These fundraising campaigns can be an excellent opportunity for all sorts of donors—including current students, families, alumni, and community members.
Adam Weinger
Published:
June 23, 2022
Many educational institutions rely on well-run Giving Days as a significant component of their annual fundraising strategies. After all, these fundraising campaigns can be an excellent opportunity for all sorts of donors—including current students, families, alumni, and community members—to support your ongoing efforts.
With so much riding on an annual Giving Day, however, it’s important that you go into your campaign with a detailed fundraising plan and some tips for success in your pocket. This will enable you to maximize revenue while better engaging with your donors.
And luckily, if you’re looking for new ways to elevate your upcoming Giving Day, this is the guide for you! We’ll walk through these tried-and-true best practices:
Ready to get started? Let’s dive in with our first Giving Day fundraising tip.
One of the best things you can do to increase participation in your Giving Day is to diversify the ways in which donors can give. At the very least, this should include:
You might even want to consider non-traditional support methods such as event contributions, volunteer hours, in-kind gifts, gifts of securities, cryptocurrency donations, and more.
Everyone has their unique preferences when it comes to donating charitably. The bottom line is that the more ways an individual can participate in your Giving Day campaign, the higher response rates you’re likely to see.
Peer-to-peer giving is a top fundraising strategy for all sorts of organizations—higher education included. And it can be a particularly great way to elevate an institution’s Giving Day.
After all, peer-to-peer fundraising empowers individual supporters or groups to raise money on behalf of your institution. These volunteer fundraisers are then able to solicit donations for the campaign from their own family members, friends, colleagues, and other community members.
Thus, it offers a powerful opportunity to get in touch with new first-time donors and raise awareness for your cause.
Corporate matching gifts offer one of the simplest and most effective ways to elevate your institution’s Giving Day results—all without asking donors to give more. In fact, by combining matching gifts with your school’s fundraising efforts, you can easily double financial contributions, see significantly elevated donation impact, and better engage with your donors.
More than likely, a solid portion of existing and prospective donors to your cause work for companies with employee matching gift programs. Unfortunately, many of these individuals have likely never been made aware of the opportunity. When you integrate matching gifts into your Giving Day strategy, however, you can inform donors about matching gifts, collect employment information to identify match-eligible gifts, follow up post-donation to guide supporters through the process, and see more matches driven to completion.
For many school fundraisers, the institution’s alumni are some of the most prominent supporters. As your next Giving Day approaches, taking the time to target this segment of your donor base can be a great way to go—keeping in mind that the more you know about your alumni supporters, the better you can adjust your fundraising efforts in their favor.
For example, did an individual graduate with a degree in biology? Consider sending a donation appeal to support the expansion of your institution’s science lab and research department. Did they participate in your school of interior design? Request a donation for a program supply fund for students in need!
The better the alumni donor can relate to the fundraising appeal, the more likely they are to contribute to your Giving Day.
More and more institutions are beginning to understand the vast power and potential of online fundraising—and promoting their fundraising efforts online. In today’s day and age, it’s one of the most effective ways to spread the word about an upcoming campaign and solicit donations from supporters. And that’s exactly why it’s such a crucial strategy for upcoming Giving Days!
But how exactly can you leverage the influence of the internet to best promote your Giving Day fundraiser? We recommend:
Your institution’s website is likely one of your most valuable marketing assets. But the vitality of the internet doesn’t just stop there—increasing online presence can involve social networking sites such as Facebook, Instagram, Twitter, LinkedIn, and more. From these platforms, you can share Giving Day materials (including an overview of ways to get involved) and incorporate links back to additional content on your main website.
Gamification, or the act of applying elements typically associated with gameplay (such as winning and losing, point-scoring, and more), can be one of the most effective ways to elevate fundraising participation among donors and prospects.
Here are a few of our favorite ideas:
The idea of fundraising gamification leverages a sense of healthy, friendly competition in order to drive engagement. Plus, it can be a particularly smart strategy when it comes to time-based campaigns—like Giving Days—that already depend heavily on urgency as a motivating factor for giving.
Ideally, the donor journey doesn’t end once an individual submits their donation. This is especially true when it comes to significant campaigns—such as your institution’s Giving Day.
