Giving Tuesday: 3 Ways Nonprofits Can Amplify Donor Engagement

Nonprofits can also use data analytics to send messages that resonate with donors’ values. Donors who previously supported a specific program, for instance, could receive updates on that initiative’s progress and a nudge to further their support on Giving Tuesday. Data-driven insights can target donors with a history of larger contributions to encourage them to stretch their impact, while first-time donors could be invited to make smaller, introductory gifts.

Ultimately, data analytics can help nonprofits ensure that their communications are emotionally resonant and foster a genuine connection with the cause. Personalized emails have average open rates 82% higher than generic emails, so it’s clear this personal touch matters.

2. Use Customer Relationship Management Systems to Reach Donors

There’s a reason surveyed nonprofit personnel list Customer Relationship Management software among the most effective digital marketing and fundraising tools. CRM platforms such as Salesforce help foster deeper connections with donors by allowing nonprofits to track donor interactions, segment audiences and personalize communications.

A CRM system centralizes all donor data, making it easy to track each donor’s journey, from first engagement to payment. This holistic view empowers nonprofits to develop re-engagement strategies for donors who have lapsed.

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IT leaders can also leverage CRM systems to segment audiences, making it easier to automate and personalize communication workflows and ensure that donors receive timely, relevant messages. For example, an automated CRM workflow might trigger a thank you email immediately after a donation, followed by a campaign update a month later.

CRM platforms also allow nonprofits to build donor profiles and run targeted campaigns based on specific donor interests. For example, ahead of Giving Tuesday, IT leaders can use CRMs to schedule planned emails and messages that increase in urgency as the day progresses, helping maximize participation.

“Implementing targeted email campaigns based on donor preferences is a cost-effective approach,” Steven Rhines, president and CEO of Noble Research Institute, notes in a recent Forbes article. In fact, a CRM “maximizes limited resources for impactful outreach,” he writes.

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3. Embrace Mobile Giving for Donations on the Go 

While traditional fundraising methods such as direct mail and galas will always hold value, mobile giving platforms are fast becoming the most popular mode of communication.

With a mobile giving platform, users can make one-click contributions on the go. PayPal Giving Fund and DonorBox have fast processes that can help foster recurring donations. Encouraging a one-time gift can also grow into year-round support.

Nonprofits can also set up contactless mobile giving by posting QR codes at their branches or enabling a text-to-give feature, where users simply send a keyword via SMS.

Mobile-forward donation options can also integrate with social media, allowing nonprofits to embed donation links into their Giving Tuesday posts. By sharing engaging content alongside these donation links (i.e., impact stories, live updates, real-time donation goals), nonprofits can cultivate a vibrant community around a cause.

“Social media remains one of the most powerful tech tools we have for successfully engaging donors,” Patrick Riccards, founder and CEO of the Driving Force Institute for Public Engagement, tells Forbes. “As long as we use the right platforms and see the difference in the division of media for an individual versus an organization, we can use it to share updates, tell a compelling and ongoing narrative and connect with allies.”