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Five ways to level up your GivingTuesday campaign

Group planning a campaign

As we shift into the last quarter of the year, many nonprofit organizations are thinking about Thanksgiving and Christmas, but campaign that should not go unnoticed is GivingTuesday. GivingTuesday is a “global generosity movement unleashing the power of radical generosity” that began in 2012. The idea on this day is to deviate from the consumer mindset driven by Black Friday and Cyber Monday, and to instead support charitable giving and volunteerism. GivingTuesday also kicks off what the nonprofit industry refers to as giving season—when organizations receive up to 30% of their annual donations— from November 29 through December 31. 

This year, GivingTuesday is November 29, 2022.  

Here are five ways to move beyond the basics and level up your GivingTuesday campaign:  

1. Have a GivingTuesday campaign planning party and create a goal

Organize a team that will oversee the GivingTuesday campaign. Start brainstorming ideas for goals you want to achieve, while keeping in mind the mission of your nonprofit. These goals could be either about raising funds or increasing the impact of your nonprofit. Some examples are: 

  • Raise $45,000 to purchase a van to transport clients to supportive services. 
  • Enroll 50 committed volunteers to help our nonprofit throughout the next year.  
  • 10x our footprint on social media and grow our email subscriber base from 15,000 to 18,000.  

2. Secure a match

Consider reaching out to your board of directors, corporate sponsors, or individual donors to commit to a one-to-one match for every dollar raised on GivingTuesday. This gives your supporters another reason to give to your nonprofit on this day as their dollars will be multiplied.  

3. Develop all your assets before your GivingTuesday campaign

Make sure you develop all the assets you foresee yourself needing before your campaign starts. Assets are the materials and content of your campaign. This includes, but is not limited to, images, email drafts, social media copy and hashtags, URL links, landing pages, and a system for tracking the effectiveness of your campaign. 

Creating all your content well beforehand is key to having a successful campaign. This way, you will spend your time on GivingTuesday responding to all your donors and showcasing the campaign rather than developing content. 

Tip: Make sure to test your links and landing pages in advance. There’s nothing worse than a broken link! 

4. Secure ambassadors to help spread the word

You don’t need Kardashian-level influencers to help you spread the word. Instead look for ambassadors, folks in your community or in your subject-matter space that would be willing to help spread awareness about your nonprofit’s GivingTuesday campaign. 

Since you have developed all your content (refer to step #3), you can easily share this with the ambassadors.  

Tip: Make it as easy as possible for influencers to share by sending them pre-written content and graphics.  

5. Enjoy your launch day, but remember to share the results with your supporters

Now that you have secured a matching partner, developed content materials, and found ambassadors, the launch day can be one where you focus on the goal: interacting with your donors and audience. 

On GivingTuesday, make sure you are present and keeping your donors and audience up to date on your goals via online channels. Sending multiple emails and posting frequently on social media are common and acceptable on GivingTuesday. Livestreams are also prevalent, and a great way to give supporters a behind-the-scenes view and generate excitement as you move the needle toward your goal.  

Be sure to also send out gratitude throughout the day. You can do it by interacting with your supporters, whether by email, social media, or video. Try to thank each individual donor, if possible. 

Overall, GivingTuesday is a great social movement that can benefit your nonprofit. The charitable buzz is in the air and supporters love to see what nonprofits are doing, specifically on this day.  

Make sure your nonprofit organization takes advantage of GivingTuesday this year by following the above steps. For a deeper dive into these steps and to get a Six-Week Checklist, be sure to join the upcoming webinar: Secure Project Funding in Six Weeks with a Solid GivingTuesday Campaign. 


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