We nonprofit professionals never pass down an opportunity to fundraise, nor should we! The global #GivingTuesday trend is a great opportunity to launch your year-end fundraising, but also to successfully leverage this movement you need to have your social media geared up and ready to rock once the Tuesday after Thanksgiving rolls around. Here’s a quick checklist to ensure your nonprofit is set up for #GivingTuesday success.
Set up social pages
Does your nonprofit have social media pages?
Arguably the most important platform for fundraising on social media is Facebook. I say arguably because Facebook now owns Instagram (IG) and nonprofit organizations who are optimized for donations can take in donations through IG stories.
Facebook’s fundraising tools embrace the concept of peer-to-peer fundraising by allowing your organization to launch a shareable fundraiser and individuals to get involved by hosting their own fundraisers. Every nonprofit should have a Facebook account to reap the rewards of the peer-to-peer craze. Which brings me to my next point…
Make sure that your Facebook page is verified and set up to take donations on Facebook. This is a multi-step process that Facebook takes time to review, so don’t save this until the last minute! You need to link your IG Business account to Facebook in order to take in donations via IG stories. This will be the first #GivingTuesday with IG stories’ donation button feature, so it will be interesting to see the percentage of donations that come in through that platform.
Get ready to track donations
Set up systems to track donations. Whether you are launching a Facebook ad and tracking it with a Facebook Pixel or monitoring incoming donation pathways through Google Analytics, make sure you know where your donations are coming from so you can tweak your strategy accordingly and aim higher next year.
Start a Facebook ads account
Have you thought about promoting your campaign through paid advertisements? Facebook gets saturated with nonprofit fundraisers on Giving Tuesday so the narrower your audience, the better. You can set up business manager for your organization which allows you to target niche audiences or promote to people who already like your page on #GivingTuesday.
Need help optimizing for #GivingTuesday? Send us an email! We are happy to chat- Kate@dsaboston.com.