On May 5th, GivingTuesday, the nonprofit behind the annual day of giving on the Tuesday after Thanksgiving, is planning a "global day of giving and unity" as an emergency response to the unprecedented need caused by COVID-19. #GivingTuesdayNow is intended to encourage communities and individuals to come together to drive a spike of generosity, citizen engagement, business and philanthropy activation and support for communities and nonprofits around the world.
At this time, nonprofits should leverage the latest digital fundraising technology to encourage donor participation and accelerate donations on May 5th. Take your #GivingTuesdayNow campaign to the next level with these digital fundraising best practices below.
Rally Supporters Through Digital Donation Forms
One of the simplest ways to leverage your network of donors to raise money for the upcoming global day of giving is to utilize digital donation forms. For example, through a platform like Panorama by FrontStream, organizations can quickly create mobile-ready, branded digital donation forms to rally supporters and facilitate donations. Through branded forms, nonprofits can maintain the look and feel of the organization’s website for the #GivingTuesdayNow campaign, and any other special project or movement. For instance, when building donation forms, organizations can personalize the giving experience with custom fields and questions to elevate the fundraising experience. Creating personalized campaigns will drive deeper engagement with your nonprofit’s mission or its specific programs.
For example, the largest food rescue organization in Canada, Second Harvest, saw a massive increase in donations when they updated their traditional donation forms with a COVID-19-specific call-to-action. Second Harvest was able to make donors feel connected and involved with the organization by explaining the urgent need the current health crisis has created and the positive impact contributions will make. Check out the donation form here: https://secondharvest.ca/donate-fund/
Nonprofits can even leverage a #GivingTuesdayNow campaign to turn one-time donors into monthly and lifelong supporters with recurring giving options. To do this, make sure the option to give monthly is clearly marked and easily denoted on your form. Also, write the option in a way that focuses more on impact and less on the process. For instance, rather than saying, “Yes, I’d like to repeat this gift every month,” instead try, “Yes, I’d like to make 12Xs more impact in my community by making this a monthly gift.”
Lastly, to ensure a seamless payment experience, make sure you are utilizing donation forms that incorporate CAPTCHA and in-house paying payment processing to protect your donors and your data.
Pivot to Online Auctions
In these uncertain times, nonprofits must embrace various fundraising options and digital technology to continue bringing in donations and revenue when in-person events and galas are not possible. Along with digital donation forms, another great way to pivot fundraising efforts is to create and host an online auction.
Also through the Panorama Platform, nonprofits can launch their very own charity auction online to drive donations. Panorama enables organizations to quickly whip up an auction website, post items online and offer remote bidding and direct donations through a secure and integrated payment processing platform.
For instance, the Jacksonville Humane Society recently moved their annual fundraiser, Mutt March, to a virtual event and silent auction to maintain social distancing measures. Through the Panorama platform, they were able to quickly put together a digital peer-to-peer fundraising event and create an online donation form. Learn more about the Jacksonville Humane Society’s 2020 Mutt March Silent Auction here: https://www.biddingforgood.com/auction/auctionhome.action?auctionId=341695815
Organizations can host auctions on a donor destination website like BiddingforGood by FrontStream and reach the industry’s top destination site for donors who want to give through current auctions. In fact, through BiddingforGood.com, users can open their auctions to the entire bidding community of over 1 million donors.
Don’t forget to promote your online auction to all of your supporters and donors through email and social media. Even after your auction closes, be sure to stay engaged with members and supporters to thank them for attending and to congratulate winning bidders. Alternatively, you can also consider peer-to-peer and DIY events.
Take Your Fundraising Campaign to the Next Level
Whether it’s your organization’s first time participating, or you’re a seasoned veteran, #GivingTuesdayNow is a great opportunity to increase donations, revenue, recognition and supporters for your cause. Follow these digital fundraising best practices to make a greater impact and continue moving your mission forward on this upcoming global day of giving and throughout the months ahead.
For additional inspiration, download our guide that includes 101 creative item ideas for your next online auction.
Make sure to visit our COVID-19 resource center to find the latest news, blog posts and resources for nonprofits fundraising during the COVID-19 pandemic.