Since 2012, nonprofits have included Giving Tuesday into their year-end fundraising and have seen some great results. You’ll probably realize that your year-end strategies are very similar to the #GivingTuesday strategies.
In fact, Giving Tuesday can kickstart the end-of-year giving that helps many nonprofits get the majority of their donations.
Think of it as the introduction for your more extensive year-end fundraising campaign. It’s the day you start presenting the story you’ll tell for the rest of the year, and it’s the first hard ask. Have a clear fundraising goal for Giving Tuesday, but also include how that compliments your bigger year-end goal.
Incorporate your branding to your Giving Tuesday campaign to show that your campaign will keep going till the end of the year, that you have a big goal and that people can keep participating in the campaign after they make one donation.
2020 has been all about online giving, so if you want to finish successfully, it’s a good idea to have a great #GivingTuesday online fundraising strategy.
Here’s how to create a plan that guarantees your Giving Tuesday campaign will be a success!
It’s never too early to start planning your Giving Tuesday strategy. To start, take a look at what worked last year and consider including these initiatives for this year as well. You may also need to consider what you should change. If it’s the first time you are planning a Giving Tuesday campaign, start your market research and gain ideas from other successful campaigns. You don’t have to re-invent the wheel! Just keep in mind your goals and brand.
If you got a late start this year, what can you do now to build in an earlier start date next year?
Besides raising funds, maybe you also want to gain a certain number of social media followers or new newsletter subscribers. Maybe you also want to encourage people to register to volunteer or to share your messages. Whatever you decide, be specific.
Integrate Marketing Channels.
One of the most significant advantages of digital marketing is how easily you can combine efforts across different channels to improve your results significantly. Share your newsletter content on your social media platforms or include social content in your newsletter. This way, you can cross-promote and see better results than from only one channel.
Create Consistent Messaging.
Be sure to have one consistent messaging matrix across multiple channels, ensuring your message is cohesive and clear. Make sure your primary message comes across in every post, through every email and on every channel. The general message has to be the same throughout all your marketing materials.
Predict Your Donor’s Journey.
Now’s the time to create your posts, design your emails and produce whatever other materials you’ll need, keeping in mind what your donors’ steps will look like from start to finish. Make their journey memorable enough for you to stand out from others who are also campaigning during Giving Tuesday.
Optimize Landing Pages.
Make sure every page on your site is easy to use, including the mobile version. Think about how your users like to give and how you can make it easier for them.
Measure the Results and Prepare for Next Year.
Check your metrics to see if you accomplished your goal. Make notes about worked well and what didn’t. Everything you can learn from your campaign now will help you get ready for next year.
By Jackie Sue Griffin, MBA, MS