Liz shares a few takeaways from her 2018 Giving Tuesday campaigns. Liz and Sandro share a few other insights on collecting donations through Facebook and advertising during the holidays.
Giving Tuesday Take Aways
Sandro: [00:00:06] Welcome back to Liz & Sandro’s Marketing Podcast. We’re the podcast that helps your small business grow through all things digital marketing including social media, SEO, email marketing and so much more. Today Liz is going to go over a few Giving Tuesday takeaways.
Liz: [00:00:22] That’s right. I work with several nonprofits and I wanted to just share some takeaways from this year’s campaigns. For those of you who might be totally out of the loop. Giving Tuesday takes place the Tuesday after Thanksgiving.
Sandro: [00:00:37] In America.
[00:00:38] In America. Yes. This follows obviously Black Friday and Cyber Monday. Giving Tuesday is a chance for Americans to show their support for nonprofit work after they’ve just spent a bunch of money on themselves. So it is a great cause it’s only been around for a couple of years. But it has definitely caught on. I getting. We’ll get into this but quite a few social posts and e-mails flying around on Giving Tuesday. So yeah I wanted to just share again some takeaways that I had from this year’s campaigns.
Liz: [00:01:13] Let’s start with e-mail. I think my big takeaway is to send more e-mail. Now. I think you should be mindful of how many touches your subscriber list can handle. And I say this because the nonprofits that I was working with, maybe were touching their list twice a month. So they were very hesitant to suddenly send 10 e-mails in the course of five days. But you know one of them only sent one e-mail that just wasn’t enough. So. Although yes it’s frustrating to have your inbox bombarded, I do think sending more e-mails is probably the way to go.
Liz: [00:01:54] But keep them focused keep them targeted. I really think that’s, and I’ll touch a little bit more on this as we go, but I think really concentrating those e-mails on that Monday/Tuesday. Maybe even to follow up on Wednesday. Don’t bother doing anything the week leading up to Thanksgiving. I just think that it’s, you’re going to get lost in the Black Friday, the Cyber Monday e-mails. People are coming out of work early. Sandro you said one nonprofit that you’re a subscriber to sent you how many e-mails?
Sandro: [00:02:25] 3 on that same day. And the only one I really noticed was the last one at 8 p.m. They said, “let’s keep it going. We reached or goal!” So they had a match so anything up to $100,000 was going to be matched. That’s the only one I noticed. The rest was just a bulk delete. Then I saw, “oh here’s one.” So. . .
Liz: [00:02:44] And were, in your bulk deletes were you deleting just some of it was just personal stuff from other retailers not necessarily giving Tuesday stuff right?
Sandro: [00:02:56] Correct. There might have been some Giving Tuesday stuff in there. I don’t know.
Liz: [00:02:59] OK. Yeah.
Sandro: [00:03:00] In the morning you just log in and you see all the stuff in your Google folders and. . . what is it called? What’s that tab?
Liz: [00:03:06] See I don’t use the tabs anymore because I had important e-mails getting diverted to the Promotions tab and I said no more of that. So yeah it all comes to one folder.
Sandro: [00:03:18] OK. So yeah. No my promotions tab was full. And I just didn’t even look at anything. Boom. Delete. So, yeah.
Liz: [00:03:23] OK. Good to know. My second takeaway that I wanted to chat about is to use automation in some form to make sure you get as much as you possibly can. Now this is going to vary depending on what e-mail system you use or what CRM you’re using.
Liz: [00:03:40] But for example I took a look MailChimp from one of our clients. I logged in and I went to see who actually clicked on that DONATE button. And I could see the names. I went to our payment processing company which is Stripe. I can see the reports and I can see who actually donated. Not one of the people that clicked that DONATE button actually donated to this particular Giving Tuesday campaign.
Liz: [00:04:11] That’s not good. That was a missed opportunity on our part to not have some automation set up where people who had either opened or clicked on a campaign to automatically resend the campaign you know with, at a certain time or within 24 hours. I think you know again every e-mail system is going to be a little bit different in terms of what you can and can’t do. I’m fairly positive that within MailChimp you can resend a campaign based on some specific parameters.
