Grow your email list now for success later

Grassroots Your Giving Tuesday

When you have a passionate grassroots community and a fundraising strategy in place to engage folks, your fundraising success doesn’t have to depend on going viral on social media. This is where your email program is key. Through email, shift your focus for giving season to bringing more people into your movement and starting long-term relationships with supporters. To do this, you’ll need to put time and energy into growing your email list!

Adding new sign-ups to your list not only increases how many people will receive your Giving Tuesday fundraising asks — you’re also building a powerful grassroots base ready to support you on any Tuesday. Growing a healthy and engaged email list takes time, but our team has your back. We break down the basics, do’s, and beware’s of list building so you can get started now.

Tactics for building your email list

On your website:

  • The barebones: Make sure there’s an easy-to-find place to sign up for your email list on your website. All you need to collect is name and email to make signing up super easy!

  • To level up for giving season, add a pop-up on your website asking people to opt-in for updates.

  • Does your nonprofit have a blog for sharing your work? Place a subscription button at the bottom of your blog posts, asking “Do you want to receive important updates like this in your inbox?”

On social media:

  • Cultivate your social media presence and give followers different ways to engage! You can encourage followers to sign up for email updates, or host swag giveaways and ask folks for their email.

  • Try running ads on Twitter and Facebook asking folks to take an action, like signing a petition or joining your movement. When people click, you’ll ask them to provide some basic information like their first name and email to join your list.

In person:

  • For tablings and other year-end events, be prepared with a sign-in sheet to collect legible emails.

  • When people buy tickets online for your event, include a way to subscribe to your list for email updates. Better yet, when you sell tickets using AB Charities, your event’s contribution form automatically collects email addresses so you can communicate with them.

  • Use Entry Mode for in-person donation asks, so you can easily collect gifts one after another on a single tablet and automatically collect emails with each donation!

Through email:

  • Tandem Fundraising: Partner with an organization related to your cause to coalition-build and introduce each other’s work across your different lists.

  • Peer-to-peer power: When a supporter creates their own fundraising page and shares it with their network, you’re reaching people who may not already be involved with your nonprofit. You’re receiving new donations and adding more people to your email list!

Once you add new sign-ups to your list, send them welcome emails introducing your organization and work so they hear from you before you make your first fundraising ask. This way, you’re nurturing and engaging a community for the long haul! And as your list grows, make sure to keep your list clean. Fix easy typos like @gnail.com and let go of inactive subscribers, which affect whether your emails will land in spam or “Promotions.”

Quick takeaways:

Do: Start building your email list now for success much later!
Beware: Overlooking the time it takes to grow an online community that gives year-end and year-round.

Do: Promote signing up for your email list wherever you can. (Don’t be shy!)
Beware: Stopping at promoting — have a plan to welcome and engage new supporters on your list!

Do: Reach out to us for help! We love talking about digital strategy that fits your nonprofit and are excited to help you grassroots your Giving Tuesday so the momentum doesn’t end on December 3.

Grassroots Your Giving Tuesday!

Giving Tuesday (December 3rd) is a little less than 90 days away — so now is the perfect time to buckle in and start thinking about your nonprofit’s plans to maximize your end-of-year fundraising. With $400 million raised online in the U.S. in 2018, Giving Tuesday is one of the largest days of global charitable giving.

But the grassroots momentum shouldn’t start and stop on December 3rd! As you focus on your year-end game plan, prioritize building a small-dollar fundraising program that will empower tens of thousands of people who want to support advocacy work and set you up for future success far after the end of the year. By taking the time to grow your network and grassroots your Giving Tuesday now, you’ll be ready to connect with passionate supporters this giving season and engage them in years to come as sustainers and vocal ambassadors of your cause.

Our team’s got you covered! We’re a nonprofit ourselves, and we’re excited to help you build a stronger fundraising program and have a more successful giving season with the help of small-dollar donors.

We’ve put together all the end-of-year advice and checklists you’ll need so you can easily follow along to grassroots your Giving Tuesday. For the rest of the year, our team’s focus is making sure you’re ready to encourage supporters to give and join your movement. Each week we’ll deliver the best strategies you need straight to your inbox, so you’ll have a toolbox full of concrete, specific tactics to use during giving season. By the time December 3rd arrives (and far after that), you’ll be ready to raise more money for your cause and reach more supporters.

Here’s your checklist to get your #GrassrootsYourGivingTuesday planning started (and a preview of the tips and tricks we’ll be sending over the next couple months!).


Grassroots Your Giving Tuesday Checklist:

1. Sketch out your organization’s theme for the giving season.
□ Choose a theme for your year-end fundraising campaign that reflects the mission of your organization and that you can weave into your communications this giving season.
□ Nail your theory of change: Explain the problem you are looking to solve, and tell donors how they can help be part of the solution. Your work is important, and you’ll want to make sure you’re prepared to explain why when the time comes.

2. Plan your fundraising strategy and timeline.
□ Create a content calendar and establish your timeline for sending emails and posting social media ads.
□ Make sure your fundraising strategy hits multiple channels. You’ll want to run ads on Facebook and Twitter to boost your content, but the vast majority of online donations still comes from email.

3. Build your email list so you have a large network excited to see your future content!
□ Add a pop-up to your website asking people to join your email list and receive important updates from your nonprofit.
□ Prepare your social media ads that encourage supporters to sign up for your email list.
□ Make sure you’re ready to collect emails of attendees at your fall events!

4. Loop in your stakeholders.
□ Explain how your board members can help mobilize their own networks this giving season.
□ Utilize ActBlue community forms to engage your advocates as fundraising champions this end-of-year!

5. Polish your contribution forms and website.
□ Make sure you’ve optimized your site, so when people land on your homepage, they now see a pop-up encouraging them to pitch in this giving season. And if you do not use a pop-up, make sure your donate button is prominent on your website.
□ Do you have a branding on your contribution form? Take some time to clean up your form’s design so it encourages people to give, but isn’t distracting. A couple quick changes can make a huge difference!
□ Make sure your contribution form is optimized for mobile (our forms are mobile-optimized and accept Apple Pay and PayPal!).

6. At last, prepare for post-Giving Tuesday!
□ Pat yourself on the back, take a deep breath, and treat yourself!
□ Come up with a plan to thank your amazing donors and involve them in your organization’s work for the next year.
□ Establish an email series that welcomes new donors who pitched in during end-of-year fundraising to your movement. You can keep your new donors engaged and build a community of excited advocates for your cause!


We’re excited to meet you in your inbox each week with the best practices you can rely on, and we’ll be posting our top tips for fundraisers on Twitter (so give us a wave!). And we’re always just a call away to talk digital strategy that fits your nonprofit — hop on a one-on-one strategy call with us if you have any questions or need a good joke to keep you moving this giving season.