The Key to a Successful Giving Campaign

It’s that time of year again: Giving Tuesday is quickly approaching, followed by the end-of-year giving push. Every social media platform becomes inundated with posts saying that if you donate a little bit of change, you can be the change you want to see. Sound cheesy? So do 80% of giving campaigns. Plus, if you donate a little bit of change to every single organization asking for it, you will be flat-broke in no time.  

I spent years scrolling blindly past all the posts asking for money (usually stopping on posts where I willingly turned over my money to buy stupid things)…until I started working in the nonprofit world. Suddenly, I saw the heart behind these posts. They weren’t a last-ditch effort to get money – it was an organization working to make sure people experiencing homelessness had food on their table. That refugees could afford needed medical care. That a family wouldn’t go without power during the coldest months of the year. Each ask for money was a personal appeal to serve their mission.

And that right there is the key to a successful giving campaign – make it personal. There is no use trying to appeal to everyone because not everyone will feel the same passion for the cause that you do. If you try to frame your cause in a way that appeals to everyone, you will end up watering it down. So, the first step is identifying your target audience. Who feels as deeply as you do? 

Once you’ve identified this audience, be exact in your ask. What can $23 do? $47? $108? While those numbers may seem random, a specific amount communicates that you are being transparent about what something costs and not trying to round up. In addition to being exact about the cost, be exact about what that cost does. Can you provide books for schools? Counseling for a child in foster care? Shelter for someone experiencing homelessness? Make it more than money; if the money will make a difference, share that difference. 

Then invite people to be part of the difference. A successful giving campaign is one that reminds your audience that they can join forces and be a part of the work you are doing. It took working at a non-profit for me to see what giving campaigns really mean, but you can reach an audience without nonprofit experience by crafting a message that turns money into more than dollar signs.

The key to a successful giving campaign is simple: be true to your organization. Don’t try to do too much and don’t try to appeal to too many people. People are looking to see the heart behind your work, so show it!