General Marketing Strategies for Giving Tuesday 2019

By Jeff Cracolici

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Marketing Manager & Digital Expert

This year, a late Thanksgiving Day on November 28th pushes Giving Tuesday to December 3rd. For Nonprofits looking to capitalize on the “day of giving,” there will surely be overlap with Holiday campaigns later in the month of December.

With Giving Tuesday quickly approaching, how can you take advantage of this condensed window to maximize donation revenue? Our first article on Giving Tuesday shares some ideas to help you formulate a general strategy.

Strategize & Communicate a Clear, Giving Tuesday Goal

An important role of any Nonprofit is to craft several message ideas that resonate with a variety of donors. There might be no more powerful message than showing potential donors their contributions will be directly funding a project or effort.

What projects or initiatives do you have coming up in the next quarter? In your creative, identify a specific project that your organization is planning and communicate that funds raised between now and Giving Tuesday will directly benefit that initiative. Along with the project, you can even set a clearly defined monetary goal.

An example of this can be something as simple as: “Help us raise $500,000 between now and Giving Tuesday so we can send 10,000 holiday care packages abroad.”

Plan to Dedicate Your Social Media Profiles to Giving Tuesday

Identify your most engaging social media platforms and set a Giving Tuesday theme throughout. Change up your profile pictures, cover photos and all other branding. Additionally, make sure you schedule posts and other content to remind potential donors throughout the month. Post success stories from previous Giving Tuesdays and make sure to include #GivingTuesday on all related posts.

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Plan to Ask for Donations of Time (and Advocacy) in Conjunction of Money

If targeting existing or lapsed donors, go through your list and identify those who are low-dollar givers. Instead of asking them to donate just money, give them the option to donate their time. This “time” can be spent volunteering directly for your organization, or working as an advocate on behalf of your cause.

Facebook Fundraising allows users to organize a mini-campaign on behalf of your Nonprofit, where they ask their friends and family to donate directly to your cause. Encouraging these campaigns are a great way to get individuals more actively involved in your cause, create brand awareness amongst their connections, and have an individual raise more funds than what they could have ultimately donated personally.

Be forewarned, Facebook sets a number of requirements in place that your Nonprofit must meet before you can have your followers run a Fundraising campaign. Click here to see the full list and make sure you begin crossing these off right away.

Next Week

Next week we will be discussing Giving Tuesday media planning strategies for creating simple, but effective, multi-touch campaigns. This includes platforms, channels, ad types and ad formats that you should be focusing on to maximize results.

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Published on Oct. 24, 2019, Last Updated on Nov. 08, 2023