Tips for Making Most of #GivingTuesday
Start your countdown to the biggest day of generosity, GivingTuesday, which falls on November 30, 2021, this year. More than 33 million Americans participated in GivingTuesday and donated nearly $2.5 billion in 2020. All hands on deck! Here are some tips to help your organization make the most of GivingTuesday.
Set campaign goals
It is essential to set goals for your GivingTuesday campaign. Define your goals using the SMART method (specific, measurable, attainable, relevant, and time-based). If this is your first time starting out with this tradition, you would want to set a realistic fundraising goal so you can hit your goal and then increase it each year. An example of a SMART goal might be: “To raise $5,000 in donations during our GivingTueday campaign on November 30, 2021.”
Assign roles to your team
GivingTuesday happens on just one day for 24 hours, so engage your staff, board members, and/or volunteers to help plan and carry out the campaign. Get inputs from your team members and capitalize on any special opportunities or resources they may have to offer. Also, encourage them to help spread the word in the run-up and on the day of GivingTuesday.
Determine your pitch
As for every fundraising activity, it should have a donor-centric story. Share some impact stories that show the positive difference your donors have made through your organization. Determine what call to action you want your donors to do and link them to your campaign page. Create a meaningful message that will inspire your donors to give.
Prepare your content ahead of time
The look and feel of your campaign are important. GivingTuesday has some great tools and materials you can use, including logos, graphics, and templates (https://www.givingtuesday.org/resources/). Create a working document with all of your communication pieces (e.g., an outline of emails or social media postings to go out at a specific time). Use GivingTuesday logos to brand your campaign materials.
Market your campaign to the fullest
Start early to promote your GivingTuesday campaign. There are different channels to reach all audiences, including utilizing the website, social media, email lists, and direct mail. Make sure that donors can easily find the donation page on your website (add a ‘Donate’ button on the main web page). A Facebook fundraiser can make it easier to spread your campaign message and get supporters involved. Also, you can use the right hashtags to allow potential donors to find your posts (e.g., #givingtuesday). Planning an email marketing campaign will help prepare your subscribers for the big day in advance. Don’t forget that some people still like receiving direct mail.
The GivingTuesday movement is an exciting and rewarding experience. Contact Spark Group Consulting today for a free 30-minute chat for more information on organizing a GivingTuesday campaign.
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