Nonprofit leaders, marketers, and champions for good: I’m sure you don’t need me to tell you that Giving Tuesday is right around the corner, and with it comes one of your biggest opportunities to craft a campaign that will drive donations for your organization.
More Americans donate money from November through December than any other time of year. With giving on the brain during the holiday season, you’d be remiss not to take advantage of this time to tell your story to a potentially new audience and maximize vital donations.
If you’re feeling uncertain about what approach to take to create a successful fundraising campaign, or if you’re feeling like the tactics you’ve used the last few Giving Tuesdays could use a refresh, an agency partner like Speak can assess your campaign plan from a strategic perspective and help you maximize return and grow your visibility during this key season.
Here are some tips and tools to help you drive focus toward your cause and make a major impact this November 29.
Know Who Your Target Donors Are… and How You’ll Reach Them
The first step to any campaign is knowing who you want to reach. Before you begin your campaign efforts, craft a persona map around your target donors. Get specific and strategic here – knowing who these donors are will help you at every turn of your Giving Tuesday campaign.
Not sure where to start? Download our Persona Mapping Guide here for an easy step-by-step!
Craft a Strong Landing Page
Your campaign is only as good as the landing page you drive folks to. Throughout your campaign, you’ll need a designated page to direct traffic toward when you include calls to action (CTAs) in your emails, social media posts, etc. A landing page is a crucial part of getting the conversions and donations you want this season.
Think about it: when people click a link on a post about Giving Tuesday, they’re likely following a CTA that prompts them to donate now. You don’t want to make them do more work than is necessary to get to your campaign-specific donations page. Rather than directing donors to your homepage or donations page, keep all Giving Tuesday action in one place with a well-designed landing page built to make people do what you want them to do. You’ll also be able to track the success of the campaign by driving traffic to a dedicated landing page.
Your landing page should match the look and feel of the other collateral you’re putting out for the campaign, so your audience knows they’re in the right place.
Not sure where to start? Speak can help you create a landing page ahead of Giving Tuesday this year that is fully optimized and built to move people to action. Just give us a shout and let us know what you’re looking for!
Get Your Website Ready
Give your website a thorough review. Is it selling your story in a way that will move people to donate? Remember, your website is your real estate. Be sure it’s doing the work of communicating your mission to your target audience. Optimize your site for donations by making sure that the journey users take from the homepage to making a donation can be done in 3 clicks or less.
Make sure no one that visits your site misses the memo this Giving Tuesday by setting up page alerts and pop-ups designed to encourage users to give. Speak can design and build custom branded pop-ups and banners so everyone that visits your website during your campaign will be urged to make a donation.
Solidify Your Email Strategy
Email marketing is a key piece of a strong Giving Tuesday campaign. Email allows you to communicate directly with people who have interacted with or expressed interest in your organization in some way, shape, or form in the past, so this is the best place to start when identifying how to reach potential donors.
We recommend sending emails throughout the length of your campaign, beginning a few weeks or a month ahead, and ending with a wrap-up email a day or two after Giving Tuesday.
Here’s a few key emails we recommend you have copy and a plan in place for:
These emails will give you the opportunity to make sure the right people are aware of your upcoming campaign, and allow you to tell the story of your mission and how donations drive your work forward. Ensure these emails will perform well with a strong open and click-to-open rate by strategically crafting subject lines, preview lines, and content. Once opened, make sure your email is designed to drive clicks with a strong, branded design and button CTAs throughout that link to your campaign landing page.
Plan Your Socials
Social media will be a key marketing channel for you to reach people outside of your already-aware audience and drive greater visibility and engagement with your campaign. But, with social channels constantly changing, what worked last year during your seasonal giving push may not work again this year, and it’s important you get socials right. Think of this as your full #GivingTuesday social media guide.
Step One: Identify the social channels you’ll utilize
It seems that there are more social media platforms out there than ever before. Facebook, Twitter, Instagram, and TikTok are the core platforms we recommend tuning into, but that doesn’t mean you have to tap into all of these, or use them all in the same way. In fact, we don’t think you should be using all of these platforms in the same way.
