Giving Tuesday has become a HUGE day for nonprofit organizations around the world. The special day falls on the Tuesday after Thanksgiving, (Tuesday, December 3, 2024), it serves as a global generosity movement, where nonprofits engage with donors to drive support for their missions. For many nonprofits, this day can bring much-needed funding and awareness to help sustain their work throughout the year. While staff members often carry the weight for much of the day-to-day campaign needs, the board plays a vital role in the success of Giving Tuesday. Below are some helpful takeaways to share with your board!
1. Lead by Example
The board’s primary role in fundraising, including Giving Tuesday, is to lead by example. Board members are seen as ambassadors for the organization. When donors see that the board is giving financially, they are more likely to trust that their own donations will be used wisely. One of the simplest yet most impactful ways board members can support Giving Tuesday is by making their own donations early. When board members are the first to give, they set the tone for the rest of the donor community and demonstrate their belief in the organization’s work. This early commitment can inspire others to get on board to give.
Additionally, a board that gives sends a clear message to potential donors: "We believe in this organization enough to invest our own resources." It also makes asking others to donate more authentic. A board member's "ask" will carry more weight if they are already financially invested in the mission themselves.
2. Amplify the Message
Board members have extensive networks, and Giving Tuesday presents an excellent opportunity to tap into them. Whether it's through email, social media, or personal outreach, board members can amplify the organization’s message far beyond the typical reach of the nonprofit's staff. Each board member brings their own circles of influence, from friends and family to colleagues and professional networks. Encouraging board members to promote Giving Tuesday to their communities can greatly increase visibility for the organization.
Consider equipping your board with Points of Pride (POP) Fundraising Toolkit that include sample social media posts, graphics, email templates, and talking points. This will make it easy for them to share the message consistently and effectively. When board members tap into their personal networks, their involvement adds credibility to the campaign and creates a sense of urgency.
3. Utilize Peer-to-Peer Fundraising
Peer-to-peer fundraising is a popular and highly effective tool for engaging board members on Giving Tuesday. Many fundraising platforms now offer options where board members can create personal fundraising pages and encourage their networks to give directly through those pages. This approach allows board members to set individual fundraising goals, track progress, and celebrate the impact they've made personally. For example, if a board member has a goal to raise $2,500 on Giving Tuesday, they can use their own story and connection to the organization to inspire others to help them reach their goal. The personal touch of peer-to-peer fundraising adds a new level of engagement and relatability that can bring in new donors, including those who may not have known about the great work of their organizations.
4. Offer Matching Gift Opportunities
One powerful way that board members can boost Giving Tuesday contributions is through matching gifts. A board member or group of board members can offer to match donations up to a certain amount and double the impact of every dollar given during a specified period. This incentivizes giving by making donors feel like their contributions are making an even bigger difference.
Matching gift campaigns often result in higher participation and larger donations because donors are motivated by the idea that their gift can go twice as far. Even if a board member cannot make a large matching gift on their own, they can work with the development staff to secure a corporate match or partner with other donors to create a pool of matching funds.
5. Provide Strategic Oversight
Board members are key players in ensuring that Giving Tuesday aligns with the overall strategy of the organization. Giving Tuesday should not be a one-off fundraising day but part of a larger annual development plan. The board should work with the staff to ensure that the campaign supports long-term goals and builds relationships that last beyond just one day of giving.
Setting clear, measurable goals for Giving Tuesday—whether it's a specific dollar amount, number of new donors, or social media engagement targets—allows both the staff and the board to measure success and make data-driven decisions. The board's role in oversight means that they help define what success looks like and review how the campaign fits within the organization’s overall financial and programmatic goals.
6. Steward Donor Relationships
Giving Tuesday isn't just about bringing in funds—it's about cultivating relationships. Board members can play an integral role in stewarding donors after the event, helping to build long-term engagement. One effective method is for board members to personally thank donors, especially larger or first-time contributors. A simple phone call or handwritten note can go a long way in making donors feel valued and appreciated.
This stewardship should be planned in advance, so that the board is ready to step in immediately after Giving Tuesday. By nurturing these donor relationships, board members help to convert one-time donors into invested givers who will continue to support the organization’s mission every month or year after year.
7. Review and Learn from the Results
Once Giving Tuesday has passed, the work isn’t over. The board should participate in reviewing the results of the campaign and learning from the experience. What worked well? What could be improved for next year? Having the board involved in this evaluation process ensures that lessons learned are applied in future campaigns.
Through strategic reflection and planning, the board can help ensure that Giving Tuesday becomes an increasingly effective part of the organization’s fundraising calendar.
Conclusion
Giving Tuesday presents a wonderful opportunity for nonprofits to engage donors and build momentum toward their mission, and the board plays a critical role in making that day a success.
From leading by example with their own donations to engaging their networks, offering matching gifts, and providing strategic oversight, board members can help create a Giving Tuesday campaign that not only raises funds but also deepens donor relationships.
When the board is fully engaged, Giving Tuesday becomes a powerful moment of collective generosity that can sustain your organization throughout the year.
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