Here are 5 tips for a successful Giving Tuesday fundraising campaign in 2021.
Develop an integrated campaign for Giving Tuesday
Promote your campaign via multiple channels to reach as many people as possible and create a repetition effect. The more your targets see your message, the better your chances of getting a response.
Mail still works, but it can be more expensive and time-consuming. For Giving Tuesday, which happens mainly online, we recommend focusing your efforts on email marketing, digital advertising, and your website.
Make sure the messaging is consistent across platforms and engaging
On all the channels you use, the messaging must be the same. Of course, you have to adapt the number of characters and the formats of the creatives to the different platforms and audiences. But the campaign must be recognizable.
To strengthen the messaging, don’t hesitate to state a financial goal and a deadline to give. This type of information acts as a powerful incentive to the audience because it creates a sense of urgency.
If possible, we also recommend asking one of your major donors to support the campaign by matching donations. This strategy can easily double, triple, or even quintuple your results!
Send email series: repetition is key for conversion!
Don’t be afraid of sending multiple emails to your contacts. They receive dozens of them a day from several other organizations. You must repeat your message to be heard. For Giving Tuesday, we generally recommend sending a series of 5 emails:
- One week before Giving Tuesday to announce the event and make a first call for donations
- A reminder the day before
- Two emails on Giving Tuesday: one in the morning, and a lift note in the evening
- The next day to thank those who gave and invite those who didn’t to do so
Make sure these emails are mobile-friendly and keep the copy short. Use bold font and colors on key phrases to grab the recipients’ attention and use graphics to summarize your message.
Invest in online advertising
Talk about your campaign with organic posts on social media like Facebook, Twitter, Instagram, and LinkedIn. It’s a great way to engage your followers. These platforms, as well as search engines like Google, also offer effective paid solutions to promote your campaign and reach more people. In the United States, nonprofit spending on online advertising increased 33% in 2020 (M+R Benchmarks, 2021)!
Don’t forget your website!
The journey of your targeted audience ends on your website. As much as possible, adapt the donation page and the home page to the campaign (copy, design). You can also set up a lightbox on the home page, with a Giving Tuesday message and a link to the donation page.
You now have all the keys to a successful Giving Tuesday campaign! If you have any questions or need support, feel free to reach out! Our team is always available and ready to help.
