John Pepperdine

Asking people to support your organization during a Pandemic might give you pause. That’s understandable, but realize asking now is precisely what you should be doing. Yes, people are suffering, and many are facing challenges they’ve never encountered before. And because of this, you absolutely do everything you can to help those in need, including asking for support.

Fortunately, many people want to and are in a position to help. They want to be part of the solution, which is often accomplished through giving, especially if they lack the time or other means. 

This is where you, the fundraiser, and your organization play a critical role. If you are not already asking, it's time. See yourself as someone who can open the door for people to invest in their community, or even globally.  Show them how they can make a difference by showing them the impact of your organization.

Before dismissing this encouragement as good sentiment, see how the last few weeks demonstrated that people who canhelp, not only want to give but are doing so in record numbers.

Let’s start with this year's Giving Tuesday, which was on December 1st. It set a record and was a significant increase from 2019.

  • It's estimated that 34.8 million people participated in GivingTuesday 2020, a 29% increase over 2019.
  • Total giving increased from $1.97 billion to $2.47 billion in the United States alone, representing a 25% increase compared to GivingTuesday 2019.

So with a nearly 30% increase in giving, we know people are stepping up and responding through giving. 

In Colorado, it’s the same story. On Colorado Gives Day, led by Community First Foundation, we saw a record number of gifts and another massive increase from 2019, another 30% boost. Check out some more inspiring details below:

  • $50,050,610 was raised for local nonprofits on Colorado Gives Day, breaking all records and expectations
  • More than 225,440 donations were made to 2,828 organizations
  • Amounts ranged from $5 - $200,000
  • More than $1.6M was raised from over 58,000 donations, specifically of $50 or less (collective impact!)
  • The average donation was $221
  • The top three categories receiving donations were (1) Human Services, (2) Animal-Related, and (3) Arts, Culture & Humanities

As Kelly Dunkin, president and CEO of Community First Foundation, so aptly put it, “We live in an amazing state, and this proves once again how committed we are to showing up and helping our communities thrive.”

What did we learn finishing 2020 in a pandemic?

  • Colorado and nationwide donors want to give and do give when asked
  • If there is donor fatigue, there is no data to support it
  • Ask! Yes, ask those who know you. Inspire them, demonstrate impact, and ask appropriately... but it's important that you ASK

What Next?

Realize that only 63% of Giving Tuesday’s donors (traditionally) only give on that specific day. So what about the rest? They may be ready to give more, but the timing needs to be right, or they may simply prefer to wait until the end of the year gets closer, for so many reasons (taxes, appreciated stock, year-end company bonus, etc.).

So you should focus on the 37% who would likely give a gift beyond Giving Tuesday? Yes, absolutely.

In the next couple of weeks before the end of 2020, think about those who know you and your organization. Consider those who:

  • Are the most loyal to your organization and mission
  • Are capable of making significant gifts and pledges
  • Who identify with your cause, know you but have never made a significant contribution

And then, ask. Ask appropriately, listen to their responses, and keep them informed of their gift and its impact.

Most importantly, be proud of what you do and those you serve. Your pride and confidence will give others the same opportunity to feel great too!

If you have data, experiences, or insight to share, please send us your feedback and questions below. 
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