As marketers, we all know those editorial calendars should be built out at least 90 days in advance. However … if you’ve waited this long to think about your #GivingTuesday strategy, all is not lost. Giving Tuesday is a global generosity movement launched in 2012, at the 92nd Street Y in New York City, with not much more than 30 days’ notice either. It has grown to a movement that in 2020 generated at least $2.47 Billion in twenty-four hours in the U.S. alone. And, good news! Donors were giving at record high levels during the pandemic.
Always held on the Tuesday after Thanksgiving, this year #GivingTuesday is November 30th. Short lead times are no problem with social media. However, with popularity comes competition, so, how can your organization stand out?
Get specific. Instead of one post on the “day of,” choose one program or funding need your social media followers can readily identify with and create your drive around that. When you share where donation dollars go, you give your organization credibility and fuel donor buy-in and confidence.
“$25 cleans the water supply”
“$50 serves lunch for a week”
“$100 trains 3 demining volunteers”
“$250 provides a lifesaving veterinary surgery”
Skip the generic feel good, happy faces and use photos of your clients, volunteers, and projects to tell the story and increase conversion. Everyone appreciates behind-the-scenes photos which show, rather than tell, about your organization’s good works.
No need to reinvent the wheel, get #GivingTuesday graphics and toolkit here: https://www.givingtuesday.org/resources/ to add your organization’s outreach.
Don’t just use the #GivingTuesday hashtag, though. Add your specific industry and donation drive to gain social momentum. For instance, #coatsforkids, #aidsawareness #cleanwater, #helpingthehomeless, #fooddrive, #sustainablefood.
Can you get your team together in a hurry?
Don’t wait til November 30th. Start announcing your fundraising needs as soon as you can with ideas like, “We’re creating an AmazonSmile page for Giving Tuesday.” Or, “Go through your closet now and start putting aside those gently used clothes for our #GivingTuesday drive.”
More than just money. While donations are certainly necessary to any nonprofit organization, so are volunteers. Your posts can appeal to those people who like to roll their sleeves up for a good cause, and because you are not asking for money, your post will stand out from the millions of others that day. This is the perfect time to harness those individuals and families who look for opportunities to serve during the holidays.
It’s not all over on Tuesday. Here are two ways to get more mileage out of #GivingTuesday.
You may not have time to promote #GivingTuesday in your newsletter but be sure to talk about your success in the next newsletter to come out and include all the ways to give.
Appeal to the procrastinators out there with “morning after” posts. “It’s Not Too Late.” “Giving Tuesday might be over, but the fight to end hunger isn’t.”
Then sit back, appreciate the community support you’ve generated, and start thinking about next year’s marketing campaign. Plus, watch for Charleston American Marketing Association’s upcoming nonprofit-focused marketing coffee talks starting up in 2022.