It’s Giving Tuesday season and it’s time to make sure your nonprofit’s digital efforts are set up for success. As your partner in digital marketing and analytics, we’re here to ensure your campaigns not only make an impact but also give you the insights you need to grow.
Here are a 5 key steps to help you prepare:
1. Reflect & Set Goals with Data
Take a moment to revisit your 2023 data. What worked well? What didn’t? Use these insights to shape this year’s campaigns. We can help you dive into last year’s analytics to identify opportunities for improvement.
2. Integrate Your Donation Platform with GA4
Make sure your donation platform—whether you’re using Classy, DonorBox, or Greater Giving—is properly integrated with Google Analytics 4.
- Why It Matters: Tracking ecommerce data in GA4 helps you see where donations are coming from and understand which channels are driving conversions.
- What To Do: Double-check that all key events (e.g., donation completions, amounts, and recurring gifts) are tracking correctly.
3. Optimize Your Google Ad Grant Campaigns
Giving Tuesday is the perfect time to leverage your Google Ad Grant. Ensure your campaigns include:
- Site links that highlight your donation page and any Giving Tuesday-specific initiatives.
- Compelling callouts like “Donate Now for Matching Gift Opportunity!” or “Join Us on Giving Tuesday.”
4. Use UTMs to Track Campaign Performance
Tracking is critical to understanding which efforts are paying off.
- Use UTM parameters to tag every campaign link—email, social media, or ads.
- Make it easy: Use Google’s Campaign URL Builder to add consistent parameters (e.g., utm_source=email, utm_medium=social, utm_campaign=givingtuesday).
- Monitor results in GA4 or Looker to see which channels are driving the most engagement and donations.
5. Create Urgency with a Strong Incentive
People are more likely to act when there’s a clear reason to do so right now. Encourage donations with:
- Matching Gift Opportunities: Highlight a donor or sponsor who will double contributions up to a certain amount.
- Progress Bars: Visually show how close you are to your goal—it motivates people to contribute.
- Time Sensitivity: Reinforce that Giving Tuesday lasts just 24 hours.
We’re here to support your nonprofit’s success, from optimizing your campaigns to analyzing the results. If you have questions about integrating your platforms, setting up tracking, or refining your strategy, don’t hesitate to reach out.
Ready to dive in? Contact us today, and let’s make this Giving Tuesday your most impactful yet!
