I’ve spent a lot of time over the past couple of days looking at different #GivingTuesday campaigns. (And, also reviewing what many nonprofits were doing leading up to #GivingTuesday.)
Far and away, the nonprofit that I thought did the best in regards to marketing #GivingTuesday was No Kid Hungry.
There are likely nonprofits that raised more on #GivingTuesday than #NoKidHungry, but here’s what I thought they did right.
First, they started talking about #GivingTuesday at least a week before December 3rd.
They set up a ThunderClap campaign to allow supporters to “donate” a tweet on GivingTuesday to promote the campaign. They had 322 people sign up for Thunderclap with a reach of 2.7 million. Their thunderclap not only got people to donate their support, but also had great information on it about their campaign.
Another thing they did correctly was setting up a specific campaign page for #GivingTuesday. Over half of the nonprofit pages randomly selected sent people to a generic donation page for their organization. I believe that it definitely helps to set up a specific campaign. There were several items on this page that I thought were stellar:
- A large, bold status bar highlighting their $25,000 goal for the #GivingTuesday campaign
- Information about their matching gift from Tyson Foods
- Easy share buttons for Facebook & Twitter
The #NoKidHungry team was also very active on Twitter throughout the day sending several hundred tweets thanking supporters and encouraging others to be involved.
They also had great graphics throughout the day highlighting the campaign. The images were graphic, bold and connected to their central message that each donation helps feed a hungry child.
To see more examples of what other nonprofits did on #GivingTuesday, be sure to check out my Pinterest board.