On the Tuesday following the U.S. Thanksgiving holiday, #GivingTuesday rises from the dust of the crazy commercialism of Black Friday and Cyber Monday and encourages people to focus on a spirit of philanthropy and generosity. So, needless to say, #GivingTuesday is a great time to launch a new fundraising campaign.
But, what sorts of things do you need to do in order to pull a successful campaign together? Here are five things you should cross off your list!
1. Determine Your Goal
First things first, it’s essential that both you and your supporters have a clear idea of what exactly you’re working towards. You need to have an explicit objective. So, take some time to determine an ambitious (yet realistic) fundraising goal for your #GivingTuesday campaign. Put the SMART framework into action to create a goal that’s specific, measurable, attainable, relevant, and timely.
Setting this aim not only connects your supporters to a larger goal and motivates them to donate, but it will also assist you in tracking your fundraising progress.
2. Identify Your Story
Yes, the buzz around #GivingTuesday makes room for plenty of organic promotion. And, it’s a great time for you to identify and reach your specific niche audience. So, in order to successfully connect with your target market and drive the conversation, you first need to get to the heart of mission. What sets your campaign apart? Why should potential donors care about your mission in particular? You need to make this clear by identifying your campaign’s story.
If this sounds difficult, it’s really not. After all, your campaign already has a powerful narrative—you just need to share it. So, get to the meat and potatoes of why exactly your efforts matter, and then share that through powerful videos, images, blog posts, and other promotions.
Need some tips? Our storytelling series is sure to help you craft an impactful narrative.
3. Set Up Your Campaign Site
Typically, people join groups because they long for that sense of community and the feeling of belonging to something bigger than themselves. So, make sure you provide a place where your supporters can connect with each other, donate to your cause, and stay updated on your campaign.
A fundraising site offers a great outlet where your donors and supporters can collaborate and work together towards a shared end. Plus, setting up a #GivingTuesday campaign site is much easier than you might think!
4. Involve Key Supporters Early
If you already have a group of key supporters for your cause, you should consider getting them involved before your #GivingTuesday campaign launches. That way, you’ll have some extra boots on the ground when it comes to time to spread the word about your campaign.
If you’re utilizing peer-to-peer fundraising, have your supporters set up personal fundraising pages. Then, arm them with the knowledge they need in order to be effectively involved and engaged with your campaign. Generate early buzz and promotion by encouraging your supporters to start talking about your fundraising mission before #GivingTuesday actually rolls around. Having a captive audience to announce your campaign to on launch day? It’s a powerful asset!
5. Spread the Word
As with anything, effective promotion is crucial for success. And, considering that #GivingTuesday has a hashtag directly in its name, social media should obviously be a key part of your promotion strategy.
Put together a social media toolkit for your supporters that includes graphics, logos, links, hashtags, and sample posts, so that they can help to boost your social media efforts. Reference additional GivingTuesday resources for some tips and ideas on how you can effectively show engagement with the entire movement.
#GivingTuesday is a fitting time to launch a new fundraising campaign. But, in order to set yourself up for success, you need to be prepared. Cross these five must do items off your list, and you’re well on your way to an amazing #GivingTuesday!
The preceding is a guest post by Candace Cody, the Fundraising Insights Editor at CauseVox, a platform that helps nonprofits create fundraising websites . She works to empower nonprofits on crowdfunding best practices and curates the latest fundraising insights on the CauseVox Blog.