#GivingTuesday is coming up on Tuesday, November 29 and it’s time to get ready and be smart.
Non-Profits across North America have learned how to boost their performance by making #GivingTuesday part of their communications mix. Riding the waves of visibility and giving that come with #GivingTuesday makes for great opportunities to achieve financial and brand goals.
As #GivingTuesday experts, we want to share what we have learned about how to achieve:
- high media profile,
- increased donations,
- improved positive brand recognition
If you have never done a #GivingTuesday campaign, this is the year to put your feet in the water. If you have experience with #GivingTuesday, this is the year to improve your results.
Huge media and social media opportunities – over 30 BILLION MEDIA IMPRESSIONS in the U.S. last year.
Lots of people are looking for the interesting media angle on a local and national level. If you can provide an interesting engagement opportunity you will get more media bang for your buck. This means that a unique approach or particularly impactful story can get a lot of attention – even on limited media budgets.
Pictures tell the story.
If you have something to point a camera at it helps you get more than your share of media coverage. The competition is fierce and many of the impressions are made online. Stories that break the mold get noticed, and the media is looking for those stories and need images to garner attention.
A HUGE BUMP IN YOUR TYPICAL SEASONAL DONATIONS PROFILE, with a high level of first time donors.
All the usual best practices in fundraising hold true for #GivingTuesday.
It’s a perfect example of the overall trend to online giving, social media engagement, more diverse giving behavior, and brand marketing. Use the tactics that are available and proven in this new reality.
But there are some things that are different about #GivingTuesday.
Unlike the rest of the year, on #GivingTuesday we see better donation results from social media activity. Facebook and Twitter posts have shown strong conversions on #GivingTuesday. Another difference is an increase in donations that result from Google searches. The excitement around #GivingTuesday has donors looking for giving opportunities.
Think about your objectives and set goals
#GivingTuesday is a great opportunity to acquire new donors. Make sure you have a plan for communicating your results and nurturing those new relationships after December 1st. However, #GivingTuesday is also a great time to rally your existing supporters for additional gifts, more awareness, volunteering or any other objective. Having a specific goal is a great way to rally this support and get your community excited to help you achieve it.
#GivingTuesday has to be fully integrated with your brand marketing.
Do you know your donors? Have you segmented them and established your priority markets? Do you know your brand? Do you know how it plays? Do you make sure your messaging talks about impact of donations the way they are perceived by your donors?
It’s all about your brand.
The most successful non-profits look at their brands holistically.
Here is a free 10 minute Brand Assessment tool that will help you identify your areas of brand strength and areas for improvement.
At With Intent we are #GivingTuesday and branding experts. We’re happy to share our expertise because we believe in #GivingTuesday and we believe in the charitable sector and social responsibility. If you’d like to know more about us contact us.