Tips and ideas on how you can ramp up your digital fundraising game as we approach one of the biggest donation days of the year. #GivingTuesday has become the unofficial start of the year-end fundraising season. In 2016, the famous donation day saw people in 98 nations make 1.6 million contributions totaling $168 million. With an average gift coming in at $108, #GivingTuesday is a huge opportunity for any nonprofit organization. But it’s not without its challenges. The emphasis on digital fundraising — and social in particular — can be new for nonprofits that are more focused on traditional methods. And with so many organizations participating, it can be hard to break through the noise. Here are our top tips for making the most of #GivingTuesday.
1. Develop a strong narrativeEvery nonprofit with a digital presence is going to be asking for money on the same day, so it’s critical that you have a strong, succinct case for supporting your work. Highlight individual people who have benefited from your work wherever you can, and go easy on the statistics.
2. Get great visualsSocial media is increasingly visual, so plan ahead to develop content that will catch potential donors’ eyes. Professional photography, video and animation are great if there’s room in your budget, but it’s by no means necessary. You can send your most creative staffer out into the field to capture shots on an iPhone, shoot short video testimonials of people who have benefited from your work, or use services like Canva to create colorful infographics.
3. Enlist your volunteersDevelop a social media kit for the day to make it easy for your board and other dedicated volunteers to encourage their friends to support your organization. This can be a great way for a board member who is nervous about fundraising to get involved. Have a staff person on point to help them with any technical challenges on the day of. And make sure that it’s easy for people who have donated to share with their networks directly from the donation page.
4. Review your analyticsTake a look back at your best-performing posts of the year to see if there is any evergreen content that you can use again. Your analytics should also be able to tell you when your audience responds best to certain types of posts, and which social channels drive the most donations. If you aren’t getting this kind of information from your analytics, update your implementation so that you can see these insights next year.
5. Take it up a notchBe more active on social media than you usually are. Post more frequently, and leverage tools like Facebook Live and Instagram Stories (be sure to try anything new well in advance of the actual day). If you have the budget to promote posts, now is the time to do it.
6. Start early and don’t forget to say thank youCreate a landing page for your website reminding people that #GivingTuesday is coming up, and post reminders on social media a few times a week leading up to the day. And don’t forget to share your success and say thank you the day after.
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