Welcome to our final blog post in this three-part series designed to make you a #GivingTuesday ninja. In the first post, we talked about what #GivingTuesday is and why it’s important to get involved. Last week, we gave you five simple steps to running a successful campaign.
This week, we’ll focus on the best way to communicate with your supporters about your campaign. How do you stand out from the crowd and talk to your supporters in a compelling way? And how do you truly engage supporters with the purpose behind giving, not just a request for cash? Below are four key things to keep in mind as you create your messaging for your promotions.
1. Talk positively about the importance of giving.
It can be easy to find yourself tempted to take the guilt-trip approach to fundraising around the holidays. After all, reminding people about all the spending and shopping seems like a sure-fire way to guilt them into giving. Instead, focus on the positive aspects of giving. Build messaging around the way giving is part of celebrating the holidays, the joy we get from giving, and the joy it gives to others. Remind people to factor in gifts as they think about their holiday budget. Guilt might be an effective way to get a one-time gift from someone, but creating positive associations and personal investment in a gift can help create loyal donors throughout the year.
2. Offer creative ways to give.
Though the holidays are a time when people tend to feel extra generous, it’s also a time of extra financial pressure. Not only are donors stressed with holiday shopping, but they tend to be asked for extra donations at the end of the year. Stand out from the crowd and help people help you! Provide your supporters with creative ideas for saving a little extra cash to give on #GivingTuesday. Make a list of ideas for saving money like skipping the Starbucks line on Black Friday, having a garage sale, or baking something for everyone at the office rather than buying gifts. Help people see how easy it is to give and remind them every little bit matters
3. Don’t focus just on giving.
While everyone wants to raise funds on #GivingTuesday, the day is also a great platform for nonprofits to raise awareness and get attention from new audiences. If you only ask people to give, you will miss out on the opportunity to introduce new people to who you are. Be sure to pair your #GivingTuesday campaign with a strong storytelling campaign that shares your mission and the impact you’ve had. Include photos of people whose lives have been impacted, video testimonials from people your ministry serves, and a strong social media campaign with facts about your organization and mission.
4. Tie it into a larger mission.
Don’t just talk about making #GivingTuesday a success – talk about making your mission successful. Just because the day is focused on giving, donors still are motivated by the impact their gift has. While it’s fine, and often beneficial, to put together fundraising goals for the day, also talk about fundraising within the context of what your organization is trying to accomplish as a whole. Quantify tangible impact and talk about long-term organizational goals. Provide infographics and shareables with stats about how far a gift goes (for example, does $5 feed 5 people?), or ask people to sponsor a certain project. Making people feel like they contributed to a large, ongoing mission will not only make them more likely to donate on #GivingTuesday but will help them feel more invested in the overall organization, hopefully leading to ongoing donations.
As you put together your communications and social media plans for #GivingTuesday, be sure to think about the message you want to communicate and how you can make the day fun, accessible, and engaging for supporters.