Have you heard about Giving Tuesday or, better said, #GivingTuesday?
Giving Tuesday is the first Tuesday after Thanksgiving Day, and this year it will be held on December 1. There’s still plenty of time to find out more about it and maybe think of a way to get involved, right?
However, if you are a nonprofit organization and want to get the most from this event, you should start crafting your #GivingTuesday strategy as soon as possible.
7 Tips To Make The Most Of #GivingTuesday In 2015
Here are some facts about GivingTuesday you should know first:
- It was started in 2012 by the 92nd Street Y community center and the United Nations Foundation
- The idea behind this national day is providing a response to the consumerism dominating the holiday season – Giving Tuesday was meant as a way for people to give back and cultivate altruism
- The global movement supporting Giving Tuesday has engaged more than 30,000 organizations worldwide
- Nearly 700,000 tweets including the #GivingTuesday hashtag were posted in 2014
If your holiday season fundraising plans become increasingly ineffective each year, it’s time you adopted a new strategy and addressed your organization supporters before allocating their finances to Christmas presents and New Year parties.
Events like Black Friday or Cyber Monday are so successful because they reach audiences at the beginning of the holiday season, when everyone opens their wallet much easier. So why not strike the iron while it’s hot?
Check these 7 tips for collecting large amounts of donations on Giving Tuesday:
#1: Create a #GivingTuesday profile
Go to http://www.givingtuesday.org/ and find out more information about this project straight from the source! Furthermore, the two founders and the large team of influencers behind #GivingTuesday encourage organizations to become partners and set up their own #GivingTuesday profile.
The program is dedicated to registered 501(c)3 charities, for-profit businesses, schools, community and religious groups.
#2: Plan a Giving Tuesday campaign starting now
Even if Giving Tuesday lasts just one day, preparations need a lot more time.
However, it’s completely worth it to get down to work soon considering that the last edition of Giving Tuesday lead to a 63% increase in total donations for organizations taking part.
Planning a Giving Tuesday campaign is not much different from planning any fundraising campaign, except for a few touch-ups:
- Write a strong case for support, as you will be competing for donor attention with multiple other organizations
- Decide if you will be integrating your Giving Tuesday campaign into your holiday campaign or make it a standalone event
- Set a fundraising goal and make it possible for supporters to get involved after December 1 as well
- Check the resources available on the Giving Tuesday website for inspiration
#3: Use the #GivingTuesday hashtag
For a successful Giving Tuesday campaign, you absolutely need to become part of the social media frenzy taking place each year after Thanksgiving. The #GivingTuesday hashtag is one of the most popular and it provides increased visibility to any tweet or social media update including it. This event would not be the same without its famous hashtag, and it’s needless to say why it should play a central role in your social media strategy.
#4: Get some help!
Even in today’s online and do-it-yourself era, there’s little you can achieve without support. You may plan your campaign carefully and implement it right on schedule, but you won’t enjoy the expected results unless you make your cause look worth investing before the actual launch.
The idea is to connect in advance with people who will certainly give and include them in your campaign. Nobody in the target audience will donate for your nonprofit unless they see you as the winning team; by setting the right tone before the actual campaign launch, you’ll attract more support and show people they are joining a campaign that is already working.
#5: Be persevering
Did you know that people need to hear a message 5 to 7 times before taking action? Just letting people know that you run a Giving Tuesday campaign by email and sharing a couple of updates on Twitter and Facebook won’t do the trick. You’ll need to find all kinds of excuses to stand out in their news feeds and make them remember your message. Here are a few ideas:
- Let people know how they can donate for your nonprofit
- Thank donors for their contributions
- Encourage user-generated content, such as pictures or videos where supporters show what Giving Tuesday means to them
- Run a contest or offer a reward to donors
- Share updates on how close you are to completing your fundraising goal
- Post pictures of your staff working on your Giving Tuesday campaign
#6: Update your “Thank You” message
There are two things you need to fix about your “Thank You” message:
- Make it a #GivingTuesday “Thank You” message by including the campaign’s identity elements
- Invite donors to share their contribution – create a predefined text such as “I gave to [nonprofit name] to help [cause]. You can do it too [campaign link] #GivingTuesday” that supporters can share on Twitter on Facebook with just one click.
#7: Research new donors
After Giving Tuesday, start researching new donors and find out more information about them.
Giving Tuesday should be just a stepping stone for your future fundraising efforts, as it represents a new opportunity for supporters to start giving for your cause and become loyal donors.
Reach out to them personally and start cultivating a long-term relationship – these people may have a huge potential that you don’t want to miss.
Your turn now!
Do you need support with your #GivingTuesday online giving strategy?
Let’s talk. Give us a call now at 1(877) 347-3172 or click here to send us a message. We’d love to hear from you!