{"id":26960,"date":"2021-09-01T08:21:17","date_gmt":"2021-09-01T12:21:17","guid":{"rendered":"https:\/\/www.qgiv.com\/blog\/?p=26960"},"modified":"2024-09-17T22:46:49","modified_gmt":"2024-09-18T02:46:49","slug":"earn-more-giving-tuesday-donations-with-multi-channel-marketing","status":"publish","type":"post","link":"https:\/\/www.qgiv.com\/blog\/earn-more-giving-tuesday-donations-with-multi-channel-marketing\/","title":{"rendered":"Earn More Giving Tuesday Donations with Multi-Channel Marketing"},"content":{"rendered":"\n<p>Giving Tuesday&nbsp;is almost upon us! If your nonprofit is participating this year (and you should be!), how are you getting the word out about your Giving Tuesday campaign? What marketing channels will you use? If you\u2019re thinking about taking a one-channel marketing approach, there\u2019s a good chance some donors will miss your messaging. Instead,&nbsp;try&nbsp;using multi-channel marketing to earn more Giving Tuesday donations.&nbsp;Here are some tips!&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is multi-channel marketing?&nbsp;<\/h2>\n\n\n\n<p>Multi-channel marketing is the practice of using multiple channels to reach your target audiences. But&nbsp;content on each channel&nbsp;shouldn\u2019t exist in silos. For best results,&nbsp;your multi-channel marketing campaign should look similar across&nbsp;all of&nbsp;the channels&nbsp;you use to reach your supporters.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to&nbsp;Earn Giving Tuesday Donations with&nbsp;Multi-channel Marketing&nbsp;<\/h2>\n\n\n\n<p>Use these tips to put together a great multi-channel marketing campaign to earn more Giving Tuesday&nbsp;donations.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Assemble your marketing team and assign responsibilities&nbsp;&nbsp;<\/h3>\n\n\n\n<p>If you\u2019re lucky enough to have more than one marketer on your staff, put a team together for your Giving Tuesday marketing. Your team can discuss your&nbsp;<a href=\"https:\/\/www.qgiv.com\/blog\/giving-tuesday-social-media-playbook-branding\/\" target=\"_blank\" rel=\"noreferrer noopener\">messaging and design<\/a>, communication cadence, and even assign responsibilities.&nbsp;<\/p>\n\n\n\n<p>Some responsibilities you can assign are:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Copywriter \u2013 this is the person who puts all your copy together&nbsp;<\/li>\n\n\n\n<li>Designer \u2013 this is the person who finds the images and designs your messaging&nbsp;<\/li>\n\n\n\n<li>Storyteller \u2013 this is the person who curates the stories you\u2019ll use&nbsp;<\/li>\n\n\n\n<li>Analyzer \u2013 this is the person who analyzes your appeal performance across the different channels to determine what\u2019s working and what isn\u2019t&nbsp;<\/li>\n\n\n\n<li>Scheduler \u2013 this is the person who puts together your communication schedule and keeps everyone on track&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Put together a master marketing calendar&nbsp;<\/h3>\n\n\n\n<p>To make your multi-channel marketing efforts successful,&nbsp;it\u2019s important to implement a&nbsp;<a href=\"https:\/\/www.qgiv.com\/blog\/giving-tuesday-social-media-playbook-creating-posting-timeline\/\" target=\"_blank\" rel=\"noreferrer noopener\">campaign calendar<\/a>. Your communications across every channel you use should be included on the calendar. It helps to write out the language you\u2019ll use to help your tone and voice be consistent across your messages.&nbsp;<\/p>\n\n\n\n<p>This master communications calendar is a great way to stay organized, assign message responsibilities, and keep your messaging going out as intended.&nbsp;<\/p>\n\n\n\n<p>Next, here\u2019s how to maximize the potential for some of the most popular marketing channels.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to use email marketing efficiently<\/h2>\n\n\n\n<p>Before you hit send, use this helpful advice to get the most out of your email marketing for Giving Tuesday.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Target your engaged supporters&nbsp;<\/h3>\n\n\n\n<p>Your highest priority when sending Giving Tuesday appeals via email is to earn the most donations possible. Focus your efforts on supporters who are engaged with your nonprofit.