Issue #2: 4 Weeks Before GiveBIG

2. A communications calendar

Create a schedule of all the communications you’ll send out before, during, and after GiveBIG. Start by writing three key messages. When designing these messages:

• Remember to focus less on “what” your organization does and more on “why.”
• Communicate your organization's unique value. For example, in what ways are you the first, the only, or the best at what you do?
• Center stories on the visionary problem donors can solve. No “fill the gap in our budget” messaging!
• Challenge donors to live up to their ideal vision of themselves. “If you believe…"
• Keep it personal, conversational, and easy to understand.
• Give people updates on your progress toward your goal, especially whenever a big donation comes in.

Need inspiration? The GiveBIG Campaign Guide can help you map out your schedule and provides sample messages to get your creative juices flowing.

Here’s a recommended email schedule you should follow:

• An announcement in your next email newsletter (if you have one).
• At least two solicitation emails asking donors to donate during early giving (April 28 to May 4) to build positive momentum ahead of the 24-hour giving day on May 5.
• 2–3 solicitations on the days of GiveBIG.
• A “cool-down” communication right after GiveBIG, reporting out your success and reminding your audiences how you’ll be putting their dollars to good use.
• A deadline by which you’ll record all the gifts in your donor database or spreadsheet system and send out thank-you letters, emails, or phone calls to your donors (beyond the automatic donation acknowledgment email they receive from the GiveBIG platform).

Important note: Spread out your communications so your donors aren't being spammed. Remove people who've donated from your list to reduce the risk of them unsubscribing – which means they’ll never receive your e-communications again.

3. Outreach to P2P fundraisers

Peer fundraising is when you ask your most passionate supporters to be ambassadors for your organization and fundraise on your behalf.

Is there a superstar in your orbit who’s given to every GiveBIG campaign? A board member who is well-known in the community? A donor or volunteer who’s connected to a large corporation or faith-based group? Put a list of prospects together and start calling and emailing them. Where necessary, bring in your executive director or a board member if they have a prior relationship with any of these folks.

• Have a campaign goal and a match available.
• Add your social media links so donors can learn more about your mission.
• Use video when possible!
• Explain the impact of your work and who benefits from it.
• Share a captivating story that will resonate with donors.
• Explain how donations benefit the people and cause you serve.
• If applicable, focus on specific programs that you're raising funds for.
• Write as if you are talking directly to people in short, easy-to-read sentences. Use active and descriptive verbs. Avoid jargon and acronyms.

• Donor match: This is provided by one or more donors who pledge to make their donation after the organization has raised a predetermined amount. Donor matches motivate all donors, including those whose employers provide a match.

Matches do not need to be a lot of money! The ratio of the match doesn’t matter all that much either – studies show that even ratios as low as 30-50% will motivate donors.

So, how do you start? Identify possible donors to provide a donor matching fund. Reach out to donors or board members who have given a matching gift in the past or have made a substantial gift.

• If you do not have a donor who can offer a significant match, ask several donors and board members to commit to creating a pooled match.
• List the match amount on your profile page.
• Ask these donors to hold back their donations until you've raised the match amount. As you "unlock" the match, your campaign quickly advances toward your goal, creating more urgency and excitement.

Washington Gives allows you to offer multiple matches and different kinds of matches. For example, you can have a match kick in when you reach a certain number of unique donors rather than a donation level. This gives you more flexibility and introduces a community-centric focus that is more about participation than the size of the gift. This aligns well with giving days because they are so effective at bringing in new donors.

Consider how you want to time the debut of your matching fund. Options include:

• Launch it during early giving so you start the giving days "dressed for success."
• Debut it during the afternoon of May 5 so you have “news” to share with potential donors as you begin the home stretch.
• Announce a surprise match in the late afternoon by email and social media. This helps your organization look its best before commuting time, which draws in lots of donations from transit riders.
• Identify a business or service organization to provide a match that you can use for a “power hour” during the afternoon lull. Businesses are looking for new ways to build brand reputations and strengthen corporate social responsibility programs.

Plan a match strategy that includes multiple matches with different purposes to help you achieve a variety of goals. For example, if you can find two donors who can provide matching funds, you might use one to match gifts during early giving to generate momentum, and another as a "surprise" late during the May 5 giving day to help you finish strong.