6 Tips for Leveraging #GivingTuesday to boost your nonprofit's fundraising efforts
Careful pre-planning & a well-thought out marketing strategy are pivotal to maximizing your Giving Tuesday efforts this (and every) December.
Giving Tuesday, the global generosity movement, is a powerful opportunity for nonprofits and businesses alike to connect with their communities and drive significant impact.
Annually held on the first Tuesday of December (for 2024, that means December 3rd), the key to having a successful Giving Tuesday for your organization is to strategically plan & execute your marketing and fundraising campaigns ahead of time. Here are six tips for maximizing your Giving Tuesday efforts this year:
1. Set Clear Goals
Why are you participating in Giving Tuesday (other than jumping on the bandwagon)?Is it to raise money for your nonprofit, grow your brand awareness, or something else? Before anything else is tackled, make sure you know who are you trying to reach through these efforts (new donors? supporters? volunteers?) and how much money you’d like to ultimately raise for your organization as part of the Giving Tuesday campaign efforts.
2. Create a Compelling Story
The medium is just as important as the message when it comes to your Giving Tuesday campaign. Does your campaign connect with your customers on an emotional level, using a narrative that resonates with your audience and highlights the importance of their donations? What about using powerful graphics & videos to showcase your work and inspire others to donate to your cause?
Once you’ve settled on your goals, spend some time creating a compelling story for your campaign efforts so everything can blend together seamlessly on December 3rd.
3. Leverage Your Social Media & Email Marketing Efforts
Because of the viral nature of #GivingTuesday, you’ll want to make sure you’re including social media & email marketing efforts in whatever campaign you end up launching.
With social, post early & often. Because this will be a top trending topic on December 3rd, don’t forget to tag [@]GivingTuesday or use #GivingTuesday in all of your social media posts — especially those on Instagram and Twitter/X.
You may also want to consider sending out at least one email blast related to Giving Tuesday on December 3rd. List segmentation is key here — as you’ll want to create different versions of your message for volunteers, supporters, and current donors.
Feel free to mix up the content you distribute as well. Some suggestions include:
An URGENT appeal as to why they should consider donating to your cause.
Hourly countdowns/updates (think: thermometer) of how much you’ve raised and how close you are to hitting your goal.
Engaging stories about your work and how this money can further support those efforts.
Behind-the-scenes glimpses of your efforts (videos, podcasts etc.)
Relevant contests, challenges & polls to encourage participation and generate excitement for your cause.
Need graphics? GivingTuesday.org provides lots of great images, GIFs and other visual assets that you can add to your social media, email marketing & other campaign efforts.
4. Get Influencers Involved
Giving Tuesday is a great opportunity for you to get some of your more prominent supporters/donors involved in the cause. Don’t forget to incorporate these individuals/organizations in your promotional collateral, as well as have them distribute your message through their individual networks as well! Just make sure you choose influencers who closely align with your mission and values so the potential donor believes the partnership is authentic.
5. Throw In an Incentive (or Two!)
Be creative with your donation pleas. Don’t be afraid to offer your corporate donors the opportunity to offer matching gifts to double the impact of your Giving Tuesday donations. You may also want to consider offering special perks like an exclusive reward or recognition for different tiers of donors as well.
6. Thank Yous and Followups
Every donor — no matter how big or small — should receive a personalized thank you for their contributions. It’s also a great way to help foster loyalty and future support for your organization. These thank yous can be public, private (or both).
You may also want to share updates on how the donations are being used from time to time so people can feel good about where their money is going; this can be done by continuing to engage with your donors through newsletters, event invitations, and personalized communications throughout the year.
By following these strategies, you’ll be able to effectively harness the power of #GivingTuesday to achieve your marketing and fundraising goals. Best of luck!