{"id":57033,"date":"2025-11-26T13:59:52","date_gmt":"2025-11-26T18:59:52","guid":{"rendered":"https:\/\/www.canadahelps.org\/?p=57033"},"modified":"2025-11-26T14:05:35","modified_gmt":"2025-11-26T19:05:35","slug":"how-canadahelps-raises-millions-during-giving-season-and-how-your-charity-can-do-the-same","status":"publish","type":"post","link":"https:\/\/www.canadahelps.org\/en\/charity-life\/fundraising-2\/how-canadahelps-raises-millions-during-giving-season-and-how-your-charity-can-do-the-same\/","title":{"rendered":"How CanadaHelps raises millions during Giving Season, and how your charity can do the same"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Giving Season, the stretch from early October through the very last moments of December 31st is the most influential fundraising period of the year for Canadian charities. Donor activity surges, tax-time incentives create urgency, and cultural traditions inspire generosity across the country. For charities, this window represents a rare and powerful opportunity to raise a significant portion of their annual revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Few organizations have a deeper understanding of how to maximize giving season than CanadaHelps. As a charity ourselves and a platform facilitating online giving for more than 85,000 registered charities, Giving Season is our busiest time of year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This blog is adapted from <\/span><a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/webinars\/how-canadahelps-prepares-for-giving-season\/\"><span style=\"font-weight: 400;\">our recent webinar<\/span><\/a><span style=\"font-weight: 400;\">, where Christina Adams, Director of Donor Marketing, provided a peek behind-the-scenes at how CanadaHelps plans, builds, and executes its Giving Season strategy. Read on to learn how you can leverage similar strategies for Giving Season or hear directly from Christina in our webinar.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-57041\" src=\"https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page.jpg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page.jpg 1920w, https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page-300x169.jpg 300w, https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page-1024x576.jpg 1024w, https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page-768x432.jpg 768w, https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page-1536x864.jpg 1536w, https:\/\/www.canadahelps.org\/media\/Slide-deck-Front-Page-100x55.jpg 100w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><\/p>\n<h2>What is CanadaHelps Donor Services?<\/h2>\n<p><span style=\"font-weight: 400;\">CanadaHelps started as a project by three university students to ensure that charities didn\u2019t get left behind during the dotcom boom of the early 2000s. In our first year, we helped facilitate $150,000 through our website. Since then, we\u2019ve gone on to facilitate over $3.7 billion donated to Canadian charities.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Beyond one-time donations, we provide a range of giving options for donors looking to support their favourite charities and, causes and <\/span><span style=\"font-weight: 400;\">solutions<\/span><span style=\"font-weight: 400;\"> for donors looking for charitable gifts in our comprehensive range of giving options. We offer:<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">One-time & monthly donations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">eCard dedications<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cause funds<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Donation centre for humanitarian crises<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Donations of stocks, bonds & mutual funds<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Fundraisers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Charitable gift guide<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gift cards<\/span><\/li>\n<\/ul>\n<h3>More than 50% of CanadaHelps donations are raised during Giving Season. 33% of that is in December alone.<\/h3>\n<p><span style=\"font-weight: 400;\">Every year, the Giving Season becomes more critical for charities. As a charity ourselves, it&#8217;s the same for CanadaHelps.<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"list-style-type: none;\">\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Up to one-third of all charitable revenue arrives in December.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>10% of annual donations happen in the last three days of the year.<\/b><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"list-disc\">\n<li aria-level=\"1\"><b>Giving Tuesday and December 31 are consistently the two highest donation days.<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When we polled the room on the question \u201chow important is the Giving Season to your organization\u201d, we discovered that 30% of attendees were unsure of how critical it was for their organization. We highly encourage charities to monitor the Giving Season and assess how much of their annual revenue this period accounts for. After \u201cunsure\u201d, the second most popular response to the question above was charities stating less than 10% of your revenue and after that, roughly 20-30%.<\/span><\/p>\n<h2>How to Get Ready for Giving Season<\/h2>\n<h2>1.Plan Early: \u201cGiving Season Is on Our Minds All Year Long\u201d<\/h2>\n<p><span style=\"font-weight: 400;\">CanadaHelps begins preparing <\/span><b>months in advance<\/b><span style=\"font-weight: 400;\"> \u2014 often with content creation starting in the spring and detailed planning in mid-September. This year we launched a new brand with a new tagline \u201cGenerosity is right here,\u201d which became a key part of our Giving Season story. We created our first ever public service announcement voiced by Cobie Smulders (Robin from \u201cHow I Met Your Mother.