No matter what your Giving Tuesday plans look like this year, taking to social media to share your campaign will bring more people to your mission, website, and community. More than half of the people who engage with nonprofits through social media end up taking some sort of action, so let’s take that knowledge and let it inspire us to elevate our social media strategy this Giving Tuesday!
📅 Create a content calendar
You’ll want to map out the schedule of all of your Giving Tuesday posts based on the timeline of your campaign. This calendar will help make sure you hit all of your essential campaign messages across various platforms. In your content calendar, you’ll want to list out:
→ The date and time of each post
→ The purpose of each post (teaser, announcement, countdown, invitation, update, last-chance reminder, post-campaign report, or thank you)
→ The agreed-upon captions
→ The image or video being used
→ Any accounts that should be tagged in the post (e.g. sponsors)
→ Hashtags that should be included in the post, like #GivingTuesday
→ The staff or volunteer assigned to posting
<div class='rich-text-tip'>PRO TIP: Put some extra love and attention into the first line of your caption. It might be the only thing people read from your post, depending on the platform. Since your Twitter content will have to be the most concise message from your campaign promotion (under 180 characters), consider using that text as the first caption across other platforms.</div>
🌈 Reach different audiences by making your sharing strategy multichannel
Chances are, your community is probably split across various social media platforms. To cover all of your bases, you’ll want to share your Giving Tuesday campaign on all of your channels.
Your content should use similar imagery and wording across all platforms, but you might have to alter various aspects. For instance, you can’t share as much text on Twitter, so you’ll want to plan to make that caption shorter. On Instagram, you can’t share a clickable link in your caption, so you’ll want to direct your followers to click the link in your Instagram bio or story.
<div class='rich-text-tip'>PRO TIP: Use a service like linktr.ee for your Instagram bio link. This will allow your followers to choose from multiple links, such as your Givebutter Giving Tuesday campaign, your main website, your latest blog post, or your volunteer sign-up form.</div>
You can take it a step further and cater your content to specific audiences; long-term, loyal donors will most likely be on Facebook, Twitter, and/or LinkedIn, whereas younger supporters can be found on Instagram, SnapChat, YouTube, or TikTok. You don’t have to manage all of these accounts, but think through which ones have the most following and engagement, and how you might want to share your message to your different audiences.
<div class='rich-text-tip'>PRO TIP: If your organization doesn't have someone dedicated to marketing or social media, you might consider focusing on only one or two social media platforms to start. What platforms do you like using best? What platforms do you think your supporters use most? Start there and expand to other platforms as you are able.</div>
🌎 Use Giving Tuesday’s social media templates
Social media isn’t your strong suit? No problem! Giving Tuesday has made it easy for you to post about your campaign on social media by providing these easy-to-use social media templates on Canva and key messages. Feel free to add in your own photo or logo to make an image unique to your cause’s campaign!
🕑 Coordinate posting schedules with your Giving Tuesday partners
If you’re collaborating with an organization, corporate partner, or influencer this Giving Tuesday, great job! This joint effort is a great way to get more eyes on your campaign. Make sure to share your content calendar with your partner’s team so they know when you plan to post and can utilize your assets and messaging.
📲 Schedule posts using social media planning tools
The fact of the matter is, you can only do so much. When November 30th comes around, it’s probably unrealistic to think you can be in charge of editing and posting content on top of everything else that will be going on. Plan ahead by using content scheduling tools like Hootsuite, Later, Planoly, and many more. Programing all of your posts ahead of time will allow you the relief of having one less thing to manage on such an exciting day.
✨ Make sure your organization's website and social media profiles are up-to-date
If social media has been on the backburner for a bit, you’re not expected to change everything overnight. However, spending a little time to make sure your website and social media channels are up-to-date with the correct information, hours, and contact info is crucial.
Nearly 75% of respondents in the Donor Loyalty Study say they might stop donating to an organization based on poor content, including vague content, dull content, irrelevant content, and inconvenient formatting. Since there will be an influx of people checking out your website and social media pages, spruce up your web content by ensuring your Giving Tuesday posts are up-to-snuff. Then, you can use your Giving Tuesday campaign as an opportunity to elevate your web presence.
<div class='rich-text-tip'>PRO TIP: Help new supporters join your Giving Tuesday celebration by adding your Givebutter campaign page’s link to all of your social media channels’ bio or About Me section by November 30th!</div>
📣 Help your community elevate your campaign
Make it easy for supporters to share your campaign. Givebutter’s one-click sharing feature allows users to broadcast your campaign page across various social media platforms. Supporters can help drive more social media engagement by utilizing our built-in and fully-optimized social sharing options!
<div class='rich-text-tip'>PRO TIP: Go the extra mile by creating a fundraising toolkit for your community members. This toolkit should include social media images, captions, videos (optional), and hashtags.</div>
💛 Interact with the content you’re tagged in
People will be excited to join your movement during such a special celebration of global generosity! You’ll see supporters engage with your channels and share your campaign on their accounts. Make sure to have someone on your team comment, 💛, re-share, re-post, retweet, and respond to direct messages throughout the day.
<div class='rich-text-tip'>PRO TIP: Giving Tuesday is a great opportunity to get some new content for your website and future external communications. When your organization is tagged in a great photo, ask that supporter for their permission to use it. Compile photos and other content throughout the day!</div>
📣 Share updates & Go LIVE
Those who support your campaign want to hear from you before, during, and after Giving Tuesday. It is okay to increase the amount of social media posts you make during this campaign. Share about your cause and the positive change your supporters are helping make happen. Let your supporters know how close you are to reaching your goal and that you need their help to hit your goal by sharing with their friends and family. Sharing live video, such as Facebook LIVE, with your supporters throughout the day is another fun way to engage with them.
⭐ Make sure to check out our page on Video & LiveStreaming for your Giving Tuesday campaign!
<div class='rich-text-tip'>PRO TIP: Share campaign updates to your Givebutter campaign's supporter feed throughout the day. You can pin your latest campaign updates to the top of your supporter feed and also have the update emailed to your supporters.</div>
🙏 Post a thank you post the next day
You’ll be gaining a lot of momentum leading up to and on Giving Tuesday. Tie it up nicely with a bow by posting a big old thank you post. Reporting back the outcome of your campaign will help your supporters feel accomplished and like they were part of a bigger movement. Recognize their efforts by sharing your gratitude!
✊ We’re on a mission to empower the changemaker in all of us
And that's why we’re providing you with all the tools and resources you need to raise more, give better, and unleash generosity this Giving Tuesday. We can’t wait to see how you rally support for your good cause on November 30th and beyond!
Ready to make your Giving Tuesday campaign butter than ever this year? Create your free account on Givebutter today! Verified nonprofits could receive a special Giving Tuesday donation right from Givebutter!