How to Promote Your #GivingTuesday Campaign to Get More Buzz
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Learning objectives: The best ways to use video and social media in your #GivingTuesday campaign; How to use storytelling to get people to pay attention to your campaign; Several free and low-cost ways to raise more money during your campaign; Real-world examples from small nonprofits and libraries who are getting it right.
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How to Promote Your #GivingTuesday Campaign to Get More Buzz
- 1. HOW TO PROMOTE YOUR #GIVINGTUESDAY CAMPAIGN TO GET MORE BUZZ By Julia Campbell, www.jcsocialmarketing.com TWEET: @JULIACSOCIAL@DONORSEARCHTWEET: @JULIACSOCIAL@DONORSEARCH
- 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000- 2002) Author, Storytelling in the Digital Age: A Guide for Nonprofits Former Development and Marketing Director at small shops Tweet: @JuliaCSocial TWEET: @JULIACSOCIAL@DONORSEARCH
- 3. Connect Get the Digital Storytelling Workbook: Text WORKBOOK to 345345
- 4. LEARNING OBJECTIVES TWEET: @JULIACSOCIAL@DONORSEARCH The best ways to use video and social media in your #GivingTuesday campaign How to use storytelling to get people to pay attention to your campaign Several free and low-cost ways to raise more money during your campaign Real-world examples from small nonprofits and libraries who are getting it right
- 5. POLL – ANSWER IN QUESTION BOX Have you ever run a #GivingTuesday campaign? Yes, and we reached our goal! Yes, but we didn’t reach our goal. No, but we are going to run one this year. No, and we are unsure if we are going to participate this year. Not sure TWEET: @JULIACSOCIAL@DONORSEARCH
- 6. WHAT IS #GIVINGTUESDAY? #GivingTuesday was founded in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation. 1 This year #GivingTuesday will be on December 3, 2019. 2 TWEET: @JULIACSOCIAL@DONORSEARCH
- 8. GIVING TUESDAY 2018 TWEET: @JULIACSOCIAL@DONORSEARCH Giving Tuesday raised $380 million dollars online, up 38% or $106 million from 2017. 14.2 billion social media impressions. 150+ countries participated in Giving Tuesday.
- 9. THE OLD WAYS NO LONGER WORK TWEET: @JULIACSOCIAL@DONORSEARCH
- 11. SUCCESSFUL GIVING TUESDAY CAMPAIGNS: Plan early! Nail down SMART goals. Secure matching gifts to create urgency. Come up with an original, compelling Campaign Theme. Co-brand using Giving Tuesday’s own assets: https://www.givingtuesday.org/logos Create a Campaign Calendar so nothing falls between the cracks. TWEET: @JULIACSOCIAL@DONORSEARCH
- 12. GET BUY-IN FIRST Create your plan. Get everyone involved – give everyone a small part. Show the data on Giving Tuesday: www.givingtuesday.org Organize an exploratory committee and brainstorm ideas. Come up with a creative and exciting campaign theme! TWEET: @JULIACSOCIAL@DONORSEARCH
- 13. 3 ESSENTIAL STEPS TO SUCCESS Select your SMART goal. Create a compelling reason to participate. Make it absurdly easy to participate from anywhere. TWEET: @JULIACSOCIAL@DONORSEARCH
- 14. SELECT YOUR SMART GOAL Specific Measurable Achievable (Ambitious!) Relevant Time-based TWEET: @JULIACSOCIAL@DONORSEARCH
- 15. SAMPLE #GIVINGTUESDAY GOALS TWEET: @JULIACSOCIAL@DONORSEARCH To raise a total amount of $5,000 To increase social media engagement by 30% To gain 100 new donors To increase average online donation by 10% To get 500 social media mentions To increase participation in an advocacy campaign by 25%
- 16. WHO IS THIS CAMPAIGN FOR? What do they care about? What will get them excited? What action can they easily take – OTHER than donating money? TWEET: @JULIACSOCIAL@DONORSEARCH
