Learn how to organize a successful Giving Tuesday and year-end campaign to accelerate and maximize your donations.

1. Deep Dive + Live Critique:
#GivingTuesday and Year End
Fundraising
TECHSOUP WEBINAR

2. Today’s Speakers
This webinar is brought to you by CauseVox
Rob Wu
CEO + Founder
CauseVox
Jenna Notarfrancesco
Account Executive
CauseVox

3. CauseVox makes
GivingTuesday and year-end
fundraising easy.
Run donation pages, mobile payments, campaigns,
ticketing, and peer to peer fundraising all in one
place.
BEST-IN-CLASS ONLINE FUNDRAISING
One-on-one support for all users, with real people
that care about your success.
HANDS-ON SUPPORT
Guides, templates, webinars, and courses that our
audience of 100k nonprofit pros rave about.
TOP RATED FUNDRAISING EDUCATION

4. Raise More With
Less Time
Typical fundraising software is
clunky and complex, but CauseVox
tidies up your digital fundraising.
Giving Tuesday campaigns
Year-End fundraising
Donation forms and pages
Event ticketing and raffles
Peer to peer fundraising

5. Modernize your
donations
Replace your clunky donation
forms with easy forms that
delight donors.
Apple/Google Pay & PayPal
One-time & recurring donations
Pledge donations
Auto receipts
Customized branding
Cover the fee options
POPULAR

6. HOT
Hands-free
peer to peer fundraising
Mobilize your network to acquire
new donors with personal and
team fundraising pages for any
GivingTuesday, year-end
campaign, and more!
Setup in minutes with clutter-free
admin control.

7. Free Fundraising Tips
SUBSCRIBE
https://www.causevox.com/blog/

8. Register for an On-Demand Demo
ACTION ITEM
https://www.causevox.com/schedule-a-demo/

9. • Why #GivingTuesday & YE matters to your nonprofit.
• Best practices in marketing to help stand out.
• How to increase gift size and reach.
• Live critique and best practice review of real campaigns.
• Optional Q&A
Session Agenda:

10. #GivingTuesday is a global giving movement that has been built
by individuals, families, organizations, businesses and
communities in countries around the world.
• Millions of people have come together to support and
champion the causes they believe in and the communities in
which they live.
• This year’s #GivingTuesday is Tuesday, November 29, 2022.
• #GivingTuesday is for all types of organizations. From
schools to small, local nonprofits to global development
nonprofits.
Source: givingtuesday.org

11. In 2021,
$2.7 billion
was raised by causes participating in
GivingTuesday

12. 1. Fill a specific need and impact
2. Kick-off year-end fundraising
3. Try something new
4. Engage current supporters
5. Develop corporate partners
5 Great Reasons for
GivingTuesday

13. 30%
of donations happen in December.
Source: Nonprofit Tech For Good

14. • Set clear goal
• Focus on why
• Tell stories
• Inspire and rally
DON’T DO
It’s not about participating
MUST DO
It’s about rallying together
• Assume success
• Rely on social
• General ask
transactional community-driven

15. GT & YE must be built on relationships
and be personal and human.
Fundraising that looks like this
will not work.
THE OLD WAY
5% response means
95% did not care
This is you
This is your
audience
THE NEW WAY
This is the
new you
Delighted
audience!

16. 1. Set Specific Goals + Write Your Appeal
2. Increasing Gift Size
3. Craft Your Communications Timeline
4. Launch Your Fundraising Site
Checklist

17. #1: Set Specific Goals & Craft
Your Appeal

18. Example goals
• Raise $24,000 to build a new classroom to support 30
new children
• Raise $3,600 to support 24 hours of caretaker services.
• Rally 100 supporters to provide 100 families with care
packages.
• Activate 200 supporters to fundraise for our new
community garden.

19. Why impact goals are important
• It demonstrates the need to your donors.
• It drives urgency for donors to participate in reaching the
goal.
• It shows your progress so your donors visually see how
their donation moves the needle.
• It allows donors to celebrate with you when your goal is
achieved.

20. Write a compelling
fundraising appeal
When planning your
#GivingTuesday campaign you have
to connect your goals and objectives
with your supporters. This is what
the fundraising appeal is all about.
Your appeal will acts as the rally cry
for your entire campaign.
So … it has to be good.

21. Of social media users who donate,
56%
said that compelling storytelling is what
motivated them to make a donation
Source: Nonprofit Tech For Good

22. A good story will…
• Put a face behind your
campaign, that supporters
can connect with
• Draw your supporters in
and emotionally connect
with your cause
• Show the donor how they
fit into the story

23. Your fundraising
appeal must:
• Communicate what you’re
trying to accomplish on
GivingTuesday or YE.
• Why that matters and what the
impact will be if we’re
successful.
• Clearly tell how someone can
take action and join the effort.

24. An example:
… in 24 hours we’re raising
$24,000 to provide 24 kids the
opportunity to go to school.
… the difference … kids begin
dreaming of what’s possible
instead of what is …
… take a stand with us and donate
$24 or $240 today. Together we’ll
provide 24 kids the opportunity to
dream …

25. #2: Increasing Gift Size

26. Matching gifts result in a
51%
increase in average gift size.
Source: Double the Donation

27. Secure a matching gift
Obtain a matching grant from a
partner or major donor. Campaigns
with matching grants work
extremely well for short timelines.
Plus, it’s publicity for both your
campaign and the sponsor.

