GIVING TUESDAY

November: Giving Tuesday Strategy

This guide is the last part of a series of guides designed to get your nonprofit ready for #GivingTuesday.

GivingTuesday is just 29 days away! Between now and then we’ll recap the most important points from the previous months. This will be a quick refresher to make sure you’re on your A-game all this month.

Let’s go!

Content curation

When we first got started all the way back in June, we introduced you to the strategy of content curation. We learned that organically increasing your reach and engagement on Facebook relies on two things:

  • Posting more. Two-to-three times a day, to be exact
  • Posting awesome, high-performing content

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

We showed you how to practice curation through both ActionSprout and Facebook, so hopefully you now have a curation system that works for you!

Analyzing and learning from your posts

Next, we taught you how to measure the success of your new content strategy. We showed you how to isolate your top performing posts by engagement and look for patterns of success. This strategy showed you what was working and thus what types of posts your supporters were interested in. By discovering these and posting more of them, you increased your chances of reaching and engaging supporters organically.

Remember to keep an eye on what’s working, as it can change over time. Keep looking for changing patterns in post content, format (videos, images, links) tone (negative, optimistic) and overall approach.

How to boost your best posts

At the end of the summer, we taught you that putting a little money behind your top performing posts would pay huge dividends!

  • Only boost what’s already receiving above average engagement on your page
  • A $5 to $10 daily budget is enough to see awesome results on your page
  • Use SmartAds to automate the process

This helped further boost the organic reach and engagement you started to foster through content curation.

Social actions

In the fall, we dived into social actions. Social actions are how we move passive Facebook likes into engaged, contactable, supporters. Remember to follow the STEP UP best practices when creating social actions:

Screen Shot 2016-08-02 at 6.24.24 PM

Learning from our social actions

The following month we learned how to analyze our social actions for weak points, and how to fix them. Remember to compare post engagement, form views and completions against each other to find the weak points in your flow.

Post engagement is higher than form views

  • Double-check that your Facebook post includes a strong, clear, call to action
  • Make sure your call to action is urgent and triggers an emotional response to act right away. – If they feel like they can come back later you’ve lost them.
  • Is your call to action convincing? Plausible? Does it inspire?

Post engagement and views are about equal, but conversion rate is low

  • Is your form mobile optimized? Are you losing supporters who want to take action but cannot from their device?
  • Was the form confusing? Was it clear what they were being asked to do and how?
  • Did the form fail to move them to act? Could your language be stronger?

Conversion rate is high, but post engagement is low

Remember, this may not be an issue. Simply double-check the following:

Does your post have a strong call to action?

  • Looking at your post, would you know you needed to click and complete the form?
  • Is it clear what is being asked and why?
  • Is your call to action urgent and reasonable?

Is your image attention-grabbing?

  • Would your image make you stop scrolling through Facebook?
  • Does it grab attention and make you want to engage?
  • Have you tried testing different images?

Fundraising best practices

Lastly, we took our new insights and lessons from our social actions and combined them with fundraising best practices to create a killer #GivingTuesday call to action. Donate for change

Your supporters, no matter how loyal they are to your organization, are really donating to effect change on an issue they care about. Ask them to donate to the cause, not your particular organization.

“Chip in”

It’s been shown in some nonprofits tests that using the word ‘donate’ actually reduces donations. Try something like ‘chip in’ or ‘pitch in’.

Set a goal

Set targets for donations and outcomes achieved. Targets put perspective on your campaign. No matter how much or little someone gives, they know they are chipping away at the set goal. They can easily see that their donation had an impact.

Directed

It helps if the donation appeal is directed at a specific goal, e.g. keeping open a children’s hospital, saving a local park, passing legislation, etc.

Wrap up

Wow! We’ve covered a lot of ground in the last six months. Take a moment to give yourself a pat on the back!

Take the time this month to go back over what we’ve covered and strengthen any weak spots you may have. All these pieces will influence the success of your #GivingTuesday campaign come November 29th.

Best of luck!