#GivingTuesday is only 7 days away?
You say you’re not ready?
“Getting donors to act can be daunting for any organization looking for a boost around the holidays. The next generation of donors are more sophisticated and want to know where their money is going. Reaching your donors with compelling messaging and joining the conversation early will be crucial to a nonprofit’s success,” said Adrian Gianforti, Proof Strategies’ Senior Account Director for Nonprofits and Foundations.
A little goes a long way with a great idea. “You don’t have to change your entire business model. It’s about connecting with people,” Gianforti says.
#GivingTuesday, held annually on the first Tuesday after Thanksgiving, is an international online movement meant to encourage charitable giving and generosity. In a heavily commercialized season where everyone is rushing to buy the latest goods during Black Friday and Cyber Monday, #GivingTuesday inspires people to also give back.
Though the movement started off slowly almost eight years ago, its impact is impossible to ignore now. Last year’s #GivingTuesday raised nearly $400 million online in the U.S alone and garnered 14.2 billion social media impressions. Over three million individuals across the United States donated from a total of 150 countries. It is crucial that organizations understand how to use this day to advance their mission and connect with their community.
To get you started, here is a great blog post on some #GivingTuesday Case Studies as well as the deck from our #GivingTuesday Boot Camp last week.
Here are five key takeaways from the boot camp:
1. Define your organization’s goals and key messages.
Before bringing a #GivingTuesday campaign to life, you have to know what you want. Goals and messages should be crafted from a person’s perspective vs. the organization. Think about what you want to accomplish, and how you can market your goal so that the audience will actually care. Keep it simple and realistic.
“With #GivingTuesday, it’s about going small, specific, measurable, and attainable,” said Mimi Carter, Senior Vice President and US General Manager at Proof Strategies.
2. Recognize the value of measurement.
Every aspect of a successful campaign involves measurement. Check your campaign’s performance frequently, using the free tools and resources available. Use Google Analytics to track what happens on your website, or Facebook and LinkedIn pixels for in-depth analytics on those platforms. Proper measurement ensures that your strategy can begin with a clearly defined destination for success and that it can end with a clear understanding of whether or not success was achieved.
3. Tell a story and facilitate the conversation with social media.
#GivingTuesday is fueled by the collaborative power of social media. Tell your audience a story through your visuals, one with a central subject they can relate to and enjoy. Before beginning your campaign, plan your organization’s social media strategy and announce your participation in the movement. Remain active on all of your social channels throughout each day. Create a two-way conversation with your audience. Keep the conversation alive even after #GivingTuesday by thanking your followers and posting results.
“Put the social back into social,” said Sarah Vallarelli, Senior Account Executive at Proof Strategies. “It doesn’t have to be a massive blast of information. No one wants to get three or four emails in one day. Space out your content.”
4. Make effective use of email marketing.
People may not be interacting with email as much as they used to, but there are effective ways to implement email marketing into your campaign. It’s a simple way to remind your audience you exist, without overloading them with content. Keep your emails simple and to the point.
5. Take advantage of available resources.
Different resources are ideal for fundraising depending on the type of organization and campaign. For example, DonateKindly is a great tool for nonprofits to integrate into their current website. Resources such as Google Analytics, Hootsuite and Sprout Social can be used to measure the success of your campaign.
While your organization should have clearly defined expectations in mind, these tips allow you to navigate any possible changes. Everything is not set in stone; using these guidelines, your organization can design the best method for success.
We thank all of those who attended our #GivingTuesday boot camp, with guest speakers Kelly Wilson and Julie Weber. Proof Strategies looks forward to seeing you again at our next DC Communicators event in January. Stay tuned for upcoming details.