Social Media Toolkit

The success of Giving Day hinges upon our movement going viral. The more you post and share MA’s posts on social media, the better the chances of our success.

Here are ways to optimize your social media engagement for maximum impact. Please note: we encourage you to create your own account through the ma.org/givingday campaign site under the Advocates tab, and make sure you are logged into your account and share from the ma.org/givingday campaign page which will be live on 5/11 (this will allow you to track how many people click on links you share and give in response).
 
All Platforms
At bare minimum, your posts should include:
  • Our Giving Day link: ma.org/givingday.1  
  • Our Giving Day hashtag: #OneDayOneMA.
  • A sense of urgency, fun, and excitement. (Giving Day is only 24 hours and we’re honoring teachers, staff, and coaches this year!)

  • A visual: photos from your time at MA or of you with friends from MA are the best. (If you don’t have one, use the image that automatically pops up when you share from the ma.org/givingday site.)

  • Direct ask to support the MA Annual Fund.

How can I maximize my engagement?
  • Tell a story about the person/people/program that inspired you.
  • Custom visuals: take your own photo, video, or gif that represents your inspiration for supporting MA.
  • Express gratitude.
  • Encourage competition (refer to our matches, challenges, and leaderboards on ma.org/givingday).
  • Use language that speaks to what your friends and family care about.
  • Post with a sense of humor or to inspire nostalgia. Giving Day is meant to evoke both!

Facebook
  • Focus on quality over quantity to get the most visibility. 

  • Leverage posting to your personal page AND in any appropriate Facebook groups you are a part of (e.g., MA Alumni group, your class group, etc.).

  • Include images and videos to boost engagement. (Video is the type of content most favored by Facebook’s algorithim.)

  • Include a call to action: “Join me, and be counted on Giving Day," or “Make a gift today—every gift counts!”

  • Connect to your audience with emotion (nostalgia, pride, gratitude, etc.).

  • Include #OneDayOneMA and ma.org/givingday (see footnote 1).

Twitter
  • Be concise.
  • Interact with others.
  • Add an image.
  • Post more frequently.
  • Include #OneDayOneMA.
  • Optional: 1-2 additional hashtags related to your life.
  • Include your Advocate link (see footnote 1).
Instagram
  • Tag other relevant people and accounts.
  • Tag your location.
  • Replace your link in bio with your Advocate link (see footnote 1).
  • Post an eye-catching visual. 
  • Tell a story in the caption.
  • Include “click link in my bio to give now” at the end of your Instagram caption.
  • Include #OneDayOneMA.
  • Optional: 1-10 additional hashtags related to your life.
Instagram Stories
  • Tag #OneDayOneMA in at least one story.
  • Tag your location.
  • 2-5 total suggested.
  • To save time, you can create your story images beforehand and upload on Giving Day.
  • Direct people to the link in your bio to make a donation (see above).
In case you want to go the extra mile…
 
LinkedIn
  • Tag relevant groups.
  • Include a crystal clear call to action and how it will make a difference. (People on LinkedIn often want to show publicly that they are making an impact, so this gives them an incentive to do so).
  • Be mindful of a professional audience and what would incentivize them to give.
  • Encourage people to share their expertise/opinion or comment on the post by asking a question or sharing an experience.
  • Add a photo. 
  • Include your Advocate link.
  • Include hashtag #OneDayOneMA.
To get you started, here are some sample posts written particularly with Facebook and Twitter in mind. These are just starting points – please feel free to personalize these or write your own from scratch:
  1. It’s Giving Day at MA, MA and I’m making my gift in honor of every teacher and coach who helped me become the person I am today. Join me - every gift of any size counts! ma.org/givingday #OneDayOneMA
  2. I made my gift to MA today. Have you made yours? Join me! ma.org/givingday #OneDayOneMA
  3. I would not be who I am or where I am without MA. Join me in paying it forward today at ma.org/givingday. #OneDayOneMA
  4. Class of XXXX! Let’s be the class with the most gifts on MA’s Giving Day! Make your gift today at ma.org/givingday. #OneDayOneMA
  5. MA friends! Help our alma mater reach its goal of 300 gifts today. Every gift counts and will make an immediate impact. ma.org/givingday #OneDayOneMA
  6. In times like these, community is more important than ever. That’s why I’m making my gift to the MA Annual Fund. Join me and help us reach 300 gifts! ma.org/givingday #OneDayOneMA
  7. [Share a tribute about a specific teacher, staff member, or coach who made an impact on your life. Then mention that you are making your gift in thanks for all they did for you. Include ma.org/givingday #OneDayOneMA.]

  8. [Really simple: Share one of MA’s social media posts on Giving Day.]
1Last reminder: make sure you are logged into your personal GiveCampus account, and click on the social media links from MA’s Giving Day campaign page. That will allow you to track how many people click on your links and give in response to your posts.

 

Giving Day logo

We're All In for MA!

Join the entire MA community and go All In for MA on Giving Day, Thursday, May 14, 2020. We're looking to you to help us reach our goal of 300 gifts in 24 hours. Together, we can do this!

Kyndra Kennedy

Kyndra Kennedy

Director of Individual Giving