Colleges across the country are organizing to help students affected by COVID-19
While the traditional Giving Day for Advancement is in December, nonprofits are answering the call to join the movement and be a part of Giving Tuesday on May 5, 2020. It’s a global effort emergency response to the overwhelming need caused by COVID-19 and an opportunity for alumni to help students from their alma mater who have been affected by the pandemic.
This is a time when fundraising messaging is everywhere. It's important that the efforts of your team stand out.
Craft your messages now
Perhaps the most important part of any fundraising effort is the message received by your alumni. Prepare messages that are conversational and engaging, not overly formal.
Instead of a general “help” message, see if your team can find specific stories of students in need (without naming names) that alumni can relate to. Telling a story is more powerful than asking for help.
Templates save time
Crafting a message on the spot can be stressful and problematic. Once you’ve formed a plan, use texting templates to ensure your team is on the same page and on message.
Digital event invitation
Two-way texting improves results
Given the current isolated climate, schools that embrace digital fundraising channels will be more effective. And, when it comes to financially supporting a cause, people are naturally going to have questions.
It’s not enough to simply send out a text to your alumni contacts with a message and link to give support. A two-way texting platform allows you to answer important questions and engage with your audience.
Two-way text messages has been a game-changer for our university because we’re able to have a 1-on-1 connection to our alumni and our donors. It allows us to have a VIP-type service and provide any information that they’re looking for.
- Emily Porter - assistant director, Student & Young Alumni Giving
Successful and well-respected alumni can make a powerful impact. Involve your key alumni influencers to send texts on your advancement department’s behalf. A text-takeover is an effective way to establish relationships, increase gifts, and reach fundraising goals.
Additional Giving Tuesday resources
While colleges and universities line up to participate in Giving Tuesday, there are plenty of resources available from schools sharing their success stories. Check out the Giving Tuesday resource page for higher education. It’s filled with toolkits and case studies to guide your Advancement team. There is also a page dedicated to the different ways in which people can participate in Giving Tuesday.
Giving Tuesday channels a universal desire to help. Use this event as a way to direct people's desire to help and amplify your message.