In giving day season, many advancement teams do an amazing job at rallying their colleagues and partners across campus to get on board. Communities come together with a cohesive, motivational message that reminds alums about the world-changing magic that happens on campus every day.
But the results of this all-in, cross-campus effort fall short if you and your team don’t start planning now for ways to carry that spirit and momentum beyond the 24-hour Giving Day.
Any giving day is a chance to drive up donor retention, uncover new major gift prospects, and remind your alumni that you’re worth their attention throughout the entire year.
“We should be telling the story of giving day all year long.”
You’ll have to be politely persistent with these giving day donors and engage them consistently throughout the whole year. Here’s how the University of Miami is breaking through the noise and staying top of mind to their giving day donors.
- First, they send a ThankView video to all giving day donors.
- Then, they assigned all first-time donors for 1-1 outreach from Engagement Officers who ask, “Why did you give?”
- Next, they review giving day donors for additional wealth indicators and digital engagement insights.
- And finally, they assign newly-rated, high-potential giving day donors to major gift officers for additional outreach.
Essentially, they add giving day donors to a nurture cadence.