent and networks to help raise money for a cause they are passionate</span><span data-contrast="auto"> about, all without leaving their mobile screens. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:257}"> </span></p> <p><i><span data-contrast="auto">“Our supporters can customize their page to their liking. This allows them to connect their own beliefs to our mission and their personal fundraising pages become a way for them to express their story to others. It generates brand awareness and allows new supporters to get connected to the important work we do at the North Texas Food Bank.”</span></i><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:257}">  </span><em>—Lexi Kay, Annual Campaign Manager</em><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:257}"> </span></p> <p>&nbsp;</p> <h3>2. Gen Z is waiting for you this year</h3> <p><span data-contrast="auto">This is the first generation that has grown up entirely in the digital world. Even better, they are entering their mid-twenties and their propensity to give is </span><span data-contrast="auto">on the rise</span><span data-contrast="auto">. They are diverse, inclusive and eager for connections. </span><span data-contrast="auto">According to </span><a href="https://bigsea.co/ideas/top-10-nonprofit-marketing-trends-for-2021/"><span data-contrast="none">Big Sea</span></a><span data-contrast="auto">, “most social scientists believe Gen Z to be the most socially conscious generation yet. If they believe in you, they’ll become loyal members and contributors.”</span><span data-contrast="auto"> </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">So how do you “factor them in” to your annual plan</span><span data-contrast="auto">? Consider this tip from </span><a href="https://www.businessinsider.com/generation-z?IR=T"><span data-contrast="none">Business Insider:</span></a><span data-contrast="auto"> </span><b><span data-contrast="auto">“</span></b><span data-contrast="auto">To capture a piece of this growing cohort, retailers and brands need to start establishing relationships with Gen </span><span data-contrast="auto">Zers</span><span data-contrast="auto"> now. But Gen </span><span data-contrast="auto">Zers</span><span data-contrast="auto"> are different from older generations, because they are the first consumers to have grown up wholly in the digital era. They&#8217;re tech-savvy and mobile-first — and they have high standards for how they spend their time online.”</span><span data-contrast="auto"> To acquire this audience, you must first meet them where they are and provide value in </span><span data-contrast="auto">the best way </span><span data-contrast="auto">they will receive it</span><span data-contrast="auto">.</span><span data-contrast="auto"> </span><span data-contrast="auto">T</span><span data-contrast="auto">his may mean exp</span><span data-contrast="auto">anding your online presence to new platforms or to diversify your engagement tactics. It could mean targeting them for a mo</span><span data-contrast="auto">d</span><span data-contrast="auto">est sustaining giving program </span><span data-contrast="auto">(think $10/</span><span data-contrast="auto">mo</span><span data-contrast="auto">) with </span><span data-contrast="auto">membership perks that speak to them. </span><span data-contrast="auto">Perhaps you conduct a survey or leverage grassroots efforts. </span><span data-contrast="auto">If you are not sure where to start, take a listen to our recent webinar on </span><a href="https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&amp;mode=login&amp;eventid=2758615&amp;sessionid=1&amp;key=8B75415CE592B6D4CAAA703C39A813EF&amp;regTag=&amp;sourcepage=register"><span data-contrast="none">Learning from Gen Z</span></a><span data-contrast="auto">.</span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p>&nbsp;</p> <h3>3. Giving days are here to stay<span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:257}"> </span></h3> <p><span data-contrast="auto">Giving days are considered a time-specific event (traditionally, 24-hours) where you </span><span data-contrast="auto">channel </span><span data-contrast="auto">your audience to engage both online and offline in hopes of achieving your fundraising goal. While this event type has been on the rise with nonprofits (hello GivingTuesday and </span><span data-contrast="auto">its year-over-year growth), we expect its digital engagement and sense of urgency to continue in popularity, with nonprofits shifting from </span><span data-contrast="auto">one</span><span data-contrast="auto"> giving day a year to two giving events (</span><span data-contrast="auto">think GivingTuesday and </span><span data-contrast="auto">a </span><span data-contrast="auto">Founding Day or national holiday in line with your mission</span><span data-contrast="auto">).