Getting your message heard in the final days prior to a fundraising campaign is vital to achieving your goals. #GivingTuesday campaigns are no exception!
#GivingTuesday is a worldwide movement, and following on the heels of the two busiest holiday shopping days, your message will be competing with a crowded advertising landscape. Make sure you stand out in the crowd by making a plan for the final countdown to #GivingTuesday.
Saturday – Three Days Prior to the Event
Black Friday is over and shoppers are counting the savings they received on their purchases, making it a best day to alert them to your #GivingTuesday event!
If you haven’t done so already, update your website. Add Giving Tuesday graphics, change the header to promote the event, and make sure your payment processing application is working correctly.
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- Catch their attention in the subject line by encourage them to “save the date” of your #GivingTuesday” campaign.
- Produce graphics that clearly states your campaign goals and what they mean to your beneficiaries. People love infographics that are fun to look at and easy to read.
- Use a quote from someone who has benefited or has seen the benefits of your work.
- Note how many days are left until kick-off and prompt them to set a reminder to give.
- Provide a link to your website and let them know they can donate early.
- Sprinkle in “#GivingTuesday” and your organization’s hashtags throughout the email.
- The shorter, more personal tone of social networks offers you a platform for a more forceful push, so don’t be afraid to cut right to the point.
- Infuse the message with excitement and, if appropriate, make it fun.
- Offer a graphic or video of your work in progress that will connect on an emotional level with your followers.
- Provide them with a countdown and let them know how important their contributions are to your organization’s work.
Sunday – Two Days Prior to the Event
This day of relaxation and contemplation is a perfect opportunity to let them dive deeper into the work you do, along with ways they can contribute during your upcoming fundraiser.
- Your subject line is meant to set the tone of your email, so make your words connect with your work. If you are a school, show excitement. If your work is meant to ease suffering, show compassion.
- Offer video depicting how the work you do benefits others; introduce them to a specific program or project your organization has developed and provide the specifics.
- Add a link to your website with a prompt to donate early.
- Remind them that #GivingTuesday is only two days away and to set a reminder to contribute.
- Use graphics that provide context to your work. Show where the money is used and how it impacts your goals. Most social networks allow for video and photos and some offer ways to add messages within the pictures.
- Offer links to your website, directions on how to donate, hashtags and any other important information they’ll need in order to contribute and spread your message to their followers.
- Don’t forget to remind them it’s only two days away!
Monday – One Day Prior to the Event
With only one day left before #GivingTuesday, this is the time to put urgency behind your message. Let your community see just how important their contributions are to your organization’s work.
- Play to their sense of urgency in the subject line. Use words like “now” or “don’t let it pass you by.”
- Offer quotes, video and stats that prove the success of the programs and projects past contributions have made possible.
- Include the link to your website and encourage them to add a quick donation to their cyber shopping list.
- Make the countdown big and bold on this final day prior to the event and add a reminder for them to set an alert tomorrow.
- Ask them to reach out to their family and friends who share their interest in your work.
- Plan two or three posts spaced out throughout the day.
- Provide graphics that add context to your work. Show where the money is used and how it impacts your goals. Most social networks allow for video and photos and some offer ways to add messages within the pictures.
- Consider a live video that can either be a fun insight into your #GivingTuesday preparations or a “in-the-field” report that lets them see your work firsthand.
- Offer links to your website, directions on how to donate, hashtags and any other important information they’ll need to contribute to your cause.
- Put an emphasis on your countdown, let them know how important their contributions are to your organization’s work and remind them of the tax incentive.
- Ask them to share your messages across their personal networks.
Tuesday – #GivingTuesday
The big day has arrived! It’s your last chance to get your message heard, so don’t be shy.
- Start out early with an invitation to give a link to where they can donate and an urgent message that will get them to click over.
- Provide sporadically timed updates that show progress, along with a message to donate and spread the word to their community using your information and hashtags.
- Consider a live video, either of your staff’s excitement about the growing contributions or of the work those contributions are funding.
- End the day with a thank you and the results of the campaign.
With a well-thought out marketing and promotion plan you’ll be making the most of the last two or three days leading up to an event, which could be the exactly what is needed to make a big impact on making it one of your most successful campaigns of the year!