Lessons From Motivate Monday | How are you thanking your #GivingTuesday donors?

December 3, 2018


The 92nd Street Y and United Nations Foundation launched #GivingTuesday, a day of international charitable giving, on November 27, 2012. The idea was in response to the rampant consumerism and commercialism of the holiday season. Since its inception, #GivingTuesday has expanded into a movement-driven effort, a rallying cry against the worst kind of capitalism. #GivingTuesday has encouraged people to donate money to charitable causes, collectively uniting to fight against consumerism. As you probably know, thousands of nonprofits participate in #GivingTuesday. The thing is, with so many nonprofits vying for donors’ attention, it’s hard to stand out in the crowd.

During Motivate Monday a couple weeks ago, I talked about how your nonprofit can take advantage of #GivingTuesday and work it right. Consider it a chance for you to reach out to the donors who decided to give to your organization. To show them that their choice to give to you was the right one. To show them your gratitude.

You’ve got to thank your donors if you want to keep them. I’m betting that most donors who gave on #GivingTuesday weren’t even thanked, or thanked badly. As with most things, it helps to have a plan.

Here’s a general idea of what your plan for maximizing #GivingTuesday should look like.

1. A branded thank you redirect page is the first step in a positive online giving experience, especially on an occasion like #GivingTuesday. Check out this post about how you can optimize your thank you redirect page. You want it to be personalized.
2. Follow up the donor’s gift with a thank you email, again, personalized. None of that Dear Friend nonsense, please. Here’s a template to help.
3. Follow up the thank you email with a phone call or a personalized thank you video. Here’s a thank you call script.
4. Follow up the thank you email or video with a personalized thank you letter. Here’s a Thank You Letter template.
Sit back and take some time for this Motivate Monday power half hour, where I go into all of these steps in more depth. You won’t want to miss this, so here it is.


Motivate Monday is a free 30 minute weekly training sponsored by Bloomerang. Register here.

{ 1 comment… read it below or add one }

Erin Hollinshead December 7, 2018 at 1:51 pm

What a great blog on #GivingTuesday. I too participated in giving Tuesday and I must say I was did not get a thank you (at least not yet). I like how you express the importance of thanking the donor and also express how to get your donation request to stand out among the rest. There are so many nonprofits out there that request a donation on this day and it is best to make your brand stand out. But even more importantly express gratitude for the gift in a personalized way. It;s important to use the donor’s name and to make them feel that you mean the thanks you are giving and make them want to contribute more to the organization.

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