</span><span data-contrast="auto"> We also expect these 24-hour challenges to extend</span><span data-contrast="auto">. For some, it may be a giving week and for others (like Breast Cancer Awareness Month) extend to multiple weeks. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><em>“One of the most interesting trends during the pandemic in terms of revenue has been the consistent overperformance of community giving days. In reviewing data from both dozens of individual giving days as well as larger calls to action like #GivingTuesdayNow, the reality is clear: Communities, nonprofits and individuals will continue to benefit from having a focused day to generate excitement around the work they are passionate about.” &#8211; <a href="https://www.nonprofitpro.com/post/tech-trends-for-community-giving-days-in-2021/">Tim Sarrantonio</a> of Neon One </em></p> <p>&nbsp;</p> <h3>4. Hybrid events are on the rise <span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></h3> <p><span data-contrast="auto">The P2P </span><span data-contrast="auto">F</span><span data-contrast="auto">undraising </span><span data-contrast="auto">F</span><span data-contrast="auto">orum surveyed 100 nonprofits with half saying they would </span><span data-contrast="auto">continue with </span><span data-contrast="auto">virtual</span><span data-contrast="auto">-only events</span><span data-contrast="auto"> in 2021. </span><a href="https://www.peertopeerforum.com/spring2021/"><span data-contrast="auto">Another one in four said they planned to host hybrid programs, which combine elements of in-person and virtual events.</span></a><span data-contrast="auto"> While we are all eager to get back to in-person events (and fundraising results), keeping overhead costs low and participation types varied helps ensure participants feel safe and you can hit your goals.</span><span data-contrast="auto"> For any upcoming event, my #1 recommendation is to make sure you have some type of virtual participation available. Best case scenario, you can “upgrade” them to an in-person attendee when it is safe to do so. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><em><strong><a href="https://hello.blackbaud.com/NP-HybridEvents-Whitepaper.html"><span>Learn more about virtual events with our free webinars and whitepapers.</span></a>  </strong></em></p> <p>&nbsp;</p> <h3>5. Not enough attention is paid to mid-level donors</h3> <p><span data-contrast="auto">Peer-to-peer fundraising is a great avenue for mid-level donors. </span><span data-contrast="auto">For the record, high-level donors are great candidates for P2P too&#8230;</span><span data-contrast="auto">They make a highly effective candidate pool for matching gifts in your giving day challenges, but let’s stay focused, shall we? If your mid-level donors are not a part of your sustaining giving program and are not participating in your peer-to-peer</span><span data-contrast="auto"> program, we recommend you consider a few ways to woo them into one. Once y</span><span data-contrast="auto">o</span><span data-contrast="auto">u have found your audience, customize your appeal</span><span data-contrast="auto"> and play around with what is the most </span><span data-contrast="auto">effective.</span><span data-contrast="auto"> </span><span data-contrast="auto">Promoting peer-to-peer fundraising pages with them </span><span data-contrast="auto">to</span><span data-contrast="auto"> not only self-donate but reach out to their communities (who may have a similar </span><span data-contrast="auto">propensity</span><span data-contrast="auto"> to give) with help increase your overall averages and retain the audience by diversifying their engagement. