September 26, 2019

How to use branding to personalize your #GivingTuesday campaign

Filed under: Branding — lidia @ 2:04 pm

If your nonprofit is ready to join the #GivingTuesday movement, here comes the fun stuff: personalizing your campaign and making it your own.

The great thing about #GivingTuesday is that it’s an “unbranded movement”—you have the flexibility to make it whatever you want. You can use your organization’s branding to create custom #GivingTuesday social media graphics and hashtags that are consistent with your existing branding and marketing outreach.

Here are some tips for personalizing your #GivingTuesday campaign.

Start with a plan

Get started by downloading the Getting Ready for #GivingTuesday workbook. You’ll find prompts for developing your campaign name, visuals and tagline, as well as narrative and call to action.

Create a brand guide

A brand guide visually expresses the important aspects of your branding. It functions as a reference guide to keep your visuals and messaging consistent throughout your campaign.

Your brand guide can be simple, but should include the visual aspects of your branding, i.e. logo, colors, fonts, images and videos—as well as your voice, and the theme and hashtags you plan to use in your #GivingTuesday campaign.

When you design a campaign social media post or website graphic, reference your brand guide to be sure it’s aligned with your branding and messaging.

TIP: When designing a piece, ask yourself: Will a follower recognize this as part of my brand? If not, revisit your design (and brand guide) to make it more consistent with your brand’s identity.

Here is an example of a brand guide I use for my social media marketing.

Incorporate the #GivingTuesday branding

While you want to use your organization’s branding, it’s also smart to incorporate aspects of #GivingTuesday’s branding so that your audience recognizes your campaign is part of this global movement.

If you don’t have a graphic designer on hand, tools like Canva or Adobe Spark (both of which offer nonprofit discounts) make it easy to create images using the #GivingTuesday branding and logo.

TIP: The #GivingTuesday hex color codes are #C02032 (red) and #32417E (blue).

Here are some examples of how organizations have incorporated #GivingTuesday’s branding into their own.

Create a unique hashtag

Creating a hashtag unique to your campaign is one of the best ways to increase your engagement. You can use your organization’s name, tagline, or campaign name—just keep it simple and memorable.

You can also play on your organization’s mission, like Dress for Success did. The organization—whose mission is to empower women to achieve economic independence by providing , among other things, professional attire—played on the #GivingTuesday name by staging a #GivingShoesDay where women were encouraged to donate their gently-worn professional shoes.

Be consistent

Consistent branding helps reinforce the who, what and why of your organization—and creates a connection with your audience. It also helps with donor retention.

Using a brand guide, as well as a content calendar, will help to create visual and messaging consistency that will inspire viewers to take action during your #GivingTuesday campaign—and throughout the year.

Here’s an example of how Appalachian Trail Conservancy has created a #GivingTuesday campaign that is consistent with their overall branding.

Tell authentic stories—through video

During #GivingTuesday people may feel overwhelmed by fundraising appeals. To stand out and resonate with your audience, you need to tell your story.

A compelling story allows potential donors and supporters to make an emotional connection. And video allow you to express situations in a way that static text and images can’t.

Videos are shared over social media 1200% more than text and pictures combined. If that doesn’t convince you, video viewers retain as much as 95% of a message when they watch it—text viewers only retain 10% of what they read.

Here’s an example of how Sick Kids Foundation uses storytelling in their “Undeniable” campaign video.

With your plan, brand guide and story in hand, you are well on your way to creating a #GivingTuesday campaign that is all your own—one that will stand out on December 3rd and beyond.

Stay tuned for the rest of our monthly blog series that will lead you through marketing your #GivingTuesday campaign!