How to Launch a FABULOUS #GivingTuesday Campaign with Less Work and More Impact

Julia spent years in the trenches at small nonprofits as a one-
woman/small shop development and marketing director. In
her current position, she trains nonprofits on the best ways to
use storytelling and social media to raise money and
awareness for their organizations.
The author of Storytelling in the Digital Age: A Guide for
Nonprofits, Julia’s blog about online fundraising and
nonprofit technology is #3 on the Top 40 Nonprofit Marketing
Blogs and Websites for Nonprofit Marketers and Fundraisers
and is consistently featured in the list of Top 150 Nonprofit
Blogs in the world.
Find her blog and contact information at:
www.jcsocialmarketing.com
www.jcsocialmarketing.com Twitter: @JuliaCSocial

 The reasons that so many #GivingTuesday campaigns fall flat, and solutions to
ensure that you don’t make the same mistakes;
 The 3 essential steps to take to ensure that you launch a campaign that will slay
your goals and energize your supporters;
 The proven method that my clients have used to secure buy-in from staff and
supervisors who may be skeptical about online fundraising and giving days;
 A clear process to prioritize your ideas and turn them into actionable tasks.
 A walk through of my Done-For-You Campaign Calendar (free download)

Have you ever run a Giving Tuesday 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

#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 27, 2018.
2

 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 an original campaign theme!

Over
2,500,000
gifts
$300,000,000
raised online
In over 150
countries

Plan early!
Nail down SMART goals.
Secure matching gifts to create urgency.
Come up with an original, compelling Campaign Theme.
Co-brand using Giving Tuesday’s own assets: https://www.givingtuesday.org/logos
Create a Campaign Calendar so nothing falls between the cracks.

Select
your SMART
goal.
Create
a compelling
reason to
participate.
Make
it absurdly easy
to participate
from anywhere.

Specific Measurable
Achievable
(Ambitious!)
Relevant
Time-based

 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%

What do they care about?
What will get
them excited?
What action can
they easily take –
OTHER than
donating money?

 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?

 #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”

“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

PROMOTIO
N IS KEY
Success on Giving Tuesday is just as much about
promoting the campaign as it is about creating a
compelling reason to give.

 Canva.com
 Crello.com
 WordSwag mobile app
 Picmonkey
 Animoto (videos)
 Lumen5 (videos)

 #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?

Donate button
on your Page,
Page posts, and
ads
Donate button
on your
Facebook Live
videos
Facebook
Fundraisers

 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.

Research
Research
successful Giving
Tuesday
campaigns.
Choose
Choose a unique
campaign theme.
Acquire
Acquire a
matching gift
that can be
“unlocked” and
that will create a
sense of urgency
throughout the
campaign.
Form
Form a
Campaign
Committee to
come up with
ideas and to do
the work.

CAMPAIGN
CALENDA
R: ONE
MONTH
OUT
Short list of the assets you may need to create:
 Landing page for the campaign
 Facebook Page cover photo
 Facebook & Twitter graphics
 Pinterest graphics (vertical works best)
 Instagram graphics (square works best)
 Video about the campaign
 Stories
 Quotes from volunteers
 Sample email copy

 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

 Tease the campaign on social media
and email, announcing that
something exciting is coming on
#GivingTuesday.
 Prepare for a Facebook Live video to
launch the campaign.

 Send at least 2 emails that day –
once launching the campaign, one
with a reminder and progress
update.
 Post frequent updates on social
media channels.
 The key is to make the updates
interesting and entertaining!
 HAVE FUN!

 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

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

 Badass Brooklyn Animal Shelter posted
social media updates on #GivingTuesday
about a group of dogs they were rescuing
during the first week of December.
 They featured stories of these pups
throughout the day and reiterated that
donations saved these dogs’ lives.
 The images were branded with the
#GivingTuesday logo, a call to action to
donate, and a short URL that lead directly to
Badass’ donation page.

 Thank yous
 Donor acknowledgement
& cultivation
 Online thank yous
 Offline thank yous

What is ONE
action step that
you are going to
take today to
create a
FABULOUS
#GivingTuesday
campaign?

Blog: www.jcsocialmarketing.com/blog
Book: www.jcsocialmarketing.com/book
Twitter: @JuliaCSocial
Email: Julia@jcsocialmarketing.com

How to Launch a FABULOUS #GivingTuesday Campaign with Less Work and More Impact

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