- 17. CREATE A COMPELLING REASON TO PARTICIPATE Based on your SMART goal Based on your specific target audience What will capture their attention? What will pique their interest? What will inspire them to take the time to participate in this campaign? Where is the sense of urgency? TWEET: @JULIACSOCIAL@DONORSEARCH
- 21. MAKE #GIVINGTUESDAY YOURS #GivingShoesDay by Dress for Success Specific call-to-action for maximum participation A pair of shoes – allows for supporters to visualize how the donation is making a difference Symbolic: New opportunity, confidence, “step closer to a new life” TWEET: @JULIACSOCIAL@DONORSEARCH
- 22. “A woman donates her shoes and has such a great experience that she wants to become a donor or a volunteer, or even ask her company to get involved. #GivingShoesDay is a first touch point with new supporters.” – Katie Murphy, Director of Media Relations, Dress for Success Worldwide TWEET: @JULIACSOCIAL@DONORSEARCH
- 26. PROMOTION IS KEY Success on Giving Tuesday is just as much about promoting the campaign as it is about creating a compelling reason to give. TWEET: @JULIACSOCIAL@DONORSEARCH
- 27. GRAB ATTENTION WITH VISUALS Canva.com Crello.com WordSwag mobile app Picmonkey Animoto (videos) Lumen5 (videos) TWEET: @JULIACSOCIAL@DONORSEARCH
- 31. MAKE IT ABSURDLY EASY TWEET: @JULIACSOCIAL@DONORSEARCH #GivingTuesday is an online, social media driven event. Is the campaign mobile accessible? Is it easily shareable? Is the branding consistent? Is the message clear?
- 32. FACEBOOK’S FUNDRAISING TOOLS Donate button on your Page, Page posts, and ads Donate button on your Facebook Live videos Facebook Fundraisers TWEET: @JULIACSOCIAL@DONORSEARCH
- 33. #GIVINGTUESDAY 2018 ON FACEBOOK Facebook online fundraisers raked in $125 million for charities on Giving Tuesday 2018. That’s nearly three times more than the $45 million that the social network helped people raise on the same day last year. 473,000 donors gave to nonprofits via Facebook fundraising tools Three-quarters of these donors had not previously donated via Facebook 20% of those same donors gave AGAIN via Facebook within 6 months TWEET: @JULIACSOCIAL@DONORSEARCH
- 38. #GIVINGTUESDAY TOOLKIT The benefits of creating a Facebook fundraiser are numerous. You can encourage donations to AAUW in your honor while increasing visibility for AAUW’s work and mission by inviting friends to support your fundraiser, learn more about your cause, and donate. Facebook also makes raising funds easy, exciting, and secure: Fundraiser creators can set donation goals and track their progress toward those goals, and donors can enter their payment information securely and easily through Facebook. With Facebook fundraisers, supporting women and girls only takes a few clicks! Source: https://www.aauw.org/resource/how-to-create-a-facebook-fundraiser/ TWEET: @JULIACSOCIAL@DONORSEARCH
- 39. INSTAGRAM SPONSORED POSTS Instagram sent more individual donors to donation forms than Twitter Had a higher donation conversion rate, and the resulting gifts were of a higher average value. Instagram represented 4.3% of socially- referred gifts at a $78.5 average gift size. Instagram allows you to pay for sponsored postings and add a strong call-to-action like “Shop” or “Donate”. TWEET: @JULIACSOCIAL@DONORSEARCH
- 47. GET PARTICIPATION & ENGAGEMENT Create a printable PDF that your followers can use in their #UNselfie photos that includes your logo and call-to-action. Encourage supporters to change their profile photos and cover art on Facebook, Twitter, and Instagram. TWEET: @JULIACSOCIAL@DONORSEARCH
