Across the global giving landscape, GivingTuesday raised a reported $3.1 billion, but also revealed an alarming trend in giving. Though the total amount raised was nearly flat to last year’s record-breaking amount, the total number of donors was down by 10%. The results indicate a decrease in donor engagement – a trend that does not bode well for nonprofit organizations that depend on individual giving, especially at a time when the demands on nonprofits continue to rise and corporate giving is on the decline.
Despite these overall results, there were certainly organizations that bucked the trend. So how did some nonprofits successfully rocket through the gravitational pull of a global decrease in donor participation? Many of the most successful organiztions, including our clients, put smart, creative strategies into play over the course of the whole year with the goal of reaping rewards on GivingTuesday and through End of Year giving.
One of our most successful GivingTuesday clients doubled year-over-year results in 2023. Planning for GivingTuesady and EOY began early in 2023. We mapped out a year-long strategy to increase their recurring donor base and re-engage their list throughout the year. Our goal was to grow the base without significant investment in paid acquisition. We capitalized on new online formats like their webinars to deepen engagement with their email audiences and used impact statements about how many lives could be saved to show audiences what their donation could accomplish. Our texting program also doubled year-over-year, adding another consistent, dependable, and growing revenue stream.
What our work with our clients this Giving Tuesday demonstrates is something that we firmly believe in at NBI – investing, respecting, and nurturing our clients’ voice, message, and audiences pays dividends when it matters most. And while Giving Tuesday was a huge success for our clients, its not over yet! Our messaging for weeks prior cued us up for End Of Year giving as well. Check back after the new year to find out how we did!
We’ve worked with non-profits for over 13 years to build their fundraising programs because organizations like yours are critical to making good happen in the world. That’s why we do it better. We’ve built custom acquisition and deliverability tools that are the best in the industry and that you can only find at NBI to deliver fundraising results. That’s how we do it better and why our clients depend on us to make their programs thrive.
Could your program use a refresh in 2024? Reach out to us! We’d love to Make Good Happen with you.