How to maximize major fundraising days
Get the most out of Giving Tuesday, Election Day, and other key dates
Will Warren
Project Manager, News Revenue Hub
will.warren@fundjournalism.org
About the Hub
We’re a mission-driven nonprofit that helps newsrooms produce reliable reader revenue.
We provide critical infrastructure and consulting services to newsrooms to help them grow audiences and achieve greater financial sustainability.
Since 2016, we have helped over 70 newsrooms raise over $60M from readers.
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Helping you save time, money and democracy.
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What we’ll cover today:
What days are we talking about?
Election Day
GivingTuesday
December 31st
Community Days of Giving
Why are these days important?
Why are these days are important?
Why these days
People are predisposed to give
Have their own “branding”
Give a “reason” to ask
Large fundraising opportunities
Why these days
People give a lot of money on these days
Source: GivingTuesday 2021 Impact Report
Give a “reason” to ask
Why these days
Help maintain urgency throughout a long campaign period
Orient asks around a more specific theme
Have their own “brand”
Why these days
Audience may be aware of these days
Each day evokes a particular sense or emotion
Days emphasize collective instead of the individual
Strategies to maximize donations
Strategies to maximize donations
Consider context
Plan, plan, plan
Ask often
Consider Context
Lots of organizations will be asking!
Consider context
Why should they give to yours?
Consider context
Tips to consider context
Look at what organizations have done previously
Look for opportunities to differentiate yourself
Assume your audience doesn’t know
Lean into the day’s “brand”
Consider context
Ask often
A sample schedule of email asks
Ask often
Ask often
But don’t stop at email!
Ask often
Plan an ask for every way in which you can contact readers
This is the time to get aggressive!
Articles
Social Media
Newsletters
Text Message
Homepage
Ask often
Special election day tips
Ask often
Think about content that will get traffic
Look at Google Analytics to see pages that are performing well
Integrate asks into content
Plan, plan, plan
To implement these tips, you need a plan
Create a schedule of asks
Use available resources
Brainstorm ways to ask
Be flexible!
Assign a point person
Create deadlines for copy and assets
Ask often
Questions?
Next Webinar:
September 28, 2022 - How to elevate your campaign copy to the next level