Giving Tuesday is a global day of giving fueled by the power of social media, and it always falls on the Tuesday after Thanksgiving and Black Friday. In 2018 alone, nonprofits raised over $125 million through Giving Tuesday efforts.
The ASPCA’s social media experts have compiled seven best practices that can help you leverage this philanthropic powerhouse to raise funds and spread awareness about your work.
Build an Integrated Campaign
Develop a Giving Tuesday campaign with messaging that could work across all marketing platforms: advertising, social media, direct mail, email, PR, etc. You want to tailor the message to each platform but also have consistency so you create recognition and have a halo effect.
Secure a Match Partner
Securing a match partner provides added incentive for donors because they know their donations have an even bigger impact. Giving Tuesday also makes companies feel good about giving back following two big days of consumption, Black Friday and Cyber Monday. Consider reaching out to local businesses in your community like restaurants, banks, or even private donors.
Try Facebook Live With Donate
Use Facebook's fundraising option while doing a Live video. Tell your audience in advance so they know when to tune in. Be creative and showcase adorable animals and everything your organization does to help them!
Leverage Other Facebook Tools
Facebook has a plethora of tools and products that nonprofits can leverage to fundraise:
Create a Giving Tuesday themed Facebook Fundraiser, and talk about the great work your organization has done to help animals.
Encourage your supporters to create their own Facebook Fundraisers for your organization in honor of Giving Tuesday.
Add a donate sticker on your Instagram stories and ask your followers to add the button on their own stories to help you raise more funds.
Ask social media influencers and local celebrities in your community to help promote your Giving Tuesday campaign. Provide them with sample language and compelling photos they can use in their social media posts. Or invite them to visit your shelter in person and have them capture content that way and include a Giving Tuesday call to action for your organization.
Share Across Platforms
Share information about your fundraiser across the different social media platforms. Create content that is tailored to each social media platform. For example, include a link to your Giving Tuesday campaign in your Instagram/Twitter bio and use Instagram donate stickers. Make sure to use the hashtag #GivingTuesday to maximize your reach, especially on Twitter and Instagram.
Make sure you give a BIG thank-you to anyone who donated on social media or created a fundraiser on your behalf! You won't receive email info from everyone who donates through Facebook so it's important to cultivate relationships within the platform.