1. Marketing Toolkit for Nonprofits

2. Giving Days are like a virtual party for your cause
Like a great party, the secret to a successful Giving Day is great planning.
#GivingTuesdayLBK is a 24 hour fundraising event bringing together donors, volunteers and the community to help your cause.
Not only is #GivingTuesdayLBK a great way to engage current donors, it’s a way to acquire new donors.
#GivingTuesdayLBK – The Lubbock Movement
Lubbock nonprofit Alström Angels, in partnership with the Community Foundation of West Texas, are bringing the #GivingTuesday movement to the South Plains as a community transformation project to benefit all local charities. #GivingTuesdayLBK harnesses the potential of social media and the generosity of West Texans to bring about real change in our communities; it provides a platform to encourage the donation of time, resources and talents to expand local giving opportunities.
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3. Planning for the Big Day
Start now by sending an to your donors and volunteers letting them know you will be participating and how they can help. Include the date and details of how they can make a gift.
Don’t send more than 3 s (see examples) to your donors on #GivingDayLBK prior to the day otherwise you will incur donor fatigue.
Ask your supporters to like you on Facebook, Twitter, Instagram, etc.) so they can keep up to date with your activities on Giving Tuesday.
If your website has photos or a slide on the front page, add an eye- catching photo with an inspiring story that reflects what your mission is or how your agency makes a difference. Link to your fundraising page on givingtuesdaylbk.org.
Add the link to your fundraising page and the Giving Tuesday logo to your signature.
Send a calendar invite to your staff, board (and donors) as a reminder to support you on the big day. Include a link to your fundraising page.
Encourage your board, staff and volunteers to reach out to their friends and family via or social media to support you.
Two days before, send an to your supporters, board, staff and volunteers reminding them of the big day and the link to your fundraising page. Remind them how their gift will help.
Create your #Unselfie to post on Giving Tuesday. Get the sign at givingtuesdaylbk.org.
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4. Social Media Tips .ORG FACEBOOK:
While Facebook has no word limit, shorter is sweeter.
Use images to get your message across. Include eye-catching photos to share your story.
Create a cover photo for your Facebook page with the logo for #GivingTuesdayLBK (get logos and optional cover photos here:
Like for the latest updates and to share messages about #GivingTuesdayLBK.
Link to your organization fundraising page on givingtuesdaylbk.org and encourage people to sign up to become a fundraiser for you.
What are your most pressing needs right now? What will someone donating $25 do for your organization? Give supporters a good picture of what their donation is going to do for your organization.
Post your #Unselfie and encourage board, staff, etc. to post and tag your organization as well.
The best times to post are early morning and mid/late afternoon.
Post no more than 2-3 times per day.
Monitor your social media channels to respond to comments.
Use #GivingTuesdayLBK when you post.
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5. Facebook Tips: .ORG FACEBOOK: Pictures can mobilize and engage.
Videos can be powerful.
Put yourself in the shoes of your audience
Why should they give?
What is your impact?
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6. Facebook Posts Before the Big Day
Here are some ideas on what you can talk about on social media to generate excitement for #GivingTuesdayLBK: Ask the question – “Why do you support ORGANIZATION NAME?” and encourage people to post responses. Countdown to November 28, 2017 with posts or photos. Let supporters know what your goal for #GivingTuesdayLBK is and how they can help you reach that goal. Let people know there are matching funds available so their donation will go further. Share stories from people who have been helped by your organization. “We’re excited to be taking part in the Inaugural #GivingTuesdayLBK on Nov. 28th. Learn more at (link to your fundraising page).” “Are you ready for #GivingTuesdayLBK? It’s a 24-hr online giving event and every dollar donated on November 28th helps us get one step closer to (mission/goal/cause)!” “#GivingTuesdayLBK is just X days aways! You can help us by sharing this post and pledging your support for us on November 28th. (link to your fundraising page).” “Help us spread the word about our programs and #GivingTuesdayLBK! Invite your friends to like our page. (link to your facebook page and fundraising page).
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7. Social Media Tips .ORG Twitter:
Twitter only allows 140 characters – don’t forget to include #GivingTuesdayLBK in your posts. Get to the point.
Follow Giving Tuesday LBK on
Shorten your links using bitly.com.
Use images to get your message across. Include eye-catching photos to share your story.
Post your #Unselfie and encourage board, staff, etc. to post and tag your organization as well.
Create a cover photo with the logo for #GivingTuesdayLBK (get logos and optional cover photos here: tools.html)
Link to your organization fundraising page on givingtuesdaylbk.org and encourage people to sign up to become a fundraiser for you.
Because your word limit is short, consider using pictures and include text on the photos.
The best times to post are early morning and mid/late afternoon.
Post no more than 5-7 times per day, spread out throughout the day.
Use hootsuite.com to schedule your posts.
Monitor your social media to respond to comments.
