#GivingTuesday—it’s like a Black Friday and Cyber Monday for nonprofit organizations. Created in 2012 to encourage consumers to break from the buying and give back, Giving Tuesday can mean big money. Last year, #GivingTuesday generated more than a billion dollars; $400 million of that was in the U.S. alone! Since its inception in 2012, the #GivingTuesday movement has raised over a billion dollars online in the U.S.
Even though #GivingTuesday is only a few weeks away (it takes place every year on the Tuesday following American Thanksgiving), don’t panic. If you’re willing to do a little bit of work, there are still ways to capitalize on what has become the biggest fundraising day of the year.
First, if you haven’t already registered your nonprofit on the #GivingTuesday website, do it now. It should only take you a few minutes to include your information on the site’s master directory. It’s searchable by city and state. It won’t garner donations for you, but who knows? Maybe someone will see your organization on the list and decide to donate. It could happen. Registering will also give you access to some good resources, including their complete toolkit.
With a short window of time, focus on emails, social media and blogs.
A blog post as a quick and easy way to let supporters know you’re participating in #GivingTuesday. Now is the time to share any good, inspirational stories you have that drive your impact. You can even repurpose a story you’ve used before. Use the blog post as the anchor of your campaign and link your emails and social media posts to it. End your post with a strong and urgent ask, linking readers to your online donation form.
Just two emails can get the ball rolling. Use the first email to let your supporters know that your organization will be participating and urge them to take part in this global movement. Send the second email early on Giving Tuesday to remind your supporters that the day has arrived and include a link to your online donation form.
Make sure to be active on all your social media channels leading up to and immediately following #GivingTuesday. At a minimum post twice on your most active channels in the week leading up to #GivingTuesday and at least once on #GivingTuesday.
Use the hashtag #GivingTuesday to let supporters know you’ll be participating and to make your nonprofit searchable through this globally used hashtag. Don’t forget to link to your online donation form within the post. Facebook allows you to add a donate button directly on your page. You don’t even need to be set up to use Facebook Fundraisers, as it can link directly to your donate page.
Of course, make sure to thank everyone who supported your organization on #GivingTuesday. Thank people on social media, on your website and with personal thank you letters.