Leveraging #GivingTuesday For Best Results


What is #GivingTuesday?

Is your organization participating in #GivingTuesday? Tomorrow is the official day of giving now called #GivingTuesday. This is a great opportunity to encourage giving and raise awareness for your nonprofit organization or ministry. #GivingTuesday continues to be on the rise with over $168 million raised online last year according to the official Giving Tuesday website. In just a few short years it appears that #GivingTuesday has gone from a catchy marketing campaign for nonprofits to a serious fundraising and awareness strategy. Along with the impressive amount of money raised, it’s also the reported 2,399,092 social media engagements throughout the globe that help indicate that people are interested in what nonprofits are doing and that people want to be involved.

Most fundraising and marketing experts agree that one of the attractions to #GivingTuesday is that it is a relatively easy and inexpensive way to promote a campaign and tell your story to a large amount of people in a shot timeframe. Regardless if you are just now planning to do something for #GivingTuesday or you have been planning something for weeks, here are a few tips and suggestions to leverage this day for your nonprofit.

Here is how you can get involved:

  • Instead of running separate #GivingTuesday and year-end fundraising campaigns, be sure and incorporate #GivingTuesday into your existing holiday fundraising efforts. Build on your efforts and messaging as the year comes to an end.
  • Use #GivingTuesday as a way to thank your donors and encourage them to get involved. Use videos and other social media platforms to tell your story and provide people with ways to get involved. Post updates to let your followers know how easily they can donate to your organization.
  • Be sure and update your online donation page to reflect your #GivingTuesday theme and make sure it is easy for people to make a donation. Be sure and give people an option to become recurring/monthly donors. It might seem obvious but be sure and test your donation page and make sure everything is working.
  • Remember that #GivingTuesday should be just one of several ways to engage donors. Don’t allow it to be a one and done strategy for donors and prospects to your organization.
  • Be sure and collect the right data. #GivingTuesday is a great way to introduce people to your organization and gain some momentum but if you are not collecting good data you will miss a valuable opportunity for follow up and relationship building.
  • Follow up after #GivingTuesday with a report on the collective impact the day of giving had on your organization.
  • Don’t overwhelm people with information. Direct people to a place with a simple and clear message of what you are asking them to do and how they are helping.
  • Make sure the messaging is consistent on all social media platforms (Facebook, Instagram, Twitter) and that it is easy for people to make a donation or get information.
  • Be sure and check out the official #GivingTuesday website for more ideas and information. https://www.givingtuesday.org/

#GivingTueday might feel like just another gimmick or trend but with the proper planning and strategy it can be a great boost for your organization. By implementing good before and after #GivingTuesday strategies, your nonprofit can not only reap the benefit of more donations, but you can also establish great donor connections that can carry over into the new year.

Megan, the wearer of all hats at Aplos, helps lead the marketing department in Email Marketing, Customer Appreciation, Public Relations, stocking the office fridge, and reveling in her title as Head Lunch Decision Maker for staff lunches. She has a passion for helping others and has a special place in her heart for making others feel appreciated. In her spare time she enjoys torturing her significant other with more DIY projects, writing fiction, reading, and binge watching Netflix.

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