22 Oct 6 Ways Nonprofits Can Optimize Their Giving Tuesday Campaigns in 2020
GivingTuesday was created in 2012 with a simple goal: to give everyone a chance to do some good. Together. On the same day.
Since then, GivingTuesday has grown into a global phenomenon. In 2019, this worldwide day of giving raised an astounding $511 million just in the U.S. All together, last year’s GivingTuesday events online and offline drove $1.9 billion worth of donations in the U.S.
GivingTuesday takes place on December 1 this year. With most in-person events sidelined by the ongoing COVID-19 pandemic, it will be more important than ever for nonprofits to take advantage of the massive attention that this day of generosity is able to generate online.
Here are six key ways to optimize your GivingTuesday campaign to make the most of one of the biggest donation days of the year:
- Register with GivingTuesday
“We encourage you to register with us, as many people and media will refer to our page to identify campaigns close to them,” GivingTuesday says on its site. “You’ll also receive our newsletter with tips, ideas, tricks, and news.”
Then be sure to check out the loads of free resources available to nonprofits, including a complete GivingTuesday toolkit, a social media guide, done-for-you marketing materials, key messages to share, and a 6-week communications timeline.
- Focus on one clear goal
Since so many nonprofits will be jockeying for donations on the same day, you really want to find a way to stand out from the crowd. Don’t just make a general plea for support. Instead, ask supporters to give to a specific goal that is highly relevant to your organization.
Promoting one clear fundraising ask will make your marketing much more focused and more impactful. For example, the Henry Villas Zoo in Madison, Wisconsin, built its GivingTuesday campaign around raising $20,000 to bring an endangered tiger to the zoo.
Donors love these kinds of creative sponsorship opportunities because they can point to a clear result — a new building, a new water well, an endangered tiger, etc. — that was made possible through their dollars.
- Have a launch strategy
Execution is everything in marketing. It starts with having well-laid plans for rolling out your campaign in the coming weeks and on GivingTuesday itself. Think through your communications plan and your social media strategy. Coordinate with your brand ambassadors, volunteers, and key staff, including your executive leadership.
GivingTuesday has put together an excellent step-by-step guide to building a successful campaign. The organization’s best advice is to “approach it like an event.”
“When done well, GivingTuesday doesn’t feel like another fundraising campaign. We call it GivingTuesday — not fundraising Tuesday — for a reason,” the organizers say.
- Find a matching donor
Everyone loves getting more bang for their buck. This is true with donations as well. That’s why finding an especially generous donor who will match your supporters dollar for dollar is a highly effective way to boost your fundraising haul.
According to research done by DonorPerfect, 84% of donors are more likely to donate if their gifts are eligible to be matched, and mentioning matching in fundraising appeals results in 71% more donations and 51% higher donation amounts.
Also, be sure to make it easy for supporters to get matching donations from their employers. About 65% of Fortune 500 companies offer matching programs, but millions of dollars go unclaimed each year because employees don’t know that their firms will match their donations.
- Consider using a peer-to-peer fundraising platform
The rise of social media has been a huge boon for nonprofits. These days, we can spread the word about our organizations to a potentially huge audience. A good way to leverage the power of social networks is to use a so-called peer-to-peer platform to raise donations.
Typically these digital services allow supporters to create their own mini-campaigns with fundraising goals that they set for themselves. Then supporters ask their friends and family to chip in. Often, it’s pitched as a friendly competition with leaderboards and perhaps prizes for people who raise the most money.
In essence, P2P platforms allow you to create an army of ambassadors, all tapping into their own social networks. We don’t have a recommendation for a specific service, but a Google search for “peer to peer fundraising platforms for nonprofits” should give you a good idea of the leading solutions out there.
- Develop a campaign narrative
At Good360, we are big believers in nonprofit storytelling. For GivingTuesday, consider developing specific “hero stories” involving your constituents, staff, volunteers or donors to promote. People connect with well-told stories on an emotional level, which is where your marketing is going to be most effective.
Think about how these mini-stories can ladder up to a powerful overall narrative for your GivingTuesday campaign. Think of them as little stories that can tell the big picture of your organization or cause. Then have a strategy for sharing these stories via social media, your website, email newsletter and other donor touchpoints.
Donating to Good360
This GivingTuesday, consider donating to Good360. For every dollar donated, we are able to amplify it into at least $10 in needed goods that are distributed directly to people in need.
This year alone, Good360 has distributed more than $175 million worth of product donations for COVID-19 relief. We are also actively involved in supporting disaster recovery efforts around the U.S. and internationally.