Mapping a #GivingTuesday Follow-up Plan

Giving Tuesday is one of the biggest donation days of the year. Once the Giving Tuesday campaign itself is over, have a follow-up plan that keeps the value growing throughout the next year. 1) Run An Engagement Campaign For People Who Donated On Giving Tuesday Donating is a strong expression of interest. Run a targeted campaign for the Giving Tuesday donors to get them further engaged with your organization. 2) Build Content About How The Donations Will Be Used, Showing Maximum Impact Some of this content can be used in your Giving Tuesday donor campaign, as well as other targeted campaigns or general social media content. 3) Plan How To Re-Engage This Year's Donors For Other Giving Occasions Just because you're not asking your Giving Tuesday donors for another donation right now, doesn't mean you won't in the future. What you know they all have in common is that they're motivated by group action and social media events. Find one that's relevant to your group. If you have an annual event that attracts higher dollar donors, put together a prep email campaign for the Giving Tuesday donors that were on the high end. Giving Tuesday might just be an annual campaign, but you can incorporate it into marketing campaigns all year long.

Charity Marketing on WeChat: Father Cashes In On Sick Daughter
Key Marketing Lessons from the MarketingExperiments Copywriting Contest
5 #GivingTuesday Campaigns That Won (and 3 That Lost)
givingtuefollowup.jpeg

Giving Tuesday is one of the biggest donation days of the year. Once it’s over, don’t let its impact fade away. Sure, you’ve seen a boost in donations off your Giving Tuesday campaign, but you’ve also gotten so much more value you can use to advance your organization’s mission.

Once the Giving Tuesday campaign itself is over, have a follow-up plan that keeps the value growing throughout the next year. Here are four pieces to a successful post-Giving Tuesday plan.

1) Run An Engagement Campaign For People Who Donated On Giving Tuesday

Donating is a strong expression of interest. Run a targeted campaign for the Giving Tuesday donors to get them further engaged with your organization. This is not a campaign asking for more money. Too soon.

A Giving Tuesday donor campaign can start with a special thank you for making the day so special. Share some details about what was achieved that day: how much was donated, where that money is going and whom it will help.

Create some image or emoji-laden social content that announces what a rock star they are for having given to your organization on Giving Tuesday. Then encourage them to share the pre-fabbed social content via their own social media profiles. Instead of “I voted” stickers we get on election day, these are the “I donated…” or “I gave to…” social media updates.

If you have events or volunteer opportunities, you might center your campaign around getting them involved in them. Frame it as not just an opportunity for them to be involved, but for your organization to be able to meet its great donors in person and thank them personally.

2) Build Content About How The Donations Will Be Used, Showing Maximum Impact

Some of this content can be used in your Giving Tuesday donor campaign, as well as other targeted campaigns or general social media content.

Start with an eye-catching infographic that shares interesting tidbits about what you raised on Giving Tuesday and how that translates to the good your nonprofit does. Does…

COMMENTS

WORDPRESS: 0
DISQUS: 0