giving-tuesday-2016-header

In 2016, I received 40 email solicitations on Giving Tuesday from a mix of orgs I had given to previously and ones I had never given to (but engaged in some other way with).

In 2017, that number rose to a whopping 83 through the normal course of interacting with nonprofits in my daily life.

Below is an analysis of those 83 emails, highlighting several features of the message and their asks. All of the emails were received on 11/28/2017, the day of Giving Tuesday.

# of orgs I received emails from: 65

Time Sent (Eastern):

  1. 1:10 AM
  2. 5:00 AM
  3. 5:24 AM
  4. 6:00 AM
  5. 6:18 AM
  6. 6:39 AM
  7. 7:03 AM
  8. 7:06 AM
  9. 7:06 AM
  10. 7:06 AM
  11. 7:07 AM
  12. 7:07 AM
  13. 7:13 AM
  14. 7:15 AM
  15. 7:17 AM
  16. 7:21 AM
  17. 7:45 AM
  18. 8:00 AM
  19. 8:00 AM
  20. 8:04 AM
  21. 8:06 AM
  22. 8:07 AM
  23. 8:09 AM
  24. 8:12 AM
  25. 8:23 AM
  26. 8:24 AM
  27. 8:30 AM
  28. 8:46 AM
  29. 8:57 AM
  30. 9:24 AM
  31. 9:25 AM
  32. 9:28 AM
  33. 9:34 AM
  34. 9:47 AM
  35. 9:59 AM
  36. 10:20 AM
  37. 10:23 AM
  38. 11:10 AM
  39. 11:25 AM
  40. 11:32 AM
  41. 11:41 AM
  42. 11:52 AM
  43. 12:02 PM
  44. 12:09 PM
  45. 12:23 PM
  46. 12:27 PM
  47. 12:31 PM
  48. 12:40 PM
  49. 12:48 PM
  50. 12:50 PM
  51. 1:21 PM
  52. 1:26 PM
  53. 1:32 PM
  54. 2:05 PM
  55. 3:27 PM
  56. 3:35 PM
  57. 3:48 PM
  58. 4:00 PM
  59. 4:15 PM
  60. 4:18 PM
  61. 4:23 PM
  62. 4:30 PM
  63. 4:34 PM
  64. 4:53 PM
  65. 5:08 PM
  66. 5:12 PM
  67. 5:19 PM
  68. 5:29 PM
  69. 5:53 PM
  70. 6:06 PM
  71. 6:11 PM
  72. 6:20 PM
  73. 6:48 PM
  74. 7:10 PM
  75. 8:22 PM
  76. 8:34 PM
  77. 8:37 PM
  78. 8:57 PM
  79. 9:00 PM
  80. 9:25 PM
  81. 9:45 PM
  82. 10:59 PM
  83. 11:28 PM

29/83 emails were sent between 7am-10am eastern.

Subject Lines:

