October 25, 2019

Tips for using social media in your #GivingTuesday campaign

Filed under: Social Media — lidia @ 10:03 am

We are almost six weeks away from #GivingTuesday! Now that you’ve outlined your goals and strategy, created a brand guide and developed your story, it’s time to launch your campaign on social media.

With 29% of online donors saying that social media is the communication tool that most inspires them to give, you don’t want to ignore this aspect of your campaign.

First, let’s go back to my post that mentions the 4 characteristics of an effective #GivingTuesday campaign and see how it applies to social media:

  • An inspired leader – Include thoughts from or images of your leader (or team member who is leading the campaign) in your campaign to bring a personal touch to your outreach.
  • Clear BIG goal – Define your social media goal: Is it donors, dollars, event attendees, followers, partners or volunteers?
  • Collaboration with partners – Collaboration is huge in social media. Think of ways to partner with a like-minded organization so you can both expand your reach.
  • Authenticity – Help your followers emotionally experience your mission and daily work through real-life photos and videos that genuinely tell your story.

Make a plan

You can’t expect success from a social media campaign if you don’t have a plan. Using your overall #GivingTuesday campaign strategy as reference, create a social media strategy that includes the following:

  • Goals of social media campaign
  • Social media outlets to focus on
  • Audience for each outlet
  • Types of posts for each outlet
  • Posting frequency

Remember that each social media outlet may have a different goal and audience, so you’ll want to consider each and tailor your content accordingly.

For example, 39% of millennials worldwide are inspired to give because of what they saw on social media, so you may focus on Instagram for that audience. And over half of LinkedIn users report donating to charities, so that outlet may be useful for targeting organization leaders or business professionals.

Focus, focus, focus

For a social media campaign to be effective, it has to resonate with your followers. One way to do this is to be very focused. Instead of sharing miscellaneous content, tell one singular story from different points of view throughout your campaign.

TIP: Creating a campaign focused on one story related to your mission also means you will end up with content that can be reused throughout the year.

Make it easy to share

In order to make it easier for everyone to spread the word on social media, it’s helpful to create a simple media kit.

Gather campaign-related images, videos, logos and other graphics. Then create a document with sample pre-written posts to cut and paste for each social media outlet. File everything in a shared folder that can be easily accessed by your team, freelancers, or ambassadors.

Did you create a brand guide as I demonstrated in my last #GivingTuesday post? Great news! Include that in the media kit so that your branding will be consistent throughout the campaign.

Get others on board

Social media is well, social, so get as many people involved as you can. Consider featuring your organization’s leader or the team member leading the campaign through stories and images. And of course, encourage your team to share the campaign with their personal networks.

If you have supporters who regularly share your posts or mention your organization in their posts—turn them into social media ambassadors. As nonprofit social media marketer Julia Campbell says in her guide to coordinating social media ambassadors on #GivingTuesday, this “group of passionate and inspiring people who want to spread the word about your cause and raise money for you” are your greatest asset.

Partner up

Are there like-minded organizations or groups—locally or nationally—that you can partner with on your campaign? By cross-posting content or participating in an Instagram takeover, both organizations can expand their reach.

And don’t limit yourself to fellow nonprofits. Small businesses, especially local businesses, can be great collaborators as they prepare for Small Business Saturday (Saturday before #GivingTuesday).

Get more done in less time

Organizations often struggle with social media because of a lack of time or resources.  A strategy I recommend is to block out a few hours to write and schedule a month’s worth of campaign posts. You can still share and post spontaneously throughout the month, but this way you’ll have a steady stream of posts and maintain consistency in your campaign.

Another way to save time is to use a content calendar to track current and upcoming posts. It can be as simple as a spreadsheet or you can use an app like Trello, which has useful content calendar templates.

TIP: Many social media schedulers and other tools have nonprofit discounts—see my list of 15+ Low-Cost Social Media, Content & Email Marketing Resources for Nonprofits.

Don’t push the ask

Don’t lead with the ask. Make sure your social media content is evenly distributed between information, education, stories, conversations—then the request for donation.

Also, remember that people may want to donate in ways other than money, so consider highlighting non-monetary ways to get involved in your #GivingTuesday campaign, such as board or volunteer opportunities or wish lists of goods and services.

Show followers the impact your organization is making, show them why you are passionate about your mission. Give them enough background so that when they do see your ask, they will be inspired to give.

Be inspired by others

As the #GivingTuesday Learning Lab Facebook page branding expert, I often hear people struggling to find ideas for their #GivingTuesday campaign. One of the best ways to get inspired is to see what others are doing.

Observe how other organizations are using social media in their campaigns—specifically techniques you may not have considered such as Instagram Stories, Facebook Live or a Q&A session or live interview.

A #GivingTuesday hashtag search will provide lots of examples, or you can reference #GivingTuesday 2018 Success Stories for examples from nonprofits, foundations, higher education, schools and more.

P.S. Be inspired, but please don’t copy!

Haven’t started working on your campaign yet?

Not to worry! #GivingTuesday has put together a handy 6-Week Communication Plan that will get you caught up, week-by-week.

On average, nonprofits gain 4X the number of new donors on #GivingTuesday than they do on a typical day. And with social media driving 57% of traffic to fundraising campaign pages, it’s smart to invest time and effort into this aspect of your #GivingTuesday campaign.

Catch up with my #GivingTuesday series:

And stay tuned for the next post where I’ll be talking about last-minute tips for your campaign.