From the team at Give Lively.
#GivingTuesday is a global giving movement driven by social media. Whether your nonprofit already has a devoted following that likes and shares every post, or you’re still building your presence on social media, here are some tips will help you expand your social audience and, ultimately, your donor base this #GivingTuesday.
Set Up a “Donate” Button on Facebook
When one of Facebook’s billions of users searches for your nonprofit on #GivingTuesday, you want to provide the easiest possible path for them to contribute to your cause. The easiest path is the Facebook “Donate” button, which is easy to set up. Twitter doesn’t have a donate button, but you can draw attention to posts by pinning them to the top of your profile. Simply come up with a tweet that includes a call-to-action and a link to your donation page, post it, then click the arrow in the top right corner of the post and select “Pin to your profile page.” When visitors come to your Twitter profile on November 28 (and beyond), your call-to-action and donation link immediately draw their attention.
Set (and Promote) a Goal
Setting a goal for your #GivingTuesday campaign and promoting the goal on social media can be an effective way of driving online donations. Studies show that donors are more likely to give when a nonprofit is working towards a goal, especially if the goal is close. So make sure the goal you set is appropriate. If you’re already close, increase your goal to drive more donations. Promote that #GivingTuesday is the deadline and provide frequent updates on your progress on Facebook and Twitter. Include a call-to-action in those posts that encourages donating and to sharing your post with friends.
Tell Your Story
Effective storytelling deepens the connection between your organization and your donors, leading to more donations via social. This #GivingTuesday, create stories about the impact of certain donation amounts then draw attention to those stories in your social posts, or incorporate them into your goals (e.g. reaching our goal of $5,000 will help us provide 1,000 meals to the homeless.) Or pick one constituent your organization has served and shine a spotlight on their story on social media. Setting up a blog on Medium is a great way to start telling your nonprofit’s story (and it’s free) right now. Donors and prospective donors want to know how their #GivingTuesday contributions will support your cause directly. Imagery can help with this too. Make sure that every time your nonprofit posts on social media on #GivingTuesday and beyond, that the post is accompanied by a high-quality photo that tells your nonprofit’s story. If you don’t have a good image, search Flickr Creative Commons and free stock photo sites for something that will enhance your story.
Consider Boosting Your Posts
Facebook and Twitter give users incredibly powerful tools to target audiences with advertisements. Nonprofits can take advantage of these tools on #GivingTuesday and beyond to find new donors and encourage existing donors to give more. You can target people by location, age, income, whether they’ve given to nonprofits before, which types of nonprofits they’ve given to, and much more. For example, you might have the most luck specifically targeting people in your community who are at a certain income level and who have given to a nonprofit like yours before. You can even run a few different ads aimed at different demographics. The best part is that spending just a few dollars can put your nonprofit in front of thousands of potential donors. This will be important on #GivingTuesday as many donors will be contributing to more than one organization more than once throughout the day.
Incorporating one or more of these strategies will not only help you reign in more followers by #GivingTuesday, but also make those followers more likely to give that day and again to your organization. If you need any help implementing these tips, the Give Lively team is here to coach you through the entire process and set you up with our free Smart Donations platform, which includes the features discussed above, plus Text-to-Donate and Peer-to-Peer capabilities.