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">“</span><span data-contrast="auto">One of the most astonishing things we’ve found </span><a href="https://www.mrss.com/lab/making-the-most-of-mid-level/"><span data-contrast="none">in our digital marketing</span></a><span data-contrast="auto"> to these high-value audiences is that just a very small lift in performance among them can yield significant increases in revenue. And, unfortunately, the reverse is also true—what seems like a minor drop-off in your mid-level acquisition or retention rates can create enormous drag on your revenue.” &#8211;</span><span data-contrast="auto">Sarah </span><span data-contrast="auto">DiJulio</span><span data-contrast="auto"> and </span><span data-contrast="auto">Yoonhyung</span><span data-contrast="auto"> Lee</span><span data-contrast="auto"> </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p>&nbsp;</p> <h3>6. Video is the new copy</h3> <p><em>“People want access, authenticity, and transparency. Use video to lift the veil on your work. In this same vein, people prefer to interact with amateur content than super polished and posed accounts.” &#8211; <a href="https://jcsocialmarketing.com/2020/11/10-digital-marketing-trends-that-will-shape-nonprofit-comms-in-2021/">Julia Campbell</a>, Nonprofit Digital Marketing Consultant </em></p> <p><span data-contrast="auto">According to HubSpot&#8217;s </span><a href="https://www.hubspot.com/state-of-marketing?hubs_post=blog.hubspot.com/marketing/how-video-consumption-is-changing&amp;hubs_post-cta=2020%20State%20of%20Marketing%20report"><b><span data-contrast="auto">2020 State of Marketing report</span></b></a><span data-contrast="auto">, video beat out heavyweight contenders like email, blogging, and infographics as the most used type of marketing content. If COVID-19 did not force your organization to embrace video both operationally and supporter-facing, then now is the time to </span><span data-contrast="auto">turn on your phones</span><span data-contrast="auto"> and press record</span><span data-contrast="auto">.</span><span data-contrast="auto"> </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><em>Hot tip: If your <a href="https://www.blackbaud.com/products/peer-to-peer-fundraising-powered-by-justgiving">peer-to-peer fundraising solution</a> allows, consider embedding video on a campaign page or streaming live on a personal fundraising page for extra impact.  </em></p> <p>&nbsp;</p> <h3><b><span data-contrast="auto">7. Digital ad p</span></b><b><span data-contrast="auto">rograms are f</span></b><b><span data-contrast="auto">illing in the gap</span></b><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></h3> <p><span data-contrast="auto">For years we have heard that </span><span data-contrast="auto">texting</span><span data-contrast="auto"> is </span><span data-contrast="auto">an </span><span data-contrast="auto">antidote to </span><span data-contrast="auto">low </span><span data-contrast="auto">email </span><span data-contrast="auto">engagement</span><span data-contrast="auto"> (in fact, </span><a href="https://mobilemonkey.com/blog/sms-marketing-statistics"><span data-contrast="none">75% of consumers</span></a><span data-contrast="none"> </span><span data-contrast="auto">are </span><span data-contrast="auto">now saying they are comfortable receiving texts from brands)</span><span data-contrast="auto">, but i</span><span data-contrast="auto">t’s not an either/or situation. </span><a href="https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/#one"><span data-contrast="none">Email continues to be an effective communication tool</span></a><span data-contrast="auto">. </span><span data-contrast="auto">The real power is when you leverage email for ongoing communications, texting for urgent appeals, and digital ads to </span><span data-contrast="auto">seek </span><span data-contrast="auto">your disengaged supporters. </span><span data-contrast="auto">If you are struggling to get proper inbox placement or </span><span data-contrast="auto">find disappointing results for some of your segments</span><span data-contrast="auto">, </span><a href="https://www.mrss.com/lab/what-2020-year-end-fundraising-can-tell-us-about-2021/"><span data-contrast="none">consider</span><span data-contrast="none"> </span><span data-contrast="none">these </span><span data-contrast="none">ideas for digital ads</span></a><span data-contrast="auto"> and how they can help you </span><span data-contrast="auto">engage with more people while spending less money</span><span data-contrast="auto"> or leverage ads to target supporters who have visited your campaign but failed to donate. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <h3><b><span data-contrast="auto">BON</span></b><b><span data-contrast="auto">US</span></b><b><span data-contrast="auto">: </span></b><b><span data-contrast="auto">Those who</span></b><b><span data-contrast="auto"> </span></b><b><span data-contrast="auto">come out on top are the ones who didn’t stop</span></b><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></h3> <p><span data-contrast="auto">Alright..