John Payne / November 14, 2017

Taking place annually on the first Tuesday after Thanksgiving, #GivingTuesday launched in 2012 and has become a reliable force and campaign to increase online and mobile giving. In 2016, nonprofit organizations raised $177M on #GivingTuesday – a 52% increase over the $116M raised in 2015.

If executed properly, #GivingTuesday can have a significant impact on an organization’s bottom line. Today, I’d like to outline just a few ways your organization can maximize the social movement that is #GivingTuesday.

Branding, Branding, Branding

#GivingTuesday started off as a social movement - with almost 80% of all activity occurring on a mobile device. With this in mind, it’s extremely important to make sure your organization is taking advantage of all social media outlets (Facebook, Twitter, LinkedIn, Instagram, etc.) to make sure your branding is clear across all channels. You can download a comprehensive toolkit by clicking this link.

According to MobileCause, people give 38% more on branded pages compared to generic pages. With this in mind, you may want to consider setting up a dedicated #GivingTuesday donation landing page.

Hashtags

With so much of #GivingTuesday taking place online via social media, it’s important to utilize hashtags to spread your campaign and your messaging. Take Instagram for example. Posts on Instagram with at least one hashtag generate 12.6% more engagement on average than those without. The #GivingTuesday hashtag alone generates millions upon millions of impressions.

According to Instagram, users “like” 4.2 BILLION posts per day. And with 80% of Instagram users coming from outside of the U.S., this is a great opportunity for organizations with global impact to increase their overall engagement.

Matching Gifts

Letting your constituents know that a matching gift is available for their donation increases revenue per solicitation by 19% and increases the probability of a donation by 22%. ("Small Matches and Charitable Giving: Evidence from a Natural Field Experiment": 2010, Journal of Public Economics, Dean Karlan, John List, Eldar Shafir).

With most charitable giving taking place at year-end in November and December, many organizations choose to save their matching campaigns for these months. This creates a great opportunity to leverage the impact of #GivingTuesday.

Wishing you and your organization all the best on November 28,

John Payne

Account Director