GivingTuesday started as a day for anyone, anywhere to give, and it’s grown into the biggest giving movement in the world. (https://www.givingtuesday.org/about) If you are a non-profit or work with one I have one questions for you: Are you prepared for GivingTuesday and do you have a GivingTuesday Strategy?
GivingTuesday is one of the most critical days in the non-profit world. Do not be fooled that everyone knows what Giving Tuesday is and how to be involved. Like everything else, you need a digital marketing strategy for your campaign to achieve success.
Keys to a good GivingTuesday Strategy
I know that tactics and marketing tools do not make for a strategy, but it’s essential to understand the tools we use for success. The tools used for your campaign are the same tools used in everyday business, but now we need to use them with a specific purpose.
• Social Media: Make sure you tell your story on Social Media. If you tell your story and let everyone know why you matter, you create a valuable connection to your audience (and potential donors.) Schedule #GivingTuesday posts within your existing content marketing strategy. As 12/3/19 approaches, increase your Giving Tuesday post frequency. Do not worry about posting too much. Posts should not be spammy, but rather informative to educate who you are, who you serve, and why you matter.
• Email Marketing: Do not ignore your email list. (If you do not have an email list, start creating one now.) Your email list is your most valuable marketing asset. When someone signs up for your mailing list they are raising their hand and telling you they wish to be engaged.
• Segmented Email Marketing: Once you identify your list and potential pool of engaged donors try segmenting the list by current donors, people who are very engaged and open the emails sent, and those who are not engaged (do not open the email sent.)
It’s important to speak to each segment differently. A current donor may be prime for a larger ask. An engaged community member is perfect for the smaller ask. The messaging to the unengaged does not matter as much as a compelling email subject line.
Keep moving the list one way or the other and continue segmenting the data with every campaign review.
• Specific Landing Pages: On your website, make sure you have a dedicated #GivingTuesday page with a donation mechanism. (We love GiveWP for all online donations.) This page should reiterate all the above messaging. Make sure it speaks to your donor base and tell them how you plan to use donations.
Like most digital marketing campaigns, a Giving Tuesday campaign is only as good as your marketing strategy and its execution.
Plan, execute, review, refine, repeat — remember, you only have so much time to make an impact.
If you have any questions about Giving Tuesday strategies, please feel free to contact me at firstname.lastname@example.org.