How to Plan a Successful #GivingTuesday Campaign


November 28th, 2017 is #GivingTuesday, a 24-hour global movement for philanthropy. If you’re not familiar with this occasion, it began as a social media holiday to put a spotlight on year-end giving during a time of year that is so emphasized on the spirit of giving. The movement began four years ago when 92 Street Y in New York City and the United States Foundation came together and created #GivingTuesday. Since then, the movement garnered plenty of publicity and increase in donations year-on-year: the movement was responsible for generating $45.6 million in online donations and $116.4 million in 2015 (according to data from Impact Lab). So, how do you get in on this? Here are 5 simple steps to get started:


1. What’s your story?

Tell a compelling story behind your organization and your mission to generate interest from potential donors. Be sure to use simple language, stick to the point and be clear on what you’re asking. Remember that donors receive hundreds, if not thousands, of requests during this time of year so, make sure your story stands out and leaves a positive impression.


2. Set a goal

Because this campaign is only 24 hours, make the most of the time to capture attention and achieve your goal. Choose a goal that is tangible and that aligns with your organization’s bigger year-end campaign. To set an achievable goal, revisit past performance and use it as a benchmark, look at what similar organizations are doing, and calculate how much you need to meet your overall goal.


3. Think long-term

Ask yourself what kind of impact this will make after November 29th. Keep that legacy in mind when you craft your story so donors can envision what kind of everlasting impact their generosity will make and so you can convert them into long-term supporters.


4. What’s in it for the donor?

Just as much as #GivingTuesday is all about giving, you should also think about what the donor will getting in return. In addition to a unique and compelling story, offer donors with rewards, gifts and recognition for their support. Examples include: acknowledgement on social media, recognition on newsletters and programs, gift tiers, handcrafted goods, and high-end gifts.


5. Get everyone talking

Ensure that everyone in your organization and partners involved are aligned by asking them to act as ambassadors for your campaign. Leverage their powers of influence across their networks to share content on social media and send messages on the campaign’s behalf. Equip them with a marketing toolkit with the right tools for success by including sample content, communication guidelines, relevant imagery, and links.

Make the most of this campaign to further your relationship with existing donors and to attract new ones. Utilize this social media event to achieve your big-picture goal, and combine your messaging with your other contact lists to create a killer campaign. When you take part in #GivingTuesday, make sure you seize the day!

Shirley Lui