Remarket / Use Email Strategically
Liz: [00:04:41] So I would have set one up to resend on Giving Tuesday to everyone who had clicked on that e-mail from the previous day. You know, clicked the DONATE button. Just on the off chance that they didn’t donate and you know again great data for next year to put some of these automations in place. Shopping cart abandonment is another big thing. Maybe someone selects: Yeah I want I want to donate you know at the $50 level. They start filling it out. Having second thoughts, or get distracted. So having some automation campaigns to help with that I think is really important.
Sandro: [00:05:17] A lot of us have 30 tabs open at a time.
Liz: [00:05:20] Oh yeah.
Sandro: [00:05:21] And we’re like, wait, let me go over to this shiny thing. So Yeah.
Liz: [00:05:24] Definitely. Definitely. The next thing I wanted to chat about was social media. This is where I have in my notes: Don’t start too early! Because I do think your message will get lost in all of the Black Friday and Cyber Monday nonsense. I didn’t really see a lot until Cyber Monday. It’s probably better to be very focused in the delivery of your social media posts probably concentrating most of them on Giving Tuesday. Putting a few dollars into boosting the post. If you maybe spend $10, $20, $50 but you generate hundreds of dollars in donations I think that’s $50 very well spent.
Strategically Schedule Your Social Posts
Liz: [00:06:05] My other takeaway: We were, my team was specifically responsible for the social piece of one of these campaigns. And so we had created several posts and this is obviously common sense but maybe it’s worth repeating is really knowing what content your audience likes. We had a post prior to the actual Giving Tuesday day that did the best.
Liz: [00:06:30] And I when I as I was watching the numbers unfold I was kind of like oh shoot I wish I had saved that post and that picture for Giving Tuesday because it did so well. And you know let me also elaborate on that. All of our Giving Tuesday posts actually did very well. We have some very loyal supporters. We got lots of shares, likes and comments. All of our Giving Tuesday posts performed phenomenally. But there was one that I wish I had saved for Giving Tuesday and that’s just a reminder for our team to be very strategic when we’re scheduling and plotting out what days things are getting scheduled. So good reminder.
Register Your Non-Profit on Facebook
Liz: [00:07:09] A little side note or side chat about Facebook. They were offering a match of up to seven million dollars. Which is great! And they were also, I believe they were handling the payment processing for everything, or I’m sorry for nonprofits on Giving Tuesday. One of my clients is not set up to accept donations through Facebook. And it turns out it takes a couple of weeks for approval there’s a process. They they really want to do their due diligence which I think is good. So they were not set up to take donations through Facebook on this particular Giving Tuesday.
Liz: [00:07:47] And I, let me say this: I ultimately do recommend that they get set up to do that because I think you know you’ve got to you’ve got to be where people are and if people are willing to give you $10, $20, $100 that’s great. The downside to this is Sandro also Sandro and I were doing tons of research earlier this week to try to figure out if the nonprofit gets donor info. And Sandro I think you actually figured this out right? That the nonprofit does not get that info.
Donor Information Is Withheld By Facebook
Sandro: [00:08:18] Correct one of my friends runs a nonprofit and she is approved on Facebook and they run campaigns there and they just get quarterly reports on how much was donated. A total amount. But no donor information, no name, no Facebook user name, no e-mail address or phone number. That’s what she said unfortunately. But she’s happy to get the donations.
Liz: [00:08:41] Sure.
Sandro: [00:08:41] Because that’s where people are. Just like you said.
Liz: [00:08:42] Yeah which is good. Yeah again, I mean if you can over the course of a year, you know raise a couple hundred, couple thousand, I mean depending on the size of your nonprofit that that could be really helpful.
Bring Donors to Your Website When Possible
Liz: [00:08:53] But it goes back to something we have said over and over again: you don’t own all the information that you could potentially collect on Facebook, on Instagram, on Twitter. That’s not owned by you. So having a subscriber list, a donor list that you know it well, you nurture it, that is so important. So my big thing is yeah go ahead, get set up to accept donations through Facebook. But I think all of our campaigns should really be pushing them back to our Web site, our payment processing. Where we capture donor info. We can do the follow up that we want to do.
Sandro: [00:09:30] Yeah so have it set up so people can make donations there if they want to but really concentrate your efforts on platforms you own, like your website.
