Kick off the giving season with #GivingTuesday
Events like #GivingTuesday and Giving Days have become huge hits with fundraisers because they bring communities together in support of a cause during a 24-hour period. Donors are always motivated by a sense of urgency and the promise of a tangible result. When your supporters are engaged around a single time-period, it goes a long way towards building viral buzz and inspiring more donations.
With #GivingTuesday right around the corner, you can use the energy, excitement, and awareness around this global day of giving to kick off your giving season.
Last year, we captured real-time benchmarking information about online, social, and mobile donors on #GivingTuesday. Here are two items that stand out:
- 29% of donors were on a smartphone or tablet
- 19% of donations were referred by Facebook
So what does that mean for this year?
If your website and donation forms are not mobile optimized, you’re missing out on donations
We cannot stress enough the importance of having a mobile optimized site. Think about it…how often do you actually sit down at your desktop computer to check your email outside of work? More often than not, you’re checking your email on your smartphone first thing in the morning, during your commute, and in the evenings. Mobile users are the new normal, so if you haven’t already optimized your site, now is the time.
Make it easy for your supporters to give.
It’s important to test the user experience on your phone. What obstacles do you have? Fix them now. Don’t give your potential supporters a reason to walk away. Your website, donation form, and emails should all be mobile optimized to provide the best user experience possible.
For example, keep your donation form short and sweet – only ask for necessary information. The less your donor has to fill out, the more likely they are to complete the process. Also, add suggested giving levels and explain their impact. For example, if your cause is connected to feeding the hungry, then say $50 will feed a family of four Thanksgiving dinner.
You can’t do it alone. You need advocates.
While over half of #GivingTuesday traffic last year arrived at donation pages from online searches and email appeals sent by charities, the top single referring website by a wide margin was Facebook. This is where your supporters can step in and help you spread the word and advocate for your cause.
Advocates are key to reaching more supporters online.
Reach out to your supporters and ask them to join your team on #GivingTuesday. Help them champion your cause by providing them with a toolkit that includes shareable content such as pre-crafted posts, a video showcasing your story, an infographic with statistics about your cause, and a hashtag to use.
Your supporters will be thinking about the causes they are passionate about and who they should support on #GivingTuesday as we head into the holiday season. Don’t miss this opportunity to get their attention and ensure they remember your organization this #GivingTuesday!
A Nonprofit’s Guide to Giving Days
We’ve put together, A Nonprofit’s Guide to Giving Days, to help you plan for #GivingTuesday or to help you create your very own Giving Day.