Instead, it’s important to follow up with your supporters after they give. This can include:
Strategic follow-ups such as these will enable your team to further engage with its supporters. When done effectively, it will even leave a positive lasting impression of your cause, encouraging donors to give again in the future.
Giving Days have huge potential to raise a ton of support for educational institutions and other types of nonprofit causes. By simplifying the giving process, increasing your reach with peer-to-peer efforts, highlighting matching gift opportunities, strategically targeting alumni donors, utilizing online promotional tools, and gamifying your campaign to engage supporters, you’ll be all set to see elevated Giving Day success.
Then, remember to follow up with campaign participants afterward to show your appreciation, communicate impact, and keep your institution at the forefront of their minds. You won’t regret it!
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If you’re involved in fundraising efforts for your school, chances are you’ve already been hearing a lot about Giving Days. With this year’s #GivingTuesday i.e. December 3rd fast approaching, it’s likely you won’t stop hearing about it any time soon.
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Giving Day was first introduced in 2012 and has since helped institutions around the world boost their fundraising efforts tremendously. A well-planned Giving Day can entirely transform your fundraising approach by helping you acquire new donors, enrich the giving experience, and instill a culture of giving in your constituents.
However, the success of a Giving Day depends not only on planning but equally on its promotion. While there are many ways to promote Giving Days, in this blog post, we’re looking at the 8 most effective ones that have helped our customers achieve Giving Day success.
One of the best means for influencing donors is by carefully selecting a cause that they relate to and would most likely contribute towards. Making donors believe in your cause is pivotal to your fundraising efforts. Here’s how Archbishop Riordan High School targeted its alumni by asking them to contribute towards campus improvements.
If you’re on social media, you obviously know how hashtags can boost your marketing efforts. While #GivingTuesday is a generic hashtag that almost everyone follows during the Giving season, creating a unique hashtag, relevant to your cause is highly recommended. Using your own unique hashtag makes it easier for your community to share your posts on their network, and for you to effectively monitor and further promote your social message. Calvert Hall College High School made great use of a unique hashtag. Check the full post here.
You might have seen a lot of people use countdown posts as a part of their social media marketing plan. They have proven to be highly effective as they help serve as constant reminders for the upcoming event and also arouse curiosity.
Here’s how Scranton Preparatory School got this right.
A great way to capture the attention of donors is to create opportunities that influence them to actively engage. Unlike fundraising campaigns that are run over a period of time, Giving Days provide an opportunity for your constituents to donate to your cause within a 24-hour time frame. Other than the sense of urgency already being created, any low-effort activities on your part can help channel your donors toward making a contribution.
For the college’s 3rd Annual All Day Hall Day campaign, Calvert Hall College High School asked its followers on Facebook to show support by applying the All Day Hall Day filter to their profile pictures. Calvert Hall’s followers loved this approach and many took to applying the filter to their profile picture and pledging support to the Giving Day campaign. Here’s how Calvert Hall creatively provided an opportunity for its Facebook followers to actively engage & support the upcoming Giving campaign.
As of 2022, videos are undoubtedly the most powerful marketing tool.
People gaze five times longer at video than at static posts on Facebook & 71% of people have increased their online video viewing in 2018 alone.
As users on social media increasingly prefer the video format, it is a good practice to incorporate more videos in your Giving Day marketing strategy. Here are some ways in which schools have leveraged videos on their social media:
Creating a video that boasts of your school’s legacy is a great way of showing donors why their contributions matter. In this video, Calvert Hall College High School’s CAO/Director of Advancement, Joe Baker talks about all that Calvert Hall stands for and passionately urges donors to contribute to keep the tradition of the school intact. View the post here.
If you’re worried that a professional video might be too expensive or time-consuming, a simple slideshow video is the next best thing! Including pictures of students and faculty members clicked on-campus in the video can be a great way to influence participation from donors. Calvert Hall created an amazing music slideshow video for its 3rd All Day Hall Day giving campaign.
Going live on the day of the event is one of the most commonly employed methods to promote Giving Days. This helps donors view real-time progress and get an inside picture of the events and activities planned during the day.
