Since 2012, the Tuesday after Thanksgiving has been christened #GivingTuesday. It began as a response to the commercialization of the period between Thanksgiving and Christmas when consumers are encouraged to shop until they drop. Days such as Black Friday and Cyber Monday are prime examples of this phenomenon. #GivingTuesday gives people a chance to give back, though, and it has been quite successful, growing in popularity each year.
Encourage Giving on #GivingTuesday
#GivingTuesday is a quintessential modern holiday, hardwired for social media activism in its name alone. Fundraising on this international day of giving is designed to happen over the web. People are already online, after all, scrolling through their social media feeds - why not capitalize on this unique, digital environment?
Messaging
The goal of your social media campaign is to leverage others in your network to spread your message for you. To do that, your creative needs to:
Be interesting, compelling and informative
Explain your work, your goals and reason for fundraising
Give success stories or other relevant information for your organization
Remain succinct
Give supporters somewhere to go (donate button or link to your website)
Before #GivingTuesday
There’s a lot to take into consideration when it comes to #GivingTuesday, but here’s a list to get you started:
Go offline, too - utilize local media channels such as local radio stations
Think about the timeline and acquire any paid media spots in advance
Set up some landing pages to link to via social media - provide more information about your organization and efforts
It Ain’t About the Money
A lot of lip service is paid to the money raised for great causes on #GivingTuesday, but really, this day is an opportunity to spread awareness and gain even more supporters. While the value of monetary donations speaks for itself, also consider that you can encourage people to give their time volunteering with your organization or resources such as non-perishable goods. Even getting email addresses is a worthy endeavor, since you’ll be able to repeatedly engage with these supporters again and again.
On Wednesday, We Say Thank You
Just because #GivingTuesday only lasts 24 hours doesn’t mean your fundraising efforts need to end. Make sure your marketing dollars didn’t go to waste and the new donors you attracted on Tuesday stick around. Follow up with your supporters on Wednesday, let them know how successful your efforts were, tell them what you will accomplish thanks to their contributions and most of all, say thank you!
Make DREAMs Come True
This year, consider giving back to the media mavens in your life by donating to DREAM (Dedicating Resources to Employees of Advertising and Media) Fund! DREAM Fund was founded by The Ward Group’s own founder, Shirley Ward, in 1991 with the mission of helping people in the marketing field who find themselves in crisis and in need of a helping hand. It has grown to include Texas, Oklahoma, New Mexico, Arkansas and Louisiana, and has gifted nearly $2 million since its inception.
Each case DREAM Fund takes on is unique, but primarily, it offers financial and volunteer assistance throughout medical crises, natural disasters and other life-interrupting events.
To show your support for DREAM Fund this #GivingTuesday (December 3, 2019) and the other 364 days of the year, you can make a tax-deductible donation or dedicate time, talent, and other resources to a variety of events that benefit DREAM Fund throughout the year. Learn more about DREAM Fund here!