10 Ways to Use Social Media to Promote Your Giving Tuesday Campaign
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I encourage all nonprofits, social change agents, activists, and anyone who wants to change the world through generosity and kindness to celebrate this year’s global day of unity on November 30 – Giving Tuesday! According to to Charity Navigator, “An astonishing $2.47 billion was donated to U.S. nonprofits by a reported 34.8 million people on GivingTuesday, December 1, 2020, according to Giving Tuesday, Inc., the nonprofit behind the movement and eponymous hashtag #GivingTuesday. That amount, described as a “massive swell of generosity”, reflected a 29% increase in donations compared to 2019.” So much more than a simple fundraising event, Giving Tuesday is a global movement, shedding light on the vital work done by the nonprofit sector every single day, as well as encouraging everyday people to give back in any way they can. The best part is that you don’t have to create a complicated campaign to join in the fun.
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10 Ways to Use Social Media to Promote Your Giving Tuesday Campaign
- 1. 10 WAYS TO USE SOCIAL MEDIA TO PROMOTE YOUR GIVING TUESDAY CAMPAIGN By Julia Campbell, www.jcsocialmarketing.com WWW.JCSOCIALMARKETING.COM
- 2. ABOUT ME Mom of 2 Host of the Nonprofit Nation podcast Author, speaker, nonprofit consultant Former Development and Marketing Director at small shops Get my free Giving Tuesday Campaign Checklist! Text GIVINGTUESDAY to 55444 https://jcsocialmarketing.com/giving- tuesday-checklist/ WWW.JCSOCIALMARKETING.COM
- 3. LEARNING OBJECTIVES WWW.JCSOCIALMARKETING.COM How to plan for success this Giving Tuesday How to use storytelling to get people to pay attention to your campaign Several free and low-cost ways to raise more money during your campaign Real-world examples from small nonprofits and libraries who are getting it right
- 4. PLEASE ANSWER THIS POLL QUESTION! Have you ever run a #GivingTuesday campaign? Yes, and we reached our goal! Yes, but we didn’t reach our goal. No, but we are going to run one this year. No, and we are unsure if we are going to participate this year. Not sure WWW.JCSOCIALMARKETING.COM
- 5. WHAT IS “GIVING TUESDAY” ANYWAY? #GivingTuesday was founded in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation. 1 This year #GivingTuesday will be on November 30, 2021. 2 WWW.JCSOCIALMARKETING.COM
- 7. GIVING TUESDAY 2020 WWW.JCSOCIALMARKETING.COM An astonishing $2.47 billion was donated to U.S. nonprofits by a reported 34.8 million people on Giving Tuesday 2020. 14.2 billion social media impressions. 150+ countries participated in Giving Tuesday.
- 8. FACEBOOK FUNDRAISING TOOLS Facebook online fundraisers raked in $125 million for charities on GivingTuesday 2018. That’s nearly three times more than the $45 million that the social network helped people raise on the same day last year. 473,000 donors gave to nonprofits via Facebook fundraising tools. Three-quarters of these donors had not previously donated via Facebook. 20% of those same donors gave AGAIN via Facebook within 6 months WWW.JCSOCIALMARKETING.COM
- 10. THE OLD WAYS NO LONGER WORK WWW.JCSOCIALMARKETING.COM
- 12. CREATE YOUR PLAN. Get everyone involved – give everyone a small part. Show the data on Giving Tuesday: www.givingtuesday.org Organize an exploratory committee and brainstorm ideas. Come up with a creative and exciting campaign theme! WWW.JCSOCIALMARKETING.COM
- 13. 3 ESSENTIAL STEPS TO SUCCESS Select your SMART goal. Create a compelling reason to participate. Make it absurdly easy to participate from anywhere. WWW.JCSOCIALMARKETING.COM
- 14. SELECT YOUR SMART GOAL Specific Measurable Achievable (Ambitious!) Relevant Time-based WWW.JCSOCIALMARKETING.COM
- 15. SAMPLE #GIVINGTUES DAY GOALS WWW.JCSOCIALMARKETING.COM To raise a total amount of $5,000 To increase social media engagement by 30% To gain 100 new donors To increase average online donation by 10% To get 500 social media mentions To increase participation in an advocacy campaign by 25%
- 18. WHO IS THIS CAMPAIGN FOR? What do they care about? What will get them excited? What action can they easily take – OTHER than donating money? WWW.JCSOCIALMARKETING.COM
