#GI INGTUESDAY SURVIVOR S GUIDE FOR FUNDRAISERS

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1 #GI INGTUESDAY SURVIVOR S GUIDE FOR FUNDRAISERS 10 Essential Steps to Implementing a Last-Minute Day of Giving Strategy

2 #GI INGTUESDAY is around the corner and if you haven t planned a campaign... Fear not, there s still hope! This ebook is designed to help you check off every #GivingTuesday box to ensure you have a successful day of giving that will help ramp up your year-end fundraising and start the new year off with a bang! What is #GivingTuesday? Since 2012, this global day of giving following Black Friday and Cyber Monday has encouraged people around the world to contribute to nonprofits and help kick off the giving season by spreading the word across social media channels. #GivingTuesday is one of the best ways to promote your cause to those who may not know about it. This day is all about giving, so take full advantage. #GivingTuesday is the only day that you can t ask too much!

3 Step 1: Create a #GivingTuesday logo for your organization There is no limit to how you customize the #GivingTuesday logo! Include your organization s colors, logos, and graphics to reflect your campaign and make it your own. We also recommend that you go to givingtuesday.org and register your organization. From there, you can download the complete toolkit and logos. Tip: Create a unique hashtag that your followers can use to promote your campaign in their social media posts and status updates, and include it on all campaign materials. #GI ING TUESDAY

4 Step 2: Create a #GivingTuesday donation page Your donation page is the most important part of your campaign! This is your chance to inspire supporters to give, so be sure it reflects your message and mission. Embed a video to boost the impact of your ask, include suggested donation amounts, and be sure your form is responsive so donations can be made from a mobile device. After all, #GivingTuesday happens mainly on social media and by , which the majority of donors access by smartphone. Tip: The branding of your donation page should remain consistent across channels to reinforce your campaign.

5 Step 3: Link your website donate button to your donation page The easiest and most convenient way for people to give to you is right from your website. Be sure to feature your DONATE button prominently at the top of every page. The button should link directly to your secure #GivingTuesday donation page (that we covered in step 2!) for a seamless one-click giving experience.

6 Step 4: Create a text-to-give keyword for simple social asks #GivingTuesday not only happens on Facebook and Twitter, but on image/video based networks like Instagram and Snapchat. That s why it s important to have a text-to-give keyword that allows supporters to easily donate from their mobile phone in response to calls to action on photos and in videos. All content should give donors the option to text-to-give or go to your website to make a donation. Keywords are also the easiest way to execute donation asks at in-person events and on Facebook live.

7 Step 5: Create a trackable shortlink for your donation page It s important to be able to see how many people are clicking and sharing your #GivingTuesday donation page link before, during, and after your day of giving. Sign up for a free trackable shortlink generator like bit.ly to be able to see traffic statistics, referring channels, and location data for each link.

8 Step 6: Test the social share settings for your shortlink How does your shortlink look when followers share it on Facebook? Though it may seem minor, this is a very important part of your campaign it s a determining factor in whether people will click or share your link! For best results, create a concise headline and description that includes your call to action, and ensure your photo reflects your campaign branding. If anything appears awry, you can edit the photo, title, and description and reset at

9 Step 7: Create social media images with a clear call-to-action Images are a huge component of #GivingTuesday and should be used across all channels and social networks. You can use just one, or create a variety of images to share! Your campaign keyword, website URL, and hashtag should be displayed clearly and prominently on each image so supporters and ambassadors can spread the word about your campaign across Facebook, Twitter, Instagram, text, and .

10 Step 8: Encourage every supporter to post an #UNselfie An #UNselfie is an image that highlights the cause that a person is supporting. Create a printable PDF with your organization s branding and call to action, and be sure to leave white space so supporters can write in the reason they re giving. Link to the PDF download across your social media channels and by , and encourage your followers and supporters to post their #UNselfie across their social networks or set it as their profile picture on #GivingTuesday to show their support. #UNSELFIE wo r ld w il l I m g iv in g s o t h e rs! h ave m o re s lu g g e #GI ING TUESDAY Text NATASHA to or go to natashawatley.com to give

11 Step 9: Post videos promoting your campaign and your mission Videos are the best way to tell your unique story and show supporters why they should contribute to your organization. But video production doesn t have to be complicated! Record a compelling 30-second video on your smartphone highlighting your mission, or just compile images into a slideshow, and include your donation ask with a link and keyword at the end. Videos are highly shareable, so the more videos you promote during #GivingTuesday, the more exposure your campaign will get! Tip: If you don t have time to prepare a video, Facebook Live is the next best way to broadcast your ask to followers. Don't forget to use your text-to-give keyword call to action for easy giving!

12 Step 10: Recognize donors and adjust your strategy as you go A fundraising thermometer is great for tracking donations as they come in, and makes for a compelling way to inspire your supporters to give even more! Display the live thermometer in your office and link to it on your website and social channels to let everyone join in on the fun as you climb toward your goal. You can even thank donors in real time and make adjustments to your donation page (like increasing suggested donation amounts) and deliver status updates to your audience to maximize the results of your campaign. After all, your supporters want you to succeed!

13 #GI INGTUESDAY campaign success is determined by your organization s ability to inspire individuals to contribute to and share your campaign. #GivingTuesday is all about mobilizing your network everyone from followers, their friends and family, to volunteers, staff, local celebrities, and ambassadors. In short, you must: Make it easy to give from anywhere with text-to-give keywords, web shortlinks, and a mobile-friendly donation page Tell your story with consistent branding and language on donation pages, images, videos, s, text messages, and social posts Encourage followers to post #UNselfie pictures and spread the word about your cause s campaign to help you do even more good Don t forget to have fun! At the end of the day, you re making a difference for your organization and involving yourself in a movement to better the world as we know it and that s something to be proud of.

14 MobileCause offers the mobile and online fundraising and communication solutions you need to maximize #GivingTuesday donations and participation. your campaign can be up and running today! #GI INGTUESDAY Call (888) or visit mobilecause.com/free-consultation