\u201d We also created a children\u2019s book called <\/span><a href=\"https:\/\/www.canadahelps.org\/en\/violets-song-a-childrens-book-about-building-generosity\/\"><span style=\"font-weight: 400;\">Violet\u2019s Song<\/span><\/a><span style=\"font-weight: 400;\">, to support conversations about generosity and kindness at an early age.<\/span><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=jfImLoV7qlo\"><span style=\"font-weight: 400;\" data-rich-links=\"{&quot;fple-t&quot;:&quot;Could we build a more generous world?&quot;,&quot;fple-u&quot;:&quot;https:\/\/www.youtube.com\/watch?v=jfImLoV7qlo&quot;,&quot;fple-mt&quot;:null,&quot;type&quot;:&quot;first-party-link&quot;}\">Could we build a more generous world?<\/span><\/a><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=jfImLoV7qlo&quot\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-56966\" src=\"https:\/\/www.canadahelps.org\/media\/Facebook-post.png\" alt=\"CanadaHelps PSA Thumbnail\" width=\"1200\" height=\"630\" srcset=\"https:\/\/www.canadahelps.org\/media\/Facebook-post.png 1200w, https:\/\/www.canadahelps.org\/media\/Facebook-post-300x158.png 300w, https:\/\/www.canadahelps.org\/media\/Facebook-post-1024x538.png 1024w, https:\/\/www.canadahelps.org\/media\/Facebook-post-768x403.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">When Fall comes around that\u2019s when the detailed planning begins. We set direction focusing on three main themes.\u00a0<\/span><\/p>\n<p><b>CanadaHelps main three themes are:<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Charitable holiday gift-giving,\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GivingTuesday\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Charitable tax credits<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">These themes all inform our end-of-year appeals. We segment our audience to ensure messaging is tailored and to prevent appeal fatigue.\u00a0<\/span><\/p>\n<p><b>Your Charity Can Do This Too:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Even if you can\u2019t start early every year, you can adopt a scaled-down version of this roadmap.<\/span><\/p>\n<p><a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/giving-season-hub\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-56717\" src=\"https:\/\/www.canadahelps.org\/media\/giving-roadmap.jpg\" alt=\"\" width=\"1281\" height=\"936\" srcset=\"https:\/\/www.canadahelps.org\/media\/giving-roadmap.jpg 1281w, https:\/\/www.canadahelps.org\/media\/giving-roadmap-300x219.jpg 300w, https:\/\/www.canadahelps.org\/media\/giving-roadmap-1024x748.jpg 1024w, https:\/\/www.canadahelps.org\/media\/giving-roadmap-768x561.jpg 768w\" sizes=\"auto, (max-width: 1281px) 100vw, 1281px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><b>Spring \/ Summer<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Lay the groundwork for Giving Season and start early on your foundational pieces.<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify your big themes<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Produce cornerstone content (video, stories, testimonials)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Start thinking about partners or potential matching gift donors<\/span><\/li>\n<\/ul>\n<p><b>Fall (begin detailed planning)<\/b><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish messaging themes:<\/span>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">charitable holiday gift-giving<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">GivingTuesday<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">charitable tax credits<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Develop key messaging that matches your themes and ties them together<\/span>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Last minute, meaningful gifts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Join the movement<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Maximize your tax return<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">\u201cGenerosity is right here\u201d<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Segment and maintain your audience\u00a0<\/span>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Monthly donors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Lapsed donors (2+ years)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">High-value donors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Securities donors (stocks, bonds, mutual funds)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">New subscribers who haven\u2019t donated<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Account holders vs. non-account holders<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Remove those who haven\u2019t interacted with emails in over X months<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conduct a post-mortem: Review what worked (and didn\u2019t) last year<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Get your own <a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/giving-season-hub\/\">condensed fundraising roadmap here<\/a>, with a number of resources you can leverage straight out of the box.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>2. Prepare your website and donation process<\/h2>\n<p><span style=\"font-weight: 400;\">From Fall onwards, we begin optimizing our key landing pages and updating any information, imagery, and videos, on pages we intend to drive year-end traffic to. For example we update information on <\/span><a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/fundraising\/securities\/\"><span style=\"font-weight: 400;\">our securities pages<\/span><\/a><span style=\"font-weight: 400;\"> for those donors who want to donate investments, stocks, and bonds.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our key Giving Season landing pages:<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">gift guide<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GivingTuesday<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">securities<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">tax incentives<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">special content<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.canadahelps.org\/media\/Key-page-updates.