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8. Twitter Tips .ORG Twitter Languge:
RT (Retweet): Showcase you are tweeting content that was posted by another user. The format: or you can click the “Retweet” button below a tweet for it to appear in your timeline
# (Hashtag): A word or series of words without spaces or punctuation – often refers to a specific category or topic and is abbreviated. Good for tracking purposes and to insert yourself into “clickable” conversations
DM: A direct message from one user to another that cannot be seen by the public
@reply: If you post another user’s username with symbol directly prefacing it, that text will show up as a link to the other user’s Twitter page. They’ll also be able to see your tweet by clicking on their name. This is not a private message.
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9. Twitter Posts Before the Big Day
Here are some ideas on what you can talk about on social media to generate excitement for #GivingTuesdayLBK: Countdown to November 28, 2017 with posts or photos. Let supporters know what your goal for #GivingTuesdayLBK is and how they can help you reach that goal. Let people know there are matching funds available so their donation will go further. “We’re gearing up for the Inaugural #GivingTuesdayLBK on November 28th. Learn more at (link to your fundraising page).” “#GivingTuesdayLBK is just X days aways! Pledge your support for us on Nov. 28th. (link to your fundraising page).” “Wake up Lubbock! It’s #GivingTuesdayLBK! Donate now and help us reach our goal of (GOAL). (link to your fundraising page).” “Today is #GivingTuesdayLBK, the day to give back! Help us reach our goal of (GOAL) by donating to at (FUNDRAISING LINK).” “Have you donated to #GivingTuesdayLBK yet? Tell your friends and encourage them to support us! (FUNDRAISING LINK).”
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10. Sample Correspondence
Mail/ to encourage participation in #GivingTuesdayLBK
Are you ready for #GivingTuesdayLBK? November 28th is coming up fast and on that day, thousands of local residents are going to show their support for their favorite nonprofit during #GivingTuesdayLBK.
(Share photo and powerful first person account of someone whose life your work has touched.)
To make this inaugural event a success, we need your help!
Mark November 28th down on your calendar and visit (link to your fundraising page on givintuesdaylbk.org) anytime on November 28th to show your support.
Follow us on Facebook and Twitter and use #GIvingTuesdayLBK to help us build buzz around the day. (hyperlink to your social media channels)
Spread the word! Let your friends, family and coworkers know that you will be supporting us and encourage them to do the same. Challenge them to give a donation and help us reach the top of the leaderboard.
Your generosity will make a difference in the lives of residents across the South Plains.
Sincerely, your name
(include your signature with your social media handles)
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11. Sample Correspondence
Mail/ to spread the message about #GivingTuesdayLBK: We give thanks on Thanksgiving, shop at the stores on Black Friday, and browse the web on Cyber Monday. Now, we have a day dedicated to giving back and making our world and community a better place through Giving Tuesday. On November 28th, participating Lubbock nonprofits will take part in #GivingTuesdayLBK. This is an opportunity for nonprofits, families, businesses, media and individuals in our community to come together for one common purpose: To celebrate generosity and to give locally. (YOUR ORGANIZATION) is participating in #GivingTuesdayLBK and every donation will be maximized through a matching gift from the Community Foundation of West Texas. Your donation will go a long way in helping us (INSERT YOUR GOAL) during this 24-hour period. This is a chance for you to make a real difference in the community. Visit (url to your fundraising page) to learn more and to give your donation! Sincerely, your name (include your signature with your social media handles)
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12. The Big Day
Use your social media channels to update your supporters throughout the day. Remind supporters of matching gifts which multiplies their gifts.
Post messages about how your progress is going – if you are close to reaching a milestone, encourage donors to help push you over the top.
If you are at an event, post a photo
Post photos of your supporters #unselfies
Post Facebook messages reminding supporters to share your message and fundraising page.
Build urgency that you are closer to your goal and encourage supporters to help you reach them.
Post tweets with fun facts about your organization, share photos and fundraising milestones.
Monitor social media for any mentions of your organization so you can respond right away.
Thank your donors either through social media or via as soon as they make a donation.
“#GivingTuesdayLBK is today! Donate at (link to fundraising page) to help us reach our goal of (MISSION/GOAL).”
“Donate today to support your favorite cause! A little goes a long way. Give where you live! #GivingTuesdayLBK (link to fundraising page).”
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13. After the Big Day
Thank your donors individually. This can be a letter from the Executive Director, a board member or a volunteer.
Call your major donors to thank them personally.
Let the donor know how their money will be spent.
Thank everyone collectively (or individually if you have their information) on social media with a photo that best shows your organization. (ex: staff with balloons spelling out THANKS; video with people yelling THANK YOU, etc.)
Share how much your organization raised, as well as what you received in matching funds.
Did you receive new donors? Welcome them and give them background on your organization.
Show a picture of the check presentation on your social media.
Let your supporters know you will take part in #GivingTuesdayLBK next year and get them ready for it!
Get feedback from your staff, board, volunteers and donors on how they think the day went with honest feedback.
Create a parking lot of ideas for next year.
Start planning your strategies now for next year.
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