Giving Days for the Not-for-Profit Win

Posted by on Aug 2, 2016 in ComLead, Managing Not-For-Profit Organizations

Alumni giving is something that colleges and universities count on for supporting their annual giving programs.  But for younger alumni that are graduating with massive amounts of student loan debt, are higher education annual giving programs in trouble?

Many colleges and universities across the nation are looking at different and novel ways of soliciting the support of their young alumni.  The latest and most successful venture has been Giving Days.  Giving Days have been built off the momentum of #GivingTuesday, which has been immensely successful in garnering donations for not-for-profits worldwide in the midst of Black Friday and Cyber Monday (This year’s #GivingTuesday is November 29).

Giving Days are 24-hour fundraising challenges, rooted in social media and email messaging that aim to boost alumni giving participation while supporting an annual giving program.

Giving Days are a win-win for not-for-profits.  Not only are Giving Days cost effective, but they spread the organization’s brand and messaging far and wide.

In general, Giving Days aim to reach two goals: boost giving participation rates and gain new donors.  They do this through exciting challenges of meeting donor participation or money raised goals.   These goals are usually promoted and pushed by a funding challenge, where additional monies are unlocked when a goal is met.

The inclusiveness of Giving Days make individuals feel involved and that any donation can help make a difference for just a single day.  There’s been known success in gaining new donors, young donors and donors that have lapsed for five or more years to give back on Giving Days.

In the short-term, if a Giving Day is executed well it will bring in new donors and raise money.  But the greater benefits lie in the long-term when not-for-profits bring these donors into their annual giving program and, if cultivated properly, have a new population of future major givers on their hands.

Through exciting, well-branded Giving Days, more young alumni are supporting their alma mater, and colleges and universities are finding this new venture successful for sustaining their annual giving programs and their donor cultivation pipeline.

Despite the weight of student loan debt, Giving Days can be an exciting initiative to engage young donors.

Blog Written by ComLead Alum Matt Gorczyca. 

Like what you read? Click here to read more from Matt on his blog Gorc Meets World.

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