My advice to nonprofit professionals is to create a “fundraising ecosystem,” and Giving Tuesday is the perfect vehicle to do so. Giving Tuesday is a short-term, standalone campaign with massive branding recognition and a way for a wider supporter-base to discover your nonprofit. Instead of treating your social media presence as a one-stop promotion shop for Giving Tuesday, you should plan your strategy around ways you can use Giving Tuesday to promote your organization’s impact and enfold more supporters into your community.
Promote Your Success Stories AND Your Challenges with Each Post
Organizations often focus on updating donation tallies vs. goals in Giving Tuesday updates, which isn’t wrong, but a smart way to do so is to make sure that every piece of material that goes out, even with December 3 weeks away, shows what the stakes are specifically for your organization.
Instead of:
Give the gift of hope this #GivingTuesday!
Or even:
Protect our waterways with your #GivingTuesday donation of $10 or more.
Be more specific:
New protocols for vehicle maintenance mean that your #GivingTuesday donation will go even farther this year; we need to raise $5,000 to update our fleet. Your $25 donation in three weeks will help us get there.
Mahalia graduated last year because of scholarships funded by donors like you. Your $100 donation on #GivingTuesday will given another student just like her a chance to succeed next year.
Next week, we’ll be posting advice on how to use your donor data to your Giving Tuesday advantage.