An Insider’s Guide to Giving Day
November 28, 2016
(Mike Berkowitz and Daniel Kaufman are co-founders and principals at Third Plateau Social Impact Strategies. Whitney Caruso is a director at Third Plateau. They are the authors of the recent report, “Beyond the dollars: the long-term value of giving days for community foundations.”)
Giving days can be incredible tools for place-based foundations to catalyze nonprofit fundraising. We have witnessed this up close through monitoring and evaluating 49 giving day campaigns as part of the Knight Foundation’s Giving Day Initiative and through advising the Sacramento Region Community Foundation on its BIG Day of Giving. We are also the authors of Knight Foundation’s Giving Day Playbook, a how-to guide with resources and recommendations for giving day organizers. Based on our experiences, however, we have also seen that just hosting a giving day is no guarantee of community impact.
Here are three key tips for foundations in accelerating community impact with giving days and other community-wide online fundraising campaigns:
1. Become a data hub. The power of big data to improve programs and accelerate social impact is becoming increasingly apparent. Giving days enable communities to collect large amounts of data from participating nonprofits and donors, which they can utilize to inform programs and ideas to improve their communities. In Miami, the community foundation is creating a map of the nonprofits and donors that participated in Give Miami Day in 2015. Community foundation staff have said that this will give them a firm understanding of where nonprofits and donors come from and enable them to identify gaps in services and more strategically engage specific neighborhoods. Going a step further, technology expert Amy Webb, speaking at Knight Foundation’s 2016 Media Learning Seminar, argued that community foundations have the potential to use data not just to map current community needs, but to predict them.
2. Build local nonprofit capacity. This kind of fundraising does not necessarily come naturally to all organizations. Trainings are a central component of giving day organizers’ responsibilities and provided community foundations a chance to teach nonprofits important new skills. To build the capacity of nonprofits for the giving days and beyond, community foundations ran trainings on topics such as online fundraising, communications and branding, major donor cultivation and donor retention.
The Sacramento Region Community Foundation had a sophisticated training series for its Big Day of Giving. The “Boot Camp” series included sessions on building a GivingEdge profile, maximizing social media, engaging nonprofit donors and boards, and developing an eight-week work plan for the campaign. Post-event surveys in 2015 found that these trainings paid off, as nonprofits whose representatives attended all four sessions of the series raised 100 percent more than those that did not.
3. Build awareness of broader foundation efforts. Giving days should not operate in a vacuum, and community foundations increasingly tied the campaigns to their other strategic initiatives. For example, the Community Foundation of Grand Forks used its giving day in 2014 as part of an existing effort to engage the community around two issues (homelessness and limited access to health care) and two opportunities (adventure and public arts).
4. Connect fund holders to the broader community. Community foundations found the giving days to be a useful and exciting opportunity to engage fund holders. Thirteen community foundations enabled DAFs to donate through their giving days, resulting in 592 DAFs donating $3,556,129 to participating nonprofits.
Giving days are not for every foundation, so if a giving day does not align with your foundation’s goals, you may be better off skipping it than trying to get in on the campaign just because everyone else is. But as with most things in life, the more experience you have with giving days, the better you will be at using them to your organization’s full advantage—particularly if you see them as learning opportunities and track donation and marketing data to help shape future efforts.
Good luck, and happy holidays!
--Mike Berkowitz, Whitney Caruso, and Daniel Kaufman