The rise of social media has also given rise to online giving on cause awareness and giving days. The urgency of a campaign occurring on a certain day inspires individuals to donate, but only if your nonprofit prepares in advance and creates an online campaign that taps into the impulsivity of cause awareness and giving day donors. To help your nonprofit prepare and launch a successful cause awareness day and/or giving day online campaign, this webinar was presented on November 14 to more than one thousand nonprofit staff.
The Trend of Cause Awareness and Giving Days
- The rise of social media has inspired in-the-moment fundraising on cause awareness and giving days.
- World Water Day is the best know cause awareness day for online fundraising success and #GivingTuesday is the most successful giving day fundraising campaign at $168 million raised in 2016 (700,000 online donors, average gift of $107 USD, 1.3 million mentions on social media).
- The United States has Give Local America Day (May 1, 2018). Each state organizes giving campaigns through local community foundations. $68 million was raised in 2015.
Before the Giving Day: Get Organized
- Create a landing page on your website, a microsite, or use a fundraising platform. a landing page on your website, a microsite, or use a fundraising platform.1. Prominently feature the date, hashtag, a fundraising goal, a “Donate” button, links to your social networks, and an e-newsletter opt-in.
2. List three calls-to-action (donate, share on social media, become a monthly donor, sign a petition, etc.).
3. Consider a .ngo domain for your landing page, microsite, or third-party redirect.
4. Create an ambassador sign up page.
5. Provide sample email text and social media graphics and avatars to your ambassadors.
6. In the weeks leading up to your giving day campaign, email your ambassadors and ask them to update their social media profiles and email friends and family.
7. If applicable, ask them to create a fundraising page for your giving day campaign.
8. Create a “Meet Our Ambassadors” page on your microsite.
- If appropriate, seek a corporate partner for your giving day campaign. They could match donations, give a certain amount if a goal is reached, or give prizes to your top fundraisers.
- Create social media graphics in at least two sizes (800 x 800 and 800 x 430). All graphics should have the giving day campaign hashtag and/or your logo:1. Countdown graphics
2. Call-to-give graphics
3. Powerful stats and inspirational quotes (ONE)
- Write a minimum of ten posts/tweets coordinated with your social media graphics in advance that can be easily copied-and-pasted in the days leading up to and the day of your giving day campaign.
- Always link to your giving day landing page, microsite, or third-party fundraising page on social media.
- Send a “Save the Date” email to your lists two weeks before the giving day. Be sure to create a custom email banner (600 x 200).
- Create a budget. This should include graphic design costs, paid ads, fees to fundraising platforms, etc.
- Develop a 5-day editorial calendar for the three days leading up to your giving day, the day of your giving day, and the 24 hours following your giving day.
On the Giving Day: Get Focused
- Send at least two emails on your giving day. One for announcing the giving day is here and another for announcing that your nonprofit has reached XX% of its fundraising goal. Also, activate your ambassadors.
- Be very active throughout the day on social media.1. Post on Facebook a minimum of 3X.
2. Tweet a minimum of 2X hourly. Retweet donors, supporters, and ambassadors.
3. Post on Instagram a minimum of 3X.
4. Go live on Facebook and Instagram at least once.
5. Post on LinkedIn, Google+, Pinterest, and Snapchat.
After the Giving Day: Follow-up and Report
- Write an article or blog post summarizing the success of your giving day and then:1. Send an email to donors thanking them for their gift and ask them to sign up to become an ambassador for next year.
2. If you did not reach your goal, send an email to those who did not give and let them know the campaign has been extended another week in order to reach your goal.
- Post thank you graphics on social media the day after your giving day.
- You could also use Storify to archive your giving day and/or create a Twitter Moment.
- After the giving day, update your landing page or microsite with the date of next year’s giving day.
- If your giving day has its own domain, then purchase domains years in advance, such as: WWD2017.org, WWD2018.org, WWD2019.org
- Most trusted domains by donors: .org (72%), .edu (7%), and .ngo (6%), .com (5%), .net (1%)
Resources for Causes Awareness and Giving Days
- Nonprofit Tech for Good: 2019 Cause Awareness & Giving Day Calendar
- 92Y: #GivingTuesday Toolkit
- Knight Foundation: Giving Day Playbook
- Classy: #GivingTuesday Resource Pack
- Attentive.ly: Amplify #GivingTuesday with Social Media Influencers
- Blackbaud Institute: #GivingTuesday Trends Report
2017 Global Trends in Giving Report
Based upon the survey results of 4,084 donors worldwide, the 2017 Global Trends in Giving Report explores the impact of gender, generation, and ideology upon giving and volunteerism.