Your #GivingTuesdayNow Campaign Is 3 Days Away

Now, more than ever, organizations need their communities to rally behind them. The repercussions of the pandemic are worrisome, but your mission stands strong and your donors believe in you. #GivingTuesdayNow, on May 5, 2020, was developed as an emergency response to COVID-19. Developing your #GivingTuesdayNow campaign, doesn’t have to be complicated and in fact, in times like this, simplicity is best.

Below are steps to plan your campaign in three days:

Day 1

#GivingTuesdayNow has created a toolkit that includes logos, graphics, banners and other images to help develop your campaign. They also supply documents that can help you build your social media and communication plan, guaranteeing your donors know you are participating. Using official graphics will unify the look of your campaign, with others, allowing donors to visually recognize your efforts. Click here to download these important materials.

Develop a theme that will allow you to stand out from other organizations, making your story memorable to the community. It should be creative, unique to your mission, sharing how COVID-19 is affecting your world. Revealing your current challenges will allow the donor to feel as they are truly part of your team, strengthening your connection. Include imagery, since people naturally look at pictures before reading text, and evoke the donors’ emotions. Use photos that invoke feelings of empathy and joy to help your donors develop drive and energy to support you during this time. Donors like to feel connected to causes they believe in, and their impact creates a sense of ownership and value, ultimately increasing their giving.

Day 2

Showcase how your organization has strengthened the community and use this message in your campaign. Your theme can be developed many ways but highlighting a story will have the most impact by enhancing your donors’ understanding. Once you have developed your message and crafted a story, ensure it’s delivered in a simple, informative, connective and uplifting way. And don’t forget to include your imagery.

Set your goal and identify donors by using your data. Determining an amount can be a challenge given the timing and the newness of this day. Set an obtainable goal by analyzing your past campaigns and targeting donors that have given over the past three years. Donors want to feel successful while supporting you, and setting a number that’s too high will only hurt your campaign. Encourage people to give at any level, even if the amounts are lower than you normally suggest. Donations add up, and during stressful times, your donors might give less. Any donation is considered a success because you are engaging them while supporting your mission.

Day 3

Update your website/social media pages and develop a timeline to ensure your digital efforts are in sync. A donate button should be placed on your home page, making it easy for donors to give. Clarity for the donor is imperative, and your website/social media efforts should share the same message. A digital communication timeline will guarantee you are adequately connecting throughout the day. Transparency and communication are important if you want to keep the momentum going. Plan your emails and create/schedule your posts in advance so you can focus on executing the campaign and being visible in the moment.

Below is an example of a communication timeline for #GivingTuesdayNow:

May 5, 2020

8 a.m.: initial #GivingTuesdayNow post(s) and email

• State your mission
• Share your first themed story (how COVID-19 affected your organization)
• Goal for #GivingTuesdayNow

11 a.m.: second social media post(s)

• State your mission
• Share a second themed story (how COVID-19 affected your organization)
• Update on raised funds for #GivingTuesdayNow

3p.m.: third social media posts(s) and email

• State your mission
• Share a third themed story (how COVID-19 affected your organization)
• Update on raised funds for #GivingTuesdayNow

7 p.m.: fourth social media post(s)

• State your mission
• Reminder that #GivingTuesdayNow is almost over
• Update on raised funds for #GivingTuesdayNow

May 6, 2020

8 a.m. to 12 p.m.: social media post(s) and email

• State your mission
• Thank your community/donors
• Announce raised funds for #GivingTuesdayNow
• Explain how funds will be used
• Thank you, thank you and thank you!

May 7, 2020      

• Acknowledgement letters mailed

By analyzing communication styles during previous crises, we have uncovered that donors want to hear from organizations during uncertain times. Ideally, you want to develop a COVID-19 stewardship plan to thank, engage and retain your donors that supported you on #GivingTuesdayNow. You can break this plan down by donor frequency.

First-time donor: These donors need the most stewarding and are the costliest to acquire. Connect via phone to learn their values, what drives them and their interests:

• What motivated them to give during these uncertain times?
• How did they hear about your participation of #GivingTuesdayNow?
• Do they know/understand your mission?
• In the past, have they visited your facility or website?

Second-time donor: Understand why they gave again and consider timing between their donations. Ask if their interests have changed since their first donation or maybe they were inspired by your #GivingTuesdayNow campaign. Make sure to follow-up on any action items from your conversation:

• Why did they give again? Is it because they understand your current needs and struggles?
• Why your organization?
• How long has it been in between donations?
• Have they been engaged since their first donation?

Annual donor: Know what motivates them and their preferred communication style. Listen to their feedback, ideas and comments. Follow-up on any conversation discoveries to gain their trust and keep their attention. Also, make sure they can convey your mission correctly while they are networking in your community.

• Have they given to any new organizations because of the COVID-19 impact?
• Do they truly understand your mission?
• Do they normally frequent your facility or website?
• Share how COVID-19 is affecting your organization.
• Ask how they are doing and listen closely to their response.

Major donors: These donors believe in your mission, feel respected and trust your staff. Your most likely keeping in contact with them during this crisis, but make sure you connect on a personal level. Take interest in their families and how this is impacting them:

• Are they more engaged because of COVID-19?
• Do they have a new motivator to give due to COVID-19?
• Share how COVID-19 is affecting your organization.
• Ask how they are doing and listen closely to their response.

Planning your #GivingTuesdayNow campaign should be simple and smart. Making sure that you are clear and straight forward will help your supporters align with your situation. Remember, we are in this together and will overcome this together. This global day of giving will unite the world and prove that there is strength in numbers.

I wish you all the luck with your #GivingTuesdayNow campaign.