Giving Tuesday is all about giving back during the festive season and sends a powerful message of community and kindness that you want your organization to be associated with.
However, Giving Tuesday falls right in the middle of the busy holiday season, so it can be easy for it to slip your mind until the last minute. As a nonprofit organization, there are often so many things to think about that creating a Giving Tuesday campaign can seem like an overwhelming task.
But don’t worry – even if you’ve left it a little late this year, we’re here to help with some simple steps to follow for a successful Giving Tuesday marketing campaign.
Determining a Purposeful Goal
The first step to a productive Giving Tuesday campaign is, of course, all about setting a clear and purposeful goal. It can’t just be about ‘gimme money’ because your audience won’t necessarily respond to that.
Setting clear and tangible goals for the day gives you, your team and your clients something to work towards. There’s also an incredible sense of achievement when you reach this goal. This is what your whole Giving Tuesday marketing strategy will be designed around, so make sure it’s clear and simple to communicate as well.
You need to decide whether this goal is a stand-alone one, whether it’s the culmination of a longer campaign or even being used to kick off an end of year fundraising campaign. Go back to our old friend SMART – Specific, Measurable, Attainable, Relevant, Time-Based – to help you pinpoint your goal.
Outlining an Impactful Strategy
Once you’ve established your goal, it’s time to start thinking about how you’re going to achieve it. The great thing about Giving Tuesday marketing is that is can be as elaborate or as straightforward as your organization can manage; it’s also a good opportunity to think outside the box and try something new.
Think about your audience and your message – how are you going to ensure you’re communicating your message in a way that will resonate with your potential supporters? You want your campaign to have a positive impact, so consider how you can publicize it in a memorable and cohesive way.
No matter how many channels you’re using, ensure your branding and messaging is consistent across these – the more consistent and integrated the campaign is, the more people remember it. Remember that at this time of year people are inundated with company communications, so make sure yours stand out.No matter how many channels you’re using, ensure your #branding and messaging is consistent.Click To Tweet
Create timelines for your communication strategy – think about when you’ll start your campaign, the dates for any milestones leading up to the day and when the best time is to send fundraising emails. The more organized you are, the more effective your campaign will be.
Creating Necessary Resources
In order to implement your strategy, you need to make sure you’ve got enough staff support, a big enough budget and a bank of templates and materials. We understand that often nonprofit budgets are not exactly huge, so it’s vital to maximize resources as much as possible in order to achieve results.
This is a good time to take advantage of the extensive toolkit that #GivingTuesday.org makes available to nonprofits taking part. You can choose from a range of logos, branding materials, and social media templates, so there’s no need for you to reinvent the wheel.
We also love how much inspiration there is, including how-to videos, blogs with ideas from other nonprofit organizations and best practice tips. Take ideas from this and from your own team to develop creative and engaging resources. Visual images are sharable so it’s a good idea to have a bank of these ready to push engagement.
Deploying Social Media Tactics
Giving Tuesday is driven in large part by the online conversation so your social media channels are the best place to drive engagement and interact with your audience. Here’s where you can get the most immediate response, so throughout your Giving Tuesday marketing campaign you can track involvement on social media.
Custom hashtags, Facebook live videos or Instagram stories are all great ways to utilize social media tactics in order to maximize support. Again, this is the perfect time to try something fun and different; step out of your social media comfort zone to raise your profile.
Don’t forget what we mentioned above: successful campaigns are cohesive ones, so ensure your social media messaging is consistent across channels. Encourage supporters to get involved and make it easy for them to do so, with suggested posts, photos, and accessible share links. This leads to more user-generated content and organic growth of your support.
It all comes back to value; you are doing something valuable on Giving Tuesday, so the more you communicate this across social media, the more people are encouraged to participate.
Utilizing Contacts & Network
We spoke above about maximizing resources. Well, your own community is one of the most important resources and you already have it! Your current contacts and supporters are a network that you can utilize to spread the word about your Giving Tuesday Campaign. They’re also more likely to donate on the day itself!
Don’t spam them, of course, but do plan a strategy for how you’re going to communicate with your current support base and how they might be mobilized to help. Ask them to share your posts about your campaign, or create a ‘tell a friend’ reward scheme with a token gift for people who recruit a new participant.
You could also form partnerships with other organizations in your network. For example, one of your bigger sponsors might be willing to match donations, a system which often yields outstanding results. People like to feel that we’re all in it together, so knowing that their donation will be matched makes them more likely to contribute.
A successful Giving Tuesday campaign is a fantastic way to start off the holiday season, so enjoy the preparation and see what a positive response you’ll get!