Giving Season Playbook Webinar – 2024 Recap

Featuring thought leaders from GivingTuesday, Shriners Children’s, Groundswell and DonateStock, our GivingTuesday Playbook Webinar (10/8/24) introduced strategies and best practices for making the most of the giving season.

Key Takeaways

1. GivingTuesday (12/3/24) is a global movement that encourages generosity.

• In 2023, $3.1 billion was donated in the U.S. alone, with 34 million adults participating;
• GivingTuesday inspires 86% of aware participants to be more generous;
• Nonprofits that participate raised 5.6x more through December 31 than those who do not participate.

2. Charitable stock gifting represents billions in untapped funding with more than 100 million Americans owning stock.

• This includes all major gift donors and most mid-level donors;
• With an average gift of $5,600, and 25% of stock donors making recurring gifts, making stock gifting easy can substantially boost fundraising results.

3. With a shorter giving season this year, success requires a plan (see the presentation for details and links to assets below).

• Optimize your website to promote Ways to Give.
• Create a section or page to educate donors on benefits stock gifting with an Easy Button to execute the stock gift.
• Create a GivingTuesday page and Call to Action.
• Engage donors across multiple media: mail, email, SMS, social, etc.
• Use the GivingTuesday momentum to convey a sense of urgency.
• Ask donors to make a pledge to donate on GivingTuesday.

4. Communication frequency and recency are essential to GivingTuesday success. See the presentation for a communication timeline.

• October: develop your GivingTuesday plan and optimize your site for stock gifting.
• Early November: launch your GivingTuesday page and announce to donors.
• Throughout November: remind donors how they can participate (consider inviting them to make a pledge).
• Early December: send and post final GivingTuesday reminders.

5. Peak days for stock gifting coincide with year-end tax planning.

• For 2024, stock gifting volume will build in early December through the 22nd, and then spike again starting the 27th.
• Many will initiate gifts up until the 31st, using the digital postmark as proof that they made their irrevocable gift before year-end.
• Get ahead by reminding donors in early December (and after the 25th) that it’s easy to share their gains with you by donating stock online in minutes.

6. Utilize free resources including toolkits, creative assets and marketing templates:

• GivingTuesday toolbox;
• GivingTuesday social media templates;
• Giving Season Playbook and assets.