Here’s a quick checklist of the key elements your nonprofit needs to include in your #GivingTuesday campaign to increase your web traffic:
- Be sure to use all the opportunities to link back to your giving page. Did you update your twitter bio or your instagram profile link? Are you using an updated link when you send your eblasts?
- Use a dedicated Giving Tuesday giving page. Giving Tuesday should be marketed as a standalone and time limited campaign. Be sure it’s mobile friendly too.
- Have a call to action with a specific ask. If your CRM is sophisticated and can track the user and tie it to their giving history, try a 2.5x their most recent gift ask amount. Otherwise, ask for a specific amount that is tied to a representative, tangible item such as meals for kids in schools, tents for families in Africa, or the cost of a certain number of vaccinations.
- Be a generous community member. Highlight partners, related organizations, and key figures that make a difference in your work. While this is good practice, they’ll likely return the favor and feature your organization’s campaign in some of their marketing, particularly if you share it with them in advance.
- Make your campaign toolkit available to partners, volunteers, board members, and others early so that they can incorporate your specific graphics, headers, language, and giving buttons in time for the campaign launch
- Utilize keywords, excerpts, page titles, and alternate texts for images in your page design as well. These are all ways for the Google spider to find your site and will help optimize it for search engine rankings.
- Update your home page to feature your campaign or at least include a light box directing users to it.
- Think of the day as having multiple touch points at different hours. Use countdowns. While you don’t want to spam the listserv, several emails on #GivingTuesday can be appropriate – one, announcing the start of the day, a second with a progress update, and a third reminding supporters of the last remaining hours. If you can, remove users from later In the day emails that have already donated and send them tailored update and thank you messages instead
- Use simple infographics that make it easy for someone scrolling to understand what your organization does, and how their gift will have an impact.
Lastly, don’t forget to continue the engagement post #GivingTuesday! Report back, keep the momentum going, and thank your supporters for donating and spreading the word.
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