GIVING TUESDAY

Introduction and June Strategy

With six months to go, you’re probably not thinking about #GivingTuesday just yet. But if you plan on taking full advantage of the day, you’ll want to start preparing now. With such a huge event on the horizon, putting in some time and effort now will pay off greatly when the day comes.

Setting the Foundation on Facebook

Facebook is the most used platform on #GivingTuesday. As such, you’ll want to ensure that your Facebook Page and audience are ready for the big day. You might be wondering, “How would my Facebook Page not be ready? What exactly is there to get ready? Won’t I just post the campaign link to Facebook on the day?”

But as with most things in life, it’s not that simple!

In a nutshell, you’ll want to start priming your Facebook Page and audience now so that when you do post your #GivingTuesday campaign, it reaches and engages as many people as possible. Thus, your fundraising campaigns are more likely to be successful!

With each passing day, Facebook becomes a noisier place. More users join the network and more Pages are created. This is awesome for nonprofits, as their pool of potential supporters is increasing each day! The problem is that it also becomes harder to cut through this noise. This means that organic reach and engagement begin to decline for any piece of content that isn’t engaging.

The good news is that there are steps you can take now to increase your organic reach and engagement before November 29th. You’ll want your organic reach and engagement to be as high as possible for your campaign to be successful in raising donations. After all, it’s hard to raise donations from supporters that you cannot reach!

Now you may be thinking that none of this applies to you, because you’ll be using Facebook advertising to push out your campaign. But even with Facebook advertising, you’ll want to take these steps. The News Feed algorithm and ads algorithm are different, but there is enough overlap to increase organic reach and engagement, boost the success of your ads, and make them cheaper to boot!

Between now and November 29th, we’ll work to do just this. Improving your organic reach and engagement is possible and it does take time, but we have time on our side… so let’s get to work!

Introduction to Content Curation

The way we’re going to organically boost your reach and engagement is through a strategy called “content curation,” which uses two important yet simple tactics to increase reach and engagement on Facebook:

  • Post more—two to three times a day, to be exact.
  • Post awesome, high-performing content.

Content curation delivers on both of these. The strategy hinges on sharing the top content from other Pages on Facebook. This is content relevant to your Page and cause, and is something that your audience would be interested in.

We know that this strategy feels very counterintuitive. This article explains why it works and how it’s not as bad as it feels. Simply put, sharing each other’s content on Facebook is normal, it’s expected, and is not in any way stealing or plagiarism. Facebook is not a traditional platform and thus doesn’t follow traditional rules.

Okay, let’s get down to work. How do you actually practice content curation?

Through ActionSprout

The easiest way to do this is through the ActionSprout tool. In the Inspiration tab of your account, you’ll be able to follow the top Pages in your space, scroll through their best content, and schedule these posts for the times when most of your supporters are on Facebook.

To start, follow the best Facebook Pages for your cause. These can be the large national and international organizations, news outlets and blogs that cover your cause, other nonprofits and Pages you’re aware of that cover your cause, or any fellow partners and chapters. Or you can simply search for keywords. Once your Inspiration feed is filled with content, start browsing the posts and see which ones you can re-share on your Page. Which stories would your audience enjoy? Which posts relate to your cause and Page? Remember, you want to shoot for two to three a day.

Use the Smart Scheduler tool to post at the times when your audience is on Facebook.

Through Facebook

Practicing content curation through Facebook is a bit more challenging, but it is possible:

  1. To get started, “like” the same types of Pages outlined above as your Page. Note: following pages as your page through Facebook is public data.

  2. Once you’ve liked the Pages you wish to follow, switch to timeline view as your Page to view their posts.

  3. When browsing these posts, look for the factors above as well as the engagement on each post. Facebook will be giving you all of these Pages’ raw posts. Unlike the Inspiration tool, which will pick out only the best posts, you’ll need to manually do this as you browse. You’ll only be able to view the likes, comments and shares on the posts, but that’s enough to provide a rule of thumb.

  4. Once you have the posts you’d like to re-share on your Page, you have the option to click the share button on the post and share it right then, or you can copy the link, image, video, etc. and manually recreate the post on your Page. This will allow you to schedule out the post for a later time/day.

  5. When scheduling a post, first confirm with your Page Insights when your audience is on Facebook and thus when the post should be scheduled.

The above can also be done through the use of Facebook’s interest lists. The same principles will apply.

Wrap-Up

That’s your assignment for the month! It may seem like a lot at first, but once you lay the groundwork of following the right Pages, and getting in the habit of reviewing these posts and scheduling the best ones, it won’t take you much time at all. Some nonprofits even use this strategy to schedule content for the whole week in 30 minutes or less!

Believe us, it can be done. Have fun diving into content curation and we’ll see you next month!