You probably already know this if you work at a non-comm radio station, but having a year-end giving campaign is vital.
A large percentage of annual giving is done in the last 2 months of the year. (specifically December 30th and 31st)
A wonderful way to kick-off your year-end giving season is with #GivingTuesday. The entire social media universe and almost every non-profit fills your email inbox with their appeals. It’s a great time to ride the wave of generosity!
I have a few ideas to help make your radio station’s campaign stand out this year.
Did You Know:
34.8 million people participated in #GivingTuesday 2020, a 29% increase over 2019.
Be clear, concise, and specific.
#GivingTuesday is a great day and way to get first-time donors in the door and sample giving to your ministry. If you can create a specific, timely appeal that includes a match, you’ll increase the chance of getting new donors this year. Set a goal, track that goal, and update your listeners throughout the day on-air and on your key digital channels.
What about Facebook fundraisers?
For the past couple of years, Facebook has been trying to woo non-profits into using their extremely easy fundraising tool by offering a match of their own. I can tell you from personal experience, you have an extremely small chance of getting any matching money from Facebook! It is gone within the first few seconds of Giving Tuesday.
If your goal is to try and get new donors, don’t use Facebook! You don’t get much data, so you can’t reach back out to them easily to properly thank them and ask for a second donation in the future.
However, Facebook does promote Fundraisers into the news feed which gives your campaign more awareness to your listeners. Here is my hack! Create a Facebook Fundraiser, and instruct people that if they want their donation DOUBLED, visit your website to give to double their gift. (Time to start looking for that match money!)
Equip your P1’s and donors with the information and graphics to help spread the word about your #GivingTuesday campaign! There is software that will also allow your donors to set up a fundraiser on behalf of your radio ministry. Facebook also has this feature, but refer to my previous point.
Have Fun! Be Creative!
Giving to a ministry you care about should be a joy!
A few years ago at K-LOVE, I helped create this fun video to announce #GivingTuesday.
My station is not a non-profit
Great! Join in on the #GivingTuesday trend this year and shine the light on some local charities or help a national/international ministry kick off their busy and oh so important year-end giving season! Partnership and generosity is a beautiful thing that will compliment your Christmas music nicely.
If you’d like to brainstorm creative ideas for your #GivingTuesday 2021, contact me at firstname.lastname@example.org.
Digital Marketing Consultant