As you may be already aware, Giving Tuesday is another term for Global Day of Giving. It falls on the Tuesday that comes right after Black Friday and Cyber Monday – and this year, it’s on November 30, 2021.
If you look at stats, about one-third of the financial gifts in a year are given away during this period and that’s pretty amazing.
Well, pretty much the whole part of the year-end is considered to be the “Giving Season”. Interestingly, the vast majority of the actions related to Giving Tuesday take place online. So, as a digital marketer, you are supposed to know how to make your donation page ready and optimized for the upcoming Giving Tuesday 2021.
1. Never wait until the last moment
You already know that Giving Tuesday is November. But you shouldn’t wait until the end of October to start your promotional campaign. September is the best time to kick off your campaign. You can start reaching the potential donors and your followers apart from the partners in September itself. Perfect timing is a key to success in getting ready for an event like Giving Tuesday. So, it is important to build your campaign with a solid plan that begins in the middle of September.
That means you have to start now!
2. Give prominence to creative ideas
The concept of Giving Tuesday has become a norm across the globe today.
Anything that comes with the title “#GivingTuesday” will be accessed by millions of individuals across the globe.
So, you obviously should have a unique, out-of-the-box idea to grab the attention of your entire audience. You can’t necessarily expect your donation page to acquire a huge crowd by posting a couple of posts on social media.
You should plan compelling, exciting, and extremely engaging content to bring attention to your donation page.
One of the main aspects that should be included on your page is a video. It will be incredibly useful if you can add a viral nature to the video content. Also, it’s important to provide some great testimonials or some inspiring stories from the ones you have already helped. You can highlight their voices and let them play the role of the heroes of your campaign. Also, be sure to publish that video content across all your communication channels.
3. Let there be a committee to run your campaign
It’s always better to have a planning committee to handle the logistics.
Be it a group of volunteers or even some of your staff members, there should be a committee to make things streamlined from the beginning. They should focus on every single detail of the campaign as well as the donation page.
4. Make your landing page a stunning one
Your donation page on the main website and its landing page are two different aspects. So, it’s important to have a superb landing page designed to represent your campaign. With a good landing page, your donors will have a very interesting, seamless experience. No matter if it’s run on a subdomain or under a completely different host, there should be a perfect integration between the two. The main intention of the landing page is to maximize the donation potential of the campaign.
Important: It is handy to keep a separate landing page throughout the year. However, you must change the content of the page whenever you start the campaign.
5. Think of a Welcome Wednesday
The Wednesday that comes after Giving Tuesday is considered “Welcome Wednesday”.
This specific day is dedicated to offering special gratitude to the donors who contributed to your campaign. In fact, it should be an integral part of your donor retention plan. Be sure to keep some interesting emails prepared. Also, it would be better if you can send some handwritten notes to each donor, or a custom video even if it’s just a few seconds to say thank you to them.
6. Have your donation page optimized for mobile
It’s imperative that your donation page is optimized for mobile devices. You should know that approximately 40 to 50% of your website traffic comes from mobile devices.
If your donation page is not optimized for mobile devices, it is likely to go abandoned and yield zero results.
If you don’t have a donation page, you should. Please be in touch with us and we’ll get you set up and ready to roll.
So, those are the things you should consider when getting your donation page ready for Giving Tuesday 2021.