Planning for Giving Tuesday 2023: A Step-by-Step Guide for Charities in Ireland
As the year draws to a close, charities and not-for-profits all over the world are gearing up for Giving Tuesday, which falls on November 28th, 2023. While Giving Tuesday began in the United States, this global day of giving has evolved to represent a significant opportunity for not-for-profits all over the world to raise funds, engage with your supporters, and share your impact.
To ensure that your organisation is prepared to make the most of the opportunities that Giving Tuesday presents, we've put together a step-by-step guide to support you in your plans:
Step 1: Set Clear Goals
Before you embark on your Giving Tuesday campaign, define your objectives. What are you aiming to achieve? Whether it's raising a specific amount of money, increasing your donor base, or promoting a particular project, clear goals will guide your efforts and enable you to measure your success.
Step 2: Create a Powerful Story
Craft a compelling narrative that will resonate with your audience. Highlight the impact of your work and the difference supporters can make. Sharing personal stories or testimonials from beneficiaries can create an emotional connection with potential donors - and that emotional connection is a key ingredient in successful fundraising. (Check out our advice for crafting compelling fundraising copy to make sure that you’re sharing your story effectively.)
Step 3: Plan Your Fundraising Campaign
Develop a detailed plan for your Giving Tuesday campaign. Consider the following elements:
Campaign Theme: Choose a theme that aligns with your mission and will resonate with your audience.
Online Presence: Ensure your website and social media profiles are up-to-date and user-friendly. If you have the resources, you might consider creating a dedicated Giving Tuesday landing page on your website – or even a short blog post or banner letting people know how they can get involved - and ensure that you make donating easy and convenient.
Email Campaign: Prepare a series of emails leading up to Giving Tuesday to engage your supporters and keep them informed.
Social Media Planning: Create a content calendar for social media posts, including compelling visuals, videos, and donation appeals.
Engage an ambassador: Incorporating an ambassador or celebrity in a Giving Tuesday online fundraising campaign (such as a short video) can boost visibility, credibility, and donor engagement, leading to increased donations.
Top tip for planning: Giving Tuesday Ireland, powered by our friends at Charities Institute Ireland, have an incredibly helpful and detailed toolkit, resources and inspiration to support you. Áine Myler, CEO of Charities Institute Ireland, said:
"I am thrilled to emphasise the significance of Giving Tuesday, a global movement that transcends borders and cultures, uniting people in the spirit of generosity. Giving Tuesday offers us a precious opportunity to express our profound gratitude to the tireless supporters and generous donors who stand with us in our mission to create positive change. It is a day when we come together to celebrate the remarkable impact that philanthropy can have on our communities and society at large.”
Be sure to engage with Giving Tuesday Ireland throughout your planning process - get in touch at info@charitiesinstituteireland.ie at any time to share your plans or ask any questions.
Step 4: Build Connections and Engage Your Community
Collaborate with local partners, businesses, influencers, or other charities to amplify your campaign's reach - partnerships like these can help you access new audiences and resources. Make sure that your existing supporters know what you are planning - provide them with resources and tools to help spread the word and become ambassadors for your Giving Tuesday campaign.
Step 5: Create a Giving Tuesday Schedule
Plan a schedule for the day itself. You might want to run regular updates on social media, host live events, or participate in local Giving Tuesday activities. Be sure to connect with and tag Giving Tuesday Ireland on LinkedIn, X, Instagram and Facebook, and they will help to amplify your message.
Step 6: Express Gratitude
Don't forget to thank your donors promptly and genuinely. Show appreciation for their support through personalised thank-you messages.
Step 7: Measure and Analyse
After Giving Tuesday, evaluate your campaign's performance. Measure key metrics, such as funds raised, donor acquisition, and social media engagement. This data will be a useful tool to refine your future fundraising efforts.
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From all the team at OKC, we wish you the best of luck with your Giving Tuesday campaign! We’re here to support your fundraising efforts and enable philanthropic impact on Giving Tuesday and beyond - check out our services to find out more about how we can work together. And remember that Giving Tuesday is not just about fundraising; it's an opportunity to connect with your community, raise awareness about your cause, and inspire lasting support. By following these steps and tailoring them to your charity's unique mission and audience, you'll be well-prepared for Giving Tuesday 2023.
P.S. Not a charity, but still want to get involved in Giving Tuesday? Giving Tuesday Ireland have helpful toolkits for businesses and individuals and community groups too!