  1. 24 hours to fight hunger x2!
  2. Jackson, Walter, #GIvingTuesday, (Org Name) Calendars and more!
  3. 2x the impact on #GivingTuesday
  4. Support what you love on #GivingTuesday – (Org Name)
  5. 650 Gifts. 24 Hours. One Mission.
  6. Don’t forget! Today is Giving Tuesday
  7. It’s #GivingTuesday. Support (Org Name) Today!
  8. Double your donation this #GivingTuesday!
  9. Let’s turn #GivingTuesday into #GivingTreesDay!
  10. Give kids the chance to eat healthy!
  11. MATCHING OFFER with the help of American Airlines & Mastercard
  12. Steven, Give Hope Today
  13. Grant a Little Wish for #GivingTuesday
  14. Help change outcomes on #GivingTuesday
  15. #GivingTueday [LIMITED Time Match]
  16. Show Your Support On GivingTuesday | (Org Name)
  17. Changing their future begins with you.
  18. Steve, share your blessings!
  19. Invest in strength.
  20. #GivingTuesday Match (and Lotus Ball Pics!)
  21. #GivingTuesday: Your Support Goes Twice as Far
  22. Ready, Set, #GivingTuesday!
  23. Join Us TODAY to Give 100 Mentors!
  24. They left the home they knew for their safety. Give them a home they can feel safe in.
  25. RE: the global day of giving back
  26. It’s #GivingTuesday! Double Your Impact and Double Your Chance to Win Hamilton Tickets!
  27. Will you join me?
  28. Give Thanks. Give Hope. Give Tuesday.
  29. Our Scholars, Our Leaders!
  30. #Giving Tuesday: Your Dollars, Where They Matter Most
  31. 24 Hours. 1 Bike Every Minute. Let’s Go!
  32. Until midnight tonight, $15 becomes $30
  33. Take Action: A Stronger Illinois Begins with You
  34. Please consider supporting (Org Name) this Giving Tuesday
  35. Invest in Women and Girls
  36. Make a difference on #GivingTuesday
  37. It’s Giving Tuesday! Help your community thrive
  38. Today is #GivingTuesday!
  39. Your contribution will make all the difference.
  40. Guess what day it is?
  41. It’s Giving Tuesday: Support Women Entrepreneurs Today!
  42. Today is #(Org Name)GIVINGTUESDAY
  43. Give local. Give #Indiana.
  44. Steven, It’s Giving Tuesday – #BeAHero, Right Now!
  45. Experience Making a Difference TODAY!
  46. It’s Giving Tuesday at (Org Name)!
  47. Too many indulgences lately?
  48. #GivingTuesday MATCH ends tonight!
  49. Giving Tuesday: A Lemonade Stand In Honor of Her Dad!
  50. Want a Happier Future?
  51. Why do you Support (Org Name) on #GivingTuesday?
  52. Provide Hope on #GivingTuesday
  53. DOUBLE your (Org Name) gift: Hours left!
  54. Today’s the day! Get your #GivingTuesday donation to (Org Name) matched!
  55. Today Is Giving Tuesday!
  56. Give Trees on #GivingTuesday
  57. This #GivingTuesday, Your Gift Will Be Matched. Seek The Renewal Of The Community With Us.
  58. Support what you love on #GivingTuesday – (Org Name)
  59. #GivingTuesday a Chance To Help (Org Name)’s Kids!
  60. #GivingTuesday Match Time Running Out!
  61. Consider (Org Name) for #GivingTuesday
  62. Let’s Keep Rolling Towards 1,400 Bikes
  63. DOUBLE your (Org Name) gift: Hours left!
  64. Too many indulgences lately?
  65. Hours left to be a part of Giving Tuesday [2x Match]
  66. Still time left to Give a Lifeline
  67. #GiveAMentor – We’re almost halfway there!
  68. Only hours left
  69. Steven, #GivingTuesday is All About Heroes Taking Action – Give Now!
  70. It’s not too late to make a #GivingTuesday gift to (Org Name)
  71. The Final Push
  72. Why stop at 650?
  73. Last Chance! Donate Before Midnight to Double your Impact and Double Your Chance to Win Hamilton Tickets!
  74. #GivingTuesday: Your Support Goes Twice as Far
  75. So close! Will we make it to $15,000? Thank you for your #GivingTuesday support!
  76. This match ends at midnight!
  77. Steven, will you support girls in Chicago?
  78. Steven, the Clock is Ticking–#BeAHero for Children and Families, Now!
  79. 100,000 reasons
  80. Just a Few Hours Left of #GivingTuesday
  81. #GivingTuesday — Thanks for Helping (Org Name)’s Kids
  82. Just a Few Hours Left to Make an Impact!
  83. Last chance to DOUBLE your gift!

43/83 emails referenced some variation of “Giving Tuesday” in the subject line

Was Email Sent from Role-Based Email Address ([email protected], [email protected], etc.)?

  1. Y
  2. Y
  3. Y
  4. Y
  5. Y
  6. N
  7. Y
  8. N
  9. N
  10. Y
  11. Y
  12. Y
  13. N
  14. Y
  15. Y
  16. N
  17. Y
  18. Y
  19. Y
  20. N
  21. Y
  22. N
  23. Y
  24. N
  25. Y
  26. Y
  27. N
  28. N
  29. N
  30. Y
  31. Y
  32. Y
  33. N
  34. Y
  35. Y
  36. Y
  37. Y
  38. Y
  39. N
  40. Y
  41. Y
  42. Y
  43. Y
  44. Y
  45. Y
  46. N
  47. N
  48. Y
  49. Y
  50. Y
  51. Y
  52. N
  53. Y
  54. Y
  55. N
  56. N
  57. N
  58. Y
  59. Y
  60. Y
  61. Y
  62. Y
  63. Y
  64. N
  65. Y
  66. N
  67. Y
  68. N
  69. Y
  70. Y
  71. Y
  72. Y
  73. Y
  74. Y
  75. Y
  76. Y
  77. N
  78. Y
  79. N
  80. Y
  81. Y
  82. N
  83. Y

25/83 emails came from a personal email address.

