As if there weren’t enough shopping holidays in November, we can add one more to the pack: #GivingTuesday. #GivingTuesday is a global day of giving that is motivated by social media and collaboration. It’s celebrated on the Tuesday following Thanksgiving, which means it also comes after Black Friday and Cyber Monday.
Unlike the other shopping holidays that focus on scoring the best deals and limited items, #GivingTuesday is centered around end-of-year giving. People from around the world are encouraged to “give” something back to their community, whether it’s their time, a donation, a gift or even the power of voice.
The concept has worked well with the help of social media. Not only is social media able to promote the idea of #GivingTuesday but also share what people are doing in their communities to make a difference. As people see their families, friends, neighbors and coworkers working toward a good cause, they are encouraged to participate as well.
From a marketing perspective, #GivingTuesday has grown significantly and is a good opportunity for brands to capitalize on. According to Blackbaud, there has been a 36 percent increase in online giving between 2013 and 2014. As a result, Blackbaud was able to process over $26 million in online donations to over 4,300 organizations.
Let’s discuss some of the ways that you can make the most of your #GivingTuesday. The date is fast approaching!
Start the Conversation
The best way to get people interested in something is to start talking about it. Decide what you plan to do to help the community, and begin reaching out to your online followers with your fundraising goals. Create a social media and editorial calendar around your #GivingTuesday campaign.
Not only should you use your content to create interest and share information but also to gain feedback from people. Are they excited to contribute? Do they have their own ideas they’d like to share?
Create a Compelling Story
We’ve discussed the power of storytelling and how it’s one of the most effective ways to draw people in and make them feel something. #GivingTuesday is the perfect opportunity to tell a story and make use of people’s emotions. This holiday is all about giving back, so you know that your audience is already in a more sensitive and compassionate frame of mind.
If you plan on helping to build houses in your community, explain why. Do you have an employee who was once homeless and can share their story? If you’ve helped other nonprofits in the past, display how your company made an impact. Remember to keep your voice consistent. Your efforts must remain an extension of your brand and not feel forced or fake.
Include Lots of Visual Content
Now is an excellent time to use visual content to your benefit. It’s difficult to impact people with words alone, so let your photographs do the talking. Use images in your campaign that illustrate your cause and mission. To deliver your campaign message, use videos and infographics. Thanks to a range of free tools online, you can create videos and infographics quickly, easily and economically.
Build a Dedicated Landing Page
#GivingTuesday is a big enough holiday that it deserves its own landing page. A dedicated landing page should include a meaningful headline and message, a form to capture lead data and a clear call to action, which in this case, may be a “donate” button or “sign up” button. Use social media, email, PPC and other online channels to promote your landing page.
Try a Crowdsourcing Platform
Crowdsourcing platforms like Fundraise.com or Fundly can be a great way to spread the word about your particular cause. Fundraise.com, in particular, allows anyone to create a donation page in less than 5 minutes. You can start collecting donations right away, and no credit card or bank account information is required. Though it’s not a guarantee, a crowdsourcing platform is worth considering to expand your reach beyond your own community.
Leverage Social Media Content
To promote your #GivingTuesday campaign, reach a wider audience on social media by promoting your content. You can create a specific message or call-to-action when people click on your Twitter or Facebook link, and then drive them to your #GivingTuesday landing page. Thanks to the targeting options on social media, you can select your exact audience and budget to have the impact you want.
Make Use of Your Influencers
Your influencers are very important to campaigns like these. Influencers don’t just buy your product or use your service; they believe in you. Ask your influencers to share your #GivingTuesday content and promote your cause. You can also mention them in a blog post, tag them in a Facebook post or alert them of new content that they might find interesting.
Getting Started with #GivingTuesday
With less than 2 months before #GivingTuesday, it’s clear that you need to start your campaign soon – if you haven’t already. If you still don’t have anything in mind, visit GivingTuesday.org and and click the box that says How to Get Involved under Organizations. You can find a lot of inspiration for ways that you can help out your community, and there are options to connect with other organizations.
As you participate in #GivingTuesday each year, you will find causes that are close to your heart, and you will begin to tell a story about the impact that your business has made in the community.
