Tips & Guides
With Giving Tuesday just a few short weeks away, it’s a vital time for your nonprofit to be on top of its Giving Tuesday campaign. With that being said, let us know if this sounds familiar:
You’ve launched (or are about to launch) your campaign. Your team is feeling prepared, your supporters are energized, and you're personally feeling optimistic about this year’s global generosity movement.
Your social media content strategy for this campaign is feeling a little lackluster.
You may be thinking, does our current content strategy support our Giving Tuesday goals?
If so, no worries. We’re here to help!
With the right content strategy, social media can exponentially increase your campaign’s engagement, and—most importantly—your donations.
Here are our top 4 content strategy tips for your Giving Tuesday campaign (and any other campaign for that matter) that you can begin implementing today.
As you're creating content for your campaign, you want to make sure that all assets are shareable for your supporters. There are a few things to keep in mind in order to accomplish this:
Branding: Wouldn’t it be wonderful to know your supporters aren’t accidentally scrolling past the very content you’ve put some serious work into? This is why you must aim to first establish your branding in order to stay consistent with assets such as your colors, fonts, voice, logos, and overall style. This will allow your nonprofit to begin building proper brand recognition amongst your supporters, (who now know to stop the scroll because they recognize your content) thus upping the probability of your content being shared.
Sizing: Make sure a majority of your content has the ability to be shared across devices. Our recommendation is to stay within each social app's recommended dimensions for images and/or videos. Here’s a great resource for reference.
Know Your Audience: As you're creating content, you want to keep in mind that you’re creating for your ideal supporter, always. What is it that they need to see from you? If your audience feels a personal connection to your content, they will feel inclined to take further action.
Clear Messaging: Triple-check your messaging to ensure nothing is confusing, misleading, or unintentionally offensive. We find it the best practice to have our content reviewed several times before it goes live.
It’s important that when visiting your social pages, your audience is able to learn just about everything there is to know about your nonprofit, your Giving Tuesday campaign, and how they can get involved. Educating your supporters could mean the difference between losing a potential supporter who left your social pages with more questions than answers or gaining a new participant who’s now inspired to fundraise on your behalf. Assuming you prefer the latter, here are a few great educational content ideas to get you started:
Leveraging Storytelling: Storytelling is one of the most powerful community-building tools there is. Sharing stories about how your nonprofit has impacted and transformed lives in past Giving Tuesday campaigns—or how you plan to do so this year—is sure to cause your supporters to feel more inclined to join your campaign as a fundraising participant or as a donor.
How-To Content for Fundraisers and Donors: For your fundraisers, make sure to demonstrate just how simple it is to set up a personal fundraising page within your campaign. We also recommend taking them through your chosen platform’s helpful tools. For example, if you were to use Pledge It as your campaign platform, we offer built-in email, text, and social media tools to help your fundraisers rally donations from their personal networks. Now for your donors. Think about demonstrating the process of making a donation in order to ensure the task is as seamless as possible. This all can be done through content such as “how-to” carousel posts on Instagram, a quick video tutorial on Instagram and/or Facebook stories, or a LIVE video talk–through.
Speaking of videos…
Pretty graphics are great, but nothing beats video content to humanize your non-profit. Here are a few great ways to incorporate video into your Giving Tuesday content strategy:
Introduce your team: Your supporters love to know who’s responsible for keeping their favorite nonprofit running. This creates what we here at Pledge It refer to as a “know, like and trust” factor between you and your supporters. This is as simple as having your team members hop on Instagram and Facebook stories to briefly introduce themselves and share their roles and responsibilities within the organization and more specifically within the Giving Tuesday campaign.
Show Behind the Scenes: Pique your supporters' interests by taking them inside your nonprofit’s process; a day in the life of a nonprofit campaign leader, setting up/breaking down an event, dropping off/collecting donations, etc. There are so many ways to get creative here.
The biggest goal with social media is to build an engaged audience that supports your cause. To achieve this, make sure to keep these tips in mind as you’re creating your content:
Include a Call to Action: A call to action (also known as a CTA) is a prompt that guides your audience to take further steps. Some great examples of a CTA that you may be familiar with are when you see “click the link in our bio” OR “vote on our poll.” Keep in mind that most people don’t know how to support you unless you tell them how. For this reason, make sure to include a CTA in your copy whenever possible. They really do make a difference!
Ask a Question: If your post doesn’t call for a CTA, ask a question instead. This will drive engagement and begin a conversation between you and your supporters in the comments or DM’s.
Use the App Features: The stickers within Instagram and Facebook stories are a wonderful example of features that inspire engagement. This gives your supporters the opportunity to ask questions, vote on polls, donate, or participate in a countdown without feeling exposed. This also tells your supporters that their input is important to your organization.
With all of the hard work and long hours that go into planning and executing a successful campaign, especially one as significant as #GivingTuesday, we know it’s easy to let social media sit on the backburner. However, with these tips, our hope is that your nonprofit will feel inspired and ready to create a strategic and engaging content strategy that will support your efforts and get you the results your organization deserves.
If you’ve yet to launch your Giving Tuesday campaign and are in need of an elegant, user-friendly, and free peer-to-peer platform to get your campaign rolling, Pledge It is here to help you get started! It’s as easy as filling out the form below to schedule your complimentary consultation with our team of experts.
Published on November 8, 2021
by Allie Otterbacher