#GivingTuesday has become a globally known Day of Giving, taking place each year in November gearing up to the holiday season. In addition to #GivingTuesday scheduled for December 1, 2020, a new Global Day of Giving will be taking place on Tuesday, May 5th, 2020
as an emergency response to the COVID-19 crisis. #GivingTuesdayNow
will be a new day of unity, action and giving and a way to come together amid these trying times.
Traditionally, #GivingTuesday focuses on the start of the giving season leading up to the end of the year. Organizations likely have annual campaigns they launch with standard messaging to attract donors looking to give back with whatever means possible. With the newly launched #GivingTuesdayNow initiative, it is time to think outside the box and get creative on how you can engage your donors and volunteers.
With a couple weeks to go until #GivingTuesdayNow, there is plenty of time to plan out your campaign.
One-Time and Sustaining Donors Appeals
If you want to take advantage of the Giving Tuesday rush to donate, a stand-alone campaign is a good choice. This can be an appeal that lasts only for the day, with a big push to support within the 24-hour window or transforms into a campaign that extends past the giving day. In whatever form, to capture donor attention, your campaign site explicity speaks to the impact a donor can make with imagery, direct copy, and maybe even a progress thermometer for donors to strive towards a vital goal you set. Importantly, as a campaign driven by social, ensure your presence and forms are fully mobile responsive!
Our New Donations module
makes it easy to accomplish all three -- and more -- and can be set up in minutes. In the fall, we walked through
the process of a creating and launching a branded #GivingTuesday appeal to accept one-time, recurring and tribute donations on our Donations module. The step-by-step tutorial is a valuable resource to follow along with should you be using the Donations module as your platform.
Multiply Impact with Do-It-Yourself Fundraising
Exploring a crowdfunding or "Do-It-Yourself
" (DIY) fundraising campaign is a way to multiply the impact of your supporters. Instead of making a single one-time gift, a DIY campaign encourages supporters to create a personal or team fundraising page on raisin, and do the fundraising for you! With a powerful suite of email and social tools for fundraisers, the Peer-to-Peer module
on raisin makes it easy for your champions to create, customize and promote your cause across their channels to friends, family and colleagues. The result? Expanded demographic reach with everyone fundraising for the same cause.
Promote Upcoming or Virtual Campaigns
Similar to DIY fundraising pages, Peer-to-Peer Fundraising
-- for an existing event, virtual campaign or launched just for this initiative -- can be promoted on Giving Tuesday to see boosts in fundraising from your participants. Encourage your participants to head to social on May 5, post a link to their fundraising page and add the #GivingTuesdayNow hashtag to their posts. At the same time, #GivingTuesdayNow could also be used to drive registration by allocating a certain percentage of registration fees to be receiptable as donations.
Getting the Word Out
The week and days leading up to your campaign will be crucial for communication and messaging to spread the word about your initiative. Letting your participants, donors and volunteers know what your plan for #GivingTuesdayNow is and how they can support your organization is a proactive way to get them involved leading up the day.
Spending time at home and isolating has resulted in more time on social media
. This is a great way to engage your network and encourage social sharing and participation. Adding your social media feeds on your raisin campaign or embedding a link to a Facebook Live broadcast are simple enhancements that will build and keep momentum growing. Creating unique #hashtags or social media challenges allows you to track the conversation and repost content to encourage others leading up to and on event day.
Need some help?
We've got you! Follow the sample communication plan set out in our #GivingTuesdayNow eBook
for reference, or contact our team
on how to set up your campaign.