Assess where you have the biggest reach. Consult your donor persona mapping guide, and identify where you’re most likely to reach donors. From there, craft a solid strategy for each channel, thinking of them as fully separate marketing channels you can use at different times, on different days, to maximize return.
Step Two: Consider paid campaigns
If you want to maximize social media’s ability to get the word out about your campaign, a strategic run of paid social ads can help you target exactly who you’re hoping to reach.
Step Three: Craft your posts
Don’t wait until the day of posting to plan and create your posts. We recommend having all of your social media posts for the Giving Tuesday campaign season planned and designed with copy written prior to making your first post.
Decide what you want to include in your campaign posts. Do you want to focus solely on pushing for donations? Do you want to find a way to tell your story and demonstrate your mission? Maybe you want to showcase some ways last year’s Giving Tuesday donors helped your organization make amazing things happen this year.
Want content help? Speak’s team of content and social media experts are on hand to create social graphics, copy, and more.
Step Four: Compile your resources
People are drawn to real imagery and video of people. If you have these resources available, now is the time to use them. Video outperforms all other media on Facebook, and Instagram Reels are outperforming grid posts.
Step Five: Determine hashtags, CTAs, etc
Be sure to use the #GivingTuesday hashtag, as well as other thematically appropriate hashtags to get more eyes on your posts. For more information on hashtags and how to pick ‘em, check out our blog, 4 Common Myths That Could Be Costing You Social Media Success. You can also create an easy-to-remember hashtag specifically for your organization to use across all of your Giving Tuesday campaign posts. This way, you can easily monitor all of your posts in one place.
The ultimate goal of your Giving Tuesday posts is to encourage a user to donate, so be sure each post has a clear call to action that drives them to do so. Link users to your campaign landing page following the CTA so they know exactly where to go to give.
Don’t feel like you have to rely solely on the main function of each social platform! Harness the power of story posts on Instagram and Facebook, try using Instagram Reels, post longform content using LinkedIn articles, and more! When in doubt, don’t be afraid to test things out!
Know Your Optimal Timeline
So, you know what needs to happen. But when does it all need to happen? A strategic timeline will help reduce overwhelm and keep your planning on track ahead of this holiday season. If you’re feeling like you’re already behind, Speak would love to give your organization some hands-on help and ensure your campaign is ready for your audiences’ eyes with ample time to see return.
One Month Before Giving Tuesday
Conduct persona mapping.
Create a website campaign landing page designed to drive conversions.
Send your first campaign email to get your audience thinking about how they’ll give back this year.
Post on social media to generate excitement and make sure Giving Tuesday is on your followers’ radar.
Prepare any print materials for early November press deadlines
1-2 Weeks Before Giving Tuesday
Outline key stories you want to highlight ahead of Giving Tuesday: This is your time to tell your nonprofit’s story, demonstrate the ways you help your community, and what donations do to drive your mission forward.
Send one or two follow up emails that outline any additional details of your campaign and ensure more visibility.
Post regularly across your social channels.
On Giving Tuesday
Send your #GivingTuesday Kickoff email.
Post regular, ongoing updates on your social channels.
Send thank you emails to donors once they give (automate these through your email service provider).
Take advantage of user generated content (UGC): as supporters send messages or post about your good work and/or their gift, reshare these testimonials and reap the benefits of real people singing your organization’s praises.
1-2 Days After Giving Tuesday
Share the results of your campaign to social media.
Continue to thank people as their donations come in.
Send your wrap-up email.
Make sure to remind people that they can still donate, even if they missed out on the 29th! It’s not too late to drive more traffic to your landing page or your standard donations page.
A marketing partner can help you exponentially, from creating compelling, beautifully branded and compelling content to designing a conversion-focused landing page, as well as identifying your target donors and how to reach them. Let’s chat today to get started ASAP!