Monthly Archives: November 2017

Giving tips for #GivingTuesday

1. Cover all your bases

The first question to ask yourself is whether you have all the digital content you need to launch a success #GivingTuesday campaign (see our previous blog post for suggestions on that front). Here’s a quick checklist that we’ve found helpful when launching campaigns for our clients:

  • Is your donation platform active?
  • Do you have a social media strategy to push your campaign?
  • Will your campaign be accompanied by one, two, three email blasts?
  • Who will be responsible for any edits, posts or updates on #GivingTuesday?
  • Are your paid advertisements scheduled?

It’s the last call for prepping your full suite of digital materials, so in the spirit of the holidays, check your list twice.

2. Do a trial run instead of damage control

Don’t be the Black-Friday-McDonald’s twitter. Before you leave the office today, go through all of your materials to make sure links are working, spelling and grammar are checked, and your photo content is visible.

McDonalds Tweet

3. Stay online!

It’s not enough to sit back and sip a spiced latte while scheduled posts roll out. Monitor your org’s social media platforms closely during the day so you can actively engage with donors before and after they make donations.

You can proactively seek out new followers and donors with targeted tweets, and should be ready to engage any users who directly mention your org in a tweet or post!

4. Use a custom hashtag

It’s not too late to ask your own audience to show their support using a custom-created hashtag. Hashtags not only make your campaign easier to monitor, but they also create social media buzz about your organization. Choose a  unique keyword/phrase to avoid overlapping with other organizations, but keep it simple enough for followers to remember.  

#GivingTuesday Best Practices

For many professionals, autumn days hold the promise of sweater weather, Butterball turkey, and holiday prep. For those of us in the nonprofit sector, our stress levels mark a more hectic time; the giving season.

Between sending your fall newsletter, planning your annual appeal, and continuing to provide services to your populations, it’s enough to make your head spin, Exorcist-style.

Insert #GivingTuesday. It’s hard to resist an opportunity to insert your nonprofit’s pitch during this feel-good season of giving. The question at hand is whether participating in #GivingTuesday come at the expense of your end of year appeal.

Although not a question we can definitively answer (we’ll keep collecting data and get back to you on this one), we’ve been scoping the interwebs and compiling best practices to maximize end of year giving without cannibalizing your annual appeal.

Here’s the list of tips and tricks we’ve pulled together:

Two approaches to ensure you don’t detract from your annual appeal

Approach #1

Use #GivingTuesday to launch only the online component on your end of year appeal. This strategy gets online donors to donate directly to your end of year appeal. The benefit is you’re investing more time in your end of year fundraiser as opposed to spending time and brainpower crafting an additional campaign. The downside is that donors who were going to give to the appeal anyways will probably only give this one time, not again in December.

Approach #2

Make #GivingTuesday a separate campaign with a finite goal that appeals only to online audience.  This strategy (suggested by our friends at Bloomerang) focuses on a single, tangible and urgent goal unrelated to your end of year appeal. The benefit is that you can tell a compelling story, and perhaps capture the same online donors twice within a month span (once for #GivingTuesday and again for your annual appeal, which will be a completely separate campaign). The downside is you end up with restricted funds and this campaign could still have a potential negative impacts on end of year donations.

Things to focus on while crafting a #GivingTuesday game plan

Aim for social media interaction and engagement

#GivingTuesday is an online event whose focus can be larger than donations. Use this high-traffic time to draw in your new social media audience and online subscribers to your email list. Make sure your social media platforms and website are optimized to draw in new users. This is a better strategy to find long-term donors; by getting them invested in the organization in order to share your stories and then make your ask.

Reach out to a new audience

Try a peer-to-peer strategy to get engagement! Even if you aren’t soliciting donations, ask your followers to share your organization with their friends or run a social media contest to gain a larger online presence.

Try something different

This suggestion from Causevox to use #GivingTuesday as “ a chance to break out of the same ol’ thing,” makes a lot of sense. Why not use a one day #GivingTuesday to spice up your social media tactics? Test out new messaging or try a new social media feature you’ve been hesitant to test.

Need help launching an innovative #GivingTuesday campaign? Email us at kate@dsaboston.com.