Giving days take a LOT of work...we know it because we’ve been there.
Traditionally used as the biggest donor acquisition tool of the fiscal year, it’s vital to get that donor count up—and help retain those donors year after year (PS: donor retention has increased as much as 65% for those who received a Thankview after a gift compared to those who didn't!)
Here are six simple ways you can utilize video throughout your giving day to crush your goals during every stage of the campaign.
1. Send a save-the-date (and explain what a giving day even is!)
Whether it’s your first giving day or your hundredth, there are still lots of folks who want to know: what exactly IS a giving day, and why is it important? When written words just aren’t enough, record a dynamic video to show your constituents why giving day matters. Check out this video that the YMCA Calgary shared to announce one of their recent campaigns.
The quick tips:
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Make sure to share the date, time, and goals of your giving day
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Drum up the excitement! Find a high-energy individual that can really share the "why" of your giving day and keep your constituents engaged
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Include a CTA to the giving page and point to it in the video to drive the next step
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2. Send a friendly first solicitation
Did you know using video in a solicitation can raise 74% more than traditional appeals? (source: ThankView analysis) Seems like a no-brainer! Share a video invitation to participate in your giving day featuring a member of the campus community (like Georgia College Athletics did!) and let the results speak for themselves.
The quick tips:
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Add the need-to-know information in the copy, including links for making a gift and becoming an ambassador!
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Get even more personalized by using segmentation to send affinity-based videos. Did someone make a gift to support the football team during last year's giving day? Have the coach record a video and ask them to renew!
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3. Train your giving day ambassadors
So, you’ve recruited the best advocates for your giving day. But, how do you keep them engaged and get them ready to rock? Break it down to the basics and show them everything that will set them up for success in their outreach. It’s the next best thing to having an in-person meeting!
Check out how the University of Alberta set their ambassadors up for success using video.
The quick tips:
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Show how to capture the best sound, lighting (hint: natural is best!), and quality possible
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Provide any specific language you'd like them to use in their outreach (here's lookin' at you, hashtags!)
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Emphasize the overall goals of the giving day, and share how they can get in touch with someone if they have questions
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4. Share why donors should give to a specific cause
The reality is, some donors may be on the fence about making a gift. The solution? Get them right in the feels by sharing who will directly benefit from their support. Sure, not everyone will have an adorable puppy to highlight like California State University Long Beach does, but a deserving college student is the next best thing!
The quick tips:
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Encourage giving day participants to find and share their "why" for joining in
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Find a scholarship recipient who is willing to share their story and why support from donors has transformed their college experience
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Use this as an opportunity to highlight the day-to-day impacts of a gift. For example, funds to help a student purchase textbooks will in turn afford them more time to study instead of working a second campus job, gifts to the music program will allow more community-based concerts...there are some great personal stories to tell, and now's the chance to do so!
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5. Celebrate donor milestones
One of the best ways to keep the momentum going during a giving day? Call out those big milestones! Find the donor that made the 1,000th, 2,000th, 3,000th gift and make sure they know how important their participation is to the success of the day.
The University of Florida made their 5,000th donor feel like a million bucks by sending a personalized thank you for helping them reach their goal.
The quick tips:
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Include a button directing them to view the giving day's progress...keep them engaged even after they've donated!
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Do you have any matches or donor count challenges happening? Celebrate the individual that unlocks those extra funds!
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6. Of course, say “thank you”
The quick tips:
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Encourage them to keep the momentum going by sharing a call to give with their networks. We love this video Illinois State University created featuring their "Thank Crew"!
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Include any elements of your community that makes you unique...whether a mascot, athletics team, or popular professor, or even your fight song!
Recording, editing, and sending videos can seem like a daunting task. But we promise...once you're set up, it's really a breeze! Book a demo with our team to find out how it all works and how you can level up your communications before your next giving day.