At HBT Digital, giving back is one of our top priorities. This year, we want to showcase GivingTuesday, a day designed to encourage others to give to those who need help and make a difference. This special day follows Thanksgiving, Black Friday and Cyber Monday each year. Keep reading to learn what GivingTuesday is all about, how organizations get their names out there for this day of giving, and how to do digital marketing for your nonprofit/charity.

What is it?

GivingTuesday was created in 2012 with the goal in mind of encouraging people to do good. This simple idea turned into an independent nonprofit that impacts people globally. Click here to read more about the history of GivingTuesday!

Nonprofits Doing GT Campaigns 

One special organization participating in GivingTuesday is Magee-Womens Research Institute and Foundation. The organization created a Google Search Ad to promote itself and get the word out there that it is partaking in this life-changing day. Google Ads is a great way to promote your organization, specifically for this event, because people will use Google to search for nonprofits that they can donate to!

One local nonprofit participating in GivingTuesday is Women’s Center & Shelter of Greater Pittsburgh. By donating to the shelter’s website this GivingTuesday, you will make twice the impact, as WC&S has a special matching opportunity for every donation! The nonprofit is also running a #GiveForDV campaign to go along with this GivingTuesday. 

Here’s an example of a Facebook Ad that encourages donors to support the Turtle Ridge Foundation by donating stock to this organization. Facebook Ads is an effective way to promote via social media because of your ability to target specific people by geographics, interests, age, etc.

How to Get Your Word Out There

There are several different ways you can promote your organization for GivingTuesday aside from Google Ads. 

Email marketing and social media marketing are convenient for those who want to donate to organizations that they already follow and support. Using keywords such as your nonprofit’s name and cause can help your donors find you as well. This way, donors won’t have to go out of their way to find organizations to help! If you don’t quite know where to start, our friends at MayeCreate Design can help! They have a plethora of real-world email templates and creative ideas to help blow your fundraising goals.

Video content can be about what donations will go towards or how the donations will impact your organization long-term. Sharing these to all of your social channels is important to maintain a consistent communication with your customer base.

Adventist Development and Relief Agency (ADRA) International created a short commercial to promote its 2021 GivingTuesday campaign. The video does a good job of showing what the donations go directly towards. The organization serves in more than 118 countries through local offices and partners to fight poverty.

Definitely utilize tools like HubSpot and Hootsuite to schedule your emails and social media post. This way, you aren’t creating and sending out campaigns last minute. These tools are helpful in creating, proofreading, and posting your content.

Don’t forget to explore and support great nonprofits on this #GivingTuesday!

Marina Misitano
Marina Misitano is a content creator/blogger for HBT Digital. She is a recent graduate of Saint Francis University, located in Loretto, PA. She holds a Bachelor's degree in digital media and strategic communications.