GivingTuesday is among the largest fundraising days of the 12 months all over the world. In a sea filled 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 12 months.
So, how did they do it? By leveraging strategic storytelling, on-line fundraising instruments, and a community-driven method, Darkness Rising Undertaking turned their GivingTuesday marketing campaign into successful.
Mightycause is straightforward for individuals who don’t donate typically, who it could be their first time ever donating. It’s straightforward for folks, and has a very nice interface. Folks get pleasure from it, and I feel that encourages donors to present.
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 sources 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 bit concerning the Darkness Rising Undertaking?
We’re an arts and psychological well being nonprofit, and we offer free performances in addition to psychological well being sources to the black neighborhood and different marginalized communities. We additionally present free remedy to justice-involved and previously incarcerated folks of shade and wellness, workshops to the neighborhood as nicely.
Was this your first time taking part in GivingTuesday?
We’ve accomplished GivingTuesday campaigns earlier than however this was the primary 12 months that we signed up for GivingTuesday by means of Mightycause.
What had been your objectives on your fundraising marketing campaign?
Our objective was to boost $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 folks about GivingTuesday by means of 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 folks know that their reward can be matched as much as $10,000 for GivingTuesday, with a direct hyperlink to our web page. We eliminated every other donate hyperlinks on our web site so we might simply concentrate on 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 an alternative 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 telephone calls, thank yous, and despatched out customized emails. And I feel that helped lots.
Your group created a variety of nice content material and movies surrounding your marketing campaign. Are you able to share a bit bit about that course of?
I feel that our donor base very a lot prefers to listen to immediately from folks impacted. What I’ve realized is that to ensure that us to get these tales, we now have to succeed in out to our folks a lot earlier, particularly with the folks that we serve. Some folks 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 had been very joyful to see that we obtained a variety of new donors! I feel Mightycause is straightforward for individuals who don’t donate typically or who it could be their first time ever donating. It’s straightforward for folks, and has a very nice interface. Folks get pleasure from it, and I feel that encourages donors to present.
What had been some stuff you realized or took away out of your marketing campaign?
Truthfully, I feel we have to begin earlier when it comes it participating our donors. Sending “thank-yous” must be one thing we do year-round or quarterly. Additionally we have to begin getting ready for GivingTuesday advertising 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 extremely nice expertise with Mightycause. We’ve had an important expertise in with the ability to fundraise successfully and with the ability to create a fundraising web page that individuals really feel related to and need to see. On the fundraising pages, folks can simply see the donations rising. Folks wish to see that lots. The pages are participating, and I I do know that we undoubtedly plan to proceed.
What would you inform a nonprofit that was inquisitive about pariticpting in GivingTuesday?
Oh, I’d inform them it’s completely value 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 one other one for improvement, and I despatched them each to my advertising and improvement administrators, and we used these. That was actually useful, so I’d completely advocate it.
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