Giving Tuesday is just around the corner. Your campaign has 24 hours to stand out and make the most of this growing giving frenzy.
Are you ready?
GivingTuesday success depends on a great social media plan. Join us as social strategist, Julia Campbell, shares insider tips and tactics to bring the power of social to your campaign.
JOIN US AS WE EXPLORE:
• Strategies for harnessing social channels and networks
• Tips for launching easy social campaigns
• Unique ways to grow engagement and revenue
• Real-life tips any nonprofit can use!
3. ABOUT ME
Mom of 2
Returned Peace Corps Volunteer (Senegal
2000-2002)
Author, Storytelling in the Digital Age: A
Guide for Nonprofits
Former Development and Marketing
Director at small shops
Tweet: @JuliaCSocial, @OneCause
TWEET: @JULIACSOCIAL @ONECAUSE
5. LEARNING OBJECTIVES
TWEET: @JULIACSOCIAL @ONECAUSE
The best ways to use video
and social media in your
#GivingTuesday campaign
How to use storytelling to get
people to pay attention to
your campaign
Several free and low-cost
ways to raise more money
during your campaign
Real-world examples from
small nonprofits and libraries
who are getting it right
6. WHAT IS #GIVINGTUESDAY?
#GivingTuesday was founded in
2012 by New York’s 92nd Street
Y in partnership with the United
Nations Foundation.
1
This year #GivingTuesday will be
on December 3, 2019.
2
TWEET: @JULIACSOCIAL @ONECAUSE
7. GIVING TUESDAY 2018
TWEET: @JULIACSOCIAL @ONECAUSE
Giving Tuesday raised $380 million dollars online,
up 38% or $106 million from 2017.
14.2 billion social media impressions.
150+ countries participated in Giving Tuesday.
8. FACEBOOK FUNDRAISING TOOLS
Facebook online fundraisers raked in $125
million for charities on GivingTuesday 2018.
That’s nearly three times more than the $45
million that the social network helped
people raise on the same day last year.
473,000 donors gave to nonprofits via
Facebook fundraising tools.
Three-quarters of these donors had not
previously donated via Facebook.
20% of those same donors gave AGAIN via
Facebook within 6 months
TWEET: @JULIACSOCIAL @ONECAUSE
12. SUCCESSFUL GIVING
TUESDAY CAMPAIGNS:
Plan early!
Nail down SMART goals.
Secure matching gifts to create urgency.
Come up with an original, compelling Campaign Theme.
Co-brand using Giving Tuesday’s own assets: https://www.givingtuesday.org/logos
Create a Campaign Calendar so nothing falls between the cracks.
TWEET: @JULIACSOCIAL @ONECAUSE
13. GET BUY-IN FIRST Create your plan.
Get everyone involved –
give everyone a small part.
Show the data on Giving
Tuesday:
www.givingtuesday.org
Organize an exploratory
committee and brainstorm
ideas.
Come up with a creative
and exciting campaign
theme!
TWEET: @JULIACSOCIAL @ONECAUSE
14. 3 ESSENTIAL STEPS TO
SUCCESS
Select
your SMART
goal.
Create
a compelling
reason to
participate.
Make
it absurdly easy
to participate
from anywhere.
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15. SELECT YOUR SMART GOAL
Specific Measurable
Achievable
(Ambitious!)
Relevant
Time-based
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16. SAMPLE
#GIVINGTUES
DAY GOALS
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To raise a total amount of $5,000
To increase social media engagement by 30%
To gain 100 new donors
To increase average online donation by 10%
To get 500 social media mentions
To increase participation in an advocacy campaign
by 25%
17. WHO IS THIS CAMPAIGN FOR?
What do they care about?
What will get
them excited?
What action can
they easily take –
OTHER than
donating money?
TWEET: @JULIACSOCIAL @ONECAUSE
18. CREATE A
COMPELLING
REASON TO
PARTICIPATE
Based on your SMART goal
Based on your specific target
audience
What will capture their
attention?
What will pique their
interest?
What will inspire them to
take the time to participate
in this campaign?
Where is the sense of
urgency?
TWEET: @JULIACSOCIAL @ONECAUSE
22. MAKE
#GIVINGTUES
DAY YOURS
#GivingShoesDay by Dress
for Success
Specific call-to-action for
maximum participation
A pair of shoes – allows for
supporters to visualize how
the donation is making a
difference
Symbolic: New opportunity,
confidence, “step closer to a
new life”
TWEET: @JULIACSOCIAL @ONECAUSE
23. “A woman donates her shoes and has
such a great experience that she wants
to become a donor or a volunteer, or
even ask her company to get involved.
#GivingShoesDay is a first touch point
with new supporters.”
– Katie Murphy, Director of Media
Relations, Dress for Success Worldwide
TWEET: @JULIACSOCIAL @ONECAUSE
27. PROMOTION
IS KEY
Success on Giving Tuesday is
just as much about promoting
the campaign as it is about
creating a compelling reason
to give.
TWEET: @JULIACSOCIAL @ONECAUSE
32. MAKE IT ABSURDLY
EASY
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#GivingTuesday is an
online, social media
driven event.
Is the campaign mobile
accessible?
Is it easily shareable?
Is the branding
consistent?
Is the message clear?
