We’re just weeks away from #GivingTuesday, a 24-hour global movement on December 1 when charities, families, businesses, community centers, and students around the world come together for one common purpose: to celebrate generosity and to give.
#GivingTuesday is a great online fundraising opportunity for your nonprofit, but how you manage communications to promote the day determines your success.
In case you don’t yet have a game plan or haven’t customized your Donation Page to make the most of #GivingTuesday, check out our previous blog and recent webinar with DonorPath to get things rolling.
We’ve assembled 10 valuable tips and strategies to make your outreach for #GivingTuesday as effective as possible. (Find more at http://givingtuesday.org)
Get others involved
Ask a board member or sponsor to match gifts for the day or for certain hours during the day. You can use this to incentivize new or larger donations during your #GivingTuesday campaign.
Rally your community. Talk to small businesses in your area to see if they will team up to support your organization on #GivingTuesday. Suggest a percentage or proceeds from sales that day or ask if they’ll collect donations on your behalf at their place of business. They might also want sponsor a matching gift. If you have a print shop nearby, recruit their help to produce flyers you can distribute (be sure to include your website address or QR code for donations).
Many donors work at companies that double the donations made by employees. In your communications, encourage your donors to submit matching gift requests for their #GivingTuesday donations.
Build momentum with your supporters in advance and communicate a consistent message across several channels, including email.
- Send an email a week before December 1, describing #GivingTuesday, announcing your participation, and telling supporters how they can help. Ask them to watch for more information and updates on your social media channels—and suggest they forward the email to friends to spread the word.
- Email supporters again on #GivingTuesday with a specific appeal for donations. Convey your sense of urgency for these 24 hours. And point them to social media for posts throughout the day about your progress.
Your social media posts are key to raising money and driving supporters to take action on #GivingTuesday. Use your Facebook, Twitter, Google+ and Instagram accounts to raise awareness of #GivingTuesday and motivate supporters and prospects to participate by donating to your organization. Make your posts compelling and share-worthy. Here are some ideas to get you started:
- Start promoting #GivingTuesday at least a week before Dec. 1 on your social media. That gets supporters excited and prepared for the big day. Tease any creative or unique campaign you have planned.
- Use photos to be as engaging as possible and turn up the fun. Encourage your supporters to post “unselfies” showing how they’re participating in #GivingTuesday or how they feel when they support charity. Or post pics of your team demonstrating lots of #GivingTuesday spirit.
- Throughout #GivingTuesday, keep followers apprised of how donations are coming in for your overall goal. It’s as easy as checking your real-time, online Donation Report on JustGive. Donors love watching a campaign in progress and knowing they can help you reach your goal.
- Thank your donors in your posts and let them know how they’re making a difference. Example: “Thanks to Robin T. for her generous donation on this #GivingTuesday. It will fund summer camp for 5 of our kids!”
- Follow up the next day to share your results with supporters and say thank you again.
For more helpful tips, download the logos, graphics and free Toolkits from givingtuesday.org, including ones for social media, press releases, PR and email.
– Sarah Bacon
Director of Product