How to Engage Donors on #GivingTuesday and Retain Talent During the Great Resignation
The Wisdom of WOC is a weekly advice column where the WOC Community can submit its questions about fundraising and philanthropy, and have them answered by our founder, Yolanda F. Johnson, and special guest editors from the WOC community.
From Our Mailbag
Q: We’re getting ready for #GivingTuesday again. How can we engage our donors to participate, on top of their current gifts? And how can we get our staff and board involved?
— Deborah, Texas
A: Ah, it’s that time of year again. #GivingTuesday is such an interesting concept. It is considered a best practice, in the sense that it has become an expectation for non-profit organizations to participate, yet there is a vast array of success rates and experiences sector-wide.
First, do the analysis to get to your donor audience so that you can strategize the right approach for maximum engagement.
Second, try a fresh yet not gimmick-like approach and make it fun as best you can! Generally speaking, e-communications and social media are primary outlets for #GivingTuesday donor engagement. Try a countdown or trivia about your organization and maximize your social media capacity be encouraging re-posts and sharing. Encourage your staff and board to get involved as well. As we head towards year-end, it's all-hands-on-deck with regards to stakeholder participation.
And last, but not least, remember to get your own hashtags ready and to find clear, concise ways to tell your organization’s story and why everyone should participate in this day of igniting generosity with a focus on your mission.
Q: With everything happening in the world right now, especially the Great Resignation movement, (millions of workers quitting their jobs and reassessing their lives) how can my organization retain the talent we’ve recruited?
— Amy, St. Louis
A: There will always be situations where regardless of what steps an organization takes, a team member simply wants to move on to his/her next opportunity. In these instances, there’s not much you can do. So, start there, realizing that this is not something over which an employer really has any control.
Understanding this, as with any good relationship, you can always keep the communication channels open with your team members, so that you understand how they’re feeling and if there are any areas of concern. Be sure to do annual reviews and if your office is returning to work following a long Covid-related hiatus, have a special check-in to know where they are with their lives and work. And, at the top of your list should be to ensure that your employees are receiving competitive and fair salaries and benefits, in addition to fostering an inclusive environment that lends itself to upward mobility, professional development support and a healthy work-life balance.
Make no mistake, it is a candidate’s market out there right now, but if you stay in-tune with your team members and are providing them with a positive work environment and fairly compensating them, they’re more likely to want to continue their work with your organization.
This Week’s Expert
Yolanda F. Johnson, Founder of WOC
Got a Question?
Got a question about fundraising or philanthropy? Are you a woman of color non-profit professional with a question on career growth? Don’t be shy! We’ve got the answers. Send them our way.
