Thanks to #GivingTuesday, we can balance our collective rush to the stores for things we don’t really need with a collective rush to charities that really need us.
This year, #GivingTuesday falls on November 28, and nonprofit organizations nationwide have already begun their campaigns. Successful #GivingTuesday campaigns weave digital strategies throughout their fundraisers, keeping their messages fresh and their supporters engaged.
If you are looking for digital strategies to boost your #GivingTuesday campaign, consider these five possibilities.
1. Create Your Own #GivingTuesday Brand
This year, create your own #GivingTuesday logo. #GivingTuesday provides several logos to download and use, but they encourage organizations to be creative and design their own. Make a prominent #GivingTuesday banner on your web site, Facebook page, and blog. You can add a pop-up window to your homepage, which displays your logo and invites visitors to donate.
Your #GivingTuesday logo and a donation link should appear on all digital promotions, so that any time someone encounters your organization online, they know exactly how to give.
2. Design Helpful Infographics
Create an attractive infographic, which explains how certain donation amounts impact your cause. For example, if your organization runs an after-school program for needy youth, create an infographic which shows donors that $100 purchases school supplies for one student, $200 purchases new books for your reading nook, and $1,000 purchases new sporting equipment.
Be the Match designed an effective infographic in 2013, which demonstrated how donations specifically supported families struggling to pay for marrow transplants. Presenting donations this way puts it in tangible terms, and it can increase your overall donations.
3. Strategically Release Content
Throughout your campaign, remind your supporters about #GivingTuesday and why it’s important to donate. Create a timeline to publish content about the campaign and your organization. Send emails, publish blogs, tweet, post on Facebook and Instagram, and use a branded hashtag.
#GivingTuesday calls this letting content “drip.” Don’t forget the power of storytelling; appealing to your supporters’ emotions by telling them anecdotal stories will prompt them to get out their credit cards and make a donation.
4. Rally Supporters through an #UNselfie Campaign
Combine people’s love for selfies and their support for your organization, and you get the “UNselfie” – a self-portrait of someone being charitable. After your donors give, encourage them to photograph themselves holding a copy of #GivingTuesday’s UNselfie sign, which says that they donated and urges others to do the same.
They can share this image with their social networks and tag friends to rally additional support. Research shows that people – Millennials in particular – are more likely to donate to a cause if someone they know has donated, so this is a great strategy to draw new donors into your organization.
5. Use Mobile Giving
In 2016 alone, people donated over $1.6 million to #GivingTuesday campaigns worldwide, and donors increased their usage of mobile giving apps. It’s important to consider that most people will learn about your campaign while scrolling on their phones. If you provide them with a mobile giving option, you will eliminate several layers of the donation process.
People won’t have to find your web site on their computers later or fill out lengthy registration forms. Instead, they can remain on their phone and give without any disruption. The official #GivingTuesday team knows this and advises organizations to make sure donors are met with an easy, clear, and quick experience.
#GivingTuesday is less than three months away. If you haven’t already done so, you can make your organization’s campaign the best yet by downloading your complete toolkit here.