How to Get Ready for Giving Tuesday 2022

Giving Tuesday 2022, which falls on November 29, is celebrating its ten-year anniversary! It’s a big day for nonprofits, and your organization should definitely plan for making it a success.

If you want to know the best way to have a successful Giving Tuesday campaign, you're in the right place! Resilia’s nonprofit experts spoke with Rupert Schutz, Director of Email Marketing at Boys & Girls Club of America, who shared his tips on how to raise awareness and generate donations:

1. Start Planning Now

Making the most of Giving Tuesday will require planning and preparation. Ideally, you want to be top of mind for your potential donors so that when the big day arrives, you are already engaged with them. With plenty of nonprofits vying for donors on Giving Tuesday, the market is crowded. Leading up to Giving Tuesday is important, but once it passes, the follow-up with new donors is just as essential for your stewardship the following year. You want to ensure that you engage with donors consistently throughout the year.

2. Set a Giving Tuesday Goal (It Doesn’t Have to Be Financial!)

Whether it’s a dollar amount, increasing your volunteer base, or bringing in new donors for the first time, make your Giving Tuesday goal customizable to fit your nonprofit needs.

Having a clear goal also demonstrates the need for your supporters. If you can show that your goal will directly impact the work you’re doing on the ground, it will create a sense of urgency with your supporters, and encourage them to meet that timely need. 

When the day comes, be sure to update your donors throughout the day. If you meet your goal, it’s a great opportunity to celebrate with your supporters, thank them, and encourage them to continue sharing your mission with their networks. Show them that the impact they are making that day will propel your mission forward for the rest of the year. 

3. Make Your “Ask” Simple

When you're sending out an “ask” or request in your Giving Tuesday campaigns, make it as clear and simple as possible. Make what your organization does understandable for potential donors. If you’re using visuals, make sure they illustrate your impact. Ensure your call to action makes your request clear and that it’s easy for your donors to act. Make sure the technical process to donate to your organization – whether it’s a financial donation or volunteer time – is smooth and seamless.

4. Push Hard, Work Smart

As a nonprofit, your staff and resources are likely limited, so it’s always important to push hard and work smart. The best way to make the most out of Giving Tuesday is to begin your push before the big day arrives. Start warming up your donors in the weeks leading up to Giving Tuesday with one to three emails. That way on Giving Tuesday, you’ll need to follow up with fewer emails. (Make sure you exclude people who have already recently donated to your organization.)

A good way to put this into practice is to repurpose content for your emails to donors – there’s no need to rewrite every email you send out. The most important thing is to get in front of people and make sure they know what your mission is. If you are a new nonprofit and don’t have an existing email list yet, lean on your existing network – friends, family, volunteers, board members, sponsors – and ask them to help spread the word. 

5. Engage in the Conversation on Social Media

Leveraging social media during Giving Tuesday is a must! Be prepared to post 3 - 4 times during the week. Focus on the mission narrative you are sharing. Make sure your captions are powerful and impactful, tell your story, and have a call to action at the end. If your nonprofit has a larger budget and you have experience using paid social media promotional ads, you may want to consider using them on Giving Tuesday.

When considering which platform to concentrate most of your efforts on, keep auditing your audience. Which social media site are your donors on? Do supporters give through links in your emails or your newsletter? Do you have a huge following on TikTok you can tap for donations? Are there past posts, or posts from publications or other organizations that you can repurpose? Whatever you decide, don’t miss out on the conversation on social media. And don’t forget to join the conversation using #GivingTuesday!