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AFP-GPC Newsmagazine: Issue VI
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8 Qualities of a Great #GivingTuesday Campaign

By Beth Brodovsky
Now it it's 5th year, #GivingTuesday has become an international movement. NBC News reported that the event raised $117 million in online donations alone in 2015.

The days are gone when a single social media post asking for donations is enough to inspire your community. Campaigns are maturing.

What makes #GivingTuesday efforts successful? Here are eight qualities of a great campaign:
  1. Make it personal. Successful campaigns capitalize on knowing your audience. Choose your project, story and images to show that you know what your community cares about.  
  2. Create a focus. Worried about detracting from your annual campaign? Don't just ask for "support" - choose a specific project to fund. You could do a pre-campaign to have your community vote on what to do or select a project already in progress that would benefit from exposure.
  3. Have a goal. Online giving campaigns thrive on everyone coming together to make something happen. To create that feeling, your community needs to know when they succeeded.
  4. Ramp up. While many people are now familiar with the idea of #GivingTuesday, successful projects warm up their audience with engagement leading up to the day.
  5. Think visual. This may be as simple as using great photos you already have and adding a message and logo - but it will still take time. When planning a theme, think about what will need to be created to communicate the story and be sure you have time to execute it.  
  6. Go beyond social. Incorporate your campaign into emails, your website, blog posts and social media. Or forget social media and do what you do. There is no reason why you can't have an offline event. Be as "everywhere" as you can manage, but be you. Don't force yourself to show up where you are not active already. It won't help and it will stretch you too thin.
  7. Leverage your community. Use this event to get people involved. Incorporating posts that ask questions and encourage participation increases engagement and visibility. Pre-write Tweets and Facebook posts and ask your supporters to share. People are more likely to take action if you ask for something specific.
  8. Share gratitude and impact. What was your goal? At the end of your campaign take a minute to create some posts let your supports know the value of their participation. Share a few key stats in an "info-post" graphic to sum up your effort visually. And don't forget to say thanks.
It can be hard to think about #GivingTuesday with annual events and campaigns going on right now, but you can still jump in and have success. Pick a few of these tips to focus on this year and expand later. For more last minute ideas read these tips from the Driving Participation podcast

Beth Brodovsky is a member of AFP GPC's marketing committee and President of Iris Creative. Find her at http://iriscreative.com/

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