How to Use Social Media to Maximize Your Giving Tuesday Campaigns

1.5 Billion Raised 1.5 Donors
Engaged Annually
15,000+ Fundraisers

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

Connect
Get Digital Storytelling Workbook:
Text WORKBOOK to 345345

LEARNING OBJECTIVES
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

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

GIVING TUESDAY 2018
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.

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

THE OLD WAYS NO
LONGER WORK.

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.

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!

3 ESSENTIAL STEPS TO
SUCCESS
Select
your SMART
goal.
Create
a compelling
reason to
participate.
Make
it absurdly easy
to participate
from anywhere.

SELECT YOUR SMART GOAL
Specific Measurable
Achievable
(Ambitious!)
Relevant
Time-based

SAMPLE
#GIVINGTUES
DAY GOALS
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%

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?

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?

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”

“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

#GIVINGZOODAY

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.

GRAB
ATTENTION
WITH
VISUALSCanva.com
Crello.com
WordSwag mobile app
Picmonkey
Animoto (videos)
Lumen5 (videos)

MAKE IT ABSURDLY
EASY
#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?

FACEBOOK
’S
FUNDRAISI
NG TOOLS
Donate button on
your Page, Page
posts, and ads
Donate button on
your Facebook
Live videos
Facebook
Fundraisers

#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/

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.

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.

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.

TEXT-TO-
GIVE

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.

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

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

#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

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.

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!

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

MESSAGES
TO SHARE
In-the-moment short
videos:
Popping champagne to
celebrate a milestone
Talking to staff members
Making a thank you call to
a donor
Sharing a mission
moment

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.

CAMPAIGN CALENDAR: FOLLOW-UP
Thank yous
Donor acknowledgement
& cultivation
Online thank yous
Offline thank yous

BACK TO YOU!
What is ONE action step
that you are going to
take today to promote
your FABULOUS
#GivingTuesday
campaign?

QUESTIONS?
www.JCSocialmarketing.com
Facebook Group for
Nonprofit Social Media
Managers:
https://www.facebook.c
om/groups/socialmedias
torytelling/

FOLLOW US
ON INSTAGRAM
@ onecauseteam

info@onecause.co
m
888.729.0399 www.onecause.co
m

How to Use Social Media to Maximize Your Giving Tuesday Campaigns

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