Black Friday and Cyber Monday come around every year. And every year, there’s the same expectation: jaw-dropping deals.
The pressure is on you to offer impressive discounts, whether that pressure is real (requests from customers and followers) or imagined (trying to keep up with big brands).
Fortunately, there are ways to capture the excitement of BFCM shopping without adding to the discounting frenzy.
The whole Black Friday Cyber Monday culture is simply not a fit for many brands, especially as conscious consumerism grows.
Here are some of the reasons why it might not be a fit for you:
“Donation incentives offer the ability to donate to a cause when hitting an order minimum. For example, customers could donate $15 if they spend $50 or more, rather than get a discount for $15.”
Thanksgiving is contentious enough without making it highly capitalistic. After all, Thanksgiving partly represents the continued assault on Native Peoples.
Rather than ramp up to Black Friday and Cyber Monday deals just for the sake of shopping, you might instead take a more nuanced approach to the season. Make it about giving, not all about your business.
Cause marketing (simultaneously elevating your brand and aligned causes) is on the rise because Gen Z and millennial buyers are demanding more environmental and social responsibility from the brands they buy from.
Donation incentives offer the ability to donate to a cause when hitting an order minimum. For example, customers could donate $15 if they spend $50 or more, rather than get a discount for $15.
Donation incentives are the perfect fit for Black Friday and Cyber Monday because they:
Now, let’s get into how to offer donation incentives for your ecommerce store.
You need the right software to manage the incentives as well as creative assets to get your followers and customers on board. Here’s how to do it.
First, you need to choose a platform built for managing donation incentives.
The platform should include these important features:
Givz has monthly plans starting as low as $19 to manage donation incentives. Check out our plans and pricing.
Once you’ve chosen the right platform for your business, the next step is to strategize the donation incentive.
To help cover the cost of the donation and increase your average order value at the same time, make sure that the minimum qualifying order is higher than your average order value. Depending on your budget for donations during Black Friday and Cyber Monday, you might set the minimum qualifying order value to anywhere from 1.1X to 2X your average order value.
Next, it’s time to pick the charities that you want to feature on your giving page. Sakara, which offers healthy ready-to-eat meals, chose to feature Feeding America for its Thanksgiving and Black Friday promotion.
If your brand doesn’t already align with a specific environmental or social cause, then it’s smart to align a Black Friday or Cyber Monday promotion with an organization that combats hunger. Even if your brand aligns with a specific cause already, you might want to still highlight food-related organizations in addition to ones closer to your brand’s existing causes.
Your email list and social media accounts will be the best drivers of traffic for donation-based promotions. Create assets for multiple emails, Instagram stories, TikTok videos, Reels, and Instagram feed posts.
Here’s an example of an Instagram story from Sakara:
And here’s how Kencko announced their donation incentive for Cyber Monday.
After you’ve launched your donation incentives for Black Friday and Cyber Monday, it’s time to measure results.
Consider all of these factors:
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