According to SproutSocial, Facebook users spend 3X more time watching a live video than a pre-recorded one.
Here’s David Lin, Director of Boarding at Archbishop Riordan High School going live on the school’s campus, during 2019’s Giving Day campaign. View the post here.
When it comes to sharing updates about your giving day via videos, go beyond the usual formula of simply announcing these updates. Check out how Calvert Hall College High School created an awesome video, sharing updates from its 2018 All Day Hall Giving Day campaign.
The team responsible for running your giving campaign definitely deserves a special shout-out for their endless dedication and hard work. There’s no better way to do this than showcasing their efforts for donors to see. This creates a sense of gratitude and acts as a strong incentive for people to do their part by contributing towards a noble cause. Here again, Calvert Hall wins our hearts by creating a beautiful video dedicated to its passionate team members.
Email marketing continues to play a crucial role in the success of Giving Days for most schools.
Here’s a look at how email marketing has been leveraged by schools to boost Giving Day donations:
While schools start planning their Giving Days much ahead, why don’t a lot of them recognize the need to market their campaign in advance? From the initial announcement informing potential donors about the campaign right down to the thank-you email to all participants, every email must be well-timed and carefully crafted. At the same time, be careful not to overdo it by sending too many emails. Take a cue from Scranton Preparatory School’s immaculate planning for the school’s Giving Day 2022 campaign.
In addition to generating awareness about the upcoming Giving Day via emails, another way of capturing donors is by informing them of incentives. By providing exclusive benefits to select donors, the chances of securing early bird donations significantly increase.
Your approach to marketing a Giving Day can vary greatly depending on who you’re reaching out to. Long-time donors, for instance, are the most loyal of your followers and therefore, it is best to personalize your approach while asking for their contribution. Here’s how Scranton Preparatory School created a customized email invite for its Class of ‘79, asking for their support during the school’s Giving Day 2019 campaign.
Peer-to-peer fundraising has proven to be highly effective for most schools. Emails or referrals from peers help create a personalized touch and act as a strong incentive for fellow alumni to contribute.
8 Proven Ideas for Promoting Giving Days
The success of your Giving Day depends not only on planning but equally on its promotion. While there are many ways to promote Giving Days, in this blog post, we’re looking at the 7 most effective ones that have helped our customers achieve Giving Day success.
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Back in 2020, advancement teams across the country had to shift to rethink their programming to find unique ways of engaging alumni and donors. Fundraising professionals have since leveraged virtual platforms to engage donors through more accessible programs and events. With the fall spirit of giving upon us, now's the right time to start thinking about ways to boost donations at your Fall Giving Day 2024.
Giving Day is a powerful online fundraising campaign conducted for 24 hours with the purpose of raising money and finding new donors. Giving Days provide alumni with the ideal opportunity to serve their alma mater by helping the institution in a time of need.
As the pandemic continues, it's evident that Giving Day 2026 will be unlike any of the previous traditional Giving Days. With advancement teams shifting their focus to raising money online at their fall Giving Day and upcoming Giving Tuesday, here are 5 innovative strategies to help them get started.
It's always a best practice to start promoting your Giving Day as early as possible and build-up to the day of the event. While you can't invite your alumni to campus to let them know about your fall Giving Day, countdown posts on social media are a great way to spread the word.
Instead of merely creating posters or event notifications at intervals like, say, 15, 10, and 5 days before the Giving Day, think of ways to incentivize donors to participate. For instance, along with every countdown post, you can also share testimonials of past donors on social media. Seeing a friend believe in your institution’s cause can be a strong motivator for more alumni to donate.
Including photos and videos of how your institution has utilized funds raised at past fundraising events is another great way to motivate potential donors. Scranton Preparatory School's fundraising campaign is an excellent example of how they leveraged countdowns to their benefit.
As the pandemic forces us to be confined to our homes, now more than ever, is the perfect time for your institution to invest greatly in building and growing an online community that your constituents can benefit from.
While an online community is great for driving engagement, not all potential donors will react the same way to your fundraising asks. For instance, an alum who's been working as an investment banker for 10 years might be more receptive to your fundraising ask this Giving Day than a young alum who's just graduated college and is still reeling under the pressure of repaying his student loan.
