The Nonprofit Marketing Blog

How to Optimize Your #GivingTuesday Experience

Optimize Your Giving Experience

Of course, all fundraisers think their fundraising campaigns are special, but some campaigns are more special than others.

A campaign for a giving day like #GivingTuesday is no exception.

This is because your campaign and all of the outreach associated with it should have a specific focus, incentive, or goal that makes it different from your annual fund drive or an evergreen donation appeal. Just as your nonprofit’s message and branding should be unique to your organization, the same holds true for these types of special campaigns. When your fundraising campaign has a special focus, your donation page should follow suit.

For best results, you should customize your nonprofit’s donation page for your #GivingTuesday campaign. You can opt to update your existing donation page or add an extra page dedicated to your special campaign. Another great reason for having multiple donation pages on hand? Better donor targeting and options for testing. Smarter fundraising for the win! (Need a smarter donation page that gives you the flexibility to customize for special campaigns? We can help.)

When a donor lands on a page that has options and prompts that match your campaign criteria, they won’t wonder if they landed in the wrong spot.

Optimize Your Donation Page for #GivingTuesday

As you create or update your donation page for #GivingTuesday, keep in mind your goal is to achieve maximum message match. That is, your images, language, and giving options should be consistent with your appeals and campaign type. If your #GivingTuesday appeal focuses on supporting one particular program in your organization, don’t make donors hunt to find how to designate their gift.

Copy:

If your campaign is all about the #GivingTuesday Mega Match, when you send supporters to your donation page to join the #GivingTuesday Mega Match, your page better has a big headline that says something like “Double Your Gift with the #GivingTuesday Mega Match today to save.” Imagine the disappointment of a donor ready to give to the #GivingTuesday Mega Match and there’s no mention of the #GivingTuesday Mega Match to be found. In addition to your headline, it’s a good idea to include a few short (and I mean short) lines to describe and reiterate the goal of your #GivingTuesday campaign and what will happen as a result of the gift.

Images:

Does your #GivingTuesday campaign have a special logo or signature image? Then it needs to be on your donation page to let donors know that they’ve arrived at the correct destination. Remember: Your donation page should visually match not only your nonprofit’s brand but the campaign materials that likely brought them to the page in the first place.

Donation Options:

I think you can guess what I’m going to say here. If your #GivingTuesday appeal is all about recurring gifts or specific giving levels, don’t offer a bunch of unrelated options. The idea is that you shouldn’t have to do much explaining to allow your donor to successfully complete their donation. Create a clear and easy path and let them do their thing. Tip: To ensure maximum message match, use our Donation Page Checklist to keep you on track.

Remember:  your goal here is to remove any friction that might slow donors down or make it difficult for them to make a donation on #GivingTuesday. When a donor has to stop and reconcile discrepancies or sift through unrelated options to give, they’re more likely to be eyeing the door instead of your donation page.

To-do: Write down three things that make your #GivingTuesday campaign unique. Now, make sure these three items are prominently featured on your donation page.

Raise More This Year with Easy-to-Use Fundraising Software that Gets Results

Learn More

Share your thoughts!

Join the conversation to offer your insight and experience. Have a question? We’d love to hear it!

About This Blog

Linda Lombardi
Content Manager

We’re here to help you win hearts and minds—and donations.

Read More

Want to raise more money and learn how to market your cause with bigger impact? You’re in the right place! The Nonprofit Marketing Blog is managed by our team of experts here at Network for Good. We’re here to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples.

Want to be a better nonprofit marketer and fundraiser? Get alerts for free tips, key content, and other training opportunities.

Subscribe