#GivingTuesday is a special day dedicated to nonprofits within each community to help promote support for their cause. In a time when consumerism is at an all time high with Small Business Saturday, Black Friday and Cyber Monday, we now have a special day for charitable giving. It’s a new tradition started in hopes to capture the holiday spirit of your potential donors.
Although #GivingTuesday is just around the corner, there are some helpful tips and free resources available to you now that can help jump start your promotion.
Free #GivingTuesday Resources
- #GivingTuesday logos
- #GivingTuesday Facebook Best Practices
- #GivingTuesday Social Media Kit
- #GivingTuesday Playbook
Why #GivingTuesday Works
There is a specific niche very interested in nonprofit work. Whether it’s brought on by pure altruism or not, there is a growing movement to voice passion for causes. Online fundraising has provided less anonymous ways of donating and sharing information around causes, and nonprofits have a huge open door of opportunity – if they’re willing to take that first step forward. While #GivingTuesday is in its infancy, this is an excellent step in the right direction. Utilize inbound marketing to keep the momentum going and to make next year’s event even better.
Inbound Marketing for Nonprofits
Pull Your Marketing Efforts Together with a Documented Strategy
Inbound marketing ties all of your offline and online marketing activities into a cohesive strategy to build your donor and volunteer base. According to the Content Marketing Institute, 92% of nonprofit professionals use content marketing. However, of those 92%, only 25% of those nonprofit professionals have a documented strategy.
Inbound marketing encompasses content marketing, among other tactics, to increase potential donors/volunteer leads and conversions. Inbound marketing should house your overall strategy and break down the methods to achieve your goals outlined within the strategy. Whether you appear at health fairs, send postcards and letters and/or participate on Facebook, you can tie all of your actions into an inbound marketing strategy for quantifiable goals. Through the use of marketing automation software and analytics, like HubSpot, you will be able to actively track what every Facebook status update yields in terms of traffic, leads and conversions.
Spend Your Time Wisely
You can also collect enough data to understand where to place your efforts. If you operate a smaller marketing team, this aspect of inbound marketing is especially important. Learn what tactics are paying off and where to re-allocate resources for the most effective use of your time and effort.
Collective Dashboard for Proper Follow Up and Reporting
It’s typically the marketing department’s responsibility within a nonprofit to bring in interested potential donors (and/or potential members) and it’s then up to sales or the financial development departments to “close the sale.” The more information that marketing can collect and translate down the sales funnel, the higher chance for conversion. When you operate your marketing efforts through a platform like HubSpot, you have access to reporting dashboards that enable everyone to have access to pertinent information for their department. Marketing can tweak and fine-tune their strategy and resources. Sales and financial development departments have data on each prospect to understand their pain points, their interests and what connects them to the cause. It’s a win-win, and doesn’t require an entire IT department to collect and analyze data.
Learn more tips and tricks about how nonprofits specifically can apply inbound marketing strategy with our free ebook.
Going Beyond #GivingTuesday
#GivingTuesday is a great launch pad for your new year inbound marketing plan. You can begin to think about how to implement a longer-term strategy for next year’s #GivingTuesday to optimize the giving spirit. Digital Impact Agency specializes in nonprofit inbound marketing, and offers a free inbound marketing assessment (a 30-minute phone call) to help you comb through your ideas and thoughts. After your assessment, you have the opportunity to purchase an Inbound Marketing Playbook, which equips you with a custom 12-month strategy, with measurable goals and processes to collect results, all within your new year budget.
About Digital Impact Agency
Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.