Maximizing Social Engagement for #GivingTuesday


As holidays finish, college students return to high school, and the ultimate days of summer time method, your nonprofit is busy gearing up on your year-end fundraising technique. At this level, you’re most likely finalizing your plans for the year-end giving season and making ready to place your fundraising and social engagement methods into motion as the primary leaf turns orange.

Undoubtedly, your year-end technique features a nod to Giving Tuesday. As one of many greatest days of the yr for donations, the philanthropic vacation falls on November thirtieth this yr. Main as much as Giving Tuesday, it’s as much as you to determine one of the simplest ways to unfold the phrase. You’ll need to host artistic fundraisers alongside the giving day to draw consideration to your nonprofit and maximize donations.

We’d guess that a part of your technique for Giving Tuesday entails leveraging social media. After enduring social distancing in the course of the previous yr, social media is now a main channel for connecting with associates, relations, and nonprofits alike! However, how are you going to maximize your social efforts forward of November thirtieth? Must you work with influencers to spice up your fundraiser’s attain? Or do you have to start utilizing the #GivingTuesday hashtag to convey all of your posts beneath one umbrella? Let’s stroll by way of 4 methods to maximise your social engagement main as much as #GivingTuesday.

From internet hosting Fb fundraisers to automating your efforts, listed here are the methods we’ll cowl:

  • Host fast, time-bound challenges to rally supporters.
  • Create on-line communities to attach supporters close to and much.
  • Deal with constructing one-on-one relationships, somewhat than merely broadcasting info.
  • Work smarter, not tougher, with automated instruments.

By now, you’re certainly within the routine of posting incessantly to unfold the phrase about your group’s fundraising and volunteer alternatives. However, are you doing a lot else with the platforms past that?

If not, this information is the useful resource for you. Let’s dive in.

Host fast, time-bound challenges to rally supporters.

In terms of #GivingTuesday, your purpose is to lift as many donations as potential inside a 24-hour interval. It is sensible to make use of the entire fundraising instruments obtainable to you—together with social media fundraising.

To lift funds and create an interesting #GivingTuesday expertise on your social supporters, we advocate internet hosting a Fb Problem. 

Fb Challenges are fast, time-bound fundraising experiences. Throughout these, supporters full a process (equivalent to strolling 10k steps per day) for an outlined time interval (equivalent to a month) whereas elevating funds on your nonprofit utilizing a Fb fundraiser. As a result of they use a platform that many individuals have already got entry to and so they have an outlined end-point, there aren’t many limitations stopping supporters from getting concerned.

Listed here are the final steps concerned with internet hosting a Fb Problem:

  1. Select a Problem process. That is the exercise that your supporters will full in the course of the fundraiser, equivalent to strolling steps, working miles, or studying books. This GoodUnited information to peer-to-peer fundraising concepts has greater than 20 concepts to spur your brainstorming.
  2. Create a corresponding Fb group. Through the Problem, the entire members ought to be added to a Fb group. This fashion, they will join with each other, share encouragement, and expertise a way of neighborhood. 
  3. Invite supporters to hitch the Problem. Use Fb Adverts to unfold the phrase about your Problem and construct your viewers inside the corresponding group. Goal your adverts to customers who’ve expressed curiosity in your nonprofit on Fb earlier than, even when they haven’t immediately donated simply but.
  4. Encourage supporters to achieve their objectives. As soon as members have joined the group, they’ll start finishing the Problem process and elevating funds by way of a Fb fundraiser. It’s as much as you to encourage them within the group and immediate conversations between members. Share dialogue prompts, fundraising ideas, and updates on the marketing campaign’s total progress to drive them towards their objectives!

There are just a few totally different ways in which you should use Fb Challenges in your #GivingTuesday social engagement push. You might run a month-long Problem main as much as the giving day, or you possibly can host a one-day Problem (equivalent to sporting a humorous outfit or working a 5k) on November thirtieth. There are numerous methods to customise this technique to align along with your nonprofit’s actual objectives.

Create on-line communities to attach supporters close to and much.

Within the final part, we briefly mentioned utilizing Fb teams to create neighborhood for Problem members. While you join with supporters over social media, you’re presumably participating with supporters in several geographic areas—so, there’s bodily distance separating all events concerned. That is very true following the COVID-19 pandemic, with digital and hybrid occasions nonetheless enjoying a big position in lots of nonprofits’ methods.

We all know that a large a part of what drives year-end giving, #GivingTuesday included, is the sense of neighborhood and pleasure related to the vacation season. Whereas it’s onerous to copy this sense throughout the gap (and thru digital fundraising instruments alone), teams on social media take away a few of that. By bringing collectively like-minded people to take direct motion in supporting a trigger they care about, you drastically improve the supporter expertise. Moderately than fundraising alone, they’re fundraising with 100+ new associates. To not point out, they’ll obtain fundraising ideas, encouragement, and kindness alongside the way in which.

