If you're like most non-profit professionals, you are up to your eyeballs in end-of-year appeals, annual reports, and donor engagement - so putting together a Giving Tuesday strategy may not be high on your list. Fear not, starting a last-minute campaign for Giving Tuesday can be challenging, but it's definitely possible with some focused effort. Here are some quick and effective ways to kick off a last-minute Giving Tuesday campaign:
1. Define Your Goal and Cause:
Clearly articulate the purpose of your campaign and what you aim to achieve. Be specific about the cause or project you're raising funds for.
2. Create Compelling Content:
Develop engaging content that tells a compelling story about your cause. Use images, videos, and infographics to capture attention quickly. Focus on the impact of the donations and how they will make a difference and be willing to ask some of your best advocates to share their stories via a submitted self video! (See #6 for more advocate ideas)
3. Utilize Social Media:
Leverage social media platforms to spread the word quickly. Craft posts with a sense of urgency, and use relevant hashtags like #GivingTuesday to increase visibility. Consider creating shareable graphics and encouraging your supporters to share them.
4. Email Marketing Blitz:
Send out a series of emails to your existing supporters, explaining the urgency and importance of Giving Tuesday. Clearly communicate how their contributions will make a difference. Keep a running total of your funds raised and list of donors that can be updated on each email. Donors will appreciate the nearly real-time thank you and it can drive more donations from those who want to see their name in your next email update!
5. Leverage Influencers and Ambassadors:
If possible, reach out to influencers or individuals with a significant following who may be willing to support your cause. Their endorsement can quickly amplify your message.
6. Go Live with Your Best Advocates
Have some compelling impact or donor stories you want to share? Share video or live feed content (think social takeover style) from your donors, clients, sponsors and partners. Be sure to add a direct ask into your video to drive those donations.
7. Implement a Matching Gift Challenge:
Encourage larger donations by securing a matching gift from a donor or organization. Clearly communicate the terms of the match and emphasize the impact of doubling contributions.
If your fundraising platform allows it, make sure you have your Text-To-Give options up and running and share Encourage your board, employees, and clients to share a simple text message ask to their own contacts.
9. Collaborate with Existing Partners & Sponsors
Reach out to other organizations or businesses that may be willing to support your campaign. If you have a great following on social media or a well-curated email last - it's a value ad for your partners to get in front of your audience. Partnerships can also extend your reach and bring in additional resources.
10. Run Targeted Ads:
Invest a small budget in targeted online advertising to reach a broader audience quickly. Even a quick boost to a Facebook post or targeted campaign on Instagram will increase your reach. Be realistic about how much you want to spend and who your audience is.
11. Leverage Urgency and Scarcity:
Highlight the urgency of Giving Tuesday by emphasizing that it's a one-day event. Use phrases like "today only" and "act now" to create a sense of scarcity and encourage immediate action.
12. Provide Regular Updates:
Be sure you share your goal and keep your audience informed about the progress of your campaign throughout the day. Share updates on social media, via email, or through other channels to maintain momentum. Highlight and thank donors hourly or
Remember to monitor the performance of your campaign in real-time and be prepared to make adjustments based on what is working best. Good luck with your last-minute Giving Tuesday campaign!
PS Be ready to share a thank you email highlighting your total and listing your donors first thing Wednesday morning!