#GivingTuesday Prep — Leading With Video

by Delaney Strittmatter on Aug 26, 2020 8:49:38 AM

There’s a lot of generosity flying around on that first Tuesday in December.

Since its inception, #GivingTuesday has grown tremendously. In 2018, there were 3.6 million online gifts made. There are an incredible amount of donors ready to give after the sales-driven days like Black Friday and Cyber Monday.

Giving Tuesday is a popular day for appeals, so your messaging will need an edge to grab attention.

Here are some ways to stand out on #GivingTuesday 2019:

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See how the Flint Hill School combined a personal appeal with their #GivingTuesday Message

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Subject Line Tips

Top 3 recommendations when it comes to creating a subject line:

  1. Keep it short and sweet. According to an article by campaignmonitor, the sweet spot for subject lines is 41 characters or 7 words.
  2. Can you phrase your message in a question? This doesn’t always work for the kind of video that you are sending, but if possible a subject line with a question is more engaging than a statement or command.
  3. Communicate urgency. Making sure your recipient knows this is a timely email to read. They have one day to participate and that should be clear right from the get-go.
  4. And the final tip here may be controversial. But do not include the words “Giving Tuesday” in your subject line. Of course, this will appear in your email’s message and your campaign’s video, but why blend in with dozens of other subject lines going out on Giving Tuesday when you can pose a question, communicate urgency, and stand out amongst the crowd.
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The Catholic University of America let one of their students shine in their #GivingTuesday appeal!

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Video Tips

  1. Keep your video between 30 seconds to 1 minute long. This is especially true for social media content as you have seconds of people’s attention as they are scrolling through Facebook or Instagram.
  2. Include people’s faces. People are drawn to other people. Smiling is contagious.
  3. Personalize whenever possible. Personalizing each video by name can take more man-power than some organizations have, but if you have the bandwidth to incorporate student workers or volunteers to personalize those videos, do it! It is absolutely shocking to people when they receive a timely, personal thank you or personalized appeal. If using individual names is not feasible, what are other categories you can break campaigns down into? What are some other ways to make your thank you or appeal match your recipients’ expressed interests?
  4. Invest in a microphone. Whether it’s a boom mic or an iPhone clip-on, people will forgive almost any imperfections in a video except bad audio.
  5. Don’t be afraid of editing. If including pictures or multiple video clips will strengthen your video’s message, don’t be intimidated by some of the elaborate editing software systems out there. Don’t forget about the ThankView video sequencing option if you’d like to personalize one portion of the video, but add another video as well.

Check out the full webinar below for more tips on how to prepare for your upcoming #Giving Tuesday campaign!

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