Personalizing your fundraising asks, therefore, plays a crucial role in building a unique connection with each constituent and paving the way for lasting relationships. Check out Archbishop Riordan High School's campaign that encouraged alumni to contribute towards improving their school campus.
Use dynamic segmentation to segregate your constituents based on class year, location, donation history, interests, etc. and personalize your emails right from the first message to the final thank you.
While promoting your Giving Day via in-person events does not look likely this fall, an increasing number of advancement teams are contemplating virtual events.
In the past couple of years, the industry has seen a ton of successful virtual events being implemented by institutions, big and small. Many have seen a steady rise in participation at virtual events because they're easily accessible irrespective of location or time. Virtual events, therefore, can help you tap into a wider network of donors and be a valuable addition to your marketing plan for Giving Day 2026.
As an added tip, you can use virtual event management software to engage alumni and drive participation at your fall Giving Day 2026.
As online engagement becomes pivotal for a successful Giving Day campaign in 2026, it is equally important to make the best use of the channels at your disposal.
Social media is the ideal place to meet and connect with new people, with platforms like LinkedIn and Facebook enabling you to explore potential donors. Calvert Hall College's picture slideshow on Facebook went viral to help them boost their fundraising campaign.
While you may already be connected with some of your donors on shared groups, use the network of your existing supporters to influence new donors. In addition to social media, emails and personal one-on-one calls are popular channels employed by most institutions for fundraising asks. If you are worried that alumni might ignore your email requests, here are some tips for you.
While driving more donors online may be your priority, also ensure that the online giving experience is smooth and flexible.
Now that you have done your bit to promote the campaign, how can you leverage your supporters to maximize the impact? Your donors are the ones who can carry your fundraising campaign forward by spreading the word through their networks.
You can find ways to make social sharing easy for donors and create more incentives for them to influence others in their network. For example, encourage your supporters to broadcast and share their contributions on social media. Offer them a customized template and prompt them to share this message on social media right after they've completed a gift.
You can also create a filter for Instagram or Facebook that donors can apply to their profile photos. Seeing their peers support their alma mater's cause can act as a strong driving factor for other constituents to contribute to the same cause. Here are other ways to build stronger online communities in today's times.
Gamification techniques like leaderboards, challenges, and tributes are some additional great ways for invoking a healthy sense of competition amongst various constituent groups and amplifying the impact of gifts at your Giving Day. Need more information on how to run crowdfunding campaigns? Learn more here.
Planning a Giving Day has never been an easy task, but, with the pandemic leaving a majority of institutions around the world with a severe financial crisis, Giving Day 2026 is a big opportunity.
5 Fundraising Tips for Fall Giving Day in 2026
As institutions across the country start preparing for their Fall Giving Day 2026 and Giving Tuesday campaigns, here are 5 fundraising strategies to help them engage donors and boost donations this year.
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Having observed 100+ Giving Days, we have enough data to conclude that Giving Days can provide a major boost to your fundraising efforts.
A Giving Day is a powerful online fundraising campaign conducted for 24 hours with the purpose of raising money and finding new donors. On every calendar, there are special days, or holidays, dedicated for different purposes or activities. For example, most calendars automatically include holidays like Independence Day, Mother’s Day, and Halloween. A giving day could be one such special day marked on your school’s event calendar, dedicated to fundraising and known to your constituents as a special day for your school.
If you’re asking yourself why a designated day should be any different from any other day of the year, read on. While your constituents can donate throughout the year, asking them to participate in a 24-hour event exclusive to a cause helps create a sense of urgency. Giving Days also help create healthy competition and a sense of community as your constituents get an opportunity to contribute towards a common goal.
A well planned Giving Day can entirely transform your fundraising approach by helping you acquire new donors, enrich the giving experience, and instill a culture of giving in your constituents.
Need more information on how to plan for a Giving Day? Click on the image below to get a free copy of our Planning a Giving Day Handbook today!
Why are Giving Days so important?
Giving Days have proven to be highly successful in boosting fundraising efforts. Learn how they can help you acquire new donors, enrich the giving experience, and instill a culture of giving in your constituents.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
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