giving daysThis week I read an article in the Grassroots Journal that discussed the merits of a Giving Day.

The article says that “annual giving days are one of the few proven ways that nonprofits have used social media to successfully raise money from new donors.”

So what is a Giving Day?

It’s like a telethon or a one-day sale where all the activity is condensed into a 24 hour period.  Think about the Royal Children’s Hospital Good Friday Appeal.  It’s a great example of a Giving Day and in one single 24 hour period an incredible amount of money is raised each year.

The beauty of a Giving Day is that it encourages new donors to become involved.  The journal article reports that “This is not just about getting the same donors to give in a new way,” stresses Dana Nelson of GiveMN, the entity behind Give to the Max Day. “86 percent of participating nonprofits report getting new donors. We really are helping groups find new donors.”

Giving Day’s may not suit every not for profit organisation but they are very powerful ways to raise funds.

  • Choose the same day each year for your Giving Day and tie it to a milestone event in your area such as Labour Day or a day of local celebration.  That will help keep it in people’s memories.
  • Promote the event well ahead of time.
  • Have representatives of the people you help to tell their stories.
  • Use video to show the reason you want the money by showing what you can achieve.
  • Seek sponsorship or support of celebrities and local dignitaries.
  • Create a system for making an online donation.  Look at MyCause, GoFundraise, Everyday Hero and similar methods for simplifying the donation process.
  • Create a Facebook page for your event and start building your online community.  You can even hold special events on the page on Giving Day.
  • Make it easy to donate via local shops and offices by asking them to become involved and leaving a collection tin with them.
  • Set an end time for return of all monies collected.
  • Keep a running tally of funds raised throughout the day and share the news on your Facebook page and website
  • Thank people! 

If your not for profit organisation has stories to tell, you are in a great position for running a Giving Day.  In 24 hours of intense activity you could bring in more funds than you do with your regular campaigns.