As the holiday season approaches, nonprofits around the world gear up for Giving Tuesday – a global day of generosity and philanthropy. Since its inception in 2012, Giving Tuesday has gained momentum and become a cornerstone for nonprofit fundraising. In this blog post, we’ll explore the significance of Giving Tuesday for nonprofits, discover the advantages of employing text fundraising for your campaign (including a step-by-step Giving Tuesday text checklist), and emphasize the importance of setting up your texting campaign well in advance to avoid pitfalls and maximize success.
The Significance of Giving Tuesday for Nonprofit Fundraising
Giving Tuesday, often referred to as the “global day of giving,” falls on the Tuesday after Thanksgiving. It harnesses the power of social media (the hashtag #givingtuesday has over 2.3 million posts alone) and collective goodwill to encourage individuals to give to charitable causes. This day which kicks off the giving season serves as a vital opportunity for nonprofits to showcase their missions, connect with supporters, and generate donations that maximize impact.
In this blog post, we’ll explore how your nonprofit can use texting as an additional tool in your toolbox to engage directly with your constituents and achieve your fundraising goals.
Advantages of Using Text Fundraising for Your Giving Tuesday Campaign
In the rapidly evolving digital landscape, text fundraising has emerged as a powerful and innovative tool for nonprofits to engage supporters and streamline the giving process. While many companies can offer texting for nonprofits, it’s important to partner with a platform that has robust sending and data analysis capabilities. Not all nonprofit texting companies are equal and many don’t offer the wide variety of tools and reports that a nonprofit may need to track a successful Giving Tuesday text campaign. Find a texting partner that integrates with the tech stack your nonprofit is already using, like Classy, Blackbaud, Virtuous, and others. Ensure also that the texting partner you choose has the ability for you to personalize your messages, and segment your campaign. Non-text-only images such as text messages that can include GIFS, emojis, video, audio, and images are also very helpful when creating a compelling and actionable Giving Tuesday campaign, so be sure to check with your texting provider that they offer these capabilities within their texting platform.
Here’s why incorporating text fundraising into your Giving Tuesday campaign is a strategic move:
- Instant Connection: Text messages have a significantly higher open and read rate compared to emails. By sending a text, you’re reaching supporters where they’re most active and increasing the likelihood of prompt engagement.
- Simplicity and Convenience: Text fundraising simplifies the donation process. Supporters can contribute with just a few taps on their mobile devices, eliminating the need for lengthy forms or redirects.
- Real-Time Updates: Text fundraising allows you to send real-time updates about your campaign’s progress, showcasing the impact of each donation and fostering a sense of collective achievement.
- Immediate Calls to Action: With text fundraising, you can deliver immediate calls to action, encouraging supporters to donate, share your campaign, or engage in other desired activities.
- Segmented Campaigns: Text fundraising platforms enable you to segment your audience and send targeted messages to specific donor groups, increasing personalization and relevance.
- Interactive Engagement: Incorporate interactive elements like clickable links, emojis, and surveys in your texts to enhance supporter engagement and gather feedback.
Importance of Setting Up Your Texting Campaign in Advance
While the excitement of Giving Tuesday can be contagious, waiting until the last moment to set up your text fundraising campaign can hinder your success. Enterprise and larger nonprofits often use short codes and keywords in their text campaigns to increase brand awareness during Giving Tuesday. However, short codes can take 4-6 weeks for the carrier (Verizon, T-Mobile, AT&T, and others) to approve which may slow down the process of growing your list and scheduling your campaign. On the other hand, smaller nonprofits may use 10DLC codes. Although long codes take less time for carrier approval, they are often less personal and could be misconstrued as spam by your constituents. For more information about the benefits of short codes and long codes, and how to decide which your nonprofit should use, click here.
Once your nonprofit team member is onboarded to their texting platform, it’s time to grow your list and schedule your Giving Tuesday campaign messages. You can easily utilize social media, direct mail, and email to grow your list in advance of Giving Tuesday.
With the busyness of the giving season underway, your team members won’t have time to focus on the nitty-gritty of creating content. Below are four reasons why planning and execution in advance (i.e. preparing your Giving Tuesday text campaign in advance) are crucial.
4 Reasons Why Nonprofits Should Plan Giving Tuesday Text Campaigns In Advance
- Strategic Content Creation: Developing compelling and persuasive content takes time. By planning ahead, you can craft impactful messages, create engaging visuals, and strategize your campaign’s narrative.
- Technical Setup: Integrating text fundraising tools, setting up keyword campaigns, and testing the platform’s functionality requires time. By setting up well in advance, you avoid the last-minute rush and potential technical glitches.
- Engaging Supporters: Building excitement and anticipation among your supporters is key to a successful Giving Tuesday campaign. Announcing your text fundraising initiative early allows you to generate buzz, answer questions, and get your audience excited to participate.
- Compliance and Regulations: Depending on your location and the nature of your campaign, there may be legal and compliance considerations to address. Starting early provides you with ample time to ensure your campaign adheres to all regulations.
Pitfalls of Waiting Until November to Start Texting:
Don’t wait til the last minute to plan your Giving Tuesday text campaign. Delaying the setup of your text fundraising campaign until November can lead to several pitfalls:
Rushed Messaging: Crafting compelling messages that resonate with your audience requires time. Last-minute efforts may result in rushed, ineffective communication.
Limited Testing: Properly testing your text fundraising platform is crucial to ensure seamless donor experiences. Waiting until the last moment reduces your ability to identify and address potential issues.
Missed Engagement Opportunities: Engaging supporters in the months leading up to Giving Tuesday builds anticipation. Waiting until November misses out on opportunities to connect and nurture relationships.
Competing for Attention: As Giving Tuesday approaches, nonprofits flood digital spaces with campaigns. Launching your text fundraising initiative late could result in your campaign getting lost in the noise.
Giving Tuesday presents a remarkable opportunity for nonprofits to rally supporters, drive engagement, and generate essential funds for their missions. By incorporating text fundraising into your campaign strategy, you’re leveraging a dynamic tool that offers convenience, engagement, and impact. However, setting up your text fundraising campaign well in advance is crucial to capitalize on the full potential of Giving Tuesday. By planning, strategizing, and executing ahead of time, you can avoid pitfalls, ensure a seamless campaign, and maximize the collective goodwill and generosity that define this global day of giving. Contact the Tatango team today to learn more about how text fundraising can work for your nonprofit during the giving season and beyond.