28. Secure a matching gift
Matching gifts can come from:
• Your board
• A major donor
• A group of donors that have given
annually
• Or, reposition a gift that’s already
been pledge as a challenge grant

29. With pledge donations
81%
of respondents would increase their gift size.
Source: CauseVox PNPL Study

30. Allow donors to make a pledge and take
installment payments automatically.
Pledge Now Pay Later

31. Donors can select the total donation
amount and installment schedule that
works best for their budget.
EASY GIVING
Automatically take pledges, charge
donation installments, and send
receipts.
ZERO-EFFORT PAYMENTS
Extend Pledge Now Pay Later to any
type of charitable fundraising, such as
Giving Tuesday and year-end
fundraising campaigns.
PLEDGE EVERYWHERE
FOR NONPROFITS

32. #3: Crafting communications

33. Effective communication
includes:
• Emotion-drive story
• Clear impact
• Urgent need
• Specific ask
• Campaign consistency
Multi-channel is most effective.

34. Plan Your Timeline
The most successful campaigns have a
clear timeline of activities pre-planned
throughout the campaign.
This will ensure you and your team know
exactly what will happen, when, and by
whom throughout the campaign.
This will ensure you’re able to maintain
momentum and effectively support your
personal fundraisers to raise more.
Initial recruitment email sent
out by Jane to fundraisers
Second recruitment email sent
out by Jane to fundraisers.
Jane to send another email 1
day before launch to inspire and
activate fundraisers.
Launch day!! (see launch day
plan)
Jane will send out email
announcing matching gift at
12pm EST

35. Suggested Timeline
October
• Determine goal and campaign messaging
• Map out timeline
• Begin developing fundraising site, video,
and other promotional assets
• Send out communication to your
supporters about the campaign
• Ask key supporters to help with the
campaign (e.g. p2p fundraisers, matching
gift, promoters)
November
• Launch your fundraising site
• Begin rallying your fundraisers and
partners
• Promote heavily 1 week ahead
• GivingTuesday (yay!)
December
• Celebrate the impact
• Showcase impact to your supporters
• Tie in with year-end appeal
• Cultivate new donor relationships

36. ü Nov 1 – Launch your #GivingTuesday
fundraising site or campaign giving page.
ü Nov 15 – Initial email to set expectations for
#GivingTuesday. Begin promoting on social
channels.
ü Nov 20 – Send an email of appreciation and
thanks to your community + seed what,
together, you’ll be doing ”next week”.
Continue promoting on social channels.
ü Nov 28 – Send an email that outlines how
your community can get involved “tomorrow”
and help support + share the campaign.
ü Nov 29 (am) - Send an email outlining the why
behind your appeal and how to take action. Push
on social media throughout the day.
ü Nov 29 (pm) – Send a follow-up email to those
that have donated updating them on progress
and asking them to share via email and/or
Facebook.
ü Nov 29 (pm) – Send a follow-up email to those
that haven’t supported the campaign yet
updating them on progress and inviting them to
donate.
ü Nov 30 - Send a thank you email to your
community, showcase what you did together,
and tell people how they can still help.
Sample Promotional Calendar

37. Create campaign assets
Once you’ve determined your goal,
fundraising appeal, and timeline, you
must now create your fundraising
campaign site and supporting content
needed to drive people to your campaign.
This includes things like:
• Collecting stories + photos
• Create your fundraising site
• Write your email messages
• Draft your social posts

38. Fundraising video
On #GivingTuesday or any giving
day you want to clearly communicate
your story quickly. You also want to
make it easy to share. A video
(especially today) is one of the most
effective ways to do this.
Make a fundraising video that:
• Highlights donor-impact
• Tells your campaign story
• Inspires action

39. Email promo
View our free guide on
writing email promotions
for your GT campaign.
https://www.causevox.co
m/blog/givingtuesday-
email-template-examples/

40. #4: Launch your fundraising website

41. Online fundraising site
The most successful campaigns have a
specific fundraising site or online donation.
This dedicated page is:
• The central location for all your
promotional activities
• Where supporters donate
• Showcase campaign progress + updates
• Central page your supporters share
• Provides social proof behind the campaign

42. A dedicated fundraising site for GT or
YE ensures you have a central location
to direct all your promotion.
You can also:
• Tell your story
• Showcase real-time progress
• Build social proof
• Invite supporters to fundraise
Online fundraising site

43. The nature of #GivingTuesday is
for people to support the causes
they love.
Peer-to-peer fundraising is a
great engagement opportunity
for:
• Key supporters
• Board members
• Event attendees
Peer-to-peer fundraising

44. Benefits of peer-to-peer fundraising
• Increases your network to everyone your p2p participants
share their page with.
• Social media prioritizes individual’s posts (above
company/organizations posts) – so your fundraisers will
organically get more traffic and engagement on social
media.
• Individual’s emails will stand out in a crowded inbox –
above the many emails sent directly from organizations
• Peer-to-peer is a primary driver of new donor acquisition.

46. Brands have seen a decrease of
20-50%
on Facebook and other online media
platforms.
Source: BuzzSumo

47. When asked,
85%
of donors prefer being asked by friends
and family to make a donation.
Source: Mason Academic Research System

48. PRO TIP
Equip your supporters to
share instead of promoting
yourself.

49. Live Critique

50. Launch your #GivingTuesday
and year-end campaign on
CauseVox
Easily design, launch, and manage
your fundraising campaigns using
our powerful online fundraising
software.
Learn more and get started at
causevox.com

51. Register for an On-Demand Demo
ACTION ITEM
https://www.causevox.com/schedule-a-demo/