As the calendar year draws to a close and the spirit of generosity takes hold, nonprofits might find themselves scrambling to hit their fundraising goals. If your organization is in a crunch, here’s a comprehensive guide to executing a successful last-minute fundraising push. This “eleventh-hour playbook” is designed to help you capitalize on the surge of year-end giving and achieve, or even surpass, your fundraising targets with precision and effectiveness.

#GivingTuesday generates a global sense of belonging to a community of change-makers and opportunity-seekers. Instilling this sentiment has been no better tool than the use of the hashtag. As a gateway into the world of movements, the hashtag helps to inspire giving in communities and brings said communities to the forefront of philanthropic discourse. However, the symbol itself is not the only thing that makes these campaigns stand out. As you begin to market your organization in preparation for this day, you’ll want to use hashtags not solely for the sake of communicating your message but internalizing its effect on your target audience. Here are the 4 top qualities that your organization’s hashtag should encompass.