Launching Campaigns a Week or More Ahead of Giving Tuesday
Kivi Leroux Miller, Founder and CEO
I’m writing this on Tuesday, November 26, which is one week before Giving Tuesday 2019.
I’m getting lots of “Save the Date” email messages from nonprofits. Some of them include soft asks about giving now, ahead of Tuesday.
But some nonprofits are fully launching their fundraising campaigns well in advance of Giving Tuesday itself and using the day as the campaign deadline rather than as a campaign launch.
I’m sharing three examples (all from animal nonprofits coincidentally) of emails I have received already, with very clear asks to give now — a week or more early — on a Giving Tuesday campaign donation page. If you go to their home pages or regular donation pages, you don’t see the Giving Tuesday messaging (yet).
A full week ago — two weeks ahead of Giving Tuesday — the Fossey Fund launched their Gorilla Game Changer campaign asking for help to “change the game” for people and gorillas in Rwanda and the Democratic Republic of Congo. They are trying to raise $75,000 and as of today — one week out — they’ve already raised about a third of that, mostly through a handful of peer-to-peer fundraisers.
The Giving Tuesday Donation Landing Page:
World Wildlife Fund
WWF is also doing a week-long campaign — I received the first Giving Email yesterday. They’ve set a people goal rather than a dollar goal: 3,600 donations by the end of Giving Tuesday.
PETA is using a $25,000 match for 2,500 donors for their Giving Tuesday campaign and starting a week out. Here is the email I received today.
The Giving Tuesday Landing Page:
I think these three campaigns are a smart way to build momentum toward Giving Tuesday.
What do you think? Next year, could you run a campaign that ends on Giving Tuesday, rather than using the day as a single-day campaign or as the launch for your year-end fundraising as most nonprofit do?
Published On: November 26, 2019|Categories: Fundraising|
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