Giving Tuesday - What is it? What can my organization do today to get started?
During the holidays, have you been snuggled up with your popcorn watching holiday movies and the ASPCA commercial appears with Sara McLachlan asking for you to donate to help animals in need? She tells a compelling story while “In the Arms of an Angel” plays in the background. This ad is meant to pull at your heartstrings and encourage you to donate now, donate today. The end of the year and the holiday season is a time where people tend to be the most generous. In 2018, $380 million was raised online during Giving Tuesday and that total was a 38% increase over the amount raised the previous year. So being prepared and active is key if you want to capitalize on this important day of giving.
What You Need To Know
Giving Tuesday is the first Tuesday after Thanksgiving. It follows the branded days of Black Friday, Small Business Saturday, and Cyber Monday but its purpose is to spark charitable giving for a single day out of the year.
- Giving Tuesday 2019 is on December 3 and the campaign runs for 24 hours.
- Even though Giving Tuesday is in December this year your organization can start preparing a campaign today by gathering resources, assigning duties, preparing your marketing message and putting together a timeline to execute your plan.
- The most effective Giving Tuesday campaigns craft a message and call to action around a specific goal or need.
GivingTuesday.com has an abundance of information available to help you design your Giving Tuesday campaign so that it highlights your mission and compels your audience to donate to your organization. While there is still some time before you need to launch your campaign, here are three things that you can do now to jump-start your preparations:
1. Choose a SMART Goal
Organizations who develop SMART goals tend to raise more money than “general operating expenses.”
SMART means – Specific, Measurable, Achievable, Relevant and Time-Based. Example: “We need to raise $5,000 to provide scholarships for children who want to participate in cooking classes in Becky’s Kitchen.”
Choosing a project based on need and what will motivate your donors and attract new donors. Make this goal public! Make sure your community knows what you’re working towards.
2. Develop your Communications Strategy
How do you plan to connect with your audience? Will you primarily reach people on social media, your blog or through email and text updates?
Get your organization’s influencers involved early and stay in touch often. These are your ambassadors who forward all of your emails, retweet your tweets, and like, comment and share your Facebook posts. Identify those who are already comfortable with helping you spread the word about your cause.
3. Start Preparing Your Content
Effective Giving Tuesday campaigns have branded assets in place on your website, social media pages and through outbound email templates. It is important that these assets are ready in advance of December 3rd so that you can build awareness around your campaign and your goal. Important assets that you can get started on include: website banner image, Facebook and Twitter cover photos and shareable posts for all of your social media accounts.
These are 3 simple things that your organization can do now as you plan your successful campaign for Giving Tuesday. Want to know how we can help with your Giving Tuesday campaign? Schedule a demo today: DEMO