We are less than two weeks from Giving Tuesday, a global day of giving that has gained serious momentum thanks to social media – particularly Facebook. It is the perfect time to market your brand and show people why they should support you, whether that be through a donation or a purchase.
Why is Giving Tuesday such a big deal? Well, first of all, it’s positioned right in the midst of the holiday season when spirits and chances of giving are high. You don’t want to wait until after Christmas when bank accounts are low and New Year’s resolutions have been set. You’re also casting a wider net. People who do not donate a regular basis are more inclined to do so when it’s considered the social norm.
Organizations and entrepreneurs will compete all over the world for a piece of the pie. Make sure you follow these best practices so you don’t get left behind.
Tell a Story
Strong content is at the backbone of every Giving Tuesday campaign. Photos and videos will capture the attention of your audience, but it may not compel them to give to your cause. It’s crucial that you have a story to go along with your campaign that will resonate with potential donors. Keep in mind that every donor wants to feel like their money is being well spent. Talk about how your company or organization makes a difference. How do you improve the lives of the people around you? How are you helping to make the world a better place? What does your mission accomplish on a daily basis?
Drive Traffic to Your Website
If you don’t have a donate button on your business page, you can drive traffic back to a Giving Tuesday landing page on your website. Not only will this give people a place to donate, but it will also get them the opportunity to learn more about your business or organization. Make sure the landing page is built out with inspirational and informative content, such as a photo gallery or short video that shows your impact.
You should create and advertise your Giving Tuesday landing page ahead of time. This will help raise awareness around your campaign so that when the day comes, your donors or customers have all the information they need. They should not have to look around your website to see how their money will be spent – that should be apparently immediately.
Get Support from Advocates and Partners
You don’t have to do this alone – don’t be afraid to ask for help. For most organizations, especially those with smaller teams, competing with the big wigs can be intimidating. You just need to remember that social media is all about networking. The more you can get the word out, the more likely you are to reach our fundraising goal. Ask anyone and everyone you’re comfortable with to advocate on your behalf. This could be friends, family members, members, clients, or even customers.
If you have some type of corporate partnership program in your organization, ask one of your partners if they’d be willing to match donations. Having a strong company behind your campaign gives you authority and allure on social media.
Use the Giving Tuesday Logo and Hashtag
Make sure all of the posts or ads you create that day are branded with the #GivingTuesday hashtag. It will be the most popular topic on Twitter and it gives you an opportunity to specifically target the “giving” community. If you’re short on followers, you can leverage trending hashtags to increase your reach.
You can also download the Giving Tuesday logo to use on your website and social media channels. If you’ve picked out 5 compelling pictures to share on Giving Tuesday, add a logo to clearly show your audience you are participating. It does not have to replace your company logo or regular branding.
Clearing the Air: Is Giving Tuesday Just For Nonprofits?
While there are certain perks to being a nonprofit organization, like the Facebook match, anyone can participate in Giving Tuesday. With Christmas right around the corner, donors will be looking to buy products and services that are backed by a reputable company. Giving Tuesday isn’t just about donations, it’s also about supporting the businesses that make an impact in the community. Don’t focus on what makes your product or service so great – focus on the personal aspects of what makes you stand out from the competition.
This year, Giving Tuesday falls on November 27, 2018. Mark your calendars and get ready to jump on the social media bandwagon. Many organizations will have started their planning weeks or months ago, so do not delay any longer!
