The Nonprofit Marketing Blog

Your Four-Step Plan to Conquer Social Media on #GivingTuesday

Nonprofit Social Media Strategy

Nonprofit Social Media Strategy

Why is there an emphasis on using social media for #GivingTuesday campaigns?  Because social media is immediate and is built for engagement. On a day of giving like #GivingTuesday, social media will help you:

  • Communicate updates quickly.
  • Create a sense of urgency.
  • Spread your campaign to people inside and outside of your traditional networks.

This post is not meant to be the magic key to making your #GivingTuesday campaign go viral. Instead, use these four steps to help set yourself up for social media success on December 1.

Step One: Draft your plan.

Nail down these three things to get your basic plan in place:

1. Focus on your story. The theme or major story that you are communicating through your #GivingTuesday appeal should be an integral element of your social media messaging.

For example, Badass Brooklyn Animal Shelter  posted social media updates on #GivingTuesday about a group of dogs they were rescuing during the first week of December. They featured stories of these pups throughout the day and reiterated that donations saved these dogs’  lives. The images were branded with the #GivingTuesday logo, a call to action to donate, and a short URL that lead directly to Badass’ donation page.

For more on multi-channel messaging, check out this blog post from Vanessa Chase.

2. Stay consistent with messaging. Map out your social media posts from November to the end of #GivingTuesday. If you draft all your content all at once, it’s easier to see the natural progression of your posts while keeping your campaign’s theme consistent. Line this messaging up with your email campaign, phoneathon, or other mediums you are using to ensure your message is consistent and clear.

3. Pace yourself. Don’t stay glued to Facebook the whole day. Pace yourself or give yourself a break. If you’re planning on doing all the social media yourself, please don’t! If you typically have an active social fan base and anticipate needing help, recruit a volunteer or colleague you trust to help you monitor social media or work “shifts” throughout the day.

I highly recommend that you schedule the majority of your “donate now!” posts beforehand and create updates on campaign milestones as they are available. In addition to asking for gifts and updating supporters on your campaign’s progress, use social media  to thank donors, interact with your ambassadors, and answer questions.

Step Two: Recruit some social media ambassadors.

To get the most out of your social media efforts, recruit social media ambassadors to help spread your message on #GivingTuesday. Start asking your most loyal social media fans to share and post original content on their pages as a way to drive donations on #GivingTuesday. Better yet, send them pre-made tweets and Facebook posts that they can simply copy, paste, and post!

If you want to take it a step further, ask these ambassadors to launch their own peer fundraising campaign on behalf of your nonprofit.

Step Three: Get a tool to automate content posting.

You’re going to be quite busy on #GivingTuesday, and you shouldn’t be pausing every hour or so to update your nonprofit’s social media accounts. Luckily, there are many tools out there to help you automate this process so you don’t have to be glued to Twitter and Facebook. Here are a few to look into:

These tools can help you update your Facebook and Twitter accounts with a steady stream of shareable content during the week leading up to and on #GivingTuesday.

Step Four: Get some graphics going.

Your social media followers respond to images: Twitter posts with images get two times the engagement and Facebook posts with images have an 87% interaction rate. Images are definitely the way to go!

But, keep in mind, not all images get the same rate of attention. Be sure to post images that are relevant to your audience. And, “images” doesn’t necessarily mean “photos.” These images can be calls to action to donate, an infographic highlighting the impact of your work, or be part of your storytelling campaign. Free tools like Canva or PicMonkey are great for creating your own images. Just be sure to use consistent branding throughout your images so it’s obvious that these visuals are supporting the same message and the same campaign on #GivingTuesday.

Here are a few social media images created by nonprofits for their #GivingTuesday campaigns:

Social Media Non Profits Social Media Strategies for Non ProfitsNonprofit Social Media Strategies

 

Have questions about leveraging social for #GivingTuesday? Reach out to me on Twitter and let me know how I can help.

Need more help with #GivingTuesday in general? Download our essentials guide to plan a successful campaign from start to finish.

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About This Blog

Lisa Bonanno
Vice President of Digital Marketing

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

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