Simplify your nonprofit’s GivingTuesday 2022 email and social media communication strategy
GivingTuesday 2022 is just around the corner! With all of the GivingTuesday communications resources available, it can be difficult to cut through the clutter and figure out exactly what will work best for your nonprofit.
We know that you may not have the time and resources to spend days planning your GivingTuesday 2022 communication strategy. That’s why we decided to make it as simple as possible.
Here’s our advice for creating a GivingTuesday 2022 communication plan for email and social media that will help you meet your fundraising goals while saving your creative energy for what matters.
Before you get going
Before you jump into strategizing your GivingTuesday 2022 email and social media communication plan, there are a few things you should keep in mind that will help you attract and retain your donors for this year’s campaign.
Share stories
Think about some of the reasons why donors – both new and recurring – might be attracted to give to your cause. It’s pretty likely that a lot of those reasons overlap with why you care deeply about your nonprofit’s mission.
Humanize your call for donations by telling stories from your organization’s staff, volunteers, and those who benefit from your work. Sharing testimonials of how your cause has impacted the lives of others will undoubtedly draw more donors in. People want to know how their money is being used to support the causes they care about. The best way to show them is by telling the story of your organization’s impact and sharing it via email or social media.
Make your brand pop
With all of the organizations that will be promoting their causes on GivingTuesday, you will want to stand out from the crowd. The best way to do this is by using strong, consistent visuals that will make your brand pop. Be sure to include both your logo and the GivingTuesday 2022 logo to signify to supporters that your organization is participating in the event, and that your cause is worth it!
For more inspiration or to see GivingTuesday 2022 visuals that your organization can repurpose, check out these examples from Zeffy!
Do a tech check
Before you launch your GivingTuesday 2022 campaign, be sure to run a quick tech check to make sure your organization’s website and fundraising pages are up and running. If you need assistance with preparing your Zeffy-powered GivingTuesday 2022 campaign, contact our customer support team. They will be happy to help!
Email strategy for GivingTuesday 2022
Timing
A key component of a successful GivingTuesday email promotion strategy is planning out when you will send out your communications. While you want to get the word out about your organization’s GivingTuesday 2022 campaign, you also want to respect that people are already having their inboxes inundated with other communications. You don’t want your supporters to become desensitized to your message.
That’s why it’s best to keep it simple. Send out reminder emails one month, one week, and one day before GivingTuesday 2022. You will also want to let people know all of the options they have for giving the day of the event , and after the event, you will want to send a thank you email to contributors.
Content
What you put inside your GivingTuesday 2022 emails is just as important, if not more important, than your send times. You can break your content into three categories: your reminders, your call for donations, and your thank you. First up, you will want to send reminders following the above schedule in order to prepare donors for your campaign. On the day of the event, open up fundraising with your call for donations. Finally, after the event is over, be sure to thank your donors. If you need some tips on how to format a thank you message, check out our blog!
Details
The two most important details to refine in your GivingTuesday 2022 email communications is your subject line and call to action. Your subject line should grab the supporter’s attention right away. If it doesn’t, they may not even open your email. Another tip for writing an eye-catching subject line is to use “you” if possible. This will signify to the supporter that they have an action to take with your email.
Furthermore, your call to action is also an important part of your GivingTuesday 2022 email communication. Make sure that each email contains only one call to action to direct your supporters to your website or donation platform. This will help eliminate the confusion that comes with multiple links and clickable buttons that can distract the reader from moving forward with their donation.
Social media strategy for GivingTuesday 2022
Pick your platforms
There are so many social media platforms out there these days. There are so many ways to share your message, whether it’s via images on Instagram, video on TikTok, short blurbs on Twitter, or a combination on LinkedIn and Facebook. But rather than trying to spread your resources thin by trying to promote your GivingTuesday 2022 campaign on all of them, select the platforms your organization currently has with the most followers and the most activity.
Make content shareable
One of the things people like most about GivingTuesday is the ability to easily share their impact with friends, family, and colleagues via outlets like social media. People want to be able to share that they support your cause. Not only does it feel gratifying for them to give back to a cause they care about, but the fact that they choose to support your cause in particular also says something unique about their personality and interests.
Make sure that the promotional content that you share on social media in particular is shareable. The more your current network of supporters shares the content, the more chances you have to widen your GivingTuesday 2022 online presence.
Engage with followers
On GivingTuesday, be sure to designate a staff member or volunteer to respond to comments and messages on social media in real time. Engaging with your supporters during the event will be key to securing donations. Many people will see your social media channels as a way to reach your organization quickly and directly, so be sure to prepare for whatever messages may come your way.
Use the official hashtag
Boost engagement with your GivingTuesday 2022 campaign by using the official hashtag of this year’s event, #GivingTuesday2022. The official GivingTuesday hashtag gets billions of social media impressions every year. Make sure your organization’s campaign is among them!
Here is a social media post template to get you started!
