Are you ready for #GivingTuesday 2015? This annual day of generosity continues to grow, and we expect this year’s event to be even bigger. According to a recent webinar poll, 30% of nonprofits are planning to participate in #GivingTuesday for the first time and 39% are planning to do more for #GivingTuesday than they did last year.
Whether you’re launching your first #GivingTuesday campaign or planning a triumphant return, the first step in planning your success is to set your sights on a clear goal for your team and supporters to rally around.
Total dollars raised is an obvious metric to measure, but it shouldn’t be your only goal, as a giving day like #GivingTuesday is a unique opportunity to boost donor acquisition, re-engagement, and retention. Here are a few other important goals that you may want to work into your plan:
- Number of donors
- Number of new donors
- Number of volunteers/hours (if you are including an activity)
- Number of recurring donors
- % Participation among key groups – like staff, board, alumni, clients
Think about what kind of campaign you’d like to run this year and which goals make the most sense based on your approach.
Where Do You Start? Build a Pyramid
If you ran a #GivingTuesday campaign last year, you have a benchmark you can use to make 2014 plans. If you’re in your first year, you’ll need to base your goals on what you know about your past campaigns and donors.
Another way to plan your overall donation goal by using a giving pyramid. A giving pyramid allows you to visualize and breakdown your donation goal by donor level. Creating the pyramid helps you sanity check your goal by plotting it out, rather than just guessing.
Here’s an example of a giving pyramid for #GivingTuesday:
- Dollar goal: $8,000
- Existing donors in your database: 1,500 donors
- Achieving a 3% response rate: 45 donors
Map out a giving pyramid using your dollar goals and your number of donors. If it feels ambitious but achievable, then it is a great place to start with a first year goal. If it seems too easy to achieve, boost the dollar amount. Too much of a stretch? Dial back.
Want to build your own #GivingTuesday donor pyramid? Download our template and input your goals, number of current donors, and expected response rate and we’ll do the calculations for you.
from The Nonprofit Marketing Blog http://ift.tt/1Tw8qIu
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