Time flies! It is hard to believe that another Season of Giving is on the horizon. Charities across Canada and the USA are gearing up in anticipation of Giving Tuesday on November 28th in the hopes of ending the year on a triumphant note.

Before we begin welcoming the generosity of others, there are some key tasks that must be completed to ensure the success of our final campaign of 2023. Here are five (5) things that charities should do in preparation for Giving Tuesday:

1) Set a target.

When planning any campaign, establishing a target amount provides a goal for all participants to pursue and a benchmark to gauge its success.

2) Create an easy landing page for donors.

Today’s society is about instant gratification. We want everything right now and with the least amount of work necessary to acquire it. To that end, make giving as easy as possible for your donors with a simple landing page. Donation forms should only require the most basic donor data such as their name, email and payment information. Better still is to include a QR code for a quick and straightforward way donors can make their Giving Tuesday pledge.

3) Share compelling stories that inspire donors to give.

Gather an array of moving and inspirational stories from people who are in a better place because of your charity’s programs. Each tale should aim to connect emotionally with prospective donors by eloquently describing how your group’s work positively transformed the lives of people you serve. Readers should experience a strong desire to be a part of the solution.

4) Drop “teasers” about your upcoming Giving Tuesday campaign.

Hype up your Giving Tuesday campaign among your prospective supporters by posting a series of “teasers” on your social media platforms and website. Each “teaser” should consist of terse upbeat messages that instill a sense of anticipation about the approaching Season of Giving. Start by dropping weekly “teasers” in early October and increase the frequency to twice a week during the first week of November.

5) Start your campaign with a pace-setting gift.

Set the tone of your Giving Tuesday campaign by securing a gift of $250 or more from a generous high percentage individual prospect. Seeing someone express their belief in your mission with such a significant gesture early in the campaign hopefully will encourage others to follow suit. Generating an early succession of “yeses” builds momentum and heightens the likelihood of achieving your campaign target.