- 50. SOCIAL MEDIA TOOLKITS – EXAMPLES Right from the Start in the Digital Age: https://rightfromthestart.co/social-media-tool-kit Leukemia & Lymphoma Society Light the Night Walk: http://www.lightthenight.org/ways/light-the-night-walk/social-media-toolkit #GivingTuesday: https://www.givingtuesday.org/sites/default/files/2016- 07/Social%20Media%20Toolkit.pdf MercyCorps: https://www.mercycorps.org/fundraising/ideas-tips-tools#digitalmaterials Stand Up To Bullying: http://www.standuptobullying.co.uk/wp- content/uploads/2016/06/SUTB-Social-Media-Toolkit.pdf National Eating Disorders Association: https://www.nedawalk.org/social-media-toolkit TWEET: @JULIACSOCIAL@DONORSEARCH
- 51. GIVING TUESDAY CAMPAIGN CALENDAR TWEET: @JULIACSOCIAL@DONORSEARCH
- 52. CAMPAIGN CALENDAR: ONE MONTH OUT Research Research successful Giving Tuesday campaigns. Choose Choose a unique campaign theme. Acquire Acquire a matching gift that can be “unlocked” and that will create a sense of urgency throughout the campaign. Form Form a Campaign Committee to come up with ideas and to do the work. TWEET: @JULIACSOCIAL@DONORSEARCH
- 53. CAMPAIGN CALENDAR: ONE MONTH OUT Short list of the assets you may need to create: Landing page for the campaign Facebook Page cover photo Facebook & Twitter graphics Pinterest graphics (vertical works best) Instagram graphics (square works best) Video about the campaign Stories Quotes from volunteers Sample email copy TWEET: @JULIACSOCIAL@DONORSEARCH
- 54. #GIVINGTUESDAY AMBASSADORS Create a private Facebook Group Give them images to share on their social networks Sample posts for them to cut and paste Sample emails to send out Give them constant communication and cheerleading TWEET: @JULIACSOCIAL@DONORSEARCH
- 55. CAMPAIGN CALENDAR: ONE WEEK OUT Tease the campaign on social media and email, announcing that something exciting is coming on #GivingTuesday. Prepare for a Facebook Live video to launch the campaign. TWEET: @JULIACSOCIAL@DONORSEARCH
- 56. CAMPAIGN CALENDAR: LAUNCH DAY Send at least 2 emails that day – once launching the campaign, one with a reminder and progress update. Post frequent updates on social media channels. The key is to make the updates interesting and entertaining! HAVE FUN! TWEET: @JULIACSOCIAL@DONORSEARCH
- 60. MESSAGES TO SHARE Success, milestones reached, accomplishments Stories, testimonials, case studies Helpful resources and education around the cause and the issue Data that supports your mission, demonstrates need, and showcases impact TWEET: @JULIACSOCIAL@DONORSEARCH
- 61. MESSAGES TO SHARE In-the-moment short videos: Popping champagne to celebrate a milestone Talking to staff members Making a thank you call to a donor Sharing a mission moment TWEET: @JULIACSOCIAL@DONORSEARCH
- 68. STORY SERIES Badass Brooklyn Animal Shelter posted social media updates on #GivingTuesday about a group of dogs they were rescuing during the first week of December. They featured stories of these pups throughout the day and reiterated that donations saved these dogs’ lives. The images were branded with the #GivingTuesday logo, a call to action to donate, and a short URL that lead directly to Badass’ donation page. TWEET: @JULIACSOCIAL@DONORSEARCH
- 70. CAMPAIGN CALENDAR: FOLLOW-UP Thank yous Donor acknowledgement & cultivation Online thank yous Offline thank yous TWEET: @JULIACSOCIAL@DONORSEARCH
- 76. BACK TO YOU! TWEET: @JULIACSOCIAL@DONORSEARCH What is ONE action step that you are going to take today to promote your FABULOUS #GivingTuesday campaign?
- 77. QUESTIONS? www.JCSocialmarketing.com Get the free Digital Storytelling Workbook: Text the word WORKBOOK to 345345 TWEET: @JULIACSOCIAL@DONORSEARCH