Books / The All In One Guide to Giving Tuesday
The All In One Guide to Giving Tuesday
by Steve Kennedy
A practical playbook for nonprofits.
Giving Tuesday, the Tuesday after Thanksgiving, is the one day of the year when the whole country is talking about giving. This guide is the plan for it, from the first decision to the last thank-you: one goal and one story, the match, the donor lists to pull, a giving page that does not lose people, the ambassadors, every email and post, an hour-by-hour run sheet for the day, and the follow-up that turns first-time donors into second gifts. If you are starting late, there is a two-week plan.
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Twelve chapters
- 1Why One Day Works
- 2One Goal, One Story, One Sentence
- 3Know Who You Are Writing To
- 4The Match
- 5A Giving Page That Does Not Lose People
- 6Your Ambassadors
- 7The Email Series
- 8Social, Text and the Phone
- 9The Day Itself
- 10Thank, Report, Keep
- 11Starting Late
- 12What Worked
A sample from Chapter 5
Chapter 5: A Giving Page That Does Not Lose People.
A donor who has decided to give is the easiest person you will meet all year, and the most fragile. Every extra field is a chance to change their mind. Ask for a name, an email address and an amount. Ask for the mailing address only if you will mail them something, such as a printed acknowledgment, and make everything else optional or remove it.
What comes with the guide
- Nine copy-and-paste emails, from the save-the-date to the results report.
- Eleven social posts, two text messages and an ambassador toolkit.
- A match request letter, a giving page checklist and an hour-by-hour run sheet for the day.
- Six-week, four-week and two-week timelines, every checklist in one place and a results worksheet.
- Two free downloads: the templates as a Word document, and the planning pages as a printable PDF, from https://www.allinonenonprofit.com/books/giving-tuesday/bonus/.
- Works with any software, or none. General guidance, not legal, tax or accounting advice.
About the author
Steve Kennedy is the founder of All In One Nonprofit. He has served volunteer-run organizations for decades, as a director, as president and as the person everyone called when the tools were too technical. More about Steve
More from the same author
The First 90 Days books, for the founder, the board, the executive director, the treasurer, the development director and the consultant, and three nonprofit tips every morning: https://www.allinonenonprofit.com/books/