Avoid the Snoringly Generic Approach to GivingTuesday
Kevin’s post, The Median Charity Theory , makes clear the behavioral science principle of minimal differentiation applies to most nonprofits. Consequently, most swim happily in the Sea of Sameness bobbing about on the good ships “Same Old, Same Old” and “Ask More, Make More” taking little risk and making little effort to stand out from the crowd.
At no point in the year is the principle of minimal differentiation clearer than around Giving Tuesday. Same date (November 29). Little brand differentiation. Far, far, far too little differentiation in the asking offers.
Unlike mall signs bearing multiple brand names that serve to alert customers to stores they want to visit, there’s no such thing at Giving Tuesday’s digital strip mall.
In fact, if history is any guide this year’s Giving Tuesday is once again likely to see the principle of minimal differentiation driven downward to rock bottom differentiation.
More organizations will under-perform their potential because of the same old, look alike, sub-minimally differentiated appeals. I’m talking about you, Matching Gifts.
Here are the subject lines gathered by Nick Ellinger for a previous Agitator post. Subject lines most potential donors will receive on or around November 29th.
- A special Giving Tuesday challenge for you
- Alert: Triple Match
- DEADLINE: #GivingTuesday gifts doubled!
- Don’t miss this, Nick
- Double your impact for #GivingTuesday
- ENDS TONIGHT: Now up to $15,000 available!
- Every donation doubled today!
- FINAL NOTICE: Match expiring
- FW: Alert: Triple Match
- fwd: [until midnight] TRIPLE your impact
- #GivingTuesday challenge
- #GivingTuesday is here!
- #GivingTuesday: Your gift DOUBLES
- Good news: match EXTENDED
- Happening now: TRIPLE your impact
- Hours Left: Help Meet Our #GivingTuesday Match Goal
- Hurry <Name> – triple match!
- It’s not too late: 2x MATCH
- Last chance: 3x Match
- Last chance for Giving Tuesday
- MATCH: 3x
- Match! Make Bigger Change This Giving Tuesday
- Only a few hours left
- Reminder: Give on #GivingTuesday!
- There’s still time to help – #GivingTuesday
- This #GivingTuesday your gift doubles!
- Triple Match Alert: Time is running out
- TODAY ONLY: Gifts Doubled!
- UPDATE: We’re So Close to Our Goal!
- URGENT response needed: All gifts DOUBLED!
- Your gift can be matched on #GivingTuesday
- Your #GivingTuesday gift
Three key things to notice about this list: (1) almost everyone has a matching gift offer; (2) the subject lines note when to give, not ‘why’ to give; (3) in Nick’s words, “most are snoringly generic.”
Remember. Most experts who follow the data report that the vast majority of GivingTuesday donors give only to one organization. Very few give to two or more. Even more important to put serious thought and work into standing apart from the pack with your subject lines and offer.
Roger
2 responses to “Avoid the Snoringly Generic Approach to GivingTuesday”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Excellent observation about all of fundraising. We focus on how and not why. While trying not to be demeaning, if your data is correct. Then organizations should just set their own day and solicit. I questioned the concept when it was created and I frankly see little impact on giving since it was created. Nothing wrong with…saying ‘interesting idea…didn’t work… let’s move on”
Very true! Our most successful GT campaign used the following subject lines:
“Water is essential for life” ;
“Children need so much–Give Today!”
but then we did use the regular ol’ “In case you missed it …”