The Nonprofit Marketing Blog

Making #GivingTuesday Magic in 3 Easy Steps

Year-End Countdown: 10 Weeks to Go

Editor’s note: For more in-depth help planning your #GivingTuesday campaign, join our webinar on Tuesday, October 25 at 1pm. Visiting expert Jamie McDonald will share her  secrets to #GivingTuesday success.

Mark your calendars. #GivingTuesday is on November 29.

In the last few years, this global day of giving has become a golden opportunity for nonprofits to rally their communities, generate interest in their missions, and crush their fundraising goals.

#GivingTuesday is also a key launching point for a successful year-end campaign. With just about a month left before the big day, it’s time to roll up our sleeves get down to business. Magic doesn’t happen without a little elbow grease.

Here are three steps you can take this week to get your #GivingTuesday planning on track:

Step 1: Zero in on a theme.

A theme will bring your #GivingTuesday campaign will come to life. Focusing on a specific program, project, or type of giving will provide more structure to your campaign and help differentiate it from other asks. Even if you plan to raise unrestricted funds with your #GivingTuesday campaign, consider what visual and written elements help your appeals stand out.

Not sure where or how to begin? In our on-demand webinar, fundraising expert Shelly Watts offers some helpful tips for defining your campaign focus and weaving your theme into a compelling appeal. The brings me to the next step.

Step 2: Draft your appeals.

Outline the series of email appeals you want to send just before and on #GivingTuesday. More important, ask yourself what you want those messages to convey. How can you convey a sense of urgency for funds? How will you incorporate your campaign theme?

If you have matching funds, underscore the fact that a donor’s #GivingTuesday gift can do even more. Mentioning matching funds also helps reinforce a sense of urgency and may inspire donors to give and give larger amounts. For step-by-step appeal writing guidance, grab a copy of How to Write Amazing Year-End Appeals.

Step 3: Be your donor.

This week, put on your donor hat and go to your nonprofit’s website to see how easy (or difficult) it is to make a donation. See if there’s any part of the process that is confusing, difficult, or otherwise not a good experience for your donor.

Have a colleague or a friend do it too. A second set of eyes is vital, as sometimes we get used to seeing things on our own website and don’t realize how a visitor may experience them. With all of the visitors you’re hoping to drive to your donation page in the next 10 weeks, it’s important to get this process cleaned up ASAP.

Any nonprofit, no matter how small, can win big on #GivingTuesday with the right strategy and planning. Join our live webinar on Tuesday, October 25 at 1pm EDT as #GivingTuesday expert Jamie McDonald offers strategies for small and growing nonprofits can use to make the most out of this global day of giving.

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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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