#GivingTuesday is without a doubt one of the best things to happen to nonprofit fundraising, and this year’s event is scheduled for December 2. While the movement is still young, the results are undeniable. In fact, over $19.2 million in donations were made on #GivingTuesday in 2013. With that amount of money at stake, it’s imperative that nonprofits start planning as soon as possible. By utilizing many of the same strategies that traditional retailers employ for Black Friday, nonprofits can generate buzz, excitement and results.
Publicize a Specific Need
Human beings work best when they have a specific goal to work toward and donating money is no exception. Identify one major fundraising goal that you wish to accomplish on that day, whether it’s a piece of equipment or funding an activity. Advertise that goal heavily so that #GivingTuesday donors know what their donation will help your organization achieve. This gives donors additional motivation to help you reach your goal.
Take Advantage of the Deal Seeking Atmosphere
Consumers have been trained to seek out deals following Thanksgiving, and nonprofits can benefit from this mentality to gain more donations. Along with your #GivingTuesday campaigns, advertise how donors can take advantage of corporate matching programs. Including this information well in advance gives donors time to look up corporate workplace policies to determine if they are eligible.
Create a Media Buzz
#GivingTuesday is only in its third official year. That means that many people, including news outlets, haven’t heard about it. Your local news outlets are always looking for stories, so pitch several ideas to them about your #GivingTuesday efforts. You can help generate buzz by holding special giveaways or contests only on that day. You may even want to do several television or radio interviews throughout the day to update the public on how far you are from your goals.
Develop Your Social Media Strategy
One of the most powerful marketing campaign tools that you have is social media. Start by contacting your existing Twitter, Facebook and Instagram followers and asking them for help getting the word out. These social ambassadors will take much of the work off your hands. Assign a staff person, or a volunteer, to be in charge of posting updates regularly in advance of #GivingTuesday. Additionally, write a series of 10 or so posts that you will use throughout the actual day itself.
Count It Down
People tend to act when they think that time is running out. Consider creating a countdown clock to generate excitement and a sense of urgency. This greatly enhances donor engagement and serves as a powerful reminder for them as well.
The bottom line is that you don’t need to stress about it. There are lots of tips that can help you get your #GivingTuesday program in gear. Start somewhere, then next year you can build upon what you’ve learned. Good luck!