38. #GIVINGTUESDAY TOOLKIT
The benefits of creating a Facebook fundraiser are numerous. You can
encourage donations to AAUW in your honor while increasing visibility for
AAUW’s work and mission by inviting friends to support your fundraiser,
learn more about your cause, and donate.
Facebook also makes raising funds easy, exciting, and secure: Fundraiser
creators can set donation goals and track their progress toward those goals,
and donors can enter their payment information securely and easily through
Facebook. With Facebook fundraisers, supporting women and girls only
takes a few clicks!
Source: https://www.aauw.org/resource/how-to-create-a-
facebook-fundraiser/
TWEET: @JULIACSOCIAL @ONECAUSE
39. INSTAGRAM
DONATE
BUTTON
In 2018 on #GivingTuesday:
Instagram sent more individual
donors to donation forms than
Twitter.
Had a higher donation conversion
rate, and the resulting gifts were of a
higher average value.
Instagram represented 4.3% of
socially-referred gifts.
TWEET: @JULIACSOCIAL @ONECAUSE
41. TO ADD THE INSTAGRAM DONATE
BUTTON
Update your Instagram app to the latest version.
Go to your profile and tap the 3 lines.
Tap Settings.
Tap Business Donations.
Tap Add Donate Button to Profile.
TWEET: @JULIACSOCIAL @ONECAUSE
42. TO ADD THE INSTAGRAM STORIES
DONATION STICKER
If this is your first time linking to your Page or enrolling with
Facebook Charitable Giving Tools, check to make sure that
people are able to add donation stickers and the donate button.
Click on Publishing Tools at the top of your Facebook Page.
Select Donation Settings below Fundraisers.
Click to check the box next to Allow people to add donation
stickers on Instagram Stories.
Click Save.
TWEET: @JULIACSOCIAL @ONECAUSE
48. GET PARTICIPATION
& ENGAGEMENT
Create a printable PDF that your
followers can use in their #UNselfie
photos that includes your logo and
call-to-action.
Encourage supporters to change
their profile photos and cover art on
Facebook, Twitter, and Instagram.
TWEET: @JULIACSOCIAL @ONECAUSE
51. SOCIAL MEDIA TOOLKITS –
EXAMPLES
Right from the Start in the Digital Age: https://rightfromthestart.co/social-
media-tool-kit
Leukemia & Lymphoma Society Light the Night Walk:
http://www.lightthenight.org/ways/light-the-night-walk/social-media-
toolkit
#GivingTuesday: https://www.givingtuesday.org/sites/default/files/2016-
07/Social%20Media%20Toolkit.pdf
MercyCorps: https://www.mercycorps.org/fundraising/ideas-tips-
tools#digitalmaterials
Stand Up To Bullying: http://www.standuptobullying.co.uk/wp-
content/uploads/2016/06/SUTB-Social-Media-Toolkit.pdf
National Eating Disorders Association: https://www.nedawalk.org/social-
media-toolkit TWEET: @JULIACSOCIAL @ONECAUSE
52. CAMPAIGN CALENDAR:
ONE MONTH OUT
Short list of the assets you may need to create:
Landing page for the campaign
Facebook Page cover photo
Facebook & Twitter graphics
Pinterest graphics (vertical works best)
Instagram graphics (square works best)
Video about the campaign
Stories
Quotes from volunteers
Sample email copy
TWEET: @JULIACSOCIAL @ONECAUSE
53. #GIVINGTUESDAY
AMBASSADORS
Create a private Facebook Group
Give them images to share on their
social networks
Sample posts for them to cut and
paste
Sample emails to send out
Give them constant communication
and cheerleading
TWEET: @JULIACSOCIAL @ONECAUSE
54. CAMPAIGN CALENDAR: ONE WEEK
OUT
Tease the campaign on social
media and email, announcing
that something exciting is
coming on #GivingTuesday.
Prepare for a Facebook Live video
to launch the campaign.
TWEET: @JULIACSOCIAL @ONECAUSE
55. CAMPAIGN
CALENDAR:
LAUNCH DAY
Send at least 2 emails that
day – once launching the
campaign, one with a
reminder and progress
update.
Post frequent updates on
social media channels.
The key is to make the
updates interesting and
entertaining!
HAVE FUN!
TWEET: @JULIACSOCIAL @ONECAUSE
59. MESSAGES TO
SHARE
Success, milestones reached,
accomplishments
Stories, testimonials, case
studies
Helpful resources and
education around the cause
and the issue
Data that supports your
mission, demonstrates need,
and showcases impact
TWEET: @JULIACSOCIAL @ONECAUSE
67. STORY SERIES
Badass Brooklyn Animal Shelter posted
social media updates on #GivingTuesday
about a group of dogs they were rescuing
during the first week of December.
They featured stories of these pups
throughout the day and reiterated that
donations saved these dogs’ lives.
The images were branded with the
#GivingTuesday logo, a call to action to
donate, and a short URL that lead directly to
Badass’ donation page.
TWEET: @JULIACSOCIAL @ONECAUSE
75. BACK TO YOU!
TWEET: @JULIACSOCIAL @ONECAUSE
What is ONE action step
that you are going to
take today to promote
your FABULOUS
#GivingTuesday
campaign?