Giving Tuesday, a global generosity movement to encourage individuals to give back to the nonprofits in their communities, is coming up on December 1, 2020. Whole Whale has predicted that $605 million will be raised on Giving Day this year, an 18 percent increase from 2019. Do you want your organization to benefit from a part of that expected $605 million dollars? One of the keys to a successful Giving Day campaign is to create a campaign strategy and to effectively communicate with potential donors.
Below are five tips that will help you create a dynamic and visible Giving Day campaign that will draw donors and encourage them to give.
Tip #1: Start NOW
It’s important to start organizing and planning for Giving Tuesday as early possible to make sure that your donors have the opportunity to participate. This also gives nonprofits the ability to put together a campaign that not only aligns with the organization’s brand and mission, but gives potential new donors time to ask questions and learn more about the nonprofit’s initiatives. In addition, you will be able to leverage donor and community partnerships for more exposure around Giving Day.
Tip #2: Identify Your Key Initiatives & Messages
Getting started early allows nonprofits to be thoughtful about how key initiatives are highlighted in the Giving Day campaign, as well as how they develop key messages to grow knowledge about support for them in the community. Perhaps, you need to create new key messages or leverage those already in place but it’s important to show consistency as it relates to your overall brand.
Tip #3: Choose a Branded Theme
Visuals matter when creating an impactful Giving Day campaign! Make sure that your campaign consistently uses the same colors, logo, hashtag(s), tagline and unique design all the way through until you say your final thank you to volunteers and donors. Choose colors that are eye catching and a tagline draws people to support your cause. Your theme should be tied directly to your key business initiatives and Giving Day messages.
Tip #4: Organize Your Collateral & Platforms
Decide what collateral you are going to use to reach out to your target audience. A few options include printed postcards, social media, emails, flyers, and digital advertising. Choose your digital platforms (i.e. social media, email, website ) that you want to use to connect with your donors to grow your exposure. Make sure your print, social media and email drives people to your branded website to make sure they get the whole message. Additionally, ensure that all of your collateral is branded with logos, emails, key messages, colors and taglines that represent your organization and Giving Day campaign.
Tip #5: Communicate Often & Early
Make sure you are talking to your target audience early on in the campaign and do it consistently so it becomes top of mind for them. Adapt your messages for specific audiences and make sure you are reaching out to them on platforms where they are the most active. One of the keys to success here is creating a multi-pronged content strategy and have it approved well in advance of needing to execute it. It’s important to communicate before, during and after your Giving Day event.
Need some more help? Contact firstname.lastname@example.org for fresh marketing and design ideas to get your campaign off the ground.