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-57049\" src=\"https:\/\/www.canadahelps.org\/media\/Key-page-updates.jpg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.canadahelps.org\/media\/Key-page-updates.jpg 1920w, https:\/\/www.canadahelps.org\/media\/Key-page-updates-300x169.jpg 300w, https:\/\/www.canadahelps.org\/media\/Key-page-updates-1024x576.jpg 1024w, https:\/\/www.canadahelps.org\/media\/Key-page-updates-768x432.jpg 768w, https:\/\/www.canadahelps.org\/media\/Key-page-updates-1536x864.jpg 1536w, https:\/\/www.canadahelps.org\/media\/Key-page-updates-100x55.jpg 100w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">A significant part of updating your website for Giving Season is optimizing your donation process. We recommend reducing friction by using a donation form optimized for online donations. We suggest creating a specific GivingTuesday or Giving Season donation form. This lets people know they are in the right place and gets them excited to support the specific goals of your campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Check out this awesome example from <\/span><a href=\"https:\/\/dtrc.ca\/donations\/\"><span style=\"font-weight: 400;\">DTRC Dancer Transition Resource Centre<\/span><\/a><span style=\"font-weight: 400;\">\u00a0They have added a <\/span><a href=\"https:\/\/www.canadahelps.org\/en\/Admin\/MCHome_DashboardAndGoals.aspx?pendo=z_L1L_54zaEpQpWNe4D2YQe6LnU&step=q1t_e0Otutp-QEsBV_CE1Fcgsb0\"><span style=\"font-weight: 400;\">fundraising thermometer<\/span><\/a><span style=\"font-weight: 400;\"> and other Giving Season specific copy to encourage donations. We\u2019ve made it easy for you to create your own Giving Season form \u2013 download your free to use backgrounds here.<\/span><\/p>\n<p><a href=\"https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-57045\" src=\"https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form.jpg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form.jpg 1920w, https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form-300x169.jpg 300w, https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form-1024x576.jpg 1024w, https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form-768x432.jpg 768w, https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form-1536x864.jpg 1536w, https:\/\/www.canadahelps.org\/media\/DTRC-Donation-Form-100x55.jpg 100w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">If you don\u2019t have a website to embed a form \u2013 no worries. <a href=\"https:\/\/www.canadahelps.org\/en\/register\/full-fundraising-account\/#\/\">Claim your CanadaHelps Profile page and bring your donors straight there.<\/a> It\u2019s also a great place to find new donors.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>3. Warm Up Your Donors<\/h2>\n<p><span style=\"font-weight: 400;\">We start preparing our donors with a soft ramp-up to Giving Season in October. We publish content across our channels themed around special days, such as food security for Thanksgiving, and pepper in messaging about gift-giving and tax credits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Examples of our warm-up communications include talking to your donors about<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Awareness days associated with generosity<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The benefits of donating securities\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tax incentives<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reach out to key donors for potential matching campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Connect with young people to get them excited<\/span><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-57051\" src=\"https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms.jpg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms.jpg 1920w, https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms-300x169.jpg 300w, https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms-1024x576.jpg 1024w, https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms-768x432.jpg 768w, https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms-1536x864.jpg 1536w, https:\/\/www.canadahelps.org\/media\/Examples-of-Giving-Season-Comms-100x55.jpg 100w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><\/p>\n<h2><\/h2>\n<h2>Launching your Giving Season Campaigns<\/h2>\n<h2>1. Email Communications<\/h2>\n<p><span style=\"font-weight: 400;\">We sent over 50 emails last Giving Season. But don\u2019t worry, no one received all 50 emails. This number includes plenty of email list segmentation, and resends to those that didn\u2019t open. Begin by mapping out the key emails you will be sending, and next use the list segments that make sense for your organization.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some examples of email list segments you could use:<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High value donors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lapsed donors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Last year donors<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Excluding donors who have already given this year<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">During our live poll, most audience members (71%) were reaching out 5 or fewer times through email during the Giving Season.