Dec 1, 2020

6 Promotional Strategies For #GivingTuesday 2020

Group of people sitting outside and laughing

This year #GivingTuesday falls on Tuesday, December 1st 2020. Since its creation in 2012, #GivingTuesday has always been a virtual holiday. But, with a global pandemic, prescribed social distancing and a drastic reduction of in-person fundraising events, more nonprofits may participate in #GivingTuesday this year, making it important you have a well-planned promotional strategy. So, how do you stand out amongst the 47,000+ nonprofits participating in #GivingTuesday? To get started, try the six promotional strategies below to spread your mission, capture new donors and engage existing supporters this #GivingTuesday.

1. Start Promoting Early

With only nine more Tuesdays left before #GivingTuesday, now is the time to start planning and promoting your campaign. You’ll want to start by communicating your expectations for your donor base for #GivingTuesday a couple of weeks in advance and letting them know that you’re going to be asking them soon for their gifts. Facebook and Instagram’s algorithm disfavor organizations that post multiple times on #GivingTuesday, giving another reason to begin promoting your campaign early.

2. Post Often

Organizations that post multiple times before #GivingTuesday typically bring in more donations. According to Facebook, pages that post often are more likely to be meaningful to their audience. Therefore, posting frequency is a ranking signal that can affect how high up in the newsfeed your posts are placed.

3. Incorporate Peer-to-Peer Fundraising

Peer-to-peer fundraising is another great way to engage people personally with your organization and #GivingTuesday. Peer-to-peer fundraising turns members of your community into your online virtual event digital ambassadors and enables them to share your mission with their networks. For example, if you have 10 fundraisers and they all share this with 10 of their friends, they’re amplifying your message and your need for support on #GivingTuesday.

4. Include Text-to-Donate Instructions in Promotional Images & Videos

In addition to using peer-to-peer fundraising, you can add text-to-donate details to all images and videos. Content with images and videos are favored by Facebook’s algorithm, so don’t miss the opportunity to make them really work for your nonprofit. 

By adding text-to-donate instructions, it clarifies your call-to-action and makes info on how to give that much easier for your donors to find. Platforms like Instagram and TikTok don’t allow links in posts, stories or videos. Including text-to-donate instructions within the image or overlaid on video makes it easier for supporters to donate without having to search for your website or find a link in your bio.

5. Provide Updates on Campaign Progress

Another great promotional strategy is to go live towards the end of your campaign, to give people an update and really engage those who have supported you throughout your #GivingTuesday campaign. This can serve as a final push to bring in donations and encourage in-the-moment giving on the day. GiveSmart users can also go live with their Donor Wall or Live Fundraising Thermometer behind them to let supporters know how close they are to reaching their goal.

6. Send Timely Thank Yous

On #GivingTuesday many organizations bring in new donors, making it especially important to cultivate these new relationships by sending a timely thank you note. It’s also a great idea to tag donors on social media and thank them for their participation in your #GivingTuesday campaign. Not only does this create a feel-good moment, but it also has the extra benefit of being broadcasted to that donors’ social networks to help amplify your message.

Platforms like GiveSmart send texts and email thank yous, including a PDF tax receipt, right away. This feature is especially important if you have a huge influx of donors and not a ton of staff time, so you don’t have to worry about getting them their tax receipt right away.

I hope some of these campaign promotional tips and strategies give you a headstart on an impactful virtual #GivingTuesday campaign for 2020.

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Hope Chest for Breast Cancer

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Literacy Coalition of Palm Beach County