Giving Tuesday is a global initiative that falls on the Tuesday after Thanksgiving. People donate or encourage others to give to charities and service organizations. And, in keeping with the pet theme of this blog, that includes making donations to animal shelters.
In 2019, all kinds of nonprofits raised $511 million on Giving Tuesday. That is a 28% increase from the previous year! During the COVID pandemic, people opened up their hearts and bank accounts.
Think about what you can do this year!
I am speaking now to Animal Shelters and their supporters. Are you ready to use this powerful tool to share your message? Giving Tuesday is only a week away.
Use Social Media on Giving Tuesday
You can’t ignore social media. It is not only the elephant in the room: social media now is THE room. Social media is the way to reach millennials, boomers, and everyone else. Using social media platforms, you can effectively spread awareness of your work saving animals and finding them homes.
But, not everybody is on every platform. If you don’t have the time, experience, or staff to cover all the platforms, stick to those you know. As I pointed out earlier, you only have a week to mount these campaigns.
The ASPCA has some suggestions on how to use Facebook to benefit animal shelter donations.
The first is to do a LIVE video. Let people see the cats and dogs in your care. And be creative in the way you present them.
“Use the donate button while doing a Live video on Facebook. Tell your audience in advance so that they know when to tune in. Consider using a small budget to boost your Facebook Live for added exposure.”
The ASPCA suggests creating a Giving Tuesday-themed Facebook Fundraiser. Use it to promote the work your organization has done to help animals.
“Pin the Fundraiser so that it’s the first thing people see when they visit your Facebook page.”
But first, make sure that your organization is eligible to receive Facebook donations.
People go to Twitter for news and info about events.
Increase the frequency of tweets as you get closer to Giving Tuesday for added exposure. You can do this by not just posting tweets. Also, engage with other people using the same hashtag.
Hashtags are a big deal on Twitter. Whatever you post, be sure to include an easily findable hashtag phrase. Consider #GivingTuesday, #GivingTuesday2021, and #AnimalShelters.
Also, use links. Create content with tweets linking to all of your Facebook activity.
Rotate info about the good deeds of the animal shelter with the value of Giving Tuesday. Promote the cause. Both causes.
Engage with Local Influencers on Giving Tuesday
Are there any local celebrities or well-known (and well-liked?) politicians in your city or county? Seek out the ones who have social media platforms. Enlist their support to speak out on behalf of animal shelters.
Talking about helping doggies and kitties is good PR for them. Just make it easy. Give the influencers a script they can use. Maybe even pictures (try to avoid giving out the same photos).
Reach Out to the Business Community
The following idea is multi-level great. Look for partners in the community to match donations. This procedure might entice more people to donate.
Businesses like to look good in the community where they do business. Offering matching money puts them in the spotlight.
Nonprofit organizations are asking people to show acts of kindness and generosity. And people, in turn, are expecting businesses to do the same.
But, and this idea is also from the ASPCA, don’t stop there. Capitalize on the big shopping days they profited from just before Giving Tuesday. That’s right. Remind these merchants that community dollars flowed in their doors on Black Friday, Small Business Saturday, and Cyber Monday. Time for them to give back.
Giving Tuesday can be a powerful tool when it comes to animal shelter donations. Are you ready to reach out on social media to the general public, invite influencers, and mobilize the business community?
(What type of content should your business website blog offer? Advice rather than product promotion. Be a valuable info resource rather than an irritating source of sales pitches. For example, if you own a pet shop or veterinary practice, then you might share this type of content. Contact me if interested.)