El próximo 29 de noviembre conmemoramos el quinto aniversario de #GivingTuesday, también conocido como #UnDíaParaDar.

¿Crees que tu OSC está preparada para beneficiarse del #GivingTuesday #UnDíaParaDar?

#GivingTuesday fue diseñado por la organización 92 Street Y y la United Nations Foundation. Se celebra después del famoso #BlackFriday y #CyberMonday. Cuenta con el respaldo de todos los sectores y se ha convertido en un movimiento global: 70 países con más de 30,000 organizaciones.

El próximo 29 de noviembre conmemoramos el quinto aniversario de #GivingTuesday, también conocido como #UnDíaParaDar. Durante este día, se espera que las OSC generen ruido a través de medios digitales para obtener donativos y promover sus causas.


En México, cualquier excusa es buena para celebrar…lo digital

Celebramos que los medios digitales han revolucionado la manera en que las organizaciones de la sociedad civil (OSC) se relacionan con sus beneficiarios y reciben donativos. Hoy las OSC pueden dar a conocer su impacto en cuestión de minutos o, mejor aún, recibir donativos con unos cuantos clics. Digan lo que digan, la tecnología en el tercer sector ha venido a romper barreras y fomenta una estrecha relación entre las organizaciones y sus donantes, beneficiarios y seguidores.

En México, la Fundación Majocca es la encargada de llevar adelante #UnDíaParaDar. Son aproximadamente 400 OSCs las que han lanzado una estrategia digital durante Giving Tuesday México hasta ahora. Este número no es grande, pero representa un buen inicio. Es por eso que debemos seguir impulsando iniciativas como estas, que permiten a las organizaciones experimentar con lo digital. Debemos hacer lo posible por involucrar a más organizaciones y sectores durante este día.  

Nuestra sociedad organizada ya no está en pañales, pero todavía no llega a la pubertad.
Para las organizaciones y fundaciones en Estados Unidos, #GivingTuesday se conoce como el día que marca el inicio del fin del año. Es decir, es el arranque de la mejor etapa para procurar fondos. Las fundaciones y donadores lo saben y están preparados para recibir un sin fin de peticiones.  

En cambio, en México el tercer sector todavía no llega a la edad de la punzada. Además de apostar a la profesionalización del sector, las OSC deben estar convencidas de que entrarle de lleno a lo digital es la mejor apuesta y no requiere de mucha inversión.  Si queremos que el mexicano confíe en las instituciones y organizaciones, debemos asegurarnos de que éstas sean profesionales y tengan visibilidad.

Es importante de que las organizaciones sociales (chicas, medianas y grandes) aprovechen este día para generar una campaña en medios digitales que les permita:

  • Posicionar su marca, causa y programas;
  • Generar conciencia sobre este día;
  • Fomentar acciones para restaurar la confianza en el sector; y
  • Buscar apoyo en su red para exponenciar su actividad.

8 consejos para sacarle provecho al #GivingTuesday #UnDíaParaDar
A continuación te presentamos diez consejos para poner en práctica antes, durante y después de #GivingTuesday #UnDíaParaDar

  1. Planea. Empieza con 4 semanas de anticipación y asegúrate de involucrar a los integrantes de tu       organización.
  2. Redes sociales y móvil. Recuerda que es una campaña que se centra en redes sociales y la mayoría de personas consultan una red social desde su celular. Asegúrate de que las personas puedan promover tu campaña o hacer donativos desde un dispositivo móvil.
  3. Enfócate en Millennials. Este grupo ha crecido con una mayor sensibilidad a las causas y tiene un mayor sentido de comunidad.  Ellos prefieren actuar cuando escuchan una recomendación de un amig@ o si les atrae un contenido en redes sociales.
  4. Call to Actions y Funnel. Hagas lo que hagas, debes asegurarte de que tu llamado a la acción sea sencillo. Si solicitas donativos, busca que la transacción se complete en menos de 5 pasos.
  5. Logo. El logo de #GivingTuesday es creative commons, utilízalo.
  6. Facebook Ads. Dale un empujón a tu causa. Si te quieres aventurar con algo más que una campaña de correo, entonces te recomendamos invertir en una campaña de Facebook Ads. Podrás alcanzar a tu público deseado con gran precisión (ejemplo: gente interesada en causas sociales, que vive en zonas metropolitanas y tiene 25-34 años).
  7. Influencer. Aprovecha esta época buscar el apoyo de una personalidad influyente cuyos valores estén alineados con tu causa. ¿No conoces a un artista o YouTuber? Entonces te recomendamos que pidas a tus seguidores que se tomen un #UNselfie y mencionen en redes de qué manera apoyan tu causa.
  8. Mide tu campaña. Sugerimos usar Google Analytics – es gratuito y te ayudará a analizar el impacto que tuviste durante #UnDíaParaDar #GivingTuesday.

Recuerda que todavía estás a tiempo para diseñar tu estrategia para este día ¿Qué estás esperando?

Si quieres conocer más sobre la iniciativa puedes visitar estos sitios de interés:

No olvides que _Minimalist celebra lo digital  todos los días. ¿No sabes por dónde empezar? Nosotros podemos ayudarte a diseñar una estrategia digital exitosa. Si quieres saber más sobre nosotros, deja un comentario o escríbenos a contacto@minimalist.mx

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