The giving season is right around the corner and now is the time to be sure that your nonprofit is ready spread your mission and acquire those much needed donations this holiday season!
Celebrating its fourth year on December 1, #GivingTuesday will bring people and organizations from around the world together for one common purpose – to celebrate generosity and to give. Founded in 2012 by New York’s 92nd Street Y, in collaboration with the United Nations Foundation, #GivingTuesday now engages more than 30,000 organizations globally through the power of social media and collaboration. According to GivingTuesday.org, since the first #GivingTuesday, online donations on the Tuesday after Thanksgiving have seen an increase of more than 470%! Nonprofits cannot afford not to get in on this extraordinary opportunity.
One way to do this is to take advantage of Facebook’s recently launched “Donate Now” call-to-action button available (free of charge) for nonprofits to add to their Facebook pages and link ads that will connect donors directly with an organization’s donation page, making it faster and easier to donate than ever before. Many nonprofits already realize and take advantage of the value of a strong social following; by adding the “Donate Now” option, nonprofits are able to more readily turn online engagement into meaningful monetary support.
Here are our tips for making the most of these two giving opportunities:
- Planning and preparation are key – assemble your fundraising team and begin planning now to inspire generosity
- Add a #GivingTuesday message to your nonprofit’s website, Facebook page and other social media outlets to build momentum and reach all of your followers
- Use the #GivingTuesday hashtag in your nonprofit’s Tweets – this will make your organization discoverable to anyone searching #GivingTuesday
- Don’t consider #GivingTuesday as a one-day event – begin December 2 by connecting with your newly acquired and existing donors sharing the results of their generosity and how it will impact those you serve – in other words, create goodwill
- Always engage and thank your valued donors – not just on #GivingTuesday – but the whole year through; long-term relationships can last a lifetime
- While monetary donations are crucial for nonprofits, we can’t underscore the importance of volunteer efforts – encourage donors to get creative and give time for volunteering; those who can’t afford a monetary donation may be inspired to contribute in this way, making it a win-win for everyone involved
- Reference your “Donate Now” button in your Facebook and other social media communications and dedicate specific content that make users aware of the button and perhaps how donations will be used
- Pay attention to who is taking advantage of the “Donate Now” option; as with any campaign, information is key and analyzing and understanding who these givers are will go a long way in helping your nonprofit build sustaining donors
Free tools and resources for #GivingTuesday can be found at www.GivingTuesday.org.