</span><span data-contrast="auto"> This is not actually a new trend, but it is still worth mentioning. In March of 2020, we saw many nonprofits just freeze. Rightfully so, they were moving their office home, starting kids with virtual learning, </span><span data-contrast="auto">and canceling events. </span><span data-contrast="auto">But after the shock of it all settled in,</span><span data-contrast="auto"> it seemed that</span><span data-contrast="auto"> </span><span data-contrast="auto">organizations adjusted and started campaigning with </span><span data-contrast="auto">relevance or</span><span data-contrast="auto"> held off altogether. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">W</span><span data-contrast="auto">e </span><span data-contrast="auto">wer</span><span data-contrast="auto">e reminded that people don’t give because they are generous. They give because they are asked. </span><span data-contrast="auto">Ben Miller in his AFP article </span><a href="https://afpglobal.org/charitable-giving-times-fear-and-uncertainty"><span data-contrast="auto">Charitable Giving in Times of Fear and Uncertainty</span></a><span data-contrast="auto"> says that &#8220;if we look at what happened during the Great Recession, giving to nonprofits remained steady, with only slight declines over the entire period.</span><span data-contrast="auto">”</span><span data-contrast="auto"> He continues: &#8220;When the current crisis ends, history will show that the most successful nonprofits continued to ask for donations, although likely in a different way. Those nonprofits who go &#8216;silent&#8217; or attempt to give their donors a break will likely see the same results as others before them — and suffer or even go out of business as a result.&#8221;</span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p><span data-contrast="auto">Don’t forget to change your copy and boldly make the ask. There is too much at stake not to. </span><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p> <p>&nbsp;</p> <p><strong>What trends or inspiring ideas have you seen? Share them in the comments below! </strong></p> <p><span data-ccp-props="{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}"> </span></p><p>The post <a href="http://npengage.com/nonprofit-fundraising/peer-to-peer-fundraising-emerging-trends/">7 Emerging Trends That Could Impact Your Peer-to-Peer Fundraising Strategies in 2021</a> first appeared on <a href="http://npengage.com">npENGAGE</a>.</p>
<p>Sometimes, change is hard – especially when it seems that there isn’t enough money or other resources to accomplish your organization’s mission. However, by adopting the right mindset, social change leaders can begin to attract more support. That’s where today’s guest comes in.</p> <p>Nell Edgington is the president of Social Velocity, a management consulting firm for nonprofit organizations, and the author of <em>Reinventing Social Change: Embrace Abundance to Create a Healthier and More Equitable World</em>. She joins the podcast today to discuss moving from a scarcity mindset to an abundance mindset and what that looks like for social good organizations. Listen in to hear what Nell has to say about why there’s a scarcity mindset in social good organizations, what to do to move to an abundance mindset, and how social change leaders can bring others along into their abundance mindset.</p> <p><strong>Topics Discussed in This Episode:</strong></p> <ul> <li>Why the way we do social change is broken</li> <li>Why a scarcity mindset is happening</li> <li>How the way leaders are thinking contributes to the broken system</li> <li>The steps to adopt an abundance mindset</li> <li>How “yet” can help social change leaders think differently</li> <li>How leaders can get others to join them on the journey to an abundance mindset</li> <li>Examples of moving past scarcity thinking</li> <li>Advice for social change leaders looking for a better path</li> </ul> <p><strong><em>Subscribe to the podcast on <a href="https://itunes.apple.com/us/podcast/the-sgengage-podcast/id1076667160?mt=2" target="_blank" rel="noopener noreferrer">iTunes</a>, <a href="https://www.stitcher.com/podcast/blackbaud/raise-engage-a-filtersoff-podcast-series-for-nonprofits" target="_blank" rel="noopener noreferrer">Stitcher</a>, <a href="https://open.spotify.com/show/7bwDsFLaWdhMHUFbjDgTGX" target="_blank" rel="noopener noreferrer">Spotify</a> or your preferred streaming service for future episodes!