Are you a nonprofit or a foundation? It’s time to start thinking about GivingTuesday. GivingTuesday is a “global movement for generosity,” and it happens the Tuesday after Cyber Monday.
When is GivingTuesday?
So it goes American Thanksgiving, Black Friday, which is for in-person businesses. Then you have Small Business Saturday, the shop small movement, which is sponsored by American Express. Then you have Cyber Monday which is for online businesses and then GivingTuesday.
The short answer is GivingTuesday is always the Tuesday after Thanksgiving. This year Giving Tuesday is November 30. Want a to-do list to get going? Then go to this link and copy it to your Google Drive.
Focus Your Fundraising Campaigns on GivingTuesday
GivingTuesday is a campaign in and of itself — separate from your general fund campaigns. It’s best if your organization starts working on that special campaign in the summer. Of course, now it’s already mid-September. But you still have time to ork on what one thing do you want to raise money for in November.
What one thing do you want to raise money for on GivingTuesday? Write that copy. Make a landing page. Make a specific donation page only for that.
This is where a plugin like GiveWP.com comes in handy. So that you can measure your campaigns against, um, one another. The funds can all go to the same bank account or to the same general fund, but you really want to see how your campaigns are going.
Get Email Marketing Ready for GivingTuesday
You’re going to want to make sure that you have a mailing list specifically for GivingTuesday. So you might want to start inviting people to just subscribe to that mailing list. You even may want to create swag for donors who specifically donate on GivingTuesday.
GivingTuesday is a Good Opportunity for Co-Marketing
You might want to work with a branding partner or co-market with a for-profit business for #GivingTuesday. So start thinking about that in June. Get it all squared away by the 1st of August. Make those landing pages. They don’t have to be live but make sure that you have filled your calendar with all of the things that you need to do and to accomplish before that.
Yes, We Wrote a Marketing Book for Your Nonprofit
Warren Laine-Naida and I teamed up to write a book just to help your nonprofit focus its marketing efforts. More than my GivingTuesday worksheet, there is an entire chapter on GivingTuesday that you’ll want to read which includes optimizing your donation forms. But it also includes information on websites, landing pages, and marketing automation.
What are you waiting for? People want to donate to your organization.
Watch the My Video
The Only Online Marketing Book You Need for Your Nonprofit
The Only Online Marketing Book You Need for Your Nonprofit is the second book in a series of three intended to help businesses, schools, and organisations get a grasp on the sometimes dizzying world of online marketing. This book will fuel your interest and excitement about what digital offers your nonprofit or foundation, and how you can use the internet to succeed. Your digital presence is an extension of all the things your business does online and offline. It’s an exciting time!
Successful businesses and nonprofits have marketing campaigns. The only difference is that one campaign is to sell a product to fit a customer’s lifestyle and identity and the other sells a donation or way to give that fits that lifestyle and identity.
This book also includes a chapter written by the founder of Groundhogg, Adrian Tobey called “Your nonprofit is bleeding money if you’re not leveraging CRM & Marketing Automation.”
This is the second book in a three-book series for small businesses, nonprofits, and schools.
Online marketing and communication is a way for you to make new connections and share with the world. It’s a foundational skill that you can apply to grow your organization for years to come, no matter how quickly technology changes and trends rise and fall. If you’re uncomfortable with tech, that’s okay. Communication, online or offline, is not a contest.