&nbsp;Email marketing&nbsp;is effective, but only if your audience is receptive. There\u2019s no point in spending money to send a massive email appeal to&nbsp;donors who haven\u2019t given in years.&nbsp;<\/p>\n\n\n\n<p>Instead, when you make your email contact list, pull recent donors with valid email addresses for better results.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Personalize your emails&nbsp;<\/h3>\n\n\n\n<p>If you\u2019re pulling contacts from your donor database for email marketing, you\u2019ve already got your supporters\u2019 names. Use them! The more you can tailor an email to the recipient the better you\u2019re able to communicate to them directly and&nbsp;secure your Giving Tuesday gift.&nbsp;<\/p>\n\n\n\n<p>Pro Tip: Check your database for any errors like blank first name fields or typos in names. Your personalization efforts will be wasted if you misspell a donor\u2019s name!&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Consistency is also important<\/h3>\n\n\n\n<p>Lastly, when your email appeal is part of a multichannel marketing strategy, the messaging is key. Make sure that your emails sound like the rest of your communications. It also helps to give them a similar look. It can help to start from a template so that all you have to do is drag and drop the language and design elements in.&nbsp;<\/p>\n\n\n\n<p>We\u2019ve put together some email appeal templates specifically for Giving Tuesday. <\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-1\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-qgiv-orange-background-color has-text-color has-background wp-element-button\" href=\"https:\/\/go.qgiv.com\/templates-text-message-template-0\" style=\"color:#ffffff\">Get The Templates<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to get the most of your social media marketing&nbsp;<\/h2>\n\n\n\n<p>Social media is a great way to get your Giving Tuesday campaign noticed quickly. If social media is part of your multi-channel marketing plan (and it should be) use these tips to help you make the most of your social media marketing efforts.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Make a posting plan&nbsp;<\/h3>\n\n\n\n<p>It\u2019s not enough to just throw some posts out there on your social platforms and hope for donations. For the best chance of success, you need&nbsp;to ensure&nbsp;your supporters are&nbsp;aware and excited about your Giving Tuesday campaign before it even launches. That\u2019s why you need to develop a plan for posts that start well in advance (like a month out!).&nbsp;&nbsp;<\/p>\n\n\n\n<p>When you have a posting plan, you make it more likely for your supporters to see one of your posts and learn about your Giving Tuesday campaign. From there, they can share your post or even give from a link you share on your social media pages.&nbsp;<\/p>\n\n\n\n<p>You can read more about planning an effective&nbsp;Giving Tuesday&nbsp;social media campaign in our&nbsp;<a href=\"https:\/\/www.qgiv.com\/blog\/giving-tuesday-social-media-playbook-creating-posting-timeline\/\" target=\"_blank\" rel=\"noreferrer noopener\">Giving Tuesday Social Media Playbook<\/a>.&nbsp;It\u2019s packed full of social media marketing best practices specifically for Giving Tuesday!&nbsp;<\/p>\n\n\n\n<p>Like email marketing, your messaging on social media is best when it\u2019s consistent. That\u2019s why we put together some handy&nbsp;Giving Tuesday Social&nbsp;Media&nbsp;Templates&nbsp;to make implementing your social media strategy easier.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-2\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-qgiv-orange-background-color has-text-color has-background wp-element-button\" style=\"color:#ffffff\">Get The Templates<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to use SMS marketing on Giving Tuesday&nbsp;<\/h2>\n\n\n\n<p>Want to get your Giving Tuesday campaign off to a great start quickly? Using an outbound text messaging campaign can help. Text messages have an astounding 98% open rate and&nbsp;only take&nbsp;90&nbsp;seconds for a response.&nbsp;That means you can make significant progress quickly if you send messages asking for help on Giving Tuesday.