Launched in 2011, #GivingTuesdayis a global day of giving fueled by the power of social media; the event always falls on the first Tuesday after Thanksgiving. In 2016, more than 1.6 million people worldwide donated on #GivingTuesday, the highest number since its inception. In the future, #GivingTuesday is expected to raise more funds for organizations of all types all over the world as its popularity grows with donors.
For public media to be successful on #GivingTuesday, your station’s campaign should be ready for on-air and online promotion at least three weeks before #GivingTuesday.
1. Create a #GivingTuesday landing page.
The first step is to create a visually-compelling #GivingTuesday landing page on your website that you can promote in email and on social media. It should also have a URL that is easy to verbalize in on-air promotions, such as yourwebsite.org/givingtuesday. Be sure to prominently feature the date of #GivingTuesday (November 28 in 2017), the #GivingTuesday hashtag, and a “Donate” button on your landing page and if you’d like to have your #GivingTuesday campaign focus on growing your monthly donor base, then include a “Donate Monthly” button as well.
2. Integrate #GivingTuesday into your email campaigns.
Three weeks before #GivingTuesday, send a “Save the Date” email, link to your landing page, and make a prominent pitch for #GivingTuesday Ambassadors (see #5). Thereafter and through the day before #GivingTuesday, add a #GivingTuesday footer graphic (600 x 200 pixels) to your email templates that links to your #GivingTuesday landing page. Canva (canva.com) is an excellent do-it-yourself graphic design tool if your station does not have its own graphic designer.
3. Craft a #GivingTuesday social media strategy.
Also, three weeks before #GivingTuesday, start sharing “Save the Date” posts/tweets on social media 2-3 times weekly. To ensure your posts are coordinated and effective, write a minimum of 20 posts/tweets in advance that can be easily copied-and-pasted in the days leading up to and on #GivingTuesday. Always include the link to your landing page and the #GivingTuesday hashtag in posts on social media and in tweets.
4. Create #GivingTuesday graphics for social media.
To stand out from the barrage of #GivingTuesday social media posts and tweets, create social media graphics to go along with your pre-written posts and tweets in two sizes: (1) 800 x 800 pixels for Facebook, Pinterest, Instagram; and (2) 800 x 430 pixels for Facebook, Twitter, and LinkedIn. All social media graphics should have the #GivingTuesday hashtag, the date of #GivingTuesday, and your station’s logo. Ideas for social media graphics include: (1) countdown to #GivingTuesday graphics; (2) call-to-give graphics; (3) powerful stat graphics (about your service to the local community); and (4) inspirational quote graphics (from members, staff and volunteers, and community leaders).
5. Launch a #GivingTuesday Ambassador Program.
Your #GivingTuesday campaign will be more successful if you have ambassadors actively promoting your #GivingTuesday campaign in the weeks leading up to and on #GivingTuesday. Growing your ambassador program is a year-round endeavor, but, to begin, create a #GivingTuesday ambassador page on your website with an email opt-in and a call-to-follow on social networks. Provide sample social media posts and graphics that your ambassadors can use help promote your campaign.
Then, in the weeks leading up #GivingTuesday, email your ambassadors and ask them to begin sharing your campaign online to their networks. Email them again the day before #GivingTuesday to give encouragement and last-minute updates. If applicable, ask ambassadors to also create a fundraising page for your #GivingTuesday campaign if you have your own peer-to-peer fundraising software or are using Razoo, Crowdrise, or Facebook Fundraising Tools (nonprofits.fb.com). Finally, it’s worth noting that ambassadors can also be activated for pledge drives.
6. Secure a sponsorship for your #GivingTuesday campaign.
Providing current and potential sponsors with the opportunity to participate in your #GivingTuesday campaign could significantly increases your #GivingTuesday revenue. In addition to on-air spots, sponsors could also be utilized to match online gifts or provide giveaways on #GivingTuesday. To enlist sponsors, offer to feature their logo and website on your #GivingTuesday landing page, in email communications, and on social media.