</em></strong></p> <p><strong>Listen Now:</strong></p> <p></p> <p><strong>Resources:</strong></p> <p><a href="https://www.socialvelocity.net/about/presidents-bio/#:~:text=Nell%20Edgington%20has%2025%20years,savvy%20at%20creating%20social%20change.">Nell Edgington</a></p> <p><a href="https://www.socialvelocity.net/book/">Reinventing Social Change: Embrace Abundance to Create a Healthier and More Equitable World</a></p> <p>&nbsp;</p> <p><strong>Quotes:</strong></p> <p>“A scarcity mindset is essentially believing that there’s not enough.”</p> <p>“That scarcity mindset is itself that’s holding these nonprofit leaders back.”</p> <p>“A broken system isn’t going to change itself.”</p> <p>&nbsp;</p><p>The post <a href="http://npengage.com/sgengagepodcast/the-sgengage-podcast-episode-183-moving-your-organization-from-scarcity-to-abundance/">The sgENGAGE Podcast Episode 183: Moving Your Organization from Scarcity to Abundance</a> first appeared on <a href="http://npengage.com">npENGAGE</a>.</p>
<p>Higher education giving has traditionally relied on major gifts, annual funds, and direct mail as the primary means of engaging new donors. While that worked for decades, the Information Age has taken university giving online in a big way, with email, text to give, social media and general online giving quickly taking the place of mailers. Compounded with the impacts of COVID-19, schools around the world really had to adjust their engagement models. We see this trend in all donor personas, but none more so than Millennials and Gen Z, which has given rise to the largest trending event in higher education: the <a href="https://npengage.com/nonprofit-fundraising/online-giving-day-tips/">giving day</a>.</p> <p><img loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/Giving-Days_Picture1.png" alt="" width="270" height="584" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/Giving-Days_Picture1.png 270w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/Giving-Days_Picture1-108x234.png 108w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/Giving-Days_Picture1-220x476.png 220w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/Giving-Days_Picture1-231x500.png 231w" sizes="(max-width: 270px) 100vw, 270px" /></p> <p>But don’t be fooled. The giving day isn’t exclusive to universities and colleges. We have been helping social good organizations kickstart their giving or founding days for years with <a href="https://hello.blackbaud.com/givingdaytoolkit.html">this free toolkit.</a> Many K-12 schools have found success by centralizing their asks in celebration of the students, faculty and staff building a legacy. With the right tools, a thoughtful engagement strategy, and appropriate calls to action, these fundraising events are proving quite lucrative.</p> <p>Giving days have grown tremendously in recent years, with schools raising millions of dollars in one day for projects that touch all areas of the campus. With the impact of COVID-19, many schools closed campus activities for multiple semesters. This all-digital approach offered an opportunity for students, faculty, alumni and community supporters alike to rally behind a common cause and retain that connection they feel on campus, delivering a refreshed approach on their beloved giving day.</p> <p>Take for example, St. Joseph’s College in New York. St. Joseph’s had a giving day in 2019 but quickly realized that in order to engage both of their campuses and a wide network of alumni they needed to activate a campaign that had a foundation in peer-to-peer fundraising in order to fully capture the broader network available to them. They created a digital <a href="https://sjc-giving-day-2020.blackbaud-sites.com/">Giving Day Hub</a> that raised money for multiple projects, including a last-minute COVID-19 emergency fund.</p> <p><a href="https://npengage.com/sgengagepodcast/the-sgengage-podcast-episode-184-running-a-successful-giving-day/"><em><strong><span>Learn more about St. Joseph&#8217;s College giving day strategies in T</span></strong></em><em><strong><span>he sgENGAGE Podcast Episode 184: Running a Successful Giving Day</span></strong></em></a></p> <p>So what makes for a great giving day in 2021 and beyond? Here are the top five components we see having widespread success:</p> <ol> <li><strong>Focus on your school’s mission.</strong> Regardless of their generation, donors want to see how their dollars will be used. Each project, fund, or giving focus has a story to tell. Engage current students and alumni to share those stories on your giving day hub to give real-life meaning to how a donation can impact the campus community. Hearing directly from people who have benefitted from the dollars raised lends credibility to the importance of various projects. It’s a great opportunity to link to a page that summarizes impact, feature a video that shares your story, or leverage social media posts to release testimonies, driving your mission top of mind for supporters.