When & What: Social Media Posts for #GivingTuesday
WRITTEN BY SARAH BAKER
#GivingTuesday is less than two months away! Do you have your social media strategy planned out? Use the next few weeks to prepare a variety of posts for all your different social media channels including Facebook, Twitter, and Instagram. Place emphasis on the platform where your supporters are most active, but don’t neglect the other channels. Aim to create unique posts for each platform rather than recycling the same content as some of your biggest supporters might follow you everywhere.
To ensure your posts will be seen by your supporters, post early and often about your campaign. Here are some ideas of when and what to post on social media for #GivingTuesday.
1 Month – 2 Weeks Before #GivingTuesday
Starting anywhere from a month to two weeks ahead of #GivingTuesday, prime your donors for your campaign by sharing out a save the date or countdown. This is also a great time to educate your supporters about this global day of giving, and why their participation and donations on this day are so crucial to your organization. You can also begin to share some of the goals your org is looking to accomplish. Include donation impact metrics to help supporters easily visualize how their money is going to be used.
Schedule a couple of posts on Thanksgiving to share what your organization, staff, and beneficiaries are thankful for this year. Use these posts as part of your storytelling that will motivate your supporters to donate on the big day. When you can, share photos and videos for more compelling posts. Don’t worry too much about having high quality equipment or edited videos, what matters most is making sure supporters hear your story and begin connecting with your cause.
The Day Before
Remind your supporters and followers that #GivingTuesday is tomorrow. If you have a matching gift, use this opportunity to inform your supporters that donations go twice as far. This is also a great time to make a “soft ask” by sharing the link to your campaign and allow for donations to be made early. Introduce your branded hashtag and text-to-donate keyword so supporters will have that at top of mind the following day. Let your supporters know what time to look for your first email, or what time you plan to go live if you will be providing updates using Facebook Live or Instagram Live. Lastly, send them a branded #unselfie template they can edit, print, take a picture with and share with their social network.
The Day of
You can never overpost on #GivingTuesday, 1 out of 5 posts are typically seen. At minimum, share:
- A post with the link to your online giving page and text-to-donate keyword in the morning
- A progress update in the afternoon
- A last chance to donate post towards the end of the day
Continue to tell your story and information about your campaign throughout the day. Your supporters need to feel emotionally connected to your organization to be compelled to give. #GivingTuesday is a high volume day of posts from nonprofits so be sure your posts stand out from the crowd in some way. Perhaps that’s with a fun Gif, video, or any other quick storytelling medium you have access to.
If your #GivingTuesday campaign involves ambassadors or peer-to-peer fundraisers, reposting their content is another great way to increase the number of posts you are sharing and can create a more personal narrative to push more supporters to give.
Don’t slow down quite yet the day after. Share your final progress update towards your #GivingTuesday fundraising goal. If your donation page had a progress bar, you can use this to encourage additional donations and begin to transition to your year-end giving messaging. Post both a general thank you to all your donors and supporters, as well as specific post for donors who have given you permission to tag or shout them out on social media.
As a global day of giving, #GivingTuesday can be an overwhelming day for some nonprofits. There can be a lot of competition for attention, especially from other nonprofits in your community and around the world. This is why it is so important to post often and create engaging content that tells the story of your organization. Focus on personal stories, and wherever possible, encourage your most dedicated supporters to share on their personal pages.
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