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It’s November so you know what that means — the holidays are here! Okay, we know many of you may roll your eyes at the Christmas music on the radio (already!), the season is upon us and we’re pretty excited.
The holiday season is a joyful time where “the mood is right” and “the spirit’s up” as Paul McCartney would describe it. Truly, generosity becomes a theme of the holiday season where people are far more open to giving rather than just receiving.
The starting point for this season of giving begins on Giving Tuesday, which is on November 29th this year. Giving Tuesday is a celebration where people all over the world are encouraged to exercise radical generosity. While Black Friday and Cyber Monday are marked by spending money on material possessions and gifts, Giving Tuesday is marked by spending finances and resources on charitable organizations and causes.
This day has gained a lot of traction since its inception in 2012. Nonprofit organizations, charities, and churches have been positively impacted by this day of giving and it has truly become one of the most important fundraising days of the year. In a nutshell, if you want to seriously boost giving for your nonprofit and help further change the world, Giving Tuesday is an essential day to focus on.
There are a plethora of different digital strategies you can use to reach potential donors on Giving Tuesday, but we want to focus on the central hub of your Giving Tuesday campaign: your landing page.
A landing page is a standalone webpage that is created specifically for a special marketing campaign. In this case, a landing page for Giving Tuesday will serve the sole purpose of highlighting your fundraising campaign for Tuesday, November 29th.
You may be asking: “what exactly should this landing page include?” Well, we’re here to help you out on that one. If you want to have an impactful and far-reaching campaign this Giving Tuesday, there are a few essential elements to include on your landing page. Check it out!
The purpose of a great headline is to effectively communicate to your audience the overall purpose of your campaign. The headline is the very first thing people will see when they land on your page, so it should be short, sweet, and to the point. A few examples of a simple headline are:
Along with the short headline you should consider including another subheading that further details your goal with the Giving Tuesday campaign. This is where you can get more details about the organization’s specific work in the community and world. You can even include an important statistic, the past success of the organization, or other relevant information.
The headline will set the tone for your entire campaign. You must be mindful when choosing what your headline communicates concerning Giving Tuesday.
A great headline and a stellar campaign video go hand in hand and both serve to communicate the overall message of the campaign. The headline should serve as the summary of what your more detailed campaign video dives deeper into.
While it is not 100% necessary to have a campaign video, we highly recommend it. Video has become the most popular form of media nowadays and is one of the most effective ways of sharing and spreading information.
This video should serve to summarize all of the information about your campaign. Including as much information as possible in this video (without going too long) will ensure the viewer will get the gist of the campaign even if they don’t continue scrolling on your landing page.
This video can not only be used on your landing page, but it can also be reutilized on your social media pages, YouTube channel, and even through paid advertisements. Overall, this element is key to cohesively bringing together your landing page.
Those who choose to charitably give don’t just throw their money to every organization asking for support. These donors want to give to organizations that they believe in, those that are trustworthy, and those that make a real impact. A great way to demonstrate to your audience of these 3 things is to share your organization’s past impact.
This section is 2-fold and should include both your overall impact as an organization and your impact during last year’s Giving Tuesday campaign. You can get pretty creative with this section and include some infographics showing your financial impact and how you have helped the community you serve through charitable donations.
Transparency is a key characteristic that all nonprofits should maintain, so sharing specific financial data, spending reports, and miscellaneous donation statistics can be super helpful. You don’t have to share every jot and tittle of what the nonprofit spent money on last year, but demonstrating reliability and impact is key.
Your headline should have teased the audience a bit as to what your goal for this Giving Tuesday is. Further down your landing page, you should go into detail about what your campaign goal is and what the audience can do to help you reach it.
There are a ton of different ways you can spell out your specific goals. You may want to raise a certain amount of money, plant a certain amount of trees, rehome a certain amount of animals, and so forth. The key here is to have a quantifiable goal that people can visualize and set their sights on.
We have all seen those classic fundraising thermometers where organizations count up funds and fill in the thermometer as goals are reached. There is a reason this campaign element still exists to this day: it works! When people begin to see there is progress in a campaign, they may be motivated to help “fill up the thermometer” so to speak.
Once you have set clear campaign goals, it is vital to direct your audience in exactly what you want them to do. Be sure to specify a clear “call to action” statement and highlight it on your landing page so it is impossible to miss.
Your landing page will inevitably include a lot of information, but by no means should that mean endless lines of words and numbers! In addition to infographics, you should also include a decent amount of images on your landing page. These images will serve to not only break up lines of text but also give the audience a clearer view of the “vibe” of your organization.
Included in these images should be the people/animals/community you impact. If you are an organization that focuses on cleaning up the community, show photos of parks or streets you have impacted. If you are an animal shelter, show pictures of animals with their new owners.
These images should evoke emotions in your audience and give them a true feel for what your organization is all about.
Also included throughout your landing page should be words and taglines associated with Giving Tuesday. Remember, Giving Tuesday is a worldwide cause that has grown in its popularity. People are beginning to know this campaign by name and participate in it, so it is important to make it very clear what your campaign is about.
Included somewhere in your headline should be the words “Giving Tuesday” or the associated hashtag “#GivingTuesday2022.” This phrase, hashtag, and other related keywords (generosity, charity, give, etc.) should be included throughout the campaign landing page as well. Not only does this get the point across, but it also helps out your SEO and helps drives traffic to your landing page!
Last but not least, your landing page needs to have a donate button, or 2, or 3! As you scroll, it should be almost impossible for your audience to not find a way to donate. A few key places to stick the button are below your headline or header video, near the call to action statement, and at the bottom of the landing page.
One option for your donation button is to incorporate donate buttons with set amounts that your donor can give (i.e. $25, $50, $100, etc.) You can help your donors save a step and have them automatically give a financial gift to the campaign. It is as simple as that!
While there are other ways you can spruce up your Giving Tuesday landing page, these 7 elements are essential to effectively communicate to your donors the purpose of your campaign and give them a clear way to partner financially with you. This landing page will serve as the hub for your entire campaign, so it is vital that you take the time to build it well!
Do you need help developing your Giving Tuesday 2022 campaign? Our team at PMF Creative has got you covered. We can help you develop an impactful landing page, social media campaign, and even videos that will help you speak to your donors and potential donors. Call us today to find out more!
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