GivingTuesday is without doubt one of the greatest fundraising days of the yr world wide. In a sea stuffed with nonprofits fundraising on GivingTuesday, it may be a problem standing out. However in 2024, Darkness Rising Undertaking, a nonprofit devoted to Black psychological well being advocacy, shattered expectations by growing their GivingTuesday fundraising on Mightycause by an unimaginable 400% in comparison with the earlier yr.
So, how did they do it? By leveraging strategic storytelling, on-line fundraising instruments, and a community-driven strategy, Darkness Rising Undertaking turned their GivingTuesday marketing campaign into a hit.
Mightycause is straightforward for individuals who don’t donate typically, who it is likely to be their first time ever donating. It’s simple for individuals, and has a very nice interface. Folks take pleasure in it, and I feel that encourages donors to offer.
Darkness Rising Undertaking REBUILD Program
In 2022, Darkness Rising Undertaking launched their REBUILD program. This system helps join previously incarcerated people of shade to culturally competent therapists. Previous to 2024, that they had by no means developed a devoted GivingTuesday marketing campaign. With some extra assets obtainable to them in 2024, they determined to harness the complete potential of GivingTuesday with a targeted technique and marketing campaign.
The Darkness Rising Undertaking turned to Mightycause’s GivingTuesday occasion to create a GivingTuesday marketing campaign . Study how the Darkness Rising Undertaking was capable of obtain a 400% improve in donations on Mightycause for GivingTuesday:
Are you able to share a bit of bit in regards to the Darkness Rising Undertaking?
We’re an arts and psychological well being nonprofit, and we offer free performances in addition to psychological well being assets to the black group and different marginalized communities. We additionally present free remedy to justice-involved and previously incarcerated individuals of shade and wellness, workshops to the group as properly.
Was this your first time taking part in GivingTuesday?
We’ve accomplished GivingTuesday campaigns earlier than however this was the primary yr that we signed up for GivingTuesday by Mightycause.
What have been your objectives in your fundraising marketing campaign?
Our aim was to lift $10,000 for our REBUILD program.
What was your technique going into GivingTuesday?
We began communication a few months earlier than GivingTuesday. We began informing individuals about GivingTuesday by our newsletters and on social media. Mariame Kaba, one of many founders of our REBUILD program, gave us a $10,000 match. So we began by letting individuals know that their present can be matched as much as $10,000 for GivingTuesday, with a direct hyperlink to our web page. We eliminated some other donate hyperlinks on our web site so we may simply deal with our Mightycause fundraising web page for the REBUILD program.
Had been there any challenges or classes realized from the previous that knowledgeable your GivingTuesday plan?
Sure, I feel up to now years we began too late. In 2024, as a substitute of simply asking for donations, we began nurturing our donors earlier. That’s one thing that we actually targeted on closely. In our newsletters we began by merely informing donors “hey. GivingTuesday is coming”. We made cellphone calls, thank yous, and despatched out personalised emails. And I feel that helped quite a bit.
Your group created a number of nice content material and movies surrounding your marketing campaign. Are you able to share a bit of bit about that course of?
I feel that our donor base very a lot prefers to listen to straight from individuals impacted. What I’ve realized is that to ensure that us to get these tales, we’ve got to succeed in out to our individuals a lot earlier, particularly with the those who we serve. Some individuals don’t have a telephones or computer systems. So it simply takes a for much longer time to get the tales recorded.
What stunned you probably the most about your GivingTuesday marketing campaign?
We have been very completely satisfied to see that we obtained a number of new donors! I feel Mightycause is straightforward for individuals who don’t donate typically or who it is likely to be their first time ever donating. It’s simple for individuals, and has a very nice interface. Folks take pleasure in it, and I feel that encourages donors to offer.
What have been some belongings you realized or took away out of your marketing campaign?
Truthfully, I feel we have to begin earlier when it comes it partaking our donors. Sending “thank-yous” ought to be one thing we do year-round or quarterly. Additionally we have to begin making ready for GivingTuesday advertising and marketing a lot sooner than we did, particularly when it comes to the movies we create and put up on social.
Are you able to share your total expertise with Mightycause?
We’ve had a very nice expertise with Mightycause. We’ve had an incredible expertise in with the ability to fundraise successfully and with the ability to create a fundraising web page that individuals really feel linked to and need to see. On the fundraising pages, individuals can simply see the donations rising. Folks wish to see that quite a bit. The pages are partaking, and I I do know that we undoubtedly plan to proceed.
What would you inform a nonprofit that was eager about pariticpting in GivingTuesday?
Oh, I might inform them it’s completely price it. I feel it’s very useful. I feel Mightycause made the method very easy. I keep in mind opening up the Mightycause emails that included step-by-step guides. I feel that was actually useful. There was like one for advertising and marketing and one other one for growth, and I despatched them each to my advertising and marketing and growth administrators, and we used these. That was actually useful, so I might completely suggest it.
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