Why You Should Not Ignore #GivingTuesday

Although most nonprofit organizations understand and embrace the year-end fundraising drive, there are still those who choose to ignore #GivingTuesday. In 2016 alone, $177 million was donated during #GivingTuesday. Isn’t that reason enough to participate? So, before you write it off, let’s look at some convincing reasons you should definitely NOT ignore #GivingTuesday.

The #GivingTuesday Proof is in the Pudding

Let’s face it; year-end fundraising works. The Nonprofit Insiders Network poll revealed that 28% of the 400 nonprofits polled raised between 26 and 50% of their total ANNUAL income in their year-end campaign! Knowing that this is an ideal time to create a great campaign, it’s time to set targeted goals you can achieve during this season. Develop two campaigns which can work together; one for #GivingTuesday, which leads into your year-end campaign.

#GivingTuesday truly is a unique animal. Since its inception in 2012, it has become a worldwide phenomenon, attracting supporters from all walks of life.  This global day of giving is likely to gain in popularity with increasing online promotion, so attracting new audience members is bound to happen. Make sure you are analyzing your data so you can watch the growth trends for this event.

You Can Increase Your Social Presence with #GivingTuesday

Due to the social nature of #GivingTuesday, use of social media is key to spreading your message.  Take advantage of the media coverage and utilize tools offered by the #GivingTuesday organization.  Customize messages about your campaign to each social media platform you use. Encourage peer-to-peer fundraising with compelling content that readers connect with and want to share. Make sure your Calls to Action are crisp and clear, optimized for each individual platform and segmented audience.

It is likely that supporters are expecting their favorite nonprofits to bring something exciting to the table on #GivingTuesday, so use infographics and a few statistics to show them what you have done so far, what your #GivingTuesday goals are, and how you plan to finish the year out. Don’t forget that each year there are new donors looking for something original to believe in (and donate to), so you want to share something unique about your mission, your beneficiaries, and the kind of support you provide. Fresh content sparks new interest, so you keep your visibility high with a campaign message that can extend until the end of the year.

Mobile is King On #GivingTuesday

Due to the mobile nature of #GivingTuesday, we can’t stress enough that all your content must be optimized for mobile devices. But you can go beyond this with unique ways to use mobility in your campaign.

  • Show your brand ambassadors and influencers how to create their own peer-to-peer fundraising pages;
  • Promote the #UNSelfie movement, and provide photos related to your nonprofit so your supporters can share your cause;
  • Make it easy to donate to your organization from any device, on any platform, anywhere;
  • Utilize a “text to give” program to enable an even easier donation process by mobile phone;
  • Provide video content regularly; Statistics show that U.S. consumers spend over 5 hours a day on their mobile devices, so why not capitalize on this fact?

Utilize Your Brand Ambassadors to Help Spread Your #GivingTuesday Message

Review the corporate and high dollar sponsors you have established, and those in your network who have already proven to be loyal supporters. Rally your board members and volunteers. Provide them with tools to promote and amplify your message to their extended network. They believe in you and there are no better “cheerleaders” out there. An online network you have already nurtured in past conversations is ripe for sharing truly believable content. A platform like Lets Sponsor is like an online adbook, where your current sponsors have already established profiles, demonstrating their continued support to their own list of social and business contacts. #GivingTuesday is the perfect opportunity to “rally the troops” around your message, using the momentum felt worldwide!

Phase in Your Year-End Campaign

Finally, your #GivingTuesday campaign is simply one part of your year-end goals, but one you cannot overlook. This can likely be ANOTHER chance for supporters to give, adding an additional donation to their monthly or annual contribution. Use your special #GivingTuesday appreciation efforts to showcase your achievements, thank your sponsors, and show them how close you are (or how much more you need) to reaching your year-end goals. Save some content for that year-end campaign; it’s important to distinguish between the two, yet let them “flow” together. #GivingTuesday provides a kickstart to the holiday season of giving and should be part of your annual fundraising strategy.