Did Email Reference What Type of Donor I am (never given, given once, etc.)?\

  1. Y
  2. N
  3. N
  4. Y
  5. N
  6. N
  7. Y
  8. N
  9. N
  10. N
  11. N
  12. N
  13. N
  14. N
  15. N
  16. N
  17. N
  18. N
  19. N
  20. N
  21. N
  22. N
  23. N
  24. N
  25. N
  26. N
  27. N
  28. N
  29. N
  30. N
  31. N
  32. N
  33. N
  34. N
  35. N
  36. N
  37. N
  38. N
  39. N
  40. N
  41. N
  42. N
  43. N
  44. N
  45. N
  46. N
  47. N
  48. Y
  49. N
  50. N
  51. N
  52. N
  53. N
  54. N
  55. N
  56. N
  57. N
  58. Y
  59. N
  60. N
  61. N
  62. N
  63. N
  64. N
  65. Y
  66. N
  67. N
  68. N
  69. N
  70. Y
  71. N
  72. N
  73. N
  74. N
  75. N
  76. N
  77. N
  78. N
  79. N
  80. N
  81. N
  82. N
  83. N

7/83 emails referenced donor type.

Did Email Body Text Contain My Name?

  1. Y
  2. N
  3. Y
  4. Y
  5. N
  6. Y
  7. Y
  8. N
  9. N
  10. N
  11. Y
  12. Y
  13. N
  14. N
  15. Y
  16. N
  17. N
  18. N
  19. Y
  20. N
  21. Y
  22. N
  23. Y
  24. N
  25. Y
  26. N
  27. Y
  28. Y
  29. N
  30. N
  31. N
  32. N
  33. N
  34. N
  35. N
  36. N
  37. Y
  38. Y
  39. N
  40. N
  41. N
  42. Y
  43. Y
  44. Y
  45. N
  46. N
  47. N
  48. Y
  49. Y
  50. N
  51. N
  52. N
  53. N
  54. N
  55. N
  56. N
  57. N
  58. Y
  59. N
  60. Y
  61. N
  62. N
  63. N
  64. N
  65. Y
  66. N
  67. Y
  68. N
  69. Y
  70. Y
  71. N
  72. N
  73. N
  74. Y
  75. N
  76. N
  77. Y
  78. Y
  79. N
  80. N
  81. N
  82. N
  83. N

30/83 emails greeted me by name.

Did Email Body Text Mention Giving Tuesday?

  1. Y
  2. Y
  3. Y
  4. Y
  5. Y
  6. Y
  7. Y
  8. Y
  9. Y
  10. Y
  11. Y
  12. Y
  13. Y
  14. Y
  15. Y
  16. Y
  17. Y
  18. Y
  19. Y
  20. Y
  21. Y
  22. Y
  23. Y
  24. Y
  25. Y
  26. Y
  27. Y
  28. Y
  29. Y
  30. Y
  31. Y
  32. N
  33. Y
  34. Y
  35. N
  36. Y
  37. N
  38. Y
  39. Y
  40. Y
  41. Y
  42. Y
  43. Y
  44. Y
  45. Y
  46. Y
  47. Y
  48. Y
  49. Y
  50. Y
  51. Y
  52. Y
  53. Y
  54. Y
  55. Y
  56. Y
  57. Y
  58. Y
  59. Y
  60. Y
  61. Y
  62. Y
  63. Y
  64. Y
  65. Y
  66. Y
  67. Y
  68. Y
  69. Y
  70. Y
  71. Y
  72. Y
  73. Y
  74. Y
  75. Y
  76. Y
  77. Y
  78. Y
  79. Y
  80. Y
  81. Y
  82. Y
  83. Y

80/83 emails mentioned Giving Tuesday in the email body text.

Did Email Ask for a Specific Gift Amount?

  1. Y
  2. N
  3. N
  4. Y
  5. N
  6. Y
  7. N
  8. N
  9. N
  10. N
  11. Y
  12. N
  13. N
  14. N
  15. N
  16. N
  17. N
  18. N
  19. N
  20. N
  21. N
  22. N
  23. N
  24. N
  25. N
  26. N
  27. N
  28. N
  29. N
  30. N
  31. N
  32. N
  33. N
  34. N
  35. N
  36. N
  37. N
  38. N
  39. N
  40. N
  41. N
  42. N
  43. N
  44. N
  45. N
  46. N
  47. N
  48. Y
  49. N
  50. N
  51. N
  52. N
  53. N
  54. N
  55. N
  56. N
  57. N
  58. Y
  59. N
  60. N
  61. N
  62. N
  63. N
  64. N
  65. Y
  66. N
  67. N
  68. N
  69. N
  70. N
  71. N
  72. N
  73. N
  74. N
  75. N
  76. N
  77. N
  78. N
  79. N
  80. N
  81. N
  82. N
  83. N

7/83 emails asked for a specific gift amount.

