Don’t get me wrong. I think Giving Tuesday is awesome. Any day where people are talking about, reflecting on and developing their own connections to philanthropy and the joy of giving is a good day.
That being said, I shudder when I receive emails where it seems the only reason to give, the only call to action is “because it’s giving Tuesday”. Wah-wah. That is not an inspiring reason to give. That doesn’t tell me what amazing things you’ll do, about an issue that I care about, when I give you my gift. That just tells me you know what day it is.
This is not your best Giving Tuesday strategy.
Let me tell you what is. In fact, I guarantee success. Really, I promise.
This Giving Tuesday, devote your time and attention to what you’re going to do to thank and show gratitude for the donors that give, especially new donors.
I think Giving Tuesday is a spectacular opportunity for donor acquisition. And it’s donor-directed-donor-acquisition! For me, and I know from talking with friends and colleagues, that many of us use Giving Tuesday as a way to find new charities to support, explore new causes.
So, I urge you to take a few minutes right now and write a brand new thank you letter or email. Destroy your existing thank you letter. Write a real letter, from your heart. Write to one person. Even better, write 2 things. First, write a handwritten card. A personal, thoughtful, genuine note. And then write a more friendly and warm thank you letter.
If you need a little inspiration for the former (handwritten card), imagine you are writing a note to your Granny. I imagine that I’m writing to mine for knitting me a sweater. Maybe dial back the hugs and kisses a bit, but you get the idea.
And if you need a little inspiration for the latter (more friendly and warm letter), here is a simple format. I wrote this for a local organization I volunteer with.
This Giving Tuesday, ask yourself how you can use it as an opportunity to share more #donorlove!