Good Marketing Brief

Driving GivingTuesday success with urgency and community

Written by Nhu Te | Nov 22, 2023 6:36:34 PM
056: Driving GivingTuesday success with urgency and community

The global day of generosity is less than a week away. While the sector collectively raised $3.1 billion in 2022, this year’s outcome is filled with uncertainty due to a decline in donor participation.

With your fundraising plans likely already in motion, potentially with a “sneak peek” email already in donor inboxes, this week’s brief focuses on how to further promote urgency and community to garner the support and generosity to meet your ambitious fundraising goals.

During this week of gratitude, as you take the well-deserved time off to celebrate with family and friends, we give thanks to you—our community: the Helpers.

The Helpers close the gap on issues from poverty to policy and education to equity. Often this work is taken for granted, and we assume someone will do it. Someone is you. We sincerely thank you.

We hope this week is filled with joy and rest. See you next week!

Snackable snippets 

Multichannel marketing that drives results 🎧
Katie Adkins is a passionate communications professional who made her way from the higher education and business sectors to her current role as Director of Communication at The Food Bank for Central and Northeast Missouri.

Join us in this episode of Good Marketing Unplugged as Katie dissects her approach to organizing and executing multifaceted marketing campaigns, leveraging segmentation, digital, and traditional channels. 

While this season is primed for getting the attention of your target audience, Tobes encourages us to shift our focus to intention.

Content reigns supreme in helping you execute this. Worn-out templates can diminish supporter trust and engagement, but showing off your expertise through carefully crafted narratives about the problems you're addressing and the lives you're changing—this approach can make a world of difference.

Charities are making a big push for GivingTuesday 📖
As GivingTuesday approaches, nonprofits are leaning toward adopting diverse fundraising strategies to engage donors—like matching gifts, social media appeals, and collaborative efforts with other nonprofits.

“Take advantage of that collective giving moment,” emphasizes Asha Curran, CEO of GivingTuesday. “The world is always difficult, but it is especially difficult right now. I think we all acknowledge that. Really use this as a moment to give people an antidote to that. Not an escape, but an acknowledgment of it and a place to heal.”

How to find search terms your audience is looking for 📖
Using keyword research and search engine marketing, nonprofits can discover keywords people are searching for on GivingTuesday, allowing them to align their messaging with the specific interests and intentions of potential supporters.

Read this article as Megan Donahue breaks down everything you need to know about nonprofit keywords and how to use them to connect with supporters.

Marketing for Black Friday: Be tactful with timing 📖
By leveraging data analytics and email marketing tools, retail brands identify the right time to send Black Friday and Cyber Monday emails.

The same approach can be applied to nonprofits and GivingTuesday emails. Especially if this isn’t your first giving day rodeo, reviewing last year’s data can give you insight into when your audience is most active and receptive.

 

In the news

Pop-Tarts Bites, the bite-sized version of the beloved toaster pastry, is finding more harmony between emotionally resonant and functionally compelling messaging.

In collaboration with VidMob, the brand aimed to understand the most effective ads for existing, lapsed, and new customers across different marketing funnel stages. This initiative focused less on a strategic overhaul and more on refining marketing practices for improved consumer connections.

For your inspiration folder

During this time of the year, there’s a heavy emphasis on those recommending a homepage takeover during year-end to drive engagement and conversion (guilty as charged).

NextAfter put this hypothesis to the test and ran an experiment with International Mission Board. Displaying the donation page first for website visitors resulted in a 30.6% boost in conversion rates.