Should Your Nonprofit Develop a Giving Day Campaign?

​Organizations that are reliant upon gifts and donations to support their mission reflect on successful and unsuccessful campaigns as they plan for the upcoming year. Taking a look at your efforts this past year, what worked? Was it a new event or messaging? An uplifting or participant spotlight? Finding the right message and platform to kick-off and continue fundraising is a delicate balance and for many organizations, “Giving Tuesday”, the Tuesday after Thanksgiving, may seem like a slamdunk due to its growing exposure year-after-year. But, could the growing exposure of Giving Tuesday be hurting your nonprofit’s efforts and diminishing your message?

History of Giving Tuesday

Giving Tuesday dates back to 2012 and is fueled by the growth and reach of social media.

"Celebrated on the Tuesday following Thanksgiving (in the U.S.) and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since 2012, people from all over the world have given over $1 Billion to causes on #GivingTuesday. #GivingTuesday has become a movement that celebrates and supports giving and philanthropy with events throughout the year and a growing catalog of resources."
- GivingTuesday.org

​With over $1 billion raised, it is difficult to login to any social platform during the month of November and not see #GivingTuesday. But what if you had a campaign day that was strictly about your organization and mission and directly targeted at your audience and donors? Creating a day of giving campaign, that is standalone from Giving Tuesday, ensures your messaging and stories aren’t getting lost amongst the millions of other messages being published.  

Key Components of a Successful Giving Day Campaign

Some key components that should be included in your campaign include goal setting, a  content calendar for planning out social media messaging, and custom graphics and media, that is attention-grabbing and compelling. It may seem like the obvious first step, but having a specific goal (funds, volunteers, new participants) sets you on the path towards telling a complete story and attracting others to take action for your cause.

Planning a content calendar ensures you’re reaching the specific demographics on that particular social media platform. If your Facebook audience is middle-aged, posting messages that are targeted towards the young participants, isn’t going to have the same impact.

Lastly, branded graphics and media are what is going to get individuals to stop scrolling, read, and take action. Whether you are asking for donations, volunteers, or recruiting new participants, having branded graphics and media, including videos, hashtags, and pictures, creates a cohesive campaign that tells the story across different platforms and audiences.

Build Relationships with Donors

Taking the time to create a separate day of giving campaign will reduce the likeness of your message being missed or crowded out. Craft thoughtful messaging, engaging media, and a strategic timeline to tell a more convincing story in comparison with multiple rushed messages using the hashtag #GivingTuesday. The most profitable giving day campaigns require a calculated campaign plan highlighting your organization’s unique strengths and offerings. Find new donors, strengthen relationships with current donors, and gain exposure for your fundraising efforts to further the mission!