Nonprofit software can help organizations run a seasonal campaign successfully. As #GivingTuesday approaches in the next few months, ministries and charities should be preparing their marketing strategies, goals and processes now.
What
#GivingTuesday is a national day dedicated to giving back to communities, causes and others. In response to the many designated shopping days and deals that occur around the holidays, 92nd Street Y and the United Nations Foundation partnered together to create an opportunity for philanthropy. Although the #GivingTuesday movement only launched in 2012, it now boasts the support of thousands of enterprises across the globe that encourage giving on this special day.
Who
Though 92nd Street Y and the United Nations Foundation led the beginnings of #GivingTuesday, numerous companies have joined into the movement from a wide variety of industries. Whether they are charities or computer software developers, #GivingTuesday accepts them all. According to a press release from the movement’s website, a recent series of meetings in Washington, D.C. regarding the project counted roughly 10,000 #GivingTuesday partnerships with organizations based in the U.S. People across the world are encouraged to donate to a good cause. Business are asked to offer opportunities for employees to give.
When
This year’s #GivingTuesday falls on December 2. This is after both Black Friday and Cyber Monday, two of the busiest and most profitable shopping days out of the whole year.
Where
Nonprofits should accept donations as part of their #GivingTuesday campaigns across all channels. As the name itself includes a hashtag, online donation platforms are a necessity. Generating buzz about an organization’s fundraising during this event is much like that of the ice bucket challenge that occurred earlier this year. Talking about an event on multiple platforms increases awareness and funds. Of course, as not all donors are active on social media sites or through email, traditional methods must also be available.
How
The Nonprofit Marketing Blog advises that charities center their focus on the donor. Since this #GivingTuesday movement is vague in the sense that there are literally thousands of causes to which people can give, standing out from the crowd is important. Personalizing the organization with specific statistics on where the money goes and how far a certain amount can take the organization is a good idea. Focus on places if a specific environment benefits the people or animals within it.
Creating a theme for the #GivingTuesday campaign is a strong move as it narrows the focus for those donors that may be overwhelmed by their options. If the charity exists to help children in developing countries, center #GivingTuesday on school books, clean water or food supplies.
Why
Aside from the enormous amount of good that comes out of the whole world uniting for thousands of good causes, nonprofit organizations can also increase their donor lists. This is an excellent day for anyone who does not regularly give to a charity to start. Give them every reason to choose this nonprofit over that one. Then, as The Grow Report advises, follow up with these new constituents within 30 days.
Investing in nonprofit software will help organizations better manage their #GivingTuesday campaigns and execution.