Over the years, there has been an increase of charitable donations – from $12 million in 2012, to over $250 million in 2016. #GivingTuesday has become one the world’s most lucrative days for charities; raising millions of dollars for reputable causes. Although #GivingTuesday began in Britain, it now runs over 70 countries, including the US, Canada, Australia and Germany.
Businesses and individuals from around the globe can all participate in this charitable holiday, but as a charity, the onus is on you to make people aware of the event. As it stands, 18% of people are aware of #GivingTuesday, whereas 93% of people are conscious and on high alert for Black Friday. So, as a non-profit charity, how can you increase your charity’s donations?
Utilize email marketing. Email results in 1/3 of all online fundraising revenue, with 33% of online donations in 2015 coming from email. Marketers have found a 750% increase in email revenue from segmented campaigns. Therefore, collect data on your donators and segment your findings into categories such as gender, location, age and past online behaviors.
Reach people across all electronic devices. 53% of emails are read on mobile devices as more people rely on their mobile phones for business and personal emails. Non-profits should ensure their email marketing packages include mobile-friendly templates which are versatile and attractive across all electronic devices. However, 49% of people still check their inbox on their desktop, so the quality of PC-read-emails should not be compromised.
Technology can help increase your charity’s donations. Increase awareness with personalized, well-segmented emails and send them via automation. Ensure your emails can be opened on all platforms. Plan and strategize your campaign before #GivingTuesday arrives this November 2017.
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