While those in the retail industry are focused on preparing for Black Friday and Cyber Monday, professionals involved with nonprofit organizations should be thinking about preparing for the “World’s Biggest Day of Giving” — #GivingTuesday.
#GivingTuesday was created in 2012 as a simple idea: a day that encourages people to do good. Since then, it has grown into a global movement that inspires millions of people to give, collaborate, and celebrate generosity. This year, the day falls on November 29.
Here are a few creative tips to get your nonprofit’s #GivingTuesday campaign started:
1. Create Compelling Content to Encourage Giving
Fundraisers that perform the best center around rich content. Prepare content that allows your supporters to see the work you’re doing and its importance, such as client stories that give a face and voice to what you do. Allow others to speak on your behalf about the value and benefits of your organization.
This content should be used to build momentum prior to #GivingTuesday by planning a campaign that works in the weeks ahead to build your case. Be sure your messaging is goal-oriented: be specific about what you’re asking a supporter to fund or do, and show them what you’ll be able to accomplish with their help. This content will help your organization stand out among all the generic asks coming from other organizations that day.
2. Promote Your Campaign via Email
Research has consistently shown that email marketing is still the most effective way to directly reach supporters. Using the content you’ve created, start promoting your #GivingTuesday campaign 2-3 weeks in advance via email, and send a reminder a week or so before the big day of giving.
Be sure to send an email again to your list on the day of #GivingTuesday, along with a link where supporters can donate. If you’re hosting a Facebook fundraiser in addition to your normal online outlets, be sure to give that option to donors as well. If you have a sponsor willing to match donations, be sure that information is included, too. It also doesn’t hurt to send a follow-up email; even a reminder a week later could net you several new donations.
3. Increase Engagement on Social Media
No matter which social media platforms your nonprofit is on, there are plenty of ways to increase engagement around your #GivingTuesday campaign. Reach out to supporting organizations (like businesses that have partnered with you in the past year) in advance to see if they can share your fundraiser on their social channels or internally with their team.
Ask your supporters to simply give $5 to your organization, but then also ask them to tag and challenge five friends to give $5 to match the original donation and spread awareness of the fundraiser. Use the content you created in advance to show what a $5 or $10 donation can actually do for your non-profit. You can find Canva templates, logos, graphics, and other supporting items for use on social media on the #GivingTuesday resource page.
4. Take Advantage of Facebook Match
Each year, Facebook matches millions in donations made through its Fundraiser function on #GivingTuesday. Additionally, organizations also avoid paying credit card processing fees on donations made through Facebook on #GivingTuesday. Learn more about Facebook’s #GivingTuesday matching terms here to decide if your nonprofit is eligible to take advantage of matching donations.
By finding ways to connect to your audience through #GivingTuesday, you can begin to build meaningful relationships with donors to support your mission for the long haul. Taking the time to set your nonprofit apart from the rest will help you reap the rewards of improved awareness and increased donations.
Looking for more tips? Check out our ideas for “Incorporating LinkedIn Into Your Nonprofit Social Strategy,” then discover “3 Tips for Using Video to Promote Your Nonprofit.”