- 19. CREATE A COMPELLING REASON TO PARTICIPATE Based on your SMART goal Based on your specific target audience What will capture their attention? What will pique their interest? What will inspire them to take the time to participate in this campaign? Where is the sense of urgency? WWW.JCSOCIALMARKETING.COM
- 22. MAKE #GIVINGTUES DAY YOURS #GivingShoesDay by Dress for Success Specific call-to-action for maximum participation A pair of shoes – allows for supporters to visualize how the donation is making a difference Symbolic: New opportunity, confidence, “step closer to a new life” WWW.JCSOCIALMARKETING.COM
- 23. “A woman donates her shoes and has such a great experience that she wants to become a donor or a volunteer, or even ask her company to get involved. #GivingShoesDay is a first touch point with new supporters.” – Katie Murphy, Director of Media Relations, Dress for Success Worldwide WWW.JCSOCIALMARKETING.COM
- 27. PROMOTION IS KEY Success on Giving Tuesday is just as much about promoting the campaign as it is about creating a compelling reason to give. WWW.JCSOCIALMARKETING.COM
- 28. GRAB ATTENTION WITH VISUALS Canva.com Crello.com WordSwag mobile app Picmonkey Animoto (videos) Lumen5 (videos) WWW.JCSOCIALMARKETING.COM
- 34. MAKE IT ABSURDLY EASY TO PARTICIPATE. #GivingTuesday is an online, social media driven event. Is the campaign mobile accessible? Is it easily shareable? Is the branding consistent? Is the message clear? WWW.JCSOCIALMARKETING.COM
- 35. FACEBOOK & INSTAGRA M’S FUNDRAISI NG TOOLS Donate button on your Page, Page posts, and ads Donate button on your Facebook & Instagram Live videos Facebook & Instagram Fundraisers WWW.JCSOCIALMARKETING.COM
- 42. HOW TO USE FACEBOOK & INSTAGRAM ADS Upload your donor list and/or your full email list to Custom Audiences. https://www.facebook.com/business/learn/lessons/using-ads- manager-to-create-custom-lookalike-audiences Create and target ads to this audience before trying to reach complete strangers. It’s important to be running ads ALL YEAR LONG so that the Facebook and Instagram algorithms can start to get to know what drives your audience. WWW.JCSOCIALMARKETING.COM
- 47. GET PARTICIPATION & ENGAGEMENT WWW.JCSOCIALMARKETING.COM Create a printable PDF that your followers can use in their #UNselfie photos that includes your logo and call-to- action. Encourage supporters to change their profile photos and cover art on Facebook, Twitter, and Instagram.
- 50. SOCIAL MEDIA TOOLKITS – EXAMPLES Right from the Start in the Digital Age: https://rightfromthestart.co/social- media-tool-kit Leukemia & Lymphoma Society Light the Night Walk: http://www.lightthenight.org/ways/light-the-night-walk/social-media- toolkit #GivingTuesday: https://www.givingtuesday.org/sites/default/files/2016- 07/Social%20Media%20Toolkit.pdf MercyCorps: https://www.mercycorps.org/fundraising/ideas-tips- tools#digitalmaterials Stand Up To Bullying: http://www.standuptobullying.co.uk/wp- content/uploads/2016/06/SUTB-Social-Media-Toolkit.pdf National Eating Disorders Association: https://www.nedawalk.org/social- media-toolkit WWW.JCSOCIALMARKETING.COM
- 51. #GIVINGTUESDAY AMBASSADORS Create a private Facebook Group Give them images to share on their social networks Sample posts for them to cut and paste Sample emails to send out Give them constant communication and cheerleading WWW.JCSOCIALMARKETING.COM
- 52. MESSAGES TO SHARE Success, milestones reached, accomplishments Stories, testimonials, case studies Helpful resources and education around the cause and the issue Data that supports your mission, demonstrates need, and showcases impact WWW.JCSOCIALMARKETING.COM
- 53. MESSAGES TO SHARE In-the-moment short videos: Popping champagne to celebrate a milestone Talking to staff members Making a thank you call to a donor Sharing a mission moment WWW.JCSOCIALMARKETING.COM
- 58. DURING AND AFTER THE CAMPAIGN, SAY THANK YOU! Thank yous Donor acknowledgement & cultivation Online thank yous Offline thank yous WWW.JCSOCIALMARKETING.COM
- 64. BACK TO YOU! WWW.JCSOCIALMARKETING.COM What is ONE action step that you are going to take today to promote your FABULOUS #GivingTuesday campaign?
- 65. QUESTIONS? www.JCSocialmarketing.com Get my free Giving Tuesday Campaign Checklist! Text GIVINGTUESDAY to 55444 https://jcsocialmarketin g.com/giving-tuesday- checklist/ WWW.JCSOCIALMARKETING.COM