Giving Tuesday is more than just a day of generosity. It’s an opportunity to connect with supporters, share your mission, and rally your community around your cause.
But here’s the catch: people don’t give to what they don’t understand. If your message isn’t clear or memorable, you might miss the chance to turn casual followers into passionate supporters. To stand out in the sea of social media posts and donation appeals, it all starts with telling your story in a way that inspires action.
For example, our friends at NEPA Gives raised $1.23 million and reached nearly 7,000 donors during this year’s online giving event thanks to a combination of strategic storytelling, cross-platform promotion, and engaging, scroll-stopping content that brought the mission to life.
Whether you’re a seasoned pro or new to giving days, we’ve rounded up our top tips to engage an audience on social media to help you create meaningful connections and drive donations this year.
Engage your nonprofit’s army
Giving Tuesday is the perfect time to rally your organization’s biggest champions like board members, staff, volunteers, clients, and superfans. The more voices rallying around your cause, the higher your likelihood of success.
Provide your team with everything they need to amplify your message and extend your network.
- Create pre-designed Canva templates with graphics they can customize and post.
- Post photos and videos that they can share to reflect your mission in action.
- Offer talking points aka concise language about your Giving Tuesday campaign and why it matters.
- Share story prompts that encourage personal stories that highlight your nonprofit’s impact and inspire donations.
Spread your message
While it’s important to engage current supporters, reaching new people makes your goals more achievable. Another great way to get your social media content in front of new eyeballs is by creating content that people want to share. Give followers an incentive to share your posts or put out fun interactive content like quizzes or polls to invite participation and get more reach.
Just remember that a broader reach means less people with the context of who you are. With this in mind, consider sharing posts and content that reinforces your organization and your mission.
- Testimonials from clients
- Volunteer or employee highlights
- Current projects you’re working on
- Your mission, vision, or anything else that makes your nonprofit unique
- How your organization is making a difference in the community
Keep it real
People on the internet love authenticity, and they want to hear your story. Sharing genuine, relatable content is one of the most effective ways to connect with your audience. For example:
- Be transparent about challenges: If your organization is facing a hurdle, such as meeting a specific funding goal or overcoming obstacles in a project, share that story honestly. Audiences are more likely to rally around a cause when they see the real effort and dedication behind it.
- Show behind-the-scenes moments: Give your supporters a glimpse at what goes into running your organization or how your nonprofit helps. For an animal shelter, this could mean a first-person video in which a staff member cares for the animals, feeding them, cleaning their cages, or prepping for adoptions. These candid, unscripted moments help showcase your passion and the impact of your work, making supporters feel more connected to your mission.
Following these tips will help you spread your message, and you want that message to be genuine and concise so your audience will stick around. Not sure what your brand story is? We’re here to help tell it!
