It bears repeating, loud and often: 30% of annual giving happens in December (not including GivingTuesday) and 10-12% occurs in the last three days of the year. GivingTuesday is a kickoff to your year-end campaign, not just a one-off final play!

If you’ve built up to GivingTuesday guided by our free, structured GivingTuesday game plan, then we’re confident you’re well-positioned for the big day, but now is the time to take a step back, review the big picture and start preparing the pivot from GivingTuesday to the December end-of-year push and beyond.

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A webinar to guide the pivot

Following up on our massive, rave-reviewed GivingTuesday-prep webinar (nearly 1,000 people attended!), we’re building steam toward a free end-of-year giving webinar: How to Turn Momentum into Mission Impact. 

Save the date: Thursday, December 11, from 1-2 PM EST. 

In this webinar, we’ll share proven strategies to:

→ retain and re-engage GivingTuesday donors

→ craft messaging that drives action

→ build a smooth transition from GivingTuesday to year-end giving

The challenge

In two words: maintain momentum! 

The ramp-up to GivingTuesday is about building momentum, but momentum can fade fast, especially during the holiday season when donor fatigue is real. So how do you turn a one-day spark of generosity into prolonged commitment?

The mission

Three words: Retain, re-engage and reignite. The story isn’t over on GivingTuesday!

Did you know? 

• Retaining a donor is five times more cost-effective than acquiring a new one.
• Even retention increases as small as 10% can yield a 200% lift in lifetime value.
• The best predictor of donors’ next gifts is how they felt after the last one and helping them to a deeper understanding of your mission. 

Retention

Stewardship is a critical component of fundraising. It’s about expressing gratitude for generosity; deepening donors’ understanding of why you do what you do; and then connecting that understanding to the need for further action. 

Re-engagement

The average nonprofit loses six out of 10 donors every year. These donors are not usually disinterested, but they have not maintained their connection to your mission. And yet, having once supported your work, lapsed donors are an important audience. Bring them back into the fold with warm, inviting recollections of how their past support made a difference.  

Re-ignition

When you have the attention of recently active and re-engaged donors, turn up the energy. Inject your outreach with emotional spark and meaning. Remind everyone how their generosity is part of long-term efforts to lead change in the world, even if that world is focused on the local community. Reconnect their values with the work you do. Re-invite them to contribute, perhaps using the urgency of an end-of-year deadline.   

The preparation

We’re here to help! Join us on Thursday, December 11, from 1-2 PM EST for our final webinar of the year: End-of-Year Giving: How to Turn Momentum into Mission Impact. If you were with us for our GivingTuesday prep webinar, you know what to expect: a lively presentation full of context, wisdom, examples and a download with structured guidance about how to work through all of the above.