2022 Giving Tuesday Playbook by Harness Giving
- 2. Giving Tuesday is a global day of giving that occurs on the first Tuesday after Thanksgiving. Inspired as response to the mass consumerism of Black Friday, Giving Tuesday began in 2012 through the efforts of the 92nd Street Y and its Belfer Center for Innovation & Social Impact. The goal is to inspire people to give, collaborate, and generosity. 2 What is Giving Tuesday? Giving Tuesday Playbook
- 3. Giving Tuesday has grown massively in the decade-plus since its inception. Last year, Giving Tuesday raised $2.7 billion, and that’s not even taking account for ongoing donations after the big day! People are ready to give! 3 Giving Tuesday. It’s kind of Big Deal. Giving Tuesday Playbook
- 4. 4 What’s in the Playbook? Giving Tuesday Playbook
- 5. 5 What’s in the playbook? Identify your campaign Structure your campaign Your Giving Tuesday Checklist Your Giving Tuesday Timeline Looking to the Future 6-10 11-15 16-23 24-26 27- 28 Giving Tuesday Playbook
- 6. 6 Giving Tuesday Playbook Identify your campaign
- 7. 7 01 What’s your priority? 02 What’s your mission? 03 What’s your message? Identify your campaign Giving Tuesday Playbook
- 8. 8 01 What’s your priority? What do you want to achieve? Do you have a target amount you want to raise? Do you have a specific initiative to fund? What kind of donations do you want? One-off or recurring? The answers to questions like these will guide you to the heart of your Giving Tuesday campaign. Giving Tuesday Playbook
- 9. 9 02 What’s your mission? Think of your Giving Tuesday mission as the path you will take to achieving your campaign’s goal. The mission is a further articulation of your campaign’s priority. If your goal is to feed 2000 people in your community, your mission is to raise, say, $20,000 so you can feed 2000 people in your community. We chose the word mission instead of goal here because we want emphasis the importance of story. By telling a story of what you are going to do and how you will to it to your donors, you are strengthening your ultimate ask. For even more info about goal setting, be sure to read What makes a goal achieveable? and Nonprofit Goal Setting Made Easy. Giving Tuesday Playbook
- 10. 10 03 What’s your message? Tell it in a story. Don’t just say what you do. Tell the story of the people you impact with your work. Ways to encourage people to give more: — Focus appeal to your target audience. — Evoke an emotional response. — Create an association of identity and purpose to giving. Ideally, you want to answer the question — why me? Giving Tuesday Playbook
- 11. 11 Structure your campaign Giving Tuesday Playbook
- 12. 12 Structuring your campaign 01 Picking your platform 02 Creating your message 03 Crafting your creatives Giving Tuesday Playbook
- 13. 13 01 Picking your platform Meet them where they’re at. When you pick your platform, keep in mind where your donors currently are. Now, not all donors will be in the same place. Some segments might prefer email, while other’s will be impossible to reach without leveraging social media. Giving Tuesday Playbook
- 14. 14 02 Crafting your copy Write to your audience with the platform in mind (more on page 21). In an ideal world you copy should convey: — why someone should care about your cause, — what you will do in service of that cause, and — a clear ask how their donation will be put to work for the cause you both believe in. People’s attention spans are short these days. It should be short, simple, and to the point. Get the point across, hit them with a CTA, and get out of there! Giving Tuesday Playbook
- 15. 15 03 Crafting your creatives When approaching your creative assets and elements for your Giving Tuesday campaign you want to ensure cohesion with your existing brand and imagery. If you have a style guide or look book, stick to that. If you don’t, take a look at your past posts or website. Isolate the colors and motifs that are associated with your brand and use those as a basis for your Giving Tuesday visual assets. This will help create a cohesive brand, and the consistency will make it easier for people to associate it with your nonprofit. Think Tiffany’s blue or the red of a Coca-Cola can. Don’t forget to use free resources like Canva, Pexels, and Hootsuite to bring your Giving Tuesday Campaign to life. Giving Tuesday Playbook
- 16. 16 Your Giving Tuesday Checklist Giving Tuesday Playbook
- 17. 17 Your Giving Tuesday Checklists 01 Social Media Checklist 02 Fundraising Checklist 03 Day of Checklist Giving Tuesday Playbook
- 18. 18 Social Media Checklist Social Media Post Templates (for quick update on the day of) Giving Tuesday Announcement Giving Tuesday Impact Posts Video Assets Social Media Blubs - Day before - Morning of - Mid-day update - End of day/last/final push (share how much your raised) Do you have a social media scheduling tool? This let’s you focus on the exciting things on the big day. Giving Tuesday Hashtag Giving Tuesday Playbook
- 19. 19 Fundraising Checklist Donation page updated Mobile ready donation page Stakeholder partnerships in place Email announcement and campaign Text messaging campaign Social media campaign(s) Mobile friendly website Recurring donations enabled Giving Tuesday Playbook
- 20. 20 Day of Checklist Have someone monitoring social media and answering any questions as they might arise. Have someone there to answer any donation questions Send off thank you notes as people donate Track analytics Have ad-hoc (easily editable posts at the ready so you can let people know when good things happen Giving Tuesday Playbook
- 23. 23 Tips & Tricks Top Giving Tuesday Hashtags #GivingTuesday #GivingTuesdayNow #Nonprofit #Donate #Charity #Giveback #Fundraising #Giving #Philanthropy #Givingback Pro Tip: Be sure to follow hashtags and engage Throughout the day. Email Tips Keep the subject line short Use first names if you can Tell a story Have a strong CTA Incorporate multimedia Preview text is part of the story Be mobile friendly Make it skimmable and easy to read Giving Tuesday Playbook
- 24. 24 Giving Tuesday Timeline Giving Tuesday Playbook
- 25. 25 Four weeks out Tues. Nov. 1st - Nov 7th Three weeks out Tues. Nov. 8th – 14th Two weeks out Tues. Nov. 15th – 21st Identify your campaign Craft your message Identify target groups Write your copy Share a countdown to Giving Tuesday on Social Reach out to potential stakeholders and existing donors Assign internal roles Build required visual assets Solidify stakeholder relationships Schedule social media posts for day before, day of, and day after. Make sure everything’s on track Use a scheduling tool (like Hootsuite or Buffer) to help make your life easier ‘ Starting posting on social (if you haven’t already) Start an email drip campaign (if you haven’t already) Update social media presence (cover page banners, branding, etc.) Giving Tuesday Playbook
- 26. 26 Giving Tuesday! Tues. Nov. 29th One week out Tues Nov. 22nd – 21st After the big day (morning of) From Wed. 30th on! Finalize gameplan Follow up on anything outstanding Enjoy your Thanksgiving! Launch your campaign Be ready to help. Thank people in real time Thank your donors and your team by text, email, social media, and more! Identify takeaways for next year. Reflect and assess. Reshare user generated content Send updates throughout the day Like, repost, and comment on other Giving Tuesday posts (search by #) Giving Tuesday Playbook
- 27. 27 Looking to the future Giving Tuesday Playbook
- 28. 28 Looking to the Future Now that Giving Tuesday is over it’s time to look back and reflect. — Examine what worked and what didn’t work. — Make sure to thank your donors. Mention them by name, share user generated content. — Keep your new donors in the loop for months to come. — Remember, you can use existing assets for future campaigns. And don’t forget to celebrate a job well done! Giving Tuesday Playbook
- 29. 29 Keep learning Giving Tuesday Playbook
- 30. 30 Harness Giving Through our intuitive marketing, fundraising and reporting solutions, we unlock cashflow and drive efficiency for nonprofit organizations. Giving Tuesday Playbook