Best Donation Page: Middle East Children's Alliance
The Middle East Children’s Alliance is a top-tier example of building a compelling donation page that maximizes conversions when it counts. Their header clearly states and quantifies the impact that Giving Tuesday donations will have, and a goal thermometer displayed underneath allows donors to see how their participation will bolster the campaign’s progress. Additionally, they’ve embedded an eye-catching video that provides a visual component and shows donors the region that their gifts will be supporting. Finally, their donation form is equipped with EveryAction’s FastAction network, meaning that if their donor has taken prior action on an EveryAction form, their information will be autofilled, making the process of completing their donation quick and easy.
Best Social Media Campaign: Woodstock Sanctuary
Before offering a donation option, Woodstock Sanctuary’s Giving Tuesday webpage highlights “A Day in the Life at Woodstock Farm Sanctuary,” a social media campaign that gave followers an inside look at the lives of the people and animals involved, but also allowed for viewers to ask questions and enabled staff to give live shout-outs to recognize donors throughout the day. On their webpage they encourage donors to “Tune in to see if you’ll get a special thank you from Colin the baby calf or Beatrice the turkey!”
We asked them about the success of this approach, and here’s what they had to say: “This year, we doubled our Giving Tuesday goal by sharing live videos throughout the day of Woodstock Farm Sanctuary. In order for this to work, we had to make sure that the content was engaging. Our team addressed viewers directly and reminded them why their donations matter. We also introduced them to the animals we serve, directly. We ended up raising an average of $1,250 per video throughout the day. [Below] is one of the videos we posted to Facebook and Instagram talking about some of our rescued animal residents. The majority of our new fundraising came from Facebook and Instagram and we also increased engagement on those social media platforms.”
Best Microsite: Transverse Myelitis Association
A microsite is an individual webpage that functions as a separate entity from the main site, while ultimately existing within and complementing the overarching brand. Creating a microsite for specific fundraising events such as Giving Tuesday can help funnel web traffic to your donation pages by cutting down on the other content and navigation options that your supporters see. The Transverse Myelitis Association's microsite features simple, beautiful, and emotionally powerful graphics (like the one below), before users scroll down to the donation form. Check out the whole page to see a great example of a microsite that can be used for multiple fundraising campaigns.
Best Emails: Heifer International
Heifer International's unique email strategy broke through the noise of crowded inboxes on Giving Tuesday by getting a head start with Cyber Monday focused emails. Most of the fundraising messaging remained the same, but taking advantage of another date when supporters are likely to be using their computers meant that Heifer's communications got to donors' inboxes ahead of the Giving Tuesday rush, leaving a clear impression in many supporters' minds.
Best Campaign Follow-Up: SOME DC
After Giving Tuesday concludes, you're probably ready for a long nap - but the work isn't quite done yet! Supporters will continue to see your content on the web and in their inboxes on their own schedules, so providing a quick wrap up to your campaign is helpful in keeping people connected. Those who donated will be proud to see the results of their work, and people who haven't yet donated are given another chance. SOME DC's Giving Tuesday page is a great example of a simple, quick transition at the end of the day.
Giving Tuesday may be wrapped for this year, but it's only the beginning of end-of-year fundraising season. Download our guide below to run your most successful year-end campaign yet!