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How to Plan and Execute a Successful #GivingTuesday Marketing Campaign

Posted by mGive Team on Oct 1, 2018 4:17:19 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

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As a nonprofit marketer, you're the conductor responsible for orchestrating coordinated marketing activities that promote understanding of your cause and influence decisions to give money and/or time. Focusing on attention to detail can be the difference between a standing ovation or being booed off the stage by your leadership team.

With rapidly advancing technology shaping donor behavior, it can seem 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.

Breathe life into your score with these 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, 2018 by increasing website traffic and visitor-to-donation conversion rates."

  2. Identify your donor personas. This helps you and your team 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
      • Demographics: 
        -Age 40-45
        -Married with 3 children
        -HH Income of $150,000
        -Prefers to receive information via email
      • Goals:
        -To set an example for his kids on the importance of giving back
        -To make the most impact with his time
      • Challenges:
        -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. If you want to cut through all the noise out there, you need 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 visitors into donors.

  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 blog, 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. 

Executing Your Campaign

It's show time. 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 site 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 will come up during campaign execution, and be prepared 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.

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 biggest challenges? If you're looking for help, book a time to speak with a mobile giving advisor today!


Get Your Free 2018 #GivingTuesday Templates!


Topics: mGive Blog, Fundraising, Social Media Marketing, Marketing, Digital Marketing, Text to Donate, Event Planning

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