How To Run A Successful #GivingTuesday CampaignPosted on: November 12, 2019
#GivingTuesday began in 2012 as a targeted day of giving in the midst of the holiday season – setting aside one day to encourage people to give to the nonprofits they love. Since then, it’s grown in popularity and has become a central part of many organizations’ fundraising strategies.
Today we’ll share how you can run a successful #GivingTuesday campaign to engage your supporters, raise more money and increase your ministry’s impact. To learn even more about how to run a successful campaign on this day, watch our Webinar recording about #GivingTuesday here!
Clarify Your Goals
Before starting your campaign, you need to clarify what your goals are. It’s not enough to just jump on the bandwagon of the day and expect or hope that your supporters will jump on board, too. Instead, you need to sit down and set a specific goal for this day. Here are some questions to help you figure out what your goal should be:
- How much money would you like to raise?
- What project(s) would that money go to?
- How would that money increase your ministry’s impact?
You’ll want to set an ambitious goal so people will feel like their donation is needed and matters, but make sure your goal is also reasonable and specific. It’s ambitious to ask for enough money to help refurnish your lobby or waiting room; it’s not realistic to try to raise enough money to cover your whole operating budget for the next year.
One compelling reason for people to give on a specific day is a matching gift. Consider asking one of your higher-capacity donors to offer a matching gift challenge to encourage others to give on #GivingTuesday to increase your ability to reach your goal.
As you consider what your fundraising goal for the day should be, think through how you’ll communicate what that will mean to your donors. They’ll want to know that their gift is helping you accomplish your overall goal.
Create a Plan
This is perhaps the most time-consuming step. But, without a solid plan, your campaign will suffer. In the planning phase, you’ll want to consider the best ways to reach out to your current supporters, who are the people most likely to give to you on #GivingTuesday. You need to let people know well before the actual giving day so they can think about how they want to contribute. Here are some ideas to get you started.
Plan a compelling email strategy to let people know #GivingTuesday is coming and share your fundraising project and goals. Plan several emails throughout the month of November leading up to December 3. These should include stories, facts, and other convincing reasons to motivate people to give. Outline why you are asking people to give extra on this day and help them feel excited and engaged about doing so.
Similar to your email strategy, you want to let people on social media know about your needs and your goal well before the actual day. Sharing stories and updates should be a big part of your strategy here because that’s why people are on social media in the first place! Heavily emphasize your why in your social posts to cut through the noise and grab people’s attention. If you can, consider sharing videos as they’re related to your campaign as well!
You can also run social media ads to bolster your fundraising campaign by targeting existing donors and retargeting people who visit your website; make sure you follow all of the guidelines put out by Facebook and Instagram for the greatest return on investment!
People think direct mail is dead but it’s not! It’s still a highly effective and important form of marketing, especially to your Baby Boomer donors. Direct mail to your existing donor list can yield a 9% response rate on average, compared to only a 1% response rate via digital methods. Like email, you can take the time in a letter to tell stories and share important updates related to your #GivingTuesday campaign.
Make sure you include a return device to make it easier for people to mail in donations if they don’t want to give online. Include a return envelope and pledge card where they can write in their credit card information (this is crucial if they’re not sending a check!).
Having a customized landing page specifically for your campaign will help your supporters know they’re in the right spot after clicking on an ad, social media post, or link in an email. FundEasy provides FREE #GivingTuesday campaign pages so all gifts given on this day can be segmented and easily tracked. Our secure payment processing system is easy to use, and takes the headache out of trying to create a new donation page for your #GivingTuesday campaign.
Remember to add design elements that look similar to your social media posts/ads, emails, and direct mail letters so people know they’re in the right spot. Keep this page simple: It should have a short sentence or two at the top of the page thanking your donors for giving on this day and then lead right into the donation form.
Marketing on #GivingTuesday
Social Media – Plan a few posts for this day to remind people why they should give, that there’s still time, etc.
Email – Plan several emails to go out on this day. Start early in the morning reminding people to give, and wrap up at the end of the day with an update on how much was raised. Send some emails in the middle of the day as reminders. These should be short and to the point.
Direct Mail – If someone gives via direct mail, be sure to follow up with a phone call or card letting them know how much you appreciate their donation.
Finally, don’t forget to follow up with people who donate to your organization on #GivingTuesday! It’s easy to spend all of your time planning for the communication leading up to and on #GivingTuesday, but people also want to know how much was raised, what your next steps are, and they want to be thanked for their contribution.
For all of your communication throughout your #GivingTuesday campaign, plan to use the same design elements throughout — including fonts, colors, and similar pictures — so people can easily recognize that the communication is about #GivingTuesday.
#GivingTuesday, as you can see, requires a lot of planning. But all the planning will pay off in the end! And not just in donations, either. This type of campaign also helps your donors feel more engaged with your mission, which helps you retain loyal supporters for a long time. So take some time, pull your creative people together, and create a plan to involve your donors in your work by asking them to be a part of #GivingTuesday!
If your organization is ready to take full advantage of #GivingTuesday, sign up for your FREE #GivingTuesday Campaign today!