Atlanta Habitat Saw an Average Donation of $670 on Giving Tuesday

Mission

To transform communities by acting as a catalyst for neighborhood revitalization through education, innovative development, partnerships, and long-term relationships with families

Challenge

Inspiring donors to connect with and support their meaningful mission during the most opportune fundraising period of the year

Solution

Classy’s crowdfunding websites provide the tools Atlanta Habitat needs to activate supporters through impactful storytelling, flexible payments, and real-time progress tracking

“We were able to build a simple, visually appealing crowdfunding campaign in Classy that is mission-focused, communicates our need, and makes it easy for donors to give.”

– Drew McGuffin, Development Systems and Relations Director

Giving Tuesday 2022 Results:

$110k

raised on $100k goal

164

supporters

$670

average donation size

Habitat for Humanity is a global nonprofit that builds strength, stability, and self-reliance in partnership with families in need of decent and affordable housing. One of Habitat for Humanity’s largest affiliates, Atlanta Habitat, has empowered thousands of families through homeownership since 1983. Last year, the Atlanta team served 183 families through their build and repair programs and hundreds more through their education programs.

Combining Storytelling and Easy Donation Experiences

Atlanta Habitat has been using Classy’s comprehensive fundraising software since 2019 to amplify its impact on local neighborhoods.

What really attracted Atlanta Habitat to Classy was the platform’s prioritization of storytelling across all donor touchpoints and the ease of use in making a donation.

The first year we implemented Classy was our highest online giving year ever at that point. It dipped in 2020 due to the pandemic, but since 2020, we’ve seen our online giving totals increase year over year. Last year we raised more through online giving than we did at our pre-pandemic peak.
Drew McGuffin
Development Systems and Relations Director

Letting Its Mission Shine on a Giving Tuesday Crowdfunding Page

Throughout the summer, Atlanta Mission starts prepping for the year-end season, which includes none other than Giving Tuesday.

The team wrote emails, posted on social media, and reached out to donors directly, highlighting their goals and motivations for this year’s Giving Tuesday campaign. They also secured matching gifts from board members prior to November so the impact of each donation could be doubled.

The team also utilized Classy source codes to track which communications throughout the campaign were most successful in capturing conversions. That way, it’s easier to make informed decisions next year based on the results.

In 2022, Atlanta Habitat raised $110,000 on Giving Tuesday, surpassing its goal by $10k. The generous donations came from 164 supporters with an average donation size of $670.

Atlanta Habitat Crowdfunding page — Giving Tuesday Crowdfunding Campaign Page

Celebrating 40 Years of Atlanta Habitat

Atlanta Habitat recently invested in Pardot, a marketing automation platform within Salesforce. For Giving Tuesday 2023, the team will leverage its automation capabilities to better segment and target donors with more tailored communications.

This year is special for another reason as well, being that Atlanta Habitat is celebrating its 40th anniversary. The team is already planning an epic gala for the fall, which will present an enormous fundraising opportunity and utilize Classy Live, Classy’s events software, to facilitate registration, fundraising, and more.