Hashtag activism sometimes gets a bad rap. Former President Barack Obama even had a few words to say about it during a recent Obama Foundation Summit. It’s also spilled over into popular young adult fiction (See The Hive) but more importantly become a way for people to participate in movements and get involved in social issues that might not necessarily take place near them.
The power of social media cannot be understated. It can shame the powerful and hold the untouchable accountable while, at the same time, be a safe space for those still finding their voice. An upcoming bright spot is #GivingTuesday. Celebrated on the Tuesday following Thanksgiving, #GivingTuesday is a global day of giving fueled by the power of social media.
In the past year, mobile giving donations have increased 205 percent. Notably, according to Blackbaud Institute, more than 20 percent of 2017 #GivingTuesday donations were made on mobile devices.
There is an almost spiritual connection between donors and their cause. But those connections can be fleeting as attention spans shorten and the next opportunity to give is just 280-characters away. With a 24-hour window, it is imperative to reach donor targets where they already convene, with content that is valuable to them. Leading up to December 3, Stratacomm offers the following thought starters to help you generate awareness on #GivingTuesday while helping minimize hurdles to giving:
- Execute an SMS microgiving campaign: Humans are emotional creatures and text messaging has made impulse giving easier than ever. Remarkably, the average donation size for text-to-donate fundraisers is $107. Align natural impulses of generosity with a small gift toward your cause for a jolt on #GivingTuesday.
- Find your audience on livestream platforms: Platforms like Tiltify connect charities with elite livestream influencers. Gamification is not new, but it is an often-ignored approach to giving. Coupling livestream stars with well-established platforms is an impactful way to capture gifts from those with brand recognition while increasing visibility among new audiences.
- Ask for help via peer-to-peer giving: Tap existing donors to help crowdfund using their own social networks. Determine whether your existing donors have well-established and engaged online communities (regardless of size) and ask for their support. Whether micro or macro, online influencers of any size can rally a community toward one common goal. Tools like CauseVox can amplify the effort and help create a seamless campaign.
For non-profits and cause-based organizations, the digital space is a natural conduit to target, engage and connect with potential donors. GivingTuesday.org has plenty of resources available, including this Complete Toolkit that includes ideas on how to build a campaign, a six week timeline and a social media toolkit for non-profits.
Stratacomm’s robust digital marketing team is also here to answer questions. Contact us for help with your digital fundraising campaign.
Karah Davenport brings more than 15 years of experience in integrated communications as a vice president in Stratacomm’s Detroit office.