Did Email Ask for a Gift Towards One Specific Purpose (unique defined campaign, fund, project, match challenge, etc.)?

  1. Y (Match)
  2. Y
  3. Y (Match)
  4. N
  5. Y (Gift Quantity Goal)
  6. Y (Match)
  7. N
  8. Y (Match)
  9. Y (Match)
  10. Y (Gift Amount Goal)
  11. Y (Match)
  12. Y (Match)
  13. N
  14. N
  15. Y (Match)
  16. N
  17. Y (Match)
  18. N
  19. N
  20. Y (Match)
  21. Y (Match)
  22. N
  23. Y (Match)
  24. Y (Match)
  25. Y (Gift Amount Goal)
  26. Y (Raffle)
  27. Y (Match)
  28. N
  29. N
  30. N
  31. Y (Match)
  32. Y (Match)
  33. N
  34. N
  35. N
  36. N
  37. N
  38. Y (Match)
  39. N
  40. N
  41. Y (Fund)
  42. N
  43. N
  44. N
  45. N
  46. N
  47. N
  48. Y (Match)
  49. N
  50. N
  51. Y (Match)
  52. N
  53. Y (Match)
  54. Y (Match)
  55. Y (Match)
  56. Y (Match)
  57. Y (Match)
  58. N
  59. N
  60. Y (Match)
  61. N
  62. Y (Match)
  63. Y (Match)
  64. N
  65. Y (Match)
  66. N
  67. Y (Match)
  68. Y (Match)
  69. N
  70. N
  71. N
  72. Y (Gift Quantity Goal)
  73. Y (Match)
  74. Y (Match)
  75. Y (Match)
  76. Y (Match)
  77. Y (Gift Amount Goal)
  78. N
  79. Y (Match)
  80. Y (Match)
  81. N
  82. Y (Match)
  83. Y (Match)

45/83 (a orgs) asked for a gift towards one specific purpose, mostly a match.

Email Links to This Type of Donation Page:

Native = an embedded donation form on a dedicated webpage on nonprofit’s domain (“nonprofit.org/donate”)

3rd Party = a donation page not hosted through the nonprofit’s domain

  1. 3rd
  2. 3rd
  3. Native
  4. Native
  5. 3rd
  6. 3rd
  7. 3rd
  8. 3rd
  9. 3rd
  10. 3rd
  11. Native
  12. Native
  13. Native
  14. 3rd
  15. Native
  16. Native
  17. Native
  18. Native
  19. Native
  20. 3rd
  21. 3rd
  22. Native
  23. Native
  24. Native
  25. 3rd
  26. 3rd
  27. Native
  28. Native
  29. 3rd
  30. 3rd
  31. Native
  32. Native
  33. 3rd
  34. Native
  35. Native
  36. Native
  37. 3rd
  38. Native
  39. 3rd
  40. Native
  41. Native
  42. 3rd
  43. Native
  44. Native
  45. 3rd
  46. Native
  47. Native
  48. 3rd
  49. 3rd
  50. Native
  51. 3rd
  52. Native
  53. Native
  54. 3rd
  55. Native
  56. 3rd
  57. 3rd
  58. Native
  59. 3rd
  60. Native
  61. 3rd
  62. Native
  63. Native
  64. Native
  65. 3rd
  66. Native
  67. Native
  68. Native
  69. Native
  70. 3rd
  71. Native
  72. 3rd
  73. 3rd
  74. 3rd
  75. 3rd
  76. Native
  77. Native
  78. Native
  79. Native
  80. Native
  81. 3rd
  82. Native
  83. Native

48/83 (a orgs) directed recipients to a donation page on their organization’s website/domain.

Multi-Emailers

18 of the 65 orgs sent more than one email. In fact, they sent 45 of the total 83.

