Giving Tuesday -- December 1, 2020
This will be a unique Giving Tuesday, but your supporters still want to support your nonprofit. Those who have not been financially impacted by the pandemic, especially, will be feeling more generous than ever. Make sure to connect your nonprofit's Giving Tuesday campaign to the effects that COVID-19 has had on your organization or your beneficiaries. As always, be graceful and keep donation messaging simple and clear.
Set goals, but be realistic. Almost nothing about this year is "normal." The goal you set may end up being way higher or lower than the amount you actually raise, but take advantage of the opportunity to engage donors who could become long-term supporters of your organization.
Here are some ideas for your nonprofit as you plan your campaign:
Messaging and Supporter Engagement
- Think of ways you can communicate your mission in a way that is relevant to the events of the year. A place to start: focus on ways your nonprofit has been impacted or has made a positive impact in the wake of COVID-19.
- Come up with a tagline or two that you can use in social media and email messaging. For example: "We're still growing in 2020!" for a garden nonprofit.
- Think of and create a few stories or artifacts from this year-- things like an example of a beneficiary who you've helped this year, a statistic, a few "fast facts" that you can make into a graphic, a heartwarming testimonial from a board member or volunteer, etc. These will add the personal and "real" touch to your communications.
- People are looking for connection! Think of ways you can engage supporters throughout the giving season. Think of mini-activities like a pen pal club, Zoom webinar or discussion, weekly Facebook live streams with various board members and supporters, Q&A sessions, giveaway on social media, virtual race or challenge, a Giving Tuesday ambassador program, small outdoor events, or volunteer activities.
- Look for matching gifts--board members and local businesses are great places to start.
- Add a banner image to your site featuring your Giving Tuesday branding or messaging.
- Add a call-to-action button on your main nonprofit site that links to your donation form or fundraising campaign page on GiveSignup.
- Consider using a GiveSignup donation website as your main Giving Tuesday website--you can use a cover page to add images, text, and calls-to-action.
- Create a custom list on your email platform with all your supporters from previous events, donation campaigns, fundraisers, etc.
- Customize a template that you will use throughout your Giving Tuesday campaign, which will make sending emails much faster as you have less time later on.
- If you already send out a monthly newsletter, include links to your Giving Tuesday form or campaign there too.
- Post regularly starting around a month out--it might help to create a content calendar and schedule posts to go up.
- Focus your efforts on Facebook and Instagram, but figure out where your supporter base is and adjust as needed.
- Use sites like Canva to create graphics.
- Create a hashtag, or come up with another way to get supporters posting about your nonprofit, and then share those posts on your page.