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September 3, 2015

Get Ready for the Best #GIVINGTUESDAY Yet

I am already struggling with the fact that it’s time to put my flip flops away and pull out my sweaters. It’s even harder to imagine thinking about wreathes and eggnog. But, December is right around the corner and it’s time for nonprofits to get their #GivingTuesday plan locked in.

If you haven’t yet heard of #GivingTuesday, this is your year to get on board. It’s a national day of giving that started in 2012 and occurs the Tuesday after Thanksgiving. An estimated $45.7 million was raised both online and offline on Giving Tuesday 2014 and total donations grew by 63% compared to 2013. (Mashable has the full report.) Pretty incredible when you think that Black Friday sales decreased last year and Cyber Monday didn’t live up to what was anticipated.

Here are seven tips for success as you prepare your #GivingTuesday strategy:

  1. Do something to stand out
    With many other charities also participating, consider how you will stand out this year. Send a teaser email the day before so you are top of mind, make sure you are communicating through all your channels, and don’t be afraid to get creative with your copy and imagery.

  2. List yourself
    List yourself on Givingtuesday.org/join. The site is also full of resources and case studies to help trigger ideas.

  3. Build a donation page that’s specifically branded with #GivingTuesday (or take over your homepage for a day)
    People donate 38% more on branded donation pages, according to MobileCause.com. Just make sure the process is simple. Nomensa.com says 47% of donors give up before making a donation if it’s not intuitive. Start by reducing the number of clicks and simplifying your forms. Also be sure to list suggested donation amounts.

  4. Use Facebook to drive traffic
    More than 25% of Giving Tuesday 2014 donations were referrals from Facebook, cites SalsaLabs, and the number is projected to grow. Leave enough in the budget for some boosted content and don’t rely on organic posts alone.

  5. Leverage text messaging
    Text messaging has a higher open rate (99%) than email (although we suggest using email, too). If you have texting capabilities, send a message to your list with a link to your Giving Tuesday page. Don’t let them forget.

  6. Partner
    Ask a local business or private donor if they’ll match all Giving Tuesday donations. Also consider social media influencers who may be willing to spread the word on your behalf.

  7. Don’t forget to say thank you
    #GivingTuesday is a great way to build lifetime donors. A retweet or a simple thank you email can go a long way.