Maximizing #GivingTuesday: Tips for Optimizing your #GivingTuesday Campaign

transcript

MAXIMIZING #GIVINGTUESDAY

Rich Dietz, Abila, Inc.

Vivian Swertinski, Informz

Tips for optimizing your #GivingTuesday campaign

PRESENTERS

RICH DIETZ

Senior Product Manager, Abila

Richard has over 20 years' experience

working in and with a wide variety of

nonprofit, political, and government

organizations and holds a Masters in Social

Welfare (MSW) from UC Berkeley.

@RichDietz

www.NonprofitRD.com/IN

VIVIAN SWERTINSKI

Sr. Digital Marketing Strategist, Informz

Vivian has over 20 years’ experience working

with multi channel retailers and nonprofit

organizations in the area of client service,

database management, direct and digital

marketing.

AGENDA

• What is #GivingTuesday?

• Stats on #GivingTuesday

• Best Practices for #GivingTuesday

• What’s next? Donor Loyalty

• Q&A

WHAT IS #GIVINGTUESDAY

WHAT IS #GIVINGTUESDAY#GivingTuesday™ -We have a day for giving thanks. We have two

for getting deals. Now, we have #GivingTuesday,

a global day dedicated to giving back. On

Tuesday, December 2, 2014, charities, families,

businesses, community centers, and students

around the world will come together for one

common purpose: to celebrate generosity and to

http://www.givingtuesday.org/

#GIVINGTUESDAY STATS

Attention is increasing rapidly• 320,000 tweets in 2013 with #GivingTuesday (338% increase)

• 7000 Instagram photos in 2013 (#Unselfie and #Giving Tuesday)

Donations are increasing as well• 2012 - $10 million / $101 avg. gift size

• 2013 - $19 milliion / $142 avg. gift size

WHY SHOULD YOU CARE?Part of a global movement

• People (and media) will be talking about it and participating

Great opportunity to gain new donors• Especially with the tips we share today

Excellent way to kick off your Year End campaign• This should be a part of your campaign

Great way to engage and connect with your supporters• Hint – Donor Loyalty

BEST PRACTICES FOR #GIVINGTUESDAY

BEST PRACTICES? HOW TO USE?A “best practice” = what works in your org

It’s like a buffet

• Try a few things and see if you like them

• If it works, go back for more

• If not, try something else

Testing is the key

• Much easier to do online

1. PLANNING

PLAN FOR THE DAY

Prepare and plan• But keep it simple

• Start from where you are and improve every year

#GivingTuesday can be crowded and noisy• How are you going to stand out?

• Some tips and ideas are coming

PLAN FOR THE DAYBefore

• Let supporters know it’s coming and what they can do

• Gather your “dream team”

• Launch all pages / forms

• Test everything now

Create your assets now –• Blog posts, social media, videos, etc

• Tell stories

• Use visuals – photos and videos

2. OPTIMIZE YOUR DONATION PROCESS

YOUR PROCESS IS KILLING YOU

47% of donors give up before they have made a

donation because the online journey is not intuitive

and engaging(http://www.nomensa.com/insights/creating-perfect-donation-experience)

You need to spend time thinking through how to make it EASY

for your supporters to donate or register

• It starts with the website…

• But your forms can make or break your conversions

OPTIMIZE WEBSITE

Prominent “donate button” or Homepage Hijack• Focus attention on this one event

• Most Wanted Response (MWR)

Tell stories• It’s what donors want

• Creates emotional connection

• Best way to get above the “noise” of the day

• More likely to be shared

OPTIMIZE DONATION PROCESS

Reduce the # of clicks• Losing up to 7% with each click

Simplify your forms• Shorter is always better

• Eliminate distractions – single call to action

Optimize your donation levels• Provide suggested giving amounts

• Show impact of each level• $50 to help 1 / $100 to help 3

OPTIMIZE DONATION PROCESS

Doctorswithoutborders.org

3. EMAIL MARKETING

STORYTELLING POWER OF EMAIL

Create a Social Media Buzz

Ask Donors to Pledge support

Drive Traffic to Donation Landing Page

TELL YOUR UNIQUE STORY

Create Awareness – “Save the Date”

#GivingTuesday, coming soon

Today is Giving Tuesday, Let the Giving Begin!

It’s never too late to Give

Thank you for your support

SUBJECT LINE TRENDS

Fun: Humor, play on words to connect with

audience

Curiosity: Questions or unfinished thoughts

create mystery

Direct: Clear, to the point, convey urgency

Relationship: subscribers identify with your

purpose and mission

Source: Experian Marketing Services

NEED SOME SUBJECT LINE INSPIRATION?

Personalization - “First Name”, #GivingTuesday is Here!

• Fun Question - Are You All In? #GivingTuesday

• Include a Date - #GivingTuesday is Dec 2nd

• Play with Words - On Your Mark, Get Set, Go Giving Tuesday!

EMAIL BEST PRACTICE….

TEST AGAIN

LESSONS FROM SUBJECT LINE TESTS

AND THE WINNERS ARE….

Complimentary (Two days left - Complimentary Legal Webinar)

You or Your (We love your work!)

Personalization (“First Name,” Your exclusive offer is extended!)

STEPS FOR SUCCESSFUL TESTING

Mission Critical – Define your objective, what do you want to test?

Structure the test subject line to match your learning objective

Measure the impact of the test element

Learn what key words and phrases resonate with your audience

WHAT TO TEST?

Short and Sweet

Personalization

Play with Words

Include Date

Using “Important”

Urgency

A/B Split Testing is easy

Measuring results is even easier

BENCHMARK DATA - MOBILE IS ON THE RISE….

1. Email

2. Web Browsing

3. Facebook