Go Deeper With Your #GivingTuesday Strategies

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By Ritu Sharma, CEO & Co-Founder, Social Media for Nonprofits

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As November hits, nonprofits everywhere are narrowing their focus around the biggest giving season of the year, kicking off with #GivingTuesday on December 2. To help you prepare, our #GivingTuesday series continues with a look at more advanced tactics for winning the day – it’s the HOW to our last post’s WHAT.

TURN UP THE VOLUME #GivingTuesday is only 24 hours, but to build enough momentum to carry the impact through the end of the year and beyond you’re going to need some help. Here are some ways to get it.

Get Excited – As Beth Kanter points out, it’s contagious, so set the example for your team. Consider picking a theme to get people into it, and bring attention to your cause.

Host a Training Session – Board members, top staff, and volunteers – those internal stakeholders – are ready and willing, so help them be able.

Create a Thunderclap Campaign – Thunderclap floods your networks with supporter messages, like a social media flash mob. Create a campaign and share the info with key supporters.

Form a Committee – Choose the top 15 from your list of community influencers (you made this last time, right?) and create a social media advisory committee to champion you, amplifying every post on every channel in the lead-up to and on #GivingTuesday:

Use Social Ads – Both Facebook and YouTube ads can affordably boost posts and videos. Don’t forget about Twitter cards.

TELL YOUR STORY The most effective posts go beyond merely asking for money, and offer something human and accessible. Be real, raw and genuine, and balance that with quality materials:

Calls to Action – Give your supporters something to DO that they can inspire their friends to do too, like:

Post your own examples and interact with those who take part. Video – This is arguably the most compelling way to share your cause’s story with the world. Here are some ways to use video:

Making great videos doesn’t need to be costly, but if you’re short on time or resources, the #GivingTuesday website has great general use videos you can share.  Images – The #GivingTuesday website also has lots of premade graphics on offer, or you can add their logo to your own images, just be sure to read the terms and conditions first. Here are some other image tips:

  • Encourage #UNselfies – 7000 photos with #UNselfie and #GivingTuesday were shared on Instagram in 2013 according to MobileCause
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From “How to Take the Perfect Selfie: Hint, It’s Not All About Your Angles” (link)

  • Show those you’ve helped as well as those who need help
  • Use free image design services like Canva and PicCollage to edit your images
  • Use Smilebox to make slide shows 

PLAN FOR GRATITUDE You know you’ll need to, so start planning your thank-you strategy now. You want thank yous to be more than canned text in an email. Video is a great option, but handwritten notes aren’t passé for extraordinary gifts of money or time that deserve a more personal touch. Remember to talk about how donors impacted your cause.

THINK THROUGH THE UNTHINKABLE Remember Murphy’s Law and test things in advance. Is your donor platform working? What about when accessed via mobile? Do you have a backup plan if there’s a server crash? Ask and answer all the scary questions. Hopefully you won’t need to use plans B, C, or D, but it’s always good to have them outlined just in case. Taking the time to organize yourself and your team now will allow you to have a smooth and successful #GivingTuesday. So don’t wait until the last minute, don’t leave anything to chance, and keep visiting this space for more tactics on making the most of the biggest day of the year.

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