Alzheimer Society of Nova Scotia

YOU, the Campaign Evaluator – #GivingTuesdayCA edition

In Uncategorized on December 10, 2013 at 3:30 pm

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(Yes, this is another post about Giving Tuesday Canada – more of a results update. Click to read what we did pre-December 3 and day of)

Woah. I don’t know about YOU, but December 3, 2013 in our office, was a very special day.  The overwhelming support we received from donors in Nova Scotia and in fact – across the country – was truly touching. We raised over $11,000 to help support education about dementia. We couldn’t have done it without the support of so many – a blog post just about that support will come soon in coordination with Giving Tuesday.ca, because YOU the supporters deserve your own space.

What I want to talk to YOU about today, is numbers.

Still with me?

Good! The Giving Tuesday Canada movement has already released some numbers: there were over 1,300 organizations that partnered to be a part of this special day (Us and our matching donor Deloitte included!) And 169% increase in donations on CanadaHelps.org over the first Tuesday after Black Friday in 2012.

Here at the Alzheimer Society of Nova Scotia we had three goals, only one of which was financial: to raise $5,000. This was the amount we set, because our matching donor Deloitte could match donations up to that amount.

In less than seven hours, our donors met that goal!

While YOU have goals laid out before the special day, it is important to follow up with evaluation and goals for after. This is my Giving Tuesday lesson, because I didn’t make goals for after. I needed to work with donors to raise money to support dementia education and then move on to the next area that needed funding.

Because December 3 was so overwhelming I decided quickly to rectify that.

One of the fun parts about being a fundraiser is pouring over data after an event and campaign. We didn’t do a mass email to promote our involvement. We kept this campaign online via social media ambassadors, and asked people to sign up to receive a reminder to donate on December 3. The only mail out we did, was including a business sized card save the date with our Society newsletter in November. Everything else was word of mouth leading up to the day, and on the day, we received two media mentions on morning breakfast shows (another goal for the campaign was met: be seen as mobilizing philanthropy in Nova Scotia on Canada’s First Giving Tuesday).

Our Giving Tuesday success was built by 72 donors (plus Deloitte).  Of that:

–          12 were mobile donors (which means I can technically say that we had an increase of 120% in mobile giving on December 3….because we had never done a mobile campaign before)

–          14 were over the phone/walk-in donors – two of whom were new!

–          46 were made online, of which 23 were new donors!

Now, the really interesting part: because we are both a small organization, and held a small Giving Tuesday campaign, I can identify more than just the above, to help me get to know our donors better. For instance of the returning donors on December 3, most hadn’t made a donation in several years and most, had only made In Memorial donations.

Why did they donate on Giving Tuesday? Was it the matching donation, the media, did they see it on Facebook? I might never know, because I didn’t ask at the time they made the donation.

What we did, was thank the donors in a timely manner with a personalized message from our Board of Directors, a video YOU can watch here.

I hope to go back to them in January and ask why they gave for a spotlight article. This campaign is a gateway to a conversation with new and returning donors, a special relationship that could last longer than a December day.

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  1. […] E = Evaluation. At the end of the day we met our goals (over $11,000 raised with matching donation, two new volunteer inquiries, and four media spots). But what I don’t know is why our supporters donated to us. Was it the matching donation? Was it the media? I didn’t ask when they donated, a lesson I won’t repeat in 2014. I have gone through the data and my results were interesting around re-activation of donors (YOU can read those results here). […]

  2. […] E = Evaluation. At the end of the day we met our goals (over $11,000 raised with matching donation, two new volunteer inquiries, and four media spots). But what I don’t know is why our supporters donated to us. Was it the matching donation? Was it the media? I didn’t ask when they donated, a lesson I won’t repeat in 2014. I have gone through the data and my results were interesting around re-activation of donors (you can read those results here). […]

  3. […] Tuesday last year (the first year in Canada) pretty extensively. YOU can read those posts here and here. What I might not have had time to fully appreciate last year, was the feeling that overcomes the […]

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