There are a number of the way to include on-line communities into your #GivingTuesday technique for 2021. For instance, you possibly can:

  • Create Fb teams
  • Create Twitter teams
  • Host a stay stream with feedback enabled

These teams can be utilized to unite a wide range of supporters past Problem members. For instance, take into account creating teams for supporters in sure geographic areas, those that host P2P fundraisers, those that volunteer, and even those that take part in advocacy efforts. No matter how you identify a web-based neighborhood, the concept is that you just convey your supporters collectively. This empowers them to create better outcomes on your group.

Deal with constructing one-on-one relationships, somewhat than merely broadcasting info.

For the overwhelming majority of nonprofits, social networks are the best resolution for broadcasting info to their viewers—utilizing the platforms for posts alone as one-way communication channels. We’re not suggesting that you just cease posting and sharing info on social media. Nevertheless, it’s time to take into account how else you should use the platforms to really maximize your engagement with particular person supporters.

Personalised social engagement is the way in which to delight your donors and construct impactful, long-lasting relationships with supporters. Merely broadcasting posts to your whole donor base isn’t the way in which to perform that. Think about incorporating one-on-one, conversational messaging to start constructing these relationships.

You possibly can join with supporters through Fb Messenger, much like how they join with their associates or relations on the platform.

With these one-to-one conversations, you possibly can:

  • Thank the consumer for his or her help.
  • Share fundraising ideas to assist them attain their objectives.
  • Inspire them as they arrive near the top of their fundraisers.
  • Ask questions and share surveys to study extra about your supporters.
  • Share hyperlinks to instructional sources and different volunteer and donation alternatives.

In fact, to share these sources, it’s essential to join along with your social supporters in Messenger first. On Fb, you’d start by thanking the consumer for his or her help (take a look at this GoodUnited information for recommendations on the best way to thank supporters on Fb). Inside that thank-you be aware, you’d invite the supporter to attach along with your nonprofit in Messenger. The remaining is historical past!

Work smarter, not tougher, with automated instruments.

Through the year-end season, your nonprofit will obtain extra donations and help than some other time. And, with social media added into the combination, you’ll drastically increase the attain of your fundraising efforts. Because of this extra supporters can take part.

In the event you’re questioning the best way to incorporate one-on-one messaging, social engagement with teams, and fully new fundraising Challenges into your year-end technique, don’t fret. Think about using automated options to scale your social fundraising efforts (and cut back any wasted time in your workers members’ schedules) simply in time for #GivingTuesday.

There are a number of the way that you would be able to add automation into your social media efforts, equivalent to:

  • Schedule posts prematurely. With instruments like Sprout Social and Tweetdeck, you possibly can schedule posts to your social media profiles prematurely. This ensures you launch content material on a daily schedule, with out your workers needing to manually log in and submit.
  • Spend money on social fundraising options. There are firms that can create personalized, automated messaging sequences that you should use to have interaction with supporters through Fb Messenger. This lets you maintain priceless, one-on-one conversations with every supporter as your viewers grows.

Past automated instruments for social fundraising, take into account different methods that you would be able to make your year-end fundraising extra environment friendly. For instance, automated matching reward software program will will let you uncover match-eligible donations and join with donors to start the match course of. Every instrument that makes your nonprofit’s efforts extra environment friendly will liberate your workers members’ time, permitting them to dedicate extra time to what issues most: advancing your nonprofit’s mission. 

When used successfully, social media is the best instrument to assist your nonprofit develop your social engagement main into #GivingTuesday. Not solely are you able to elevate further funds, however you possibly can construct relationships on a community-wide and one-on-one scale.

To actually achieve success on this effort, think about using instruments geared towards social media automation. This may will let you scale up your efforts and lift your relationships with the following technology of social supporters. Good luck!

In regards to the Creator

Nick Black is the Founder and CEO of GoodUnited, a enterprise backed Software program as a Service (SaaS) startup that helps nonprofits like Wounded Warrior Challenge, American Most cancers Society, and World Wildlife Fund create 1:1 relationships with their donors by way of the mix of knowledge science and human judgement delivered in conversational messaging platforms. Nick has been an innovator and chief on the intersection of enterprise and social impression for over ten years. The idea for GoodUnited got here by way of Nick’s work co-founding and main Cease Soldier Suicide, which stemmed from his experiences main Paratroopers as a Ranger certified Military Officer with the 173rd Airborne throughout 27 months deployed to fight zones in Afghanistan. Throughout Nick’s six years of service he was awarded two Bronze Stars, an Military Commendation Medal for Valor and as a Discipline Artillery Officer, was repeatedly ranked 1st amongst 50 peer Officers in a premier Infantry Battalion.

Nick obtained a BA from The Johns Hopkins College. He additionally obtained an MBA from Kenan-Flagler Enterprise Faculty on the College of North Carolina. Nick lives in Charleston, South Carolina, along with his spouse, Amanda, and their five-year-old daughter and four-year-old son.


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