While you might think that Cyber Monday is built for retailers, and Giving Tuesday is built for nonprofits... these are simply fake constructs created to drive action - now.
While Giving Tuesday will be the clear choice for most organizations, "It's Giving Tuesday, and today is the perfect day to support our cause...." we offer an alternate option.
Send your email out today, get ahead of the crowd, and build even greater feelings of pride and connection through a subtle anti-consumerism message. "Let us suggest a different way to use your credit card today - to create a whole world of good...." or "Wrap up Cyber Monday with a gift that keeps on giving... a contribution...."
People feel pleasure no matter when or how they give. But your communications are responsible for setting up the strength and leaning of these emotions. For some, it will be a far more memorable experience to contribute today, when they aren't supposed to, than to contribute tomorrow when they are.
To delve a little further...
Cyber Monday is ubiquitous, recognized as a "thing" by most Americans. Giving Tuesday, not so much - yet.
Cyber Monday boasts increased online activity all day long (fish where the fish are), PLUS credit cards already out of wallets, ready to be used - overcoming a huge barrier to giving - the simple hassle of getting the credit card out.
Cyber Monday is about spending money - what's another $50 or $100 for a good cause when you're already shopping, shopping, shopping. Giving Tuesday is the morning after, when you've had time to realize how much you actually spent yesterday.
Give it a whirl. By now, your organization should be able to turn around a fundraising email in less than a day. If you can't, you'll want to put that at the top of your Santa Wish List for the year to come.
No comments:
Post a Comment