How to make the most of #GivingTuesday
Everyone has heard of Black Friday – and maybe even ‘Small Business Saturday’ and ‘Cyber Monday’. But what about that most special of the December holidays – Giving Tuesday?
On this magical day, the first Tuesday of December, the focus switches from consumerism to philanthropy, and people are asked to splash their cash on organisations they hold dearest to their hearts. But, in what’s usually a deep sea of asks, how can you make your message stand out this #GivingTuesday?
- All the socials
We work on a lot of appeals that are delivered through the post – because past (and present) experience tells us that DM isn’t dead!
But this is always only part of the plan – because these donors are only a small part of those that know and love you. With GDPR taking its toll on traditional databases, it’s crucial to embrace the socials and get creative with reaching relevant audiences.
And what better place to start than with #GivingTuesday. As the holiday lives and thrives online, shout about it on your social channels and use the opportunity to re-invigorate your e-newsletter audience. Last year, over £7.8 million was raised online on #GivingTuesday in the UK. Be loud and proud on the social platforms you get the biggest engagement from your supporters. Make sure you’re following the hashtags – #GivingTuesday and #GivingTuesdayPledge this year to see where all the action is.
- Just for you
E-newsletters aren’t one-size-fits-all. Your e-newsletter database is just as intricate as your mailable donors – there are eventers, community fundraisers, people from all different parts of the UK and those who’ve never even donated before. Take the time to segment your e-newsletter database and personalise your content to each sort of person. It might not seem much, but even a personalised region-based sentence could go a long way in terms of donations.
- Pluck up your courage
Your charity needs money, right? So don’t be afraid to ask for it! On the day where its been PROVEN people are likely to donate, it’d be silly not to throw your hat in the ring!
There are, as always, lots of big hitters wading in on the day – who’ve done amazingly at establishing their brands and becoming household names. So make sure your ask is strong (and tangible) to encourage some new people to choose you as one of their charities to support.
- What’s the money for?
So, you’ve decided to make the ask, but what is it exactly you’re asking for?
Tiny Tickers had a massive success last year, absolutely smashing their £725 fundraising target by raising £4,500. Their proposition was strong – and tangible; to purchase a pulse oximetry machine used to detect heart defects in newborn babies. CEO, Jon Arnold said: ‘This is the first year where we sat down to come up with a plan and a specific appeal. We found that making specific asks was really successful.’ We can say it ‘til we’re blue in the face, and you’ve all heard it before, but make your asks real and give a true price point, including £ and p.
- Thanks for the memories
Saying ‘thank you’ is just as important as getting the ask right. It makes donors feel appreciated and understand how their gifts make an impact. And, it opens the door for a future conversation, and potentially, further donations. It’s simple to set up a personalised #GivingTuesday ‘Thank you’ email – which you can include in your stewardship programme (starting, ideally, with a welcome package).
There’s heaps more tips we could give about how to make #GivingTuesday successful for you, ranging from paid posts and effective messaging, all the way through to creative and donor journeys. And Giving Tuesday themselves have a whole load of resources, images and videos for you to make a real go of it this year.
If you’re interested, say hello to Chelsey! For now, we’ll be beavering away on our upcoming Spring 2020 appeals….