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Key Giving Season Emails:<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GivingTuesday \u201csave the date\u201d\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GivingTuesday AM<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Giving Tuesday PM<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Post GivingTuesday thank-you & results<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gift Guide highlights\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gift Guide last minute gifts\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dec 27 &#8211; thank-you from CEO\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dec 30 &#8211; less than 48 h to give\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dec 31 &#8211; morning & evening<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We often get questions about the optimal email cadence and how many emails is too much. Our best advice is to send emails based on whether you have a new message or perspective to share, and not based on hitting a specific target number. You may find that the vast majority of your audience is happy to receive emails as long as they are valuable or provide further context to your mission.<\/span><\/p>\n<h2>2. Social Media<\/h2>\n<p><span style=\"font-weight: 400;\">Social media is a great channel for GivingTuesday. Since it\u2019s a global movement, there is chatter all across the social networks celebrating the many forms of generosity that exist. Look for and use the hashtag #GivingTuesday or #GivingTuesdayCA on whichever social networks you engage in the most.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Recently, we&#8217;ve been re-examining how we approach social media at CanadaHelps. We&#8217;re aspiring to <\/span><b>establish more of a personal connection. <\/b><span style=\"font-weight: 400;\">Instead of treating social media as a purely outbound distribution channel, try to engage with your supporters \u2013 respond, spotlight them and build community.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lean into content creation, especially video content creation that features your work. There\u2019s many ways now to create short-form video content like reels and TikToks that grab attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Key Strategies:<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Build an editorial content calendar for your social media<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Establish personal connections and build your community<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lean into video content creation<\/span><\/li>\n<\/ul>\n<h2>3. Other Considerations<\/h2>\n<p><span style=\"font-weight: 400;\">Email and social media campaigns are must-haves in a Giving Season campaign. You may want to consider additional opportunities across paid ads, paid search engine marketing, email signatures (particularly for staff with public facing roles), and website notification banners. These actions can\u00a0 provide a lift for your donations and help raise awareness for your campaign.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>Evaluating Your Giving Season Success<\/h2>\n<p><span style=\"font-weight: 400;\">At CanadaHelps, we track and measure success in many different ways. One key way to do this and to ensure you\u2019re able to answer \u201chow important is Giving Season to my charity\u201d the next time someone asks, is to download your donation totals during campaign periods.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s how to do it within your CanadaHelps charity account if you\u2019re using CanadaHelps as your fundraising platform:<\/span><\/p>\n<p><!--ARCADE EMBED START--><\/p>\n<div style=\"position: relative; padding-bottom: calc(45.7986% + 41px); height: 0px; width: 100%;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%; color-scheme: light;\" title=\"Download Donation Reports as a CSV File\" src=\"https:\/\/demo.arcade.software\/rInp7qOYaHfMnRrTCgwu?embed&embed_mobile=tab&embed_desktop=inline&show_copy_link=true\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><!--ARCADE EMBED END--><\/p>\n<p><span style=\"font-weight: 400;\">Other places to look include for Giving Season data<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Landing Page Analytics<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Traffic<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Acquisition sources<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Email Analytics:<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Open rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Link clicks<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Social Media Analytics<\/span><\/p>\n<ul class=\"list-disc\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reach<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engagement<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Having both your donation totals for the period and your channel analytics helps you determine whether it was effective to run that social media campaign, or whether that landing page was worth the time and effort spent. Every year, we analyze, debrief and improve for the next Giving Season \u2013 we suggest you implement this feedback loop too.<\/span><\/p>\n<h2>Webinar Q&A Roundup<\/h2>\n<p><b>Could you share the data on GivingTuesday and why is it worth participating?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Last year, participating charities raised over $16.2 million on Giving Tuesday. Charities that participate in GivingTuesday have been proven to raise more overall.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We recently ran <\/span><a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/webinars\/ditch-last-minute-panic-rock-givingtuesday\/\"><span style=\"font-weight: 400;\">a webinar on GivingTuesday<\/span><\/a><span style=\"font-weight: 400;\"> where more of these stats are shared and how charities are creatively tapping into the opportunity. If you want to be inspired by more ideas, check that out here:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>What is the optimal number and timing of messages sent for GivingTuesday and End of Year?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">This will be unique to your organization, the size of your list and who your donors are. You need to consider how many emails you send to your donors on other topics and if you\u2019ve recently run a campaign. Creating that editorial calendar can help you identify whether you\u2019re running too many communications.