Digital Fundraising | 21 Apr, 2020
Get Your Nonprofit Ready For #GivingTuesdayNow May 5!
A national day of giving will be a wonderful way to lift the spirits of a country at a standstill.
Historically, we’ve seen nonprofits raise exciting figures on Giving Tuesday, and now is the time to start preparing your organization to optimize the day’s fundraising potential. Below is a campaign outline we created for your #GivingTuesdayNow campaign which mirrors previous Giving Tuesday campaigns our team has managed.
Step 1 – Prepare Your Campaign.
A. Create a Simple Campaign Outline to Follow
As always, we recommend keeping your Giving Tuesday campaign simple in terms of its message, mechanics, and launch. Below, we created a simple campaign schedule you can use at your nonprofit (please change as needed, our feelings won’t be hurt).
B. Develop a Clear Message and Donation Ask for our #GivingTuesdayNow Campaign
It is imperative donors are given information so they understand how their money is being spent to create an impact.
If your organization is a first responder to the COVID-19 crisis, consider connecting your donation ask directly to your current efforts.
If your nonprofit is not a first responder organization, remind your donors of your organization’s mission and why they got involved in the first place. People have unique interests and it’s more important than ever to stay in front of them and remind them why you exist.
C: Develop Your Creative Look and Feel for the Campaign
Make your #GivingTuesdayNow campaign stand out by giving it a unique, graphic look.
Given your #GivingTuesdayNow campaign will only last a few days (before, during, after the campaign) one simple graphic design approach coupled with a clear message should work.
The one catch here is don’t wait until the last minute to make the campaign creative, the last thing you would want to happen is scrambling making a poster and getting approvals from your team the morning of launch.
D. Get Your Influencers and Media Outlets Lined Up
Starting as soon as you can, it’s always a good idea to have a few social media influencers who support your organization on board to boost your campaign to a wider audience. We like to provide influencers with a script that is easy to copy and paste into their social media and a custom link they can use to direct their followers to your campaign donation page that can be tracked later.
If you have a media list, and feel your campaign is something the media would pick up on, now’s the time to let thePlease feel free to reach out to me if you have questions about this post or would like Antarctic to help you implement any of the suggestions covered here.se folks know what you’re up to with a personalized email to your favorite writers.
Step 2 – Launch Your Campaign
A. Prime Your Audience Before the Big Day
Let your donors, advocates, and stakeholders know that #givingtuesdaynow is coming with an email and a few social media posts a day or two before. It’s important to build some momentum around the day and get people, and your team, excited!
Include a toolkit for your donors to participate, including a script they could use to promote the campaign and social media assets. Supporters love when you make supporting easy for them.
B. Launch Your #givingtuesdaycampaign!
We recommend sending out a launch email first thing in the morning (around 8am) and another one in the evening (around 5pm). Each email should ideally be accompanied by social media posts and stories.
Get creative with your launch announcement tactics the day of the campaign and tailor them for your organization. If you have a strong social media following, consider working with influencers to launch the campaign, you could host a zoom happy hour at 5pm to bring your donors or board together. Bottom line here, make your campaign fun and try and get your supporters involved.
C. Give Thanks
After your #givingtuesdaynow campaign is finished send an email out and social media posts thanking your supporters along with a bit of information about the impact the donations will enable your organization to make.
#GivingTuesdayNow Bonus Round
Below are two ideas that stretch a usual Giving Tuesday campaign and if your team has bandwidth and time, you might want to consider adding some extra fuel to your campaign.
A. Run Social Media Ads to Get Your Cause In-front of More People
We recommend running a Facebook ad targeted to your email list and page that directs people to your donation landing page for the campaign. Posting on your social media only shows the post to recent engagers so it’s often easiest to pay to get your message into this important audience.
Make sure to submit your ad a few days prior so Facebook can approve your ad.
B. Set up a Facebook Fundraiser
Create a #GivingTuesdayNow Facebook fundraiser to accompany the larger campaign and share on your Facebook page. The Facebook Fundraisers are easy to set up and easy for people to make donations to.
Launch your Facebook Fundraiser first thing in the morning for maximum impact around 7am or 8am.