It. Is. On. There are only 27 days until we reach what has become one of the biggest fundraising days in the year, for nonprofits of all sizes - #GivingTuesday. In 2017, organizations raised $300M+ online in one day, through 2.5M gifts from people in 150 countries around the world. The numbers keep growing every year as this annual giving day has become nearly the official launch of the end-of-year giving season for charities big and small.

Are you ready for it?!

Let’s take a step back though -- this post isn’t just about if you’re ready for #GivingTuesday. What we really want to know is -- what are you doing after November 27? How are you using #GivingTuesday as a jumping off point for your overall EOY fundraising strategy?

If your answers to these questions are “I don’t know” or “I’m not sure,” don’t worry -- we’re here to help. Because we want to make sure that all the work you’re putting into this one day isn’t over at midnight; we want you to reap the benefits through December 31 and beyond. There are a few ways you can take advantage of #GivingTuesday and all the attention it garners and use that goodwill within your community to keep the good going through the end of the year. Here are a few ideas:

Last month, we kicked off fall by outlining key segments of your donor list to prioritize in advance of holiday giving and end-of-year (EOY) giving season. Hopefully, you’ve got some of that plan underway, as we are staring EOY in the face, with #GivingTuesday just two months away.

But there’s another important group of supporters that we should not dismiss, and depending on your community, they may make up a considerable portion of it, too -- and that’s the non-donors. These folks aren’t just the ones on your email list who haven’t made a gift; it’s also people who follow you on Twitter, Facebook, or Instagram, who may have attended an event or volunteered, signed a petition, or taken some other sort of action that places them on the ladder of engagement. So we’re talking hundreds, or more likely, thousands of people that could become donors to your cause.

With the clock ticking, how can we bring these non-donors up another step on the ladder, and convert them into givers? We’ve shared a few ideas below that require all your hats: storyteller/communicator, fundraiser, and data geek/techie.

Whether the leaves are already turning and the temperatures are cooling or you’re still blasting the AC, it’s time to acknowledge that we are entering the final season of the year...and we don’t mean back-to-school. September officially kicks off the sprint toward the holiday and end-of-year giving season for nonprofits, which for many organizations begins now with the ever-growing and uber-successful #GivingTuesday (on November 27 this year).

In 2017, the sixth annual #GivingTuesday raised $274 million for nonprofits, a 50% increase over 2016. And in general, one third of annual giving occurs in December, and 11-12% of that happens in the final three days of the year. So it’s pretty clear that this is where the money is at -- and where your focus should be right now.

But whether you’ve got your campaign plan all nailed out or you’re just getting started (it’s okay, many nonprofits don’t even get started planning for EOY until October), we want to know -- how will prioritize your donors? Have you taken a look at your data to determine the best donor prospects that will help you achieve your holiday/EOY goals?

If the answer is “no,” or even “maybe?” then it’s time to figure that out now before you get too much farther. Given how chaotic this time of year can be, and how much effort goes into EOY campaigns, it’s essential that you use your resources effectively, and data is your friend in this case. While we’re not saying that you shouldn’t prepare messaging and campaign materials for your entire supporter list and the general public, we are saying that you should put a considerate amount of research, creativity, and development into crafting the best appeals for your strongest prospects.

What do we mean by this? We’ve outlined a few donor segments to explore within your mind palace, er, database, to help you hone in on the ones most likely to help you get to the finish line by the end of the year.

“Umm, yeahhhh, I’m gonna need you to run that report...by tomorrow.” No, it’s not just a riff on a line from that cult classic, Office Space. It’s probably something you’ve heard from your boss or said as the boss more than once if you work at a nonprofit. Because let’s face it, while nonprofits aren’t businesses, the numbers do matter, and fundraisers and communicators need data to back up the way we operate, show value, and illustrate impact.

In an ideal world, people donate to and support causes purely out of the goodness of their heart and don’t expect anything in return. After all, we’re talking about nonprofits, not businesses, right? But realistically, when we choose to invest in a cause we care about, we do expect something in return -- and we deserve it -- even if it just starts with a simple thank you note. And, depending on how much someone gives to a cause, it’s only natural that they receive a bigger return on investment.

That’s where membership value comes into play. Now, we’re not talking about going Oprah and giving out cars to major donors or sending every individual donor some cheesy swag just for the heck of it. But it is important to think strategically about what you are offering back to your supporters across various levels, from the $10 donor to the $10,000 donor. If someone values your mission and work enough to invest in it, shouldn’t you find a way to show much you value them? (Short answer: yes!)

We’ll outline a few ways that you can provide value to three key constituents as they move up that ladder of engagement, and keep them coming back for more.