In recent years, Giving Tuesday has emerged as a counterbalance to the consumer based Black Friday, Small Business Saturday, and Cyber Monday shopping traditions. It serves as a reminder that the holiday season is about charitable acts of kindness and helping our neighbors in need.
Giving Tuesday is an excellent opportunity for non-profits and charities to tell their communities about the work they do and encourage charitable giving to their organization. Smaller organizations or those that may be completely volunteer based shouldn’t feel incapable of participating — you don’t need a dedicated marketing team to take part in Giving Tuesday. Below are some simple ideas to try that don’t take a large budget or tons of advanced planning.
- Simple Social Media
At a minimum, your social media accounts should publish posts about Giving Tuesday (remember to use the hashtag #GivingTuesday to maximize your reach!). Post throughout the day or schedule your posts ahead of time with social media management software like Hootsuite, Buffer, or Sprout Social. Posts should include a call to action, i.e. do you want them to donate? Volunteer? Learn more about your work? Become an advocate? Depending on the call to action, include links to applicable web pages such as your volunteer opportunity or donation pages. Posts can focus on the work you do, success stories (shared either with client permission or written to remove identifying info), milestones and achievements, goals, and other information that you’d like your community to know about you. Examples of general Giving Tuesday social media posts can be found here. We’re always happy to help you boost your Giving Tuesday social media messages, so be sure to follow us on Twitter so we can follow you back to see your posts in our feed, then we can retweet your message to our followers.
- Share Video or Photos
Images and video are more compelling than text-only posts, and most social media sites say that posts that include them get more views, so use them if you can. Your video doesn’t have to be Academy Award worthy — spontaneous and unrehearsed videos are authentic and give people a sense of who you are. Try a quick interview with a colleague about what they do and why they love working for your agency. Or maybe do a fast tour around the office showing everyone hard at work. It can even be as simple as a 30 second video talking about the work of your agency. Videos should be short and sweet, as most research shows short videos are the most watched. After taking the video you can usually do some light editing or clipping right on your phone before posting it to social media. If you’re feeling brave you can even do a live video right from your Facebook or Twitter app on your phone.
- Visit Your Neighbors
Hopefully your organization is lucky enough to have some supporters in the business community that work with you throughout the year by holding fundraisers or making donations. Giving Tuesday is another perfect opportunity to engage with your biggest fans. Perhaps they’d be willing to participate in a short video. Or maybe they’d do something as simple as keep a donation box or stack of your agency’s brochures at their register or other space in their business. Most businesses, especially those that already support your work, will welcome the opportunity to continue their advocacy during the holiday season.
- Meet and Greet
If your organization is open to the public then Giving Tuesday is a perfect time to invite people in so they can learn more about what you do and become a supporter. Let your reception staff know about Giving Tuesday and equip them with brochures and other materials to give out. Consider hanging a sign in your lobby or outside your building to encourage people to stop in and learn more about your work in celebration of Giving Tuesday. Don’t forget — the holiday season is a great time for recruiting volunteers, too, so make sure applications or volunteer information is on hand as well.
- Work Your Website
Your website is one of your greatest assets, so make sure your Giving Tuesday participation is prominently featured somehow. This can be accomplished through something as simple as a blog post or homepage image, or more advanced like adding a new temporary widget to your site that directs website visitors to your donation page, volunteer application, etc.
- Don’t Let Callers Off the Hook
If when people call you they first hear a general message or listen to a menu routing them to their desired destination, consider temporarily altering your greeting in honor of Giving Tuesday. This can be as simple as a 10-15 second “hello” wishing them a happy holiday season and inviting them to support your work, along with an invitation to visit your website for more information. This won’t add much at all to their wait time but will get your message in front of everyone who calls you.