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For most charities, it will make sense to educate donors ahead of time, have one email blast on GivingTuesday and then thank donors afterwards. Then begin to segue into end-of-year messaging. Try to flatten those big peaks out a bit so that the communication is not overwhelming on GivingTuesday and December 31st.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>How do you standout in an oversaturated space?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Consider what makes your organization unique and differentiated. Are you doing anything differently for your community? What stories can you tell that are specific to your charity and how it is carrying out its mission?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reach out to those that are interacting with you but haven\u2019t yet donated. It\u2019s worth putting in extra effort to your \u201cwarm audience\u201d. There are likely a number of people already curious about your charity and mission.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>What are proven strategies for those with small teams and budgets to handle the giving season well, especially during a postal strike?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Leverage the content that you&#8217;re creating and revise it just slightly across all the different channels for maximization. That way, you&#8217;re only creating focus on one key message for one key segment and then honing it for each of your marketing channels. This both helps you provide focus for your message and helps you batch your work so that you can make content more efficiently.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having one piece of pillar content, maybe that&#8217;s your email series, then taking those messages, those snippets outside of that and putting that on social media and across different spots can make it less of a lift for small teams.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also lean on resources like CanadaHelps, we have many ready-made templates for your emails, social media and editorial calendars, specifically for teams like yours.<\/span><b><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><b>How can I run a matching campaign?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Start the conversation. If you have relationships with your high value donors or any corporate donors to your charity, message them before they&#8217;ve made the donation for the year, and see if they\u2019d like to make their gift go further. Let them know how their impact could go further without necessarily increasing their donation.<\/span><br \/>\n<b><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><b>How can you leverage a match without losing other potential donors once the match is met?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Basing your match amount and timeframe on something that is realistic and data-informed can help you reduce that. It creates urgency during the match time-frame and ensures that the incentive is not too easily reached.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another way to do this is to provide tiered goals from the get-go. <a href=\"https:\/\/www.canadahelps.org\/en\/charity-life\/how-to-maximize-your-fundraising-results-this-givingtuesday\/\">You can see this in the example from Partridge Creek Farm mentioned in our GivingTuesday blog.\u00a0<\/a><\/span><b><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><b>What do you do about donor fatigue?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That is something we see in our statistics. We keep a close eye on it. When we notice that someone isn\u2019t engaging with our emails, and hasn\u2019t for some time, we remove them from our communications.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apart from this, you can also do A-B tests, where you send two emails with a small difference between them like the subject line, or the use of emojis, and see which one performs better. This can help you improve engagement and ensure your emails work best for your audience.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>We hope this peek behind the curtain inspires your charity.<\/h2>\n<p>Check out our ready made resources for <a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/givingtuesday\/\">GivingTuesday<\/a> and <a href=\"https:\/\/www.canadahelps.org\/en\/forcharities\/resources\/giving-season-hub\/\">Giving Season<\/a> that make your preparation faster and easier.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Giving Season, the stretch from early October through the very last moments of December 31st is the most influential fundraising period of the year for &#8230; <a href=\"https:\/\/www.canadahelps.org\/en\/charity-life\/fundraising-2\/how-canadahelps-raises-millions-during-giving-season-and-how-your-charity-can-do-the-same\/\" id=\"canadahelp-blog-meta\">Read more<\/a><\/p>\n","protected":false},"author":61,"featured_media":57047,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[434],"tags":[],"class_list":["post-57033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundraising-2"],"acf":{"meta_description":"","author_bio":false,"date_to_display":true,"hide_page_title":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How CanadaHelps raises millions during Giving Season, and how your charity can do the same | CanadaHelps - Donate to any charity in Canada<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.canadahelps.org\/en\/charity-life\/fundraising-2\/how-canadahelps-raises-millions-during-giving-season-and-how-your-charity-can-do-the-same\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How CanadaHelps raises millions during Giving Season, and how your charity can do the same | CanadaHelps - Donate to any charity in Canada\" \/>\n<meta property=\"og:description\" content=\"Giving Season, the stretch from early October through the very last moments of December 31st is the most influential fundraising period of the year for ... 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