Although it has been around only since 2012, Giving Tuesday (on the first Tuesday after Thanksgiving) has become the established “opening day” for year-end online donations to nonprofit organizations.
Last year (in 2015) for example, almost 700,000 online donors collectively gave over $116 million dollars to charitable causes, according to a report by ImpactLab.
Suffice it to say that no nonprofit wants to be left out of the action. And judging from the number of emails in my inbox this morning (they haven’t stopped yet!) most nonprofits have realized this fact. The sheer number of emails is verging on annoying–problematic, as it might lead some recipients to give up and delete the whole lot.
But politely staying out of the fray is no longer a realistic option. So the question becomes, how can a nonprofit distinguish itself from the others within an email subject line or (if it’s lucky and the recipient actually opens it) within the short space of an email?
Here’s what I’m observing various groups trying:
- Matching gifts. Subject lines like, “Donations matched for Giving Tuesday!”, “Urgent: Your gift will go twice the distance today,” and “3-1 Match for Giving Tuesday Only” are so common that they hardly attract attention. But on the plus side, if a donor was already thinking about making a gift to a particular group, seeing a time-delimited match might tip the balance. Matching gifts also offer a subtle way with which to establish a group’s credibility, if the donor offering the match is well respected.
- Specific reminders of what a gift will support. With every other nonprofit asking for money to help its cause, it can be eye-catching to see something like, “Send a Girl to School for $58” or “$50 will plant five native trees.”
- An end-of-day goal. The National Wildlife Federation, for example, set a goal of receiving sufficient donations with which to “plant 5,000 native trees, in order to help wildlife survive and thrive for years to come.” On the one hand, such a goal seems rather arbitrary (couldn’t it wait until tomorrow?); on the other hand, it effectively reminds donors what their collective response can achieve.
- Humor and/or baby seals. I did enjoy Oceana’s email subject line: “There’s a sea lion pup who wants you to open this email.” The photo inside is, of course, adorable. (Those baby seal pictures never get old!)
Sad to say, some of the email subject lines are just plain dull, such as, “Today we celebrate Giving Tuesday.” (That’s the only one I saved long enough to quote!) But at least that nonprofit didn’t sit this year’s Giving Tuesday out!