We all know that the holiday giving season officially begins with #GivingTuesday. This international day of generosity brings welcome relief from all the frenzy surrounding Black Friday and Cyber Monday after American Thanksgiving. #GivingTuesday empowers us to make a difference and reminds us to give back to the community by supporting important causes. Individuals and organizations come together for a day to find innovative ways to give to charities, non-profits and causes dear to their hearts. Although based on a simple call to action, #GivingTuesday is really a conscious collective effort to make society stronger and more caring. Last year alone, non-profit organizations generated more than $116 million through Google, Facebook and Twitter social media collaborations.
1) A uniquely mobile experience – #GivingTuesday is a core social media strategy where 80% of the social activity occurs on smartphones. The goal is to generate as many campaign shares as possible and allow people to make donations from mobile devices. Design considerations are geared to making the user experience simple and effective so donors can give in seconds from anywhere on the website. The donation page is key, with all campaign links and donation buttons directing donors to a #GivingTuesday donation form. Best practices recommend placing a video on the donor page to promote the positive impact of generosity. In addition, branded donation forms are thought to generate seven times more results than generic ones. The more engaging the approach, the more leverage campaign organizers have to maintain a lasting relationship with donors.
2) New donor experience – Giving is a personal experience, and that’s what #GivingTuesday is all about: providing potential donors with a chance to support a cause close to their hearts in a manner they see fit. For donors, #GivingTuesday is an opportunity to expand their charitable nature by embracing a new charity they value or to step up their support for their charity of choice by becoming a monthly donor or volunteer. It is also a win-win opportunity for individuals new to the giving experience to support non-profit causes in a manner that is personally profitable to them. Enhancing the design with personalized landing pages and personal stories helps newcomers find the charities that matter most to them. What’s more, no matter whether you are a novice or an experienced giver, it is clear that giving is a new experience every time. As a result, the design has to follow suit: by getting a thorough revamp each year, it provides a fresh new experience for donors.
3) Live thermometers and infographics on landing pages – People like to see results. Having a live thermometer with infographics on the campaign page allows people to see the numbers before, during and after the campaign, motivating ambassadors and inspiring donors. Showing the progress made gets people excited and involved in the process by allowing them to see how well the charity is doing. Branding a thermometer with the campaign’s theme adds flair to the website’s look and feel and adds a dynamic element. Using a variety of infographics on the page with actionable tips and stats also gives #GivingTuesday a boost.
4) Be creative: Join the #Unselfie wave – The #Unselfie pic is a great way to get involved and showcase charitable acts, good deeds and contributions in the hope of inspiring others. It is a creative way to encourage people to join the #Giving Tuesday movement by using Instagram, Twitter and Facebook. With the #Unselfie approach, the face of the charity is front and centre while the individual becomes the key player in supporting the cause.
In a nutshell, #GivingTuesday is about people and the gift of giving. It comes at a time of the year when non-profit organizations are experiencing a lull in end-of-year donations. Non-profits use this global giving day to drive campaign awareness and donations. Creating smarter design and branding personal elements with the #GivingTuesday theme makes the experience more personal, compelling and effective.