#GivingTuesday is November 27 - though still three months away, NOW is the time to build a thoughtful, methodical and strategic campaign. A recent webinar offered by Firespring outlined 10 action items that you can easily implement to get your organization on that path to success.
#GivingTuesday is a "global day of giving fueled by the power of social media and collaboration." It is a fundraising moment in time. It is digital. It is social. And it is powerful. What's even more--although it's just one day, those new donors can be retained in the long-term to support your organization. But with a list a mile long at your feet already as community managers, how can you focus your marketing strategy for the big day? Cobbling some social posts and emails together last minute certainly won't do it.
Over the course of the next three months, you need to get people to care about your cause, to take action when you ask, and to be your advocate. It's no secret that strangers aren't going to be the ones that make your campaign a success. You need to move your audience along on the continuum from those who have heard of your organization before to those that will be your supporter and, eventually, your engaged advocate who you can rely on to give. Using your current base of advocates is how you can make that happen, and how you can cultivate relationships so that you're in a position to leverage their networks.
So now. The "people" part. The keys to ensuring that what you're doing is relationship-building, not just stopping at the "donor ATM." Below are 10 steps to get you going--but remember, take a breath, pick just one to three action items, and make sure you have the bandwidth to implement them!
1. Get to know your donors.
Profile your community and figure out who people are so that you can connect with them. Hold "friend-raisers", make calls, and send surveys to understand the community's connection to your organization.
2. Cultivate your network.
You need to build, rekindle, and maintain relationships--in essence, you need to build goodness, and put yourself in a position to give without asking. This involves both mass and individual cultivation efforts. Commit to making just one connection with a contact per day.
3. Communicate regularly.
We all know that strong relationships grow via proper - and regular - communication. Implementing a consistent communications plan is critical for this, as well as remaining as transparent as possible. Give people proof of your cause and the reasons that it matters by
sharing interesting content, heavy on storytelling, that creates empathy and shows impact.
4. Leverage advocates.
Use the next three months to leverage your key supporters by giving them tasks to engage THEIR core network on your behalf. Call "lurkers" (people on the fringe) and one-time supports and engage them!
5. Humanize the organization.
Get personal and engender likability, because the truth is that people help who they like and trust. Feature one of your staff members each week in an email newsletter or on your social channels. Find your unique voice - and maintain it.
6. Incite action through commitment.
Drive people to take small actions that help them feel committed and teed up for greater action. A tactical way to do this is to make smaller asks before money comes into play: circulate a petition, ask them to wear one of your organization's t-shirts to an event, and always be sure to thank and acknowledge participants publicly.
7. Generate loyalty through appreciation.
A study cited in the webinar noted two reasons why donors did not give again to a particular cause. One: they gave and weren't thanked. And two: they forgot they gave. Use your street
team to make sure NDLB - No Donor is Left Behind! Over the next three months, call former donors. Remind people they supported you and that you still need them. Remind them that they are part of something important. Thanking your donor makes a big impact and goes a long way by keeping your organization in the top of their mind.
8. Create a sense of indebtedness.
Give! Give! Give! Provide high quality content through your social channels, blogs, and newsletters,and invite your audience to give their input. Handwritten notes or personal calls - things that are so simple and take only 30 seconds - also go a long way.
9. Raise your social profile.
Successful crowdfunding is contingent on social pressure, so make your organization look popular! How? Here come those social channels again. Provide content that people want to engage with. Engage your street team through tagging and acknowledge new joiners to trigger the newsfeed and algorithms, so others feel it's a good cause to join, too!
10. Create empathy.
Yes. You need to make people CARE about your organization's work through advocacy and outside affirmation. We don't all have babies and puppies to bolster our cause (well...maybe
we do...did I mention to take lots of photos of your fantastic, vibrant events?!), so it's critical to share real life representations that put a face on your cause. Creating a sense of urgency and emotional attachment, and finding third party authorities validating the need for what you do, speaks volumes.
So, let's sum it up. Cultivate relationships. Build brand awareness. Create relevance. Bolster your image. And create empathy. Dedicate yourself to crafting an online presence that is fun, personal, and also easy to donate to.
What's your homework? Well, take a deep BREATH for starters! And then, after that breath, ask yourself what you can commit to. Pick one day a week, one hour a week, and tackle that one bite-sized action item. Get to it!