Boy, library marketers sure have a lot of responsibilities. We’re expected to drive attendance to programs, increase circulation, plan big events, provide outreach support, and make sure everyone in our community knows about all the services we provide. In addition, most of us are also expected to help market fundraising efforts for our library friends or foundation groups. Our libraries need money. That fact arguably makes this directive the most important of all our jobs.
The fundraising portion of library marketing has always been difficult for me, if I’m being honest. I think most of us feel queasy about asking people for money, even for something as important as the work of the library. I get the same feeling in the pit of my stomach when it comes time to market my church’s stewardship campaign. It’s hard to put into words why it feels weird to me to ask people to give to either organization, though both are incredibly worthy.
But worldwide giving campaigns like #GivingTuesday help. This global movement happens every year on the Tuesday after the American Thanksgiving holiday. It’s meant to motivate people to donate after the excess of spending that happens when the traditional Christmas shopping season kicks off.
The website for the movement has all kinds of ideas for fundraising organizations. The “holiday” is a prime opportunity to reach your library’s fundraising goals. According to NonProfit Pro, in 2017, #GivingTuesday campaigns raised over $300 million online for charities with an average gift exceeding $120. That’s a 64 percent increase in the amount of money raised in 2016. And NonProfit Pro also says that nonprofits raise 14 times more in their end-of-year campaigns when they take part in #GivingTuesday. And if that doesn’t convince you, the most recent study of #GivingTuesday donations conducted by DataKind shows that educational causes received nearly 40 percent of all donations made. Cultural organizations saw the greatest increase in donations, in some cases receiving nearly 20 percent of their annual donations from this single day. Libraries can be considered both education and cultural organizations. We’ve got so much to gain!
My library started doing campaigns around #GivingTuesday about three years ago. We’ve seen trends in giving that match NonProfit Pro’s numbers. Even better, we grow our donor lists. That gives us a new audience to market to throughout the entire calendar year.
Your library should participate, and you should plan your promotions ahead of time. Don’t just send out an email and put up a couple of social media posts on #GivingTuesday. Start promoting #GivingTuesday with content marketing at least a week ahead of the actual holiday, sooner if you are able. You’ve got to prove your library’s worth and get the idea of giving into your potential donor’s head space before the event. I start about three weeks before the “holiday” with motivational content like quotes from customers, brand-awareness videos, and motivational photos with clear donation calls to action. I like to tell our cardholders and community that #GivingTuesday is part of a busy time of year and I work to get them to donate early. This method increases the chance that our campaign is successful.
Of course, incentives always help with donations, and it doesn’t have to be something that costs your organization. This year, we’ll be emailing a graphic to anyone who donates early. Donors can use it on their social media profiles to show that they’ve given to the library. They can have the pride of saying they’ve participated when the day arrives and use their influence to encourage others to do the same. Early promotion creates momentum.
Of course, we use email as part of our campaign along with social media and our website. Here’s the message we sent last year about a week before #GivingTuesday. It’s clear and easy to understand.
We did a similar message to members of the Friends organization. The audience for that group is different. But you’ll see we integrated the heart from our Foundation message into this message, to draw a subconscious message to our audiences about their love for the library. This one also has a clear call-to-action.
You can increase the effectiveness by extending the fundraising campaign through the end of the year. We create campaigns that run every two weeks beginning in November through the end of the year. Appealing to the tax deduction incentive is a major point of the campaign as we near the end of the calendar year. This is the email we sent last year about mid-December. Again, it’s clear, it concise, and it has a major call-to-action.
I’d love to hear about your successful library marketing fundraising efforts and campaigns. Please let me know what you’ve done right (and wrong!) in the comment box. We can all learn from each other. When one library is strong, it makes the whole industry stronger.
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