Insights to Power Social Good

How to Plan and Execute a Successful #GivingTuesday Marketing Campaign

Posted by Yosuke Carter on Nov 13, 2014 5:08:00 PM



"The conductor must breathe life into the score. It is you and you alone who must expose it to the understanding, reveal the hidden jewel to the sun at the most flattering angles." - Charles Munch

As a nonprofit marketer, you are the conductor who is responsible for orchestrating coordinated marketing activities that promote understanding of your cause and influence decisions to give time and/or money.

The focused attention to detail can be the difference between a standing ovation or being booed off the stage by your leadership team.

With the rapid advancement in technology shaping donor behavior, it can seem a bit overwhelming—especially if you're working with limited resources and short turnaround times between campaigns. Just keep in mind that it's all a part of the learning process.

To help you breathe life into your score, here are tips on how you can plan and execute a successful #GivingTuesday Marketing Campaign:

Planning your Campaign

Benjamin Franklin wisely said, "If you fail to plan, you plan to fail." 

This is especially true when you think of a campaign as a grand idea (like setting up text donation capabilities). There's more to it than posting a donation ask on your Facebook page on December 2nd.

Here are 5 steps to help you in your campaign planning:

  1. Set SMART Goals for your campaign

    Setting a Specific, Measurable, Attainable, Relevant, and Time-driven goal is the foundation of any successful campaign.

    This helps you assign performance metrics and keep track of progress with your team. An example of a SMART goal for #GivingTuesday could be: "To generate a 15% increase in online donations by December 3, 2014 by increasing website traffic and visitor-to-donation conversion rates."

  2. Identify your donor personas 

    This helps you and your team to be aligned in your communication efforts. It also allows you to collaborate with your Development Team to understand lifecycle stages and motivators for each.

    Here's an example:
    • Fundraising Fred
      -Age 40-45
      -Married with 3 children
      -HH Income of $150,000
      -Prefers to receive information via email
      -To set an example for his kids on the importance of giving back
      -To make the most impact with his time
      -Busy schedule
      -New to peer-to-peer fundraising

    • See if you can create personas for the following:
      • Major Donors
      • Volunteers
      • Grant Makers
      • Corporate Partners

  3. Create content that speaks to each persona

    In order to cut through all the noise out there, you'll want to create content that communicates directly to each persona.

    This will add fuel to your social media efforts by increasing website visits and the chances of converting.

    During this process, you'll also want to research targeted keyword phrases to incorporate into your blog posts so that you increase the chances of showing up in search results.

  4. Map out content distribution

    Getting all of your channels to know the music sheet is critical to success. You'll want to map out messages and timing for your social media accounts, emails, and mobile subscribers.

    If applicable, you'll want to engage influencers and send press releases to get media coverage to promote a text donation call-to-action.

  5. Lay out your plan using a task management tool

    Getting your tasks onto a free platform like Asana can help you create a robust content publishing schedule that allows you to assign tasks to your team members. It's pretty awesome.

Executing Your Campaign

It's show time.

This is where you create the experiences for your donors and reach your goals.

Here are a few pointers for flawless execution:

  • Use elements of on-page SEO in your blog posts. With a few tweaks, you'll help attract organic traffic to your pages, which will increase the chances of converting anonymous visitors into donors and supporters.
  • Drive website and blog visitors to your lead generation landing page, donation page, or fundraising page with strong calls-to-actions.
  • Use strategic hashtags for your tweets on Twitter. This helps you increase the number of users who see your content.
  • Track your conversion rates by setting up "Goals" in your Google Analytics account.
  • Run A/B tests on your emails, social media posts, and text messages.
  • Reach out to local/national media outlets with a compelling story.

Keep in mind that things are going to come up. You just have to improvise.

Orchestrate Your Symphony

There are a lot of moving parts when it comes to planning and executing a successful #GivingTuesday marketing campaign. It takes a lot of rehearsing to get your team and communication channels to perform in sync.

While the old adage, "practice makes perfect" can be applied to various forms of learning, induced learning must be meaningful, challenging, and rewarding. Fortunately, these are things that come with the role of a nonprofit marketer.

As you improve the effectiveness of your campaign, you'll also be able to provide sound campaign reporting to your key stakeholders (which will be music to their ears). 

When it comes to planning and executing campaigns, what are your greatest challenges? Do you have any insights to share with other nonprofit marketers? Join the conversation on the Mobile Marketing and Fundraising Group on Linkedin.

download the Ultimate Guide to Planning Your Giving Tuesday 2014 Campaign


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