</li> </ol> <p><img loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/GivingDays_Picture2.png" alt="online giving days" width="571" height="614" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/GivingDays_Picture2.png 571w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/GivingDays_Picture2-218x234.png 218w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/GivingDays_Picture2-443x476.png 443w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/GivingDays_Picture2-465x500.png 465w" sizes="(max-width: 571px) 100vw, 571px" /></p> <ol start="2"> <li><strong>Allow supporters to fundraise on behalf of giving day projects.</strong> While it is likely more comfortable to just take donations on your giving day, consider that Gen Z donors are quick to activate their networks for a good cause. According to <a href="https://institute.blackbaud.com/nextgen/">Blackbaud’s Generational Giving Report</a>, 26% of Gen Z’ers have participated in a peer-to-peer fundraising event or activity before, and 71% believe that receiving a charitable ask from a friend or family member is an acceptable way for an organization to fundraise. Do not miss out on unlocking the power of Gen Z fundraising influence!</li> <li><strong>Provide a social media toolkit</strong>. It is fine to track how many times your page has been shared but do the people sharing it know what to say? Do they know what hashtag to use? Do they need photos and logos? Add a guide to share sample Facebook and Twitter messages, along with easily downloadable pictures, giving day logos, and other artifacts for them to use for their social media posts. You will increase your overall reach while making social sharing easier for your supporters. <img loading="lazy" src="http://npengage.com/wp-content/uploads/2021/02/GivingDays_Picture3.png" alt="giving day social media toolkit" width="624" height="437" srcset="https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/GivingDays_Picture3.png 624w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/GivingDays_Picture3-334x234.png 334w, https://1dj7ia2prpz93pxo7t32a2j1-wpengine.netdna-ssl.com/wp-content/uploads/2021/02/GivingDays_Picture3-500x350.png 500w" sizes="(max-width: 624px) 100vw, 624px" /></li> <li><strong>Use video, livestream and other rich content during your giving day.</strong> Schools that give student clubs and organizations, faculty, alumni and school leadership a live voice on their giving day can see tremendous returns. Ask student leaders to create short videos that can be posted throughout the day on your giving day hub and social media channels. Enlist your school’s president to go live with a group of alumni to talk about why giving is important to them. Adding these platforms allows for greater engagement, especially with younger donors who “live online” every day.</li> <li><strong>Make it fun.</strong> Many schools historically found creative and engaging ways to connect with supporters on campus. Pizza parties, competitions, raffles, and special perks strengthened connections while driving enthusiasm. We assumed this also increased donations. When COVID-19 caused these in-person gatherings to translate exclusively to virtual events, hosts had to re-think a few things while still securing the revenue. Many asked, “What does success look now?” Some extended the traditional 24-hour giving day to an entire week, with prizes and raffles taking place virtually. Others released special perks or gifts each day or as fundraising targets were hit. Many had to re-negotiate commitments with major donors for matching gifts or invest in a stronger peer-to-peer fundraising focus to simulate in-person social gatherings. No matter how your organization needs to flex and accommodate your student body and generous alumni, keep fun on the forefront.</li> </ol> <p>These tips combined with a great website, strong strategy, and engaged campus create the recipe for true giving day success. Is your school ready to take it to the next level?</p><p>The post <a href="http://npengage.com/nonprofit-fundraising/online-giving-day-strategies-2021/">5 Tips for Successful Online Giving Days</a> first appeared on <a href="http://npengage.com">npENGAGE</a>.</p>
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