Giving Tuesday & YEC
What successful strategies have you used to tie together GT and your Year end campaign, so that one doesn’t overwhelm the other?
I think the secret lies in smart segmentation. December is the primary giving season in the US so I would narrow down GT messaging to those mose likely to give.
Here is an outline of how I’d prioritize outreach:
High Touch group (more emails/volunteer outreach)
- Past GT donors
- People who’ve given in the last 2 years but haven’t given in the last two months (a kind of LYBUNT list)
- People who’ve recently opened your emails
- People who’ve engaged with you (digitally or IRL) in the last 6 months
For the rest, create a Low Touch segment with a couple of emails and that’s it.
There are A LOT more nuances and things you can do to optimize year end giving, but I think this takes care of the “overwhelm” factor.