Though they are reflected in the above lists, here they are in one place, in the order in which each org sent:

Org Time Sent: Subject Lines:
Org 1 2:05 PM Today’s the day! Get your #GivingTuesday donation to (Org Name) matched!
Org 1 8:22 PM So close! Will we make it to $15,000? Thank you for your #GivingTuesday support!
Org 2 7:17 AM #GivingTueday [LIMITED Time Match]
Org 2 4:18 PM #GivingTuesday Match Time Running Out!
Org 3 8:06 AM #GivingTuesday: Your Support Goes Twice as Far
Org 3 7:10 PM #GivingTuesday: Your Support Goes Twice as Far
Org 4 9:24 AM #Giving Tuesday: Your Dollars, Where They Matter Most
Org 4 4:15 PM #GivingTuesday a Chance To Help (Org Name)’s Kids!
Org 4 9:45 PM #GivingTuesday — Thanks for Helping (Org Name)’s Kids
Org 5 8:09 AM Join Us TODAY to Give 100 Mentors!
Org 5 5:19 PM #GiveAMentor – We’re almost halfway there!
Org 6 6:18 AM 650 Gifts. 24 Hours. One Mission.
Org 6 6:20 PM Why stop at 650?
Org 7 1:10 AM 24 hours to fight hunger x2!
Org 7 12:40 PM #GivingTuesday MATCH ends tonight!
Org 7 5:08 PM Hours left to be a part of Giving Tuesday [2x Match]
Org 8 12:09 PM Steven, It’s Giving Tuesday – #BeAHero, Right Now!
Org 8 5:53 PM Steven, #GivingTuesday is All About Heroes Taking Action – Give Now!
Org 8 8:57 PM Steven, the Clock is Ticking–#BeAHero for Children and Families, Now!
Org 9 7:06 AM Let’s turn #GivingTuesday into #GivingTreesDay!
Org 9 3:35 PM Give Trees on #GivingTuesday
Org 10 8:24 AM It’s #GivingTuesday! Double Your Impact and Double Your Chance to Win Hamilton Tickets!
Org 10 1:21 PM Why do you Support (Org Name) on #GivingTuesday?
Org 10 6:48 PM Last Chance! Donate Before Midnight to Double your Impact and Double Your Chance to Win Hamilton Tickets!
Org 11 8:30 AM Will you join me?
Org 11 5:29 PM Only hours left
Org 11 9:00 PM 100,000 reasons
Org 12 8:00 AM Invest in strength.
Org 12 6:11 PM The Final Push
Org 13 7:03 AM It’s #GivingTuesday. Support (Org Name) Today!
Org 13 6:06 PM It’s not too late to make a #GivingTuesday gift to (Org Name)
Org 14 12:31 PM Too many indulgences lately?
Org 14 4:53 PM Too many indulgences lately?
Org 15 3:27 PM Today Is Giving Tuesday!
Org 15 10:59 PM Just a Few Hours Left to Make an Impact!
Org 16 9:28 AM Until midnight tonight, $15 becomes $30
Org 16 1:32 PM DOUBLE your (Org Name) gift: Hours left!
Org 16 4:34 PM DOUBLE your (Org Name) gift: Hours left!
Org 16 8:34 PM This match ends at midnight!
Org 16 11:28 PM Last chance to DOUBLE your gift!
Org 17 6:00 AM Support what you love on #GivingTuesday – (Org Name)
Org 17 4:00 PM Support what you love on #GivingTuesday – (Org Name)
Org 18 9:25 AM 24 Hours. 1 Bike Every Minute. Let’s Go!
Org 18 4:30 PM Let’s Keep Rolling Towards 1,400 Bikes
Org 18 9:25 PM Just a Few Hours Left of #GivingTuesday

3 organizations sent the exact same email twice, while a 4th re-used a previous subject line but edited the body text. A 5th sent the exact same email body text, but with a different subject line.

Takeaways

Due to the fact that emails lacked personalization (referencing donor type or asking for a specific amount), it is safe to assume that these Giving Tuesday campaigns were not segmented. In fact, one organization’s second appeal include the following: “If you have already made a gift today, THANK YOU! If not, it’s not too late!”

Compared to 2016, a much higher percentage of orgs directed email recipients to a native donation page, rather than an off-site/hosted, third-party page. This would suggest that more nonprofits adopting conversion rate optimization techniques for online giving.

Organizations who sent multiple emails were aggressive in pushing a matching deadline or donation shortfall. You can see in the table above that the subject lines become increasingly desperate with each subsequent email.

Most organizations found little reason to ask for money other than the fact that it was Giving Tuesday, as evident in the subject line and body text mentions of Giving Tuesday.

How do these results compare to your efforts? Assuming this is indicative of the whole sector, could we have seen a higher gift volume if certain things about these emails were different? Let me know in the comments below!