Liz: [00:09:39] Exactly.
Sandro: [00:09:40] I completely agree. That’s true. That’s the downside to it.
Liz: [00:09:45] It is a downside. And it’s just one of those things you have to weigh whether or not you want to participate.
Sandro: [00:09:53] Just a side note. I have donated from friends’ birthday campaigns and I always click anonymous. But then like the next time I see them they’re like, “oh! thank you so much for donating!” I was like, “Wait! I was supposed to be anonymous.”
Liz: [00:10:02] So your friend, if it’s a personal fundraising campaign the friend can see. Yeah so that’s, that’s interesting.
Facebook Ads Are Expensive This Time of Year
Sandro: [00:10:11] And on a side note I’d just like to say we ran ads on Cyber Monday for cyber sales online sales only. And so I get it. Running ads, boosting posts and posts on Giving Tuesday and boosting posts or running ads on Cyber Monday. I just want to say ads were expensive as heck on Cyber Monday on Facebook. It seems like everybody was running an ad and it was just less clicks, too much fatigue.
Liz: [00:10:40] Ad overload.
Consider Picking a Different Day
Sandro: [00:10:42] In boxes full of things. It was just insane. So I’m going to recommend to our clients that we do not spend any money on Facebook ads next year’s Cyber Monday. But keep doing the e-mails. E-mails, I think the e-mails worked. I’m not in charge of the e-mails. But maybe consider doing a different day. Maybe some day in December. A flash sale on a day no one expects it.
Liz: [00:11:05] Or an end of year giving campaign that kicks off December 15th and runs for 15 days. Which again you’re going to have some overlap with the holidays in general. So maybe you run it. December 26th through the 31st. I mean you have options.
Sandro: [00:11:21] Yeah for charities you could talk about end of year tax write offs. So you got one week left. But for, for-profit businesses for-profit sales, you may want to consider taking Cyber Monday off.
Liz: [00:11:33] Sure.
A Boy & a Goat at the Rodeo (A Lesson)
Sandro: [00:11:34] Just consider your e-mail campaigns and consider other things because you know I told the story to Liz. I’ll tell it really quickly. My best friend in college grew up in the deep, deep South. But they loved the rodeo. His family loved the rodeo. They took him one day and he was a little kid. And the rodeo invited all the kids come down to the big oval down in the middle of the rodeo. And they were going to let loose a little baby goat with the 20 dollar bill attached to it. That goat was going to be let loose and the kids would chase it and whoever got the twenty dollar bill got to keep the 20 dollar bill.
Sandro: [00:12:08] Well my buddy, his dad grabbed him and said, “Go down to the other end of the oval of the rodeo, at the other end where nobody’s standing and just wait there.” Sure enough they let the goat free and the goat got scared and freaked out and start running away from the kids and the kids were chasing it and the goat ran straight to the other end of where my buddy was all by himself, eight years old. Picked off the $20 bill very easily. So to me that’s a life lesson to say: Go where your competitors aren’t. There’s 100 kids down there competing for that 20 dollar bill and that goat and you are on the other end where those competitors are not.
Be Where Your Competitors Aren’t
Sandro: [00:12:42] All your competitors are there on Cyber Monday, on Giving Tuesday advertising driving up the price. Lots of demand. And so maybe consider a different day is all I’m saying.
Liz: [00:12:53] We always talk about being where everyone is which is as said I think is still very relevant but yes sometimes maybe think outside the box a little bit.
Sandro: [00:13:04] Where your competitors aren’t.
Liz: [00:13:05] Yes. Yeah.
Sandro: [00:13:07] So I get it. Maybe you didn’t get as many clicks as you wanted to from the Facebook Ad because it was just crazy competitive.
Sandro: [00:13:15] Thank you Liz for this information & this feedback. And thanks to you for listening. If you’re a non-profit you want to share your story we’d love to hear it. You have a question we’d love to hear it. We’ll give you a shout out and a link back to your site. You can find us on Facebook, Instagram and Twitter. We’ll also leave our e-mail address in the show notes. If you like what you hear we’d love a review. You’ll find us on iTunes, Google podcasts, Stitcher, Spotify and many other places. Thanks again for joining us. We’ll see you next time.