Written by Christy Noel
There are only a few days until #GivingTuesday, the global day of giving held on November 27 this year, so nonprofit development managers may be asking themselves, “Is there still time to pull off a #GivingTuesday campaign?” and/or “Is it even worth it?”
The simple answers to both those questions are, “Yes” and “Yes.” I always advise nonprofit organizations (NPOs) I work with at MobileCause to participate, in some way, in #GivingTuesday.
I understand #GivingTuesday has some challenges for small and medium nonprofits to overcome. There is a lot of clutter on #GivingTuesday, all nonprofits participating in the day will be promoting their cause. It makes it difficult to be seen.
For most organizations, #GivingTuesday does not produce a windfall of donations that will single-handedly fund their programs for years to come. It is, therefore, often hard to allocate resources toward creating a campaign.
However, even knowing these facts, I highly recommend small and medium sized nonprofit organizations participate in #GivingTuesday.
Because you can increase awareness of your organization. On #GivingTuesday, many people will be feeling generous, and others are obligated to give. Either way, donors, supporters, followers, and just once-a-year givers will be searching for NPOs to donate to. #GivingTuesday is a social media movement. Thanks to searches, tags, likes, and shares, you can get in front of people who otherwise would never know of your organization. If you aren’t out there promoting your cause, no one will find you. Even if they don’t donate today, you can generate new awareness and create followers that may become donors in the not-too-distant future.
You also want to participate in #GivingTuesday because you can actually raise money! As a result of those searches, tags, likes and shares, gifts will be made to your organization. Look at #GivingTuesday gifts as bonus revenue! Any amount raised is better than nothing!
So, what to do with only a few days left until #GivingTuesday? How do you get a campaign up and running quickly and easily, without tapping your already overextended resources?
STEP 1 – CREATE A DEDICATED GIVING PAGE
Ideally, create a dedicated giving page for #GivingTuesday so you can easily know how much you raised and who donated to the campaign. This information is important to know your return on investment for the effort you put into it and to plan and budget appropriately for next year. You also want to cultivate first-time donors differently than previous donors. Assume most #GivingTuesday donors don’t know much about you. In the coming weeks, you will share your organization with them and the impact you make. So, it helps if you can know who specifically gave to the campaign.
BONUS: Download our Top 7 Online Fundraising Tips for #GivingTuesday infographic to help you attract new donors and raise more money.
STEP 2 – CREATE & SCHEDULE SOCIAL MEDIA POSTS
I’m not suggesting you sit on social media all day creating and placing posts (if you can or have someone to do that for you, lucky you!). Create and schedule at least 5 social media posts: one the day before and four on #GivingTuesday. Five posts should be your minimum, if you can post 10, that’s ideal. Facebook and Twitter enable you to preschedule posts, therefore, if you have one of these accounts, I would put your time there and use their schedule feature. You can create and schedule all posts this week and enjoy the Thanksgiving holiday knowing they are ready to go. You can post to your other social media accounts if you have extra time on #GivingTuesday.
A few musts for your social media posts:
2. Make it Easy to Find You: use hashtags, at a minimum use #GivingTuesday, you should also include hashtags related to your cause (#rescuedogs, #savedogs, #adoptdontshop, #rescuepups)
3. Create an Emotional Connection: include at least a little bit of storytelling in your post. You don’t have to spend hours upon hours crafting your message, but please include more than “Donate to Org Name today.” Make it something people can relate to, “Please give to Org Name today and help us get more neglected, sick, and abandoned dogs out of high-kill shelters and into loving furever homes.”
In a time crunch? Download these customizable social media posts, email content, and editable #unselfie signs we’ve created for you to use this #Givingtuesday.
There you have it, two steps to a #GivingTuesday campaign. If you still feel overwhelmed and need additional assistance, MobileCause can create your giving page for you and provide a Communication Guide of #GivingTuesday emails and social media posts to get you up and running quickly.
Best of luck with your campaign! #GivingTuesday is often the launch of a Year-End Giving campaign, so keep the momentum you establish with #GivingTuesday going throughout December to end 2018 with a bang!
Vice President of Digital Marketing Services
Each year, the MobileCause team of fundraising experts looks forward to #GivingTuesday. Our team has helped thousands of organizations raise more money on #GivingTuesday and beyond, here are Top 5 Ways MobileCause helps nonprofits on #GivingTuesday.
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