It may be Black Friday today, but we’re already looking forward to #GivingTuesday 2019. Last Giving Tuesday, over $400 Million was raised online for charitable causes, not to mention the 14.2 billion #GivingTuesday social media impressions!
Inaugurated as a holiday in 2012, Giving Tuesday was born in the age of social media. Online giving and digital campaigns are the crux of a successful Giving Tuesday, and that means digital savvy is more important than ever for executing a stellar campaign. But with 14.2 billion impressions, how do you make your organization stand out on social media? We’re here to help.
If you’re looking for new ways to promote your organization this Giving Tuesday, look no further. Here are five great ways (with examples) to beef up your digital strategy in preparation for Tuesday:
Demonstrate the Tangible Impact of Donated Dollars
No one likes to feel like they’re giving into a void. In fact, according to Nonprofit Hub, transparency in how funds are used is essential to driving donor action, retention, and loyalty. Giving Tuesday can be a fantastic time to harness the power of storytelling to illuminate how dollars are used to create real impact.
For example, this Giving Tuesday, the Brevard Zoo is motivating donations by telling the story of the turtles at their Sea Turtle Healing Center. By making a donation, donors will know that their gift is going directly towards the rehabilitation of five sea turtles!
Encourage Constituents to Buy or Gift a Membership
Giving Tuesday isn’t just for one-off donations. Rather, it can be an excellent opportunity to promote membership to constituents and their networks. In fact, according to research by Colleen Dilenschneider, joining an organization through buying a membership is the number one way people like to support a nonprofit.
What’s more, by promoting memberships, you will be able to tap into the long-term value of members, which is 4.5X higher than a regular visitor to an organization.
You can take it a step further by encouraging constituents to gift a membership to friends or members of their community! Take a look at how Hands On Museum is doing it: a $100 dollar donation supports a gift of membership for families who need it most!
Create a Peer-to-Peer Campaign
According to Blackbaud, peer-to-peer fundraising is on the rise. DIY fundraisers alone have increased threefold from 2016 to 2018, and will continue to gain popularity. According to CauseVox, peer-to-peer campaigns can be an exceptional tool to build upon existing relationships, multiply impact, and grow awareness organically.
Giving Tuesday is the perfect opportunity to leverage P2P strategy. You can encourage your followers to create their own campaign, allowing constituents to ask family, friends, and coworkers to give, and create a sense of personalization on your behalf. Take a look at how the Florida Aquarium did it: they allowed their followers to be their champions, and rewarded the folks who raised the most with swag and merch, backstage passes, and more!
Create a Dedicated Giving Tuesday Event
Online giving is on the rise, but Giving Tuesday can also be an opportunity to get to know your constituents face-to-face through special programming. Check out what the Denver Botanic Garden is up to: this Giving Tuesday, they’re collaborating with the University of Colorado Alumni Association for a special Blossoms of the Light event. This gathering leverages the solidarity of local alums to generate support for the Botanic Garden, all while allowing donors to enjoy the Gardens' winter beauty draped with colorful lights.
Giving Tuesday can be an exciting chance to get to know your constituents and create a giving community!
Let Your Staff Tell a Story
If you’re a visitor facing organization, you likely employ visitor services staff, docents, tour guides, or other guest services personnel. These are the folks who are on the ground, connecting with visitors, and helping you deliver transformative experiences that advance your mission. Why not let them tell their stories to potential donors? In fact, leveraging the voices of your staff can be one of the most effective ways to build a social media campaign for Giving Tuesday.
Take a look at how the Seward House Museum does it: they feature the voices of their docents, volunteers, and donors, who articulate what Seward House Museum means to them. By showcasing the stories of your constituents and staff, you can help your mission resonate with potential donors and encourage them to donate this GivingTuesday.
Year after year, Giving Tuesday is driving an increasing amount of charitable giving. We’re psyched up to see museums, zoos, aquariums, gardens, and other organizations get creative to bring in new donors. It’s the final countdown until Tuesday, and we can’t wait!
Looking to increase digital engagement with your constituents? Schedule a free consultation with Cuseum today.