Expert Digital Marketing Tips for Giving Tuesday
For nonprofits large and small, Giving Tuesday might be the day you rely on to bring in a large portion of your organization’s crucial funding. If you’re planning a virtual fundraiser for Giving Tuesday, here are some essential digital marketing tips to help you maximize your impact and reach your goals.
Define Your Goals
Every good campaign starts with a goal! How much do you want to raise, and what will those funds support? What events will you host throughout the day to keep the fundraising momentum going? A series of live streams, a fundraising webinar, or another form of interactive event?
Plan Ahead!
Giving Tuesday is a highly competitive day for nonprofits, so one of the most critical aspects of a successful digital fundraiser is getting the word out to your network ahead of time. Begin your outreach at least two to three weeks in advance, using email marketing, social media campaigns, and partnerships with other organizations or influencers to spread the word. Be sure to include countdown posts and reminders as the date approaches.
Choose the Right Platforms
Selecting the best platform for your virtual fundraiser is essential. Zoom, YouTube Live, Facebook Live, and other streaming services all have unique features. Consider what your event needs: do you require breakout rooms for small group interactions, or would a simple one-way live stream suffice? Make sure the platform can handle your anticipated number of participants and test it thoroughly beforehand.
Create Shareable Content
Empower your attendees to help spread the word by providing shareable content like images, graphics, and pre-written posts they can share on social media. User-generated content can also be highlighted during the event to create a sense of community and broaden your reach.
Do Your Website/App Performance Checks
The last thing your want when you’ve got the marketing momentum going is a site crash or payment platform glitch. Read our Pre Back Friday + Giving Tuesday eCommerce checklist to ensure optimal performance.
Make Your Event Interactive
Keeping your audience engaged during a virtual event can be challenging, so interactivity is key. Plan activities like live polls, trivia games, or Q&A sessions to break up presentations. You can also feature stories from beneficiaries, run live demonstrations related to your cause, or showcase real-time donation progress bars to keep energy levels high.
Use Storytelling to Inspire
People connect with stories more deeply than statistics, so consider the powerfulstories that best illustrate the impact of your work. Invite beneficiaries, volunteers, or community members to share their experiences. Personal stories make donors feel part of a shared mission, reinforcing their commitment to support your cause. (Read our infographic on using social media!)
Simplify the Donation Process
Make it as easy as possible for people to donate during your event. Provide multiple donation options, such as direct links, QR codes, and text-to-donate features. Display these prominently throughout the event and include step-by-step instructions if necessary. Make sure your website’s donation platform and payment gateways are functioning properly.
Organize a Fundraising Call
Since 2020, virtual meeting ttools like Zoom have evolved the landscape for businesses and nonprofits, making it easier than ever to connect remotely and reach wider audiences with fewer logistical hurdles. More recently, we’ve seen the fundraising landscape evolve even further with the explosion of virtual fundraising calls, in which thousands of donors can connect on a single platform for the shared goal of raising awareness and crucial funds on a single video call.
In August, Zoom expanded its capacity, allowing single-use webinars to host up to 1 million viewers. You can easily include interactive elements, such as breakout rooms or real-time polls to keep participants engaged.
Leverage Social Proof
During your virtual event, highlight donations as they come in to create a sense of momentum and community. Thank individual donors by name (with their permission) and celebrate when you hit your goals! This creates a sense of collective accomplishment and encourages others to join in. A running donation ticker or real-time counter can help keep attendees excited and motivated.
Follow Up After the Event
Your relationship with attendees shouldn’t end once the virtual event wraps up. Follow up with participants by sending thank-you emails, sharing highlights from the event, and showing the impact of their contributions. This helps build long-term relationships and encourages future engagement. Including a short survey to gather feedback and understand what resonated most with your audience to improve future fundraising events.
Thank You and Donor Recognition
Make sure your donors understand how much their contributions mean to you! Sharing stories that demonstrate how funds are used and who they benefit is a great way to thank your donors, and also generate enthusiasm for future support.
Ready to Level Up On Your Fundraising?
If you need help organizing or promoting your virtual fundraising events, our marketing team is here to support you. Read our non-profit organization case studies and reach out today to discuss how we can help bring your cause to more people.