After an underwhelming Black Friday, things got considerably rosier for retailers in the form of a record breaking Cyber Monday.
With total sales topping $3 billion yesterday, charities will be hoping to build on that momentum with an equally stratospheric #GivingTuesday.
Good omens abound
This is only the second year the UK has been involved with the annual charity giving fest but if last year is anything to go by, we should be in for a generous day, with 2014’s event seeing a 270% rise in donations.
What’s more, research carried out recently by the Charities aid foundation found that one in three (35%) people said they were likely to make a donation on #GivingTuesday, compared to one in four people (26%) at the same time last year.
How can social media boost your day?
While charities have been whipping their supporters up into a frenzy for the past few weeks, with clever use of social media today, it’s possible to raise excitement levels even higher.
“To convert first-time donors into long-term supporters charities must do their utmost to continue engagement and interaction during and post #GivingTuesday,” advises Kathryn Jefferies, digital operations director at sixth sense.
“On the day itself charities must make the time to thank supporters and share or retweet their updates. Remember #thankyouWednesday as a roundup to the entire event – there is a lot of value in following up with a few mentions the next day.”
Jefferies advises that charities should set aside time for reflection after a frenetic Tuesday and Wednesday to take stock of achievements and ensured that every last donor has been thanked.
Keep the conversation going
She emphasises the importance of telling success stories and continuing the narrative long after the event by doing the following:
- Share supporter stories and highlight their fundraising success;
- Report on actual results or targets that are met, and what this means;
- Encourage ongoing support by mentioning future / other activities.
Jeferries continues: “Supporters like to hear if they made a difference, so make sure you tell them their fundraising activity and donations are valued and what it means in reality.
“If there was a fundraising target, how much money was raised? Does this contribute a percentage to an overall target? Then let people know – some of them will be willing to add a few extra donations.
And she has one final, but crucial piece of advice to impart, saying: “Don’t forget about your usual supporters who may not be socially engaged. They are just as likely to want to know what is being done and how well it goes.”
Online giving rose by 2.2% in 2016, while overall UK giving climbed by 2.8%, according to the latest Blackbaud Charitable Giving Report
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