create a giving tuesday campaign that doesn’t get lost

 

Giving Tuesday is almost upon us again. The official day is Tuesday, December 3rd. The social media-driven movement follows the need to give back after a weekend of consumer binge-shopping and for a lot of nonprofits, is the kickstart to year-end giving. Nearly all nonprofits aim to cash-in on this Tuesday of Giving, which creates a lot of noise out there in the social world. Here are some tips to create a campaign that not only stands out, but will give your board a reason to smile with an influx of donations. 

Create a week-long strategy

Start your GivingTuesday campaign a week early, on Tuesday, November 26th. That gives you 7 whole days to cultivate excitement and buzz around your organization and will keep you top of mind during those 24 hours. Use countdowns, highlight specific areas of your organization, and never forget to tell your story! Be mindful that during this week, we have Thanksgiving, Black Friday, Small Business Saturday, and Cyber Monday. Get creative and use these in your campaign as well!

Be consistent with all platforms

Share the same message across all platforms: Facebook. Instagram, Twitter, Snapchat, LinkedIn, Pinterest, and even Google+ if you still utilize that dinosaur. Make sure to change all of the banner images to graphics that are unique to #GivingTuesday and your campaign.

Have a specific goal

Having a specific dollar amount  you want to raise from the campaign will encourage immediate action. Include that goal in your e-blasts and what kind of impact a $10 donation, $50, and $100 donation will have. Consider your audiences for this campaign: Middle-aged women and Millennials. The generation that is driven by the need to see immediate impact. This is also a great opportunity to reach this elusive demographic that traditionally isn’t giving as much as their Boomer parents.

Create a specific donation page for Giving Tuesday.

On this page, have a donation-tracking thermometer to show immediate impact. If you use a WordPress site, here is a link to a good thermometer plugin. You should also consider the time it takes to make a donation. It should take a donor no more than 30 seconds to input their data and make a donation. Remember that this is social-media driven and if someone can’t figure out your donation process, they will be quick to go to another cause they care about!

E-blasts

You should send  an email a week out from Giving Tuesday to announce your campaign and goal, a follow-up 3 days out, and multiple emails the day of.  One successful campaign last year sent 3 emails on Giving Tuesday: The first at 6am to encourage early donations, the second at 2pm to follow up and track the progress, and the last one at 7pm to encourage last-minute donations. If your email system allows, do not send emails to donors after they have already donated. 

Engage

Engage with your all platforms all throughout the day. Respond to comments, encourage shares, and give shout-outs for large donation amounts. Users like when they can easily contact the organization they are donated to because it increases transparency. It also shows your involvement with the community! 

Do Giveaways

Consider having swag-giveaways for the highest donation, the most shares, etc. This could be an internal contest with staff to encourage them to share your campaign, or it could be a contest open to the public. Swag ideas that are popular are t-shirts, mugs, keychains, waterbottles, and even stickers. 

Partner with Small Businesses

Small Business Saturday is 3 days before Giving Tuesday. Reach out to local small businesses and offer to share their social for Saturday and ask them to share yours on Tuesday. You could take it farther and do Instagram and Facebook stories or takeovers for each day to show support. 

Reach out to media outlets

Reach out to news and other media outlets to have them feature you for Giving Tuesday. 

Keep it positive and simple

Research shows that people are more likely to give to a campaign when it has a positive direction as opposed to a negative one. (Read more at https://www.tandfonline.com/doi/full/10.1080/10495142.2018.1452828) In other words, show the benefit of your nonprofit to the community. Another thing to keep in mind with all of the noise on Giving Tuesday is to keep it simple. A user should be able to see a clear graphic and a Call to Action while they are skimming. (Assume all users are skimming through Facebook and not taking time to read every caption) Paragraphs or complex graphics are scrolled over and forgotten. 

Use video

Engagement on video has historically beat static graphics by landslides. If you have the budget and if it aligns with your campaign, consider creating a 30-60 second video to promote for the week. Remember that a lot of users do not click “turn sound on” for videos, so make sure that the message from the video is clear without sound or audio. 

#Unselfie

If you haven’t heard of the #unselfie craze, you’re not alone. It is a hashtag that is picking up speed with celebrities and influencers where they take a “seflie” with a sign that explains the cause they care about. The goal of the photo is to raise money or awareness by using the mysterious power of the selfie in an unselfish way. Consider having your staff, board, or volunteers take an #unselfie and tag your page, or create a highlight on your Instagram to showcase them!

 

To wrap up, Giving Tuesday is a wonderful way to reach the younger demographics and get them excited about your cause. It shouldn’t be an afterthought or just a post on the day of, but rather an annual campaign with strategy and goals. If you implement a few of these ideas, your campaign is sure to be a great success and stand out! Happy Giving!

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