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Make sure text recipients are expecting your message&nbsp;<\/h3>\n\n\n\n<p>However, it\u2019s not enough to send a text the day of and expect to see a huge response from supporters. Instead, prepare your supporters for your text messages. You don\u2019t necessarily have to send multiple rounds of outbound messages (as this can seem pushy) but&nbsp;you\u2019ll want the members of your contact list to keep an eye out for it. You can accomplish this by giving donors a call to let them know you\u2019re counting on them. Or, you could send a save-the-date that mentions the possibility of being reached by text.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Include a link to your donation form in outbound messages&nbsp;<\/h3>\n\n\n\n<p>For best results with your outbound messages, include a link to your donation form in your message. Your message should be brief, so you don\u2019t have to go into great detail about what you\u2019re funding in your outbound texts.&nbsp;But&nbsp;make sure those details are apparent on your donation page.&nbsp;&nbsp;<\/p>\n\n\n\n<p>If you\u2019re not sure what your outbound texts should say, consider these&nbsp;Giving Tuesday Text&nbsp;Message&nbsp;Templates.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-3\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-qgiv-orange-background-color has-text-color has-background wp-element-button\" href=\"https:\/\/www.qgiv.com\/blog\/resources\/giving-tuesday-text-message-templates\/\" style=\"color:#ffffff\">Get The Templates<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Make it possible for donors to give via text&nbsp;<\/h3>\n\n\n\n<p>Another possibility that comes with using a text fundraising service is the ability to receive gifts via text. You\u2019ll need to set up an easy-to-remember text fundraising keyword such as your org names plus GT (so long as autocorrect won\u2019t change your keyword to something else). Then, share this text giving keyword in your Giving Tuesday communications.&nbsp;<\/p>\n\n\n\n<p>When your supporters text your keyword to a text-to-give service they\u2019ll be charged a preset donation amount on their phone bill. If you\u2019re using a text-to-donate option, they\u2019ll automatically receive a link to a mobile-friendly donation form to complete their gift. Both processes can be completed under a minute and can provide a big boost to Giving Tuesday revenue.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to use other media for your Giving Tuesday campaign&nbsp;<\/h2>\n\n\n\n<p>Tried and true methods like direct mail and local media spots on radio and TV can be a perfect complement to the rest of your marketing efforts&nbsp;if done right.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Direct mail<\/h3>\n\n\n\n<p>Direct mail still works as a means to raise funds and get noticed.&nbsp;Giving Tuesday is all about raising money the day of. If you\u2019re going to use direct mail as a way to get the word out about your campaign, you\u2019ll want to provide specific instruction on how those recipients can support you on Giving Tuesday without having to mail in a check so that they know their gift will be applied to your Giving Tuesday campaign goal.&nbsp;<\/p>\n\n\n\n<p>There are a few ways you can do this. You can print a scannable QR code on your appeal letter or remittance slip that links to your online donation form. Likewise, you can add the URL to your donation form into your appeal&nbsp;letter. Lastly, you can include your text giving keyword and number to make it easy for donors to give via text message.&nbsp;&nbsp;<br>&nbsp;<br>You also want to approach direct mail with a plan. Direct mail may require more than one touch to really drive your message home.&nbsp;Plan for a couple save the dates and an appeal letter that should arrive ahead of Giving Tuesday with instructions on the various ways donors can give and support you (as well as a statement about how their gift will help, of course!).&nbsp;Use this method with those supporters who have the most affinity with your mailed appeals. You should be able to determine who to mail materials to&nbsp;using your donor database.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Local Media&nbsp;<\/h3>\n\n\n\n<p>When it comes to using radio and television spots, there are tips that will make your efforts more successful.