Using Giving Tuesday to Drive a Donation-based Campaign
Giving Tuesday is a United States-based day after the biggest shopping weekend of the year that follows Thanksgiving. It’s a day where people are invited to give back to non-profits.
In 2024, this day falls on Tuesday, December 3—but no matter what year it is, it always falls on the next Tuesday after Thanksgiving.
After years of testing, we’ve found that at TrustRadius, reviewers are more likely to leave a review where the incentive goes to charity on this day more than any other day of the year. This is even true of our reviewers outside of the United States, as long as they are aware of the “why.”
Below you’ll find email and social media copy you can use to drive reviews on Giving Tuesday and give back to a charity that means a lot to your organization.
Before you jump ahead to the copy though, I want to make sure you have a checklist of what to do to make this campaign a success.
Giving Tuesday Campaign Checklist:
- Check the charity’s website to see if they have any digital assets or messaging you can use to help craft more personalization and storytelling into your campaign. The more you share the “why,” the more your customers will want to get involved.
- Find the social links for the charity to include in your social post (if relevant).
- If interested, you can find more resources about the day at https://www.givingtuesday.org/participate/.
- Reach out to your CSM to request a campaign link. At TrustRadius, we have a number of charities we can send donations to for you. Ask your CSM to provide this list for you or check to see if the one you’ve chosen is on the list.
- If your charity is not on this list, you can request that TrustRadius fulfill the request for you and it is taken out of your incentive budget or we can send you a report after the campaign so that you know how much you need to donate directly. The latter option allows you to drive more post-event buzz by sharing screenshots of your donation to your audience and customers, but it is the most time-consuming on your end.
Alright, now onto the copy.
Giving Tuesday Campaign Email Copy:
Subject line ideas:
Your review today supports {add the charity’s cause here. Example: the future of tech}.
Write a review, and we’ll donate to {Charity Name}.
$15 donated to {Charity Name} for your published review
Hey {First Name},
Today we're on a mission to give back to the future of the tech industry, and you can help!
Write a review of {PRODUCT NAME}, and we'll donate $15 to {Charity Name}.
{Add a little color as to why you chose the charity and/or what they do. Example:
Girls Who Code is an international nonprofit organization aiming to support and increase the number of women in computer science by equipping young women with the skills to pursue a future in engineering and close the gender gap in technology.}
Button: Start Your Review
After the Thanksgiving holiday and Cyber Weekend shopping, the U.S. celebrates Giving Tuesday. A day where we turn our focus outward and help others.
This Giving Tuesday, {Company Name} is donating $15 to {Charity Name} for each published review using this link.*
Not only are you helping others feel confident in their software purchase, but you're also {add a little mission here. Example: helping young women find and pursue their passion in computer science}.
This isn't just for you. Share the link and tell your friends. Forward this email to your colleagues.
Today, let's make a difference.
{Signature}
*Must be a new, published review of {Product Name}. Deadline to submit your review is {Date - we recommend just having it be the day, but you can extend if you want}. {Company Name} will donate $15 per published review, up to $XX,XXX.
Giving Tuesday Campaign LinkedIn and Facebook Copy:
Today is #givingtuesday and {Company Name} is proud to support {Charity Name}.
We're on a mission to give back to {Charity’s Mission. Example: the future of the tech industry}, and you can help!
We’re donating $15 to {Charity Name} (up to $XXXXX) for each published review using this link - INSERT LINK
Not only are you helping others feel confident in their software purchase, but you're also helping {Add a bit more color into the mission of the charity. Example: young women find and pursue their passion in computer science}.
This isn't just for you. Share this link and tell your friends.
Today, let's all make a difference.
If you are more interested in a Black Friday/Thanksgiving campaign, check out this blog post to use for your campaigns instead.