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Written by • December 1, 2017• 12:20 am• Giving Tuesday

#GivingTuesday 2017: Breaking past online giving records

GIVING TUESDAY Numbers 2017

Online giving and GivingTuesday : What do the numbers say?

This #GivingTuesday seems to have broken all past nonprofit fundraising records and put up its highest online donation figures in its six year history. It is estimated that as much as $274 million were raised online this #GivingTuesday which far exceeds last year’s tally of $177 million. With more than 50 per cent increase in total donations over last year’s event, the year-end fundraising has got off to a great start, this charity season.

This year was marked by a lot of natural disasters and terrorism events, for which a lot of donations and support was requested. Despite that, 2017 comes across as nothing less than a boom year in giving. The record breaking #GivingTuesday numbers could only go on to re-emphasise this fact.

Reasons for the success

There are many factors which have come together for this year’s #GivingTuesday success story. The greater use of social media to market the cause and link with people, making it easier for donors by allowing them to use their smartphones and tablets to give and the use campaigns that match gifts are some of the key attributes which have given a boost to the fundraising campaign.

Mobile Giving

With smartphones becoming the center of people’s lives these days, increasing number of activities are being done with the help of apps. Allowing people to give on the go, whenever and however they prefer it, has played a big role in ramping up donations. This year the percentage of donations through the smartphone has gone up by several percentage points. This trend has kept up with expectations of all the online fundraising experts.

Related: Mobile Giving – the easiest way to introduce digital giving. 

Matching Gifts

Many nonprofit organizations have made use of the idea of matching gifts from big foundations or corporations to encourage small donors. This Tuesday morning itself, Bill and Melinda Foundation gave away $2 million in donations as matching gifts for donations made on Facebook to various nonprofit organizations.

Social Media

This #GivingTuesday has seen an increased usage of social media by nonprofit organizations to market their cause and connect with potential donors. Different kinds of social media channels with diverse audience demographic distribution were used to increase visibility and connect to as many people as one could.

Creative fundraising ideas were used this #GivingTuesday to garner support. From involving all your supporters and volunteers to getting some celebrity support, charities didn’t leave any stone upturned. And all this hard work seems to be showing results in the form of massive donations which have already been received and have shattered all past records.

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Last modified: December 1, 2017

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Social media is a powerful marketing tool, but leveraging it effectively requires strategy and effort. Creating content for social media can be overwhelming, especially with the constant demand for fresh, engaging material. We have created a comprehensive guide on how to use social media for your nonprofit 1. Understanding the audience: Knowing your audience is essential before you plan your social media content. Do you want to reach young activists? teachers? Seniors, who are potential donors? Immigrants in need of services? Writing for your audience requires a lot of research and time. Here are a few tips for creating a perfect content for the right audience: Understand the language and kinds of stories that are relatable to your audience. Take inspiration from different articles on social media. This will give an idea of what works and does not. Consider your target audience's age, location, and interest, and customize your content accordingly. Storytelling is a very effective way to make your audience feel connected. Create a hypothetical audience member representing different segments. Talk about their challenges and problems and how the nonprofit was able to help them. Utilize surveys and polls to gather valuable insights about your content, and use this feedback to refine and enhance your content strategies. This approach allows you to understand your audience's preferences and adjust strategies to meet their needs more effectively. 2. Set clear goals: Before you plan content, set clear and achievable goals. Answer these questions before you begin. Are you looking to raise donations or are you looking to create awareness or are you searching for volunteers? Define such goals and create content based on your end goals Make sure your goals are realistic, achievable and time-bound. For instance, set a goal to increase your social media followers by 15-20%. Unrealistic goals can be a demotivating factor. 3. Content Planning A well-structured content is essential for maintaining consistency and relevance. Create a content calendar in advance. Plan your post, and campaign themes related to important dates, upcoming events, and occasions. Create a mix of content from various formats like images, videos, carousel posts,stories, etc. This helps to keep your audience engaged. Inform and educate your audiences about the latest news and research. For instance, inform them about the recent tax benefits on donations amounts, so that donors are well informed and can benefit from it. Storytelling is the best way to share impactful stories highlighting the real-life effects of your nonprofit’s work. Personal stories resonate more than statistics. 4. Crafting Engaging Posts Once you have your content planned, it’s time to create posts that capture attention. Always start with powerful hooks: Start with strong statements or questions that draw readers in. For example, “What if you could change a life with just one click?” or “Do you want to make a remarkable difference in anyone’s life? Use a Conversational Tone: Write as if you are speaking directly to your audience. This makes your content more relatable and engaging. Include Calls to Action (CTAs): Encourage your audience to take specific actions, whether it is sharing your post, donating, or signing up for a newsletter. It has a psychological impact and motivates them to take immediate action. 5. Create a visually appealing content Use professional videos and photographs rather than stock videos or Google images. This makes your appeal look more authentic. Create a unique brand kit for your organization. Use simple fonts and colors so the audience can identify your organization easily when they see an ad or a post. Write your content using different formats like infographics, mindmaps, tables charts, etc. This makes your information more readable and impactful. 6. Engagement and Community Building: Social media is an excellent tool to build a community of like-minded people. Engage with your audience by responding to their comments and messages promptly. This fosters a sense of community. Invite your followers to share their stories. This motivates others to take similar actions and provides authenticity. Host live events like webinars, live Q&A sessions, and interviews of the people who have benefited from your services, to connect with your audience in real-time. This can enhance trust and transparency. 7. Review and Analytics: Regularly reviewing your social media performance is essential for ongoing success. Use analytics tools to monitor engagement rates, follower growth, and post reach. This data will inform your strategy. If certain types of content perform better than others, adjust your content strategy accordingly. Be flexible and willing to change your approach. Try using different post styles like static or carousel, and CTAs to see what resonates best with your audience. Make adjustments as per your goals and audience. 8. Update your knowledge: The Social media algorithm changes rapidly.  Make sure you are updated with the latest trends and features of your social media platforms. Take time to upgrade your skills regularly. Follow successful nonprofits and social media experts for inspiration and best practices. With technological advancements and the growing popularity of social media platforms, there are many opportunities to explore and leverage. In fact, according to the statistics by Nonprofit Tech for Good, A staggering 71% of Nonprofits from all across the globe, agree that social media marketing is an effective and efficient way for online fundraising.   It has been observed that Social media platforms drive 57% of traffic to fundraising campaigns. 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Click here for more information.

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