&nbsp;&nbsp;<\/p>\n\n\n\n<p>First, you\u2019ll need to reach out to local media companies to acquire ad spots. Determine the days, times, and frequency your ads will run. You\u2019ll want to make sure you get the most exposure for your budget.&nbsp;As&nbsp;a nonprofit,&nbsp;you may be able to get free or deeply discounted ad spots\u2014so don\u2019t forget to inquire about this.&nbsp;<\/p>\n\n\n\n<p>Once you\u2019ve purchased ad time, you\u2019ll want to prepare your ads ahead of time. This way, you can ensure they\u2019re the most polished and professional as possible. Those ads should run ahead of Giving Tuesday and on the day of at increased frequency. It may help to prepare multiple ad formats so&nbsp;your message doesn\u2019t become noise to those exposed to it on a regular basis.&nbsp;&nbsp;<\/p>\n\n\n\n<p>But&nbsp;it\u2019s not enough to&nbsp;simply&nbsp;buy ad spots and ask for support. Instead, consider how you want people new to your cause to support you. Provide instructions that are specific to your giving method and be sure to mention why you need the community\u2019s help.&nbsp;<\/p>\n\n\n\n<p>Pro Tip:&nbsp;A great option for new supporters is inviting them to&nbsp;<a href=\"https:\/\/www.qgiv.com\/blog\/text-giving-campaign-for-giving-tuesday\/\" target=\"_blank\" rel=\"noreferrer noopener\">give via text<\/a>. That way, no matter where they are when they hear your message, if they\u2019re inspired they\u2019ll make Giving Tuesday donations. How easy is it to say something like, \u201cGive today to help feed&nbsp;local&nbsp;families struggling with&nbsp;food insecurity. Text LFPGT to 50155 to make your gift.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Your Giving Tuesday campaign can be more successful if you take a multi-channel marketing approach. When you use multi-channel marketing to help you get more Giving Tuesday donations you increase your reach and number of touches to convince a wider audience to support your nonprofit. You don\u2019t need to use every media channel mentioned here. Every nonprofit is different and sees different levels of success with each format. However, you should use more than one to reach your supporters where they\u2019re at.&nbsp;<\/p>\n\n\n\n<p>Looking for more Giving Tuesday resources? Check these out!&nbsp;<\/p>\n\n\n\n<ul>\n<li><a href=\"https:\/\/www.qgiv.com\/blog\/15110-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">Build the Perfect Giving Tuesday Donor Journey: Part One \u2014 The Discovery Phase<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.qgiv.com\/blog\/giving-tuesday-checklist-plan-for-greater-success\/\" target=\"_blank\" rel=\"noreferrer noopener\">Giving Tuesday Checklist: Plan for Greater Success<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.qgiv.com\/blog\/8-giving-tuesday-ideas-youre-gonna-want-to-use-in-your-own-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">8 Giving Tuesday Ideas You\u2019ll Want to Use in Your Own Campaign<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.qgiv.com\/blog\/3-ways-to-retain-giving-tuesday-donors-in-the-new-year\/\" target=\"_blank\" rel=\"noreferrer noopener\">3 Ways to Retain Giving Tuesday Donors in the New Year<\/a>&nbsp;<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Giving Tuesday&nbsp;is almost upon us! If your nonprofit is participating this year (and you should be!), how are you getting the word out about your Giving Tuesday campaign? What marketing channels will you use? If you\u2019re thinking about taking a one-channel marketing approach, there\u2019s a good chance some donors will miss your messaging. Instead,&nbsp;try&nbsp;using multi-channel [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":38751,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[158],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Earn More Giving Tuesday Donations with Multi-Channel Marketing - Fundraising Blog for Nonprofit, Educational, and Faith-Based Organizations<\/title>\n<meta name=\"description\" content=\"Earn more Giving Tuesday donations by using a multi-channel marketing approach for your campaign communications.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.qgiv.com\/blog\/earn-more-giving-tuesday-donations-with-multi-channel-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Earn More Giving Tuesday Donations with Multi-Channel Marketing - 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