 What Worked for Giving Tuesday 2024Giving Tuesday 2024 is officially in the books, and I’m thrilled to share what worked for us this year! The seminary I work for has participated in Giving Tuesday on and off for almost a decade, but this year, we took bold steps that paid off in a record-breaking campaign. Spoiler alert: We set a $20,000 challenge match - our highest ever - and not only met it but exceeded it, raising $40,000! (We even used a strategic extension to cross the finish line - more on that later.) Whether you’re looking for fresh ideas or want to refine your strategy, here’s what made our campaign a success: 1. Leveraging a Challenge Match: Doubling the ImpactChallenge matches are a must-have in your Giving Tuesday toolbox. This year, our $20,000 match created a sense of urgency and gave donors an irresistible reason to give. Why It Worked: It answered the critical question, “Why should I give today?” A generic “it’s Giving Tuesday” doesn’t cut it anymore because every nonprofit is vying for attention. A match is specific, exciting, and makes donors feel like their gift has double the impact. 2. Handwritten Postcards: Adding a Personal Touch Leading up to Giving Tuesday, we sent handwritten postcards to key supporters (over 300 in total, yes it was a lot of work). These weren’t mass-produced or generic - they were colorful, personalized notes with unique highlights and heartfelt messages. Why It Worked: In a digital world, a handwritten note cuts through the noise. It feels intimate, thoughtful, and, frankly, refreshing. Plus, it sparked early conversations with donors, some of whom made pledges before Giving Tuesday even arrived! Inspiration: I borrowed this idea from the grassroots efforts of “Postcards to Swing States” and adapted it for fundraising. It worked wonders.  3. Involving Major Donors: Partners, Not Just Participants Major donors are often overlooked during big giving days, but involving them was a game-changer for us. They didn’t just contribute to the match - they became campaign ambassadors. Why It Worked: Engaging major donors added credibility to our campaign and gave us the leverage to move proposals forward. Plus, their early support was critical to building momentum and excitement. Lesson Learned: Major donors want to be part of something meaningful, not just write checks. Invite them to help shape your success. 4. Day-Of Outreach: Personalized Calls and Emails On Giving Tuesday, we went all-in on personal outreach. Our team focused on donors who had previously given $500 or more, sending tailored emails and making phone calls throughout the day. Why It Worked: Personalized outreach isn’t just a nicety - it’s a kindness. It shows donors they’re seen, valued, and essential to your success. Many even thanked us for the reminder, which turned into meaningful conversations and gifts. 5. Going Live: Engaging in Real Time I hosted a Facebook Live session for the first time since 2020. While the live audience was modest, it was a great way to keep the energy alive during a key moment in the day. Why It Worked: Going live gave us a platform to share real-time updates, shout out donors, and connect on a more personal level. It added a dynamic layer to our campaign and helped us reach donors on the West Coast as the evening approached. Hot Tip: Don’t worry about the numbers. Focus on engaging those who are there and creating shareable, high-energy content. 6. Extending the Match: Keeping the Momentum Here’s the twist: When we came up $800 short of our $20,000 match, we made a last-minute decision to extend it for 48 hours, with the blessing of our leadership. In that extra time, a generous board member volunteered to cover any gaps! We pushed through - and it worked. Why It Worked: Giving donors a little extra time to participate kept the momentum going and allowed us to exceed our goal. Flexibility can pay off when it’s done transparently and with donor support. 7. Stewardship Infographic: Showing the Impact  To wrap things up, we created a stewardship infographic to thank donors and celebrate our collective success. It included the total dollars raised, donor numbers, and mission impact highlights - all packaged in a visually appealing way. Why It Worked: Donors want to know what they helped to accomplish. A simple infographic turns stats into a story, making it easy for supporters to see - and share - the impact of their generosity. Sneak Peek: I’ll be offering this infographic as a customizable Canva template soon, so stay tuned! Final Thoughts: Making Giving Tuesday Your Own What made our Giving Tuesday 2024 campaign special was the focus on connection. Whether it was through handwritten notes, live engagement, or personalized outreach, we made donors feel like the heroes of the story - and it worked. Already thinking about Giving Tuesday 2025? Ask yourself: What would make this day meaningful for your donors? Start there, and you’ll create a campaign that inspires even greater generosity and impact. What worked for your Giving Tuesday campaign? Let’s swap ideas - I’d love to hear your success stories in the comments! Cheers!  PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my monthly newsletter email, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!
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Jessica Cloud, CFREI've been called the Tasmanian Devil of fundraising and I'm here to talk shop with you. Archives
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