The Nonprofit Marketing Blog

How to Stand Out on #GivingTuesday

Stand Out on #GivingTuesday

Yes, you can do both #GivingTuesday and your normal year-end outreach, even if you have a smaller list, no social media presence or if you’re a staff of one. (Really!)

With so much buzz around #GivingTuesday, you might wonder how you can differentiate your message and stand out from the pack. Here are three ways to do just that:

Find Your Focus

In a sea of generic appeals, do yourself (and your donors) a favor by taking the opportunity to get a bit more specific for this 24-hour giving spree. #GivingTuesday is a wonderful reminder to give and can add a sense of urgency to your ask, but it’s not the reason why donors will give to your organization. #GivingTuesday is a great opportunity to target specific segments of donors, focus on a certain program, or leverage a special type of giving (such as peer fundraising or monthly giving). By getting more specific, you can tell a more interesting, relevant, and memorable story, differentiating your #GivingTuesday from your other appeals, as well as those of other organizations.

Build Your Brand

Once you’ve found your focus, it’s time to work on some specific branding for your campaign. A strong brand for your campaign means that you can create a consistent experience in all of your outreach and appeals leading up to and on the big day. Your campaign may have a catchy slogan, a special icon, or a special motif. Make sure your brand still aligns with how people recognize your nonprofit. Bonus points for including #GivingTuesday icons to help tie it all together.

Include this theme on your website, in your emails and direct mail pieces, on your donation pages, in social media, and, well, everywhere you mention your #GivingTuesday campaign. Create shareable images that you (and your supporters) can use to spread the word about your campaign and the work that you do. (Need some help creating your images? Try these tips for great visuals.)

Celebrate Your Community

#GivingTuesday is all about coming together to celebrate generosity, but too many organizations use the day as just another chance to send a one-way communication. Build better relationships with your donors by involving them in the planning, messaging, and deployment of your campaign. Get them excited about this giving day well in advance and ask for their input and ideas. They’ll be more invested and more likely to give and share.

While you’re at it, use #GivingTuesday as a way to thank your supporters for all they’ve done and highlight their achievements through their contributions of time, money, and advocacy. Shine the spotlight on your supporters via social media throughout the day, or consider creating your own version of an “Unselfie” campaign to bring your community to life and show potential donors that they can join an active, vibrant group of amazing do-gooders.

 

The most successful #GivingTuesday campaigns are those that show some personality, get donors involved, and key in on the strengths of the organization. Include these elements in your efforts and you’ll stand out from the rest.


 

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About This Blog

Linda Lombardi

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

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