Editor’s note: I always find that it’s easier to get through something a big as #GivingTuesday when you have a post-event reward to look forward to. Give yourself a little motivation boost and sign up for this post-#GivingTuesday webinar: The Procrastinator’s Guide to End-of-Year Fundraising with Pursuant’s Rachel Muir.
Whether you’ve been planning for months, or you’ve waited until the last minute, #GivingTuesday is a huge opportunity for your nonprofit to build awareness for your mission, expand your reach through new donors, and raise money for your cause.
Haven’t started yet? You can still make the most of this day to boost funds for your nonprofit. Here are three things you can do to get ready for the big day:
1. Write your appeal and make sure the message is consistent across all channels.
Decide on your campaign’s focus and then use your theme and strongest stories to write a standout appeal. Use the appeal as a reference for updating the rest of your communications, social media profiles, and online assets, like your website and donation page.
Feature your #GivingTuesday campaign and its main focus on your nonprofit’s home page, “Why Give” page, and donation page. All of your channels should reinforce your core message and also include your campaign branding (such as any special logos or taglines) and story. It helps to pre-write follow-up emails, posts, and tweets to make it easier on the actual day itself.
Need help writing your fundraising appeal? We have a step-by-step guide just for you.
2. Get your donation page ready and be your donor if you haven’t yet.
On #Givingtuesday, you’re going to be sending a lot of people to your donation page. You want to make sure it’s clear, consistent with your campaign, and user-friendly. Visit 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 may be confusing or difficult for your donors.
Next, have a colleague or a friend visit the page. 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 people you’re hoping to drive to your donation page, it’s important to make sure there’s a seamless donation experience in place.
3. Plan your social media blitz.
Yes, you should definitely send email appeals to your donors on #GivingTuesday—but don’t stop there. On a day like #GivingTuesday, your social media channels are vital. Facebook and other channels you’re already using will help you communicate updates quickly, create a sense of urgency, and spread your campaign beyond your traditional network.
Take some points from your appeal and plan to post then throughout the day, along with fundraising goal updates and stories from the community you’ve served. Ask your most loyal social media fans to help spread the message and share your campaign. If you can, send them pre-made tweets and Facebook posts so they can simply copy, paste, and post.
Finally, don’t forget about graphics. 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 #GivingTuesday campaign.