3 Perspectives on #GivingTuesday: The Must Know Growths & Trends

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Meet Your Hosts

Asha Curran • Marketing and Training Manager

Cari Uslan • Director of Development

Scot Chisholm • CEO and Co-founder

Stina Rubin • Lead Account Manager

Table of Contents#GIVINGTUESDAY: WHAT THE DATA AND TRENDS REVEALS

WHY PARTICIPATE IN #GIVINGTUESDAY?

THE WAYS NONPROFITS CAN PARTICIPATE

HOW TO STRATEGICALLY MARKET YOUR #GIVINGTUESDAY

CAMPAIGN

#GivingTuesday: What the Data and Trends Reveal

History and Growth of #GivingTuesday

WHAT YOU NEED TO KNOW:

# OF ORGS THAT PARTICIPATED

5,000

10,000

15,000

20,000

25,000

TOTAL RAISED

$10M

$20M

$30M

$40M

$50M

2012

2013

2014

2012

2013

2014

• 30,000+ charities, nonprofits, corporations, community groups, and government agencies participated in 2014

• 68+ country activations + 14 Official Global Partners

• Hashtag trended for 11 hours on Twitter

• Reached 15.4 billion global impressions

Who is Participating & How?

• $15,000 in waived Classy fees given back

• Classy is waiving its fees again this year

• $607,078 was raised on the Classy platform in 2014

• 39% of traffic on #GivingTuesday was on a mobile device

TAKE A LOOK AT THE DATA: HEALTH

CULTURE & EDUCATION

POVERTY & HUNGER

HUMAN RIGHTS

DISASTER RELIEF & PUBLIC SAFETY

FAITH BASED

ENVIRONMENT & WILDLIFE

1000 50

HOW THEY PARTICIPATE:

MAZON + #GivingTuesday

• 2013 raised $60,000

• 2014 raised $54,000

• 24-hr restricted campaign

• New designated program each year

• 2015 Giving Tuesday Goal = $50,000

“#GivingTuesday is a powerful way for our donors to help end hunger.”

–Cari Uslan • Director of Development

Tweet this!

Why Participate in #GivingTuesday?

Giving Days are Worth It

“#GivingTuesday is (X) about having the most popular or highest grossing campaign.”

“#GivingTuesday IS about engaging your network of dedicated supporters and/or donors and inviting

them to celebrate your organization on this international day of giving”

The Value in Participating

• Greater brand awareness

• Increased social media opportunities

• Networking opportunities with like-minded organizations

• Influx of potential donors into themarketing funnel

NONPROFITS STAND TO GAIN:

#GivingTuesday Success Stories

The Ways Nonprofits Can Participate

Stand Alone Campaigns

• Structured as a 24-hr restricted campaign

• Fundraise for a specific program

• Email and social media only

• Specific goal set for each year

MAZON’S #GIVINTUESDAY CAMPAIGN:

Launch Pad for Year-end Campaigns

• End-of-year fundraising campaigns are vital development initiatives

• If you’re already reaching out and appealing to donors in December, why not take advantage of the excitement & awareness of #GivingTuesday?

• There are a number of fundraising strategies you can use to launch your year-end campaign on December 1st

WHY IS THIS EFFECTIVE:

CHARITABLE GIFTS ARE MADE IN THE FINAL MONTH OF THE YEAR.

NEARLY 1/3

Matching Gift Campaigns

• Donation matching is a powerful motivator

• Find a matching partner early and communicate this with your network

• Gives your community a goal to hit on #GivingTuesday

• Allows nonprofits to rally supporters throughout the day with social updates

• Sharing the progress made towards achieving the goal

A FEW THINGS TO CONSIDER:

The Center for Ants is thrilled to announce that all donations on #GivingTuesday will be

matched by our generous sponsors.

That means your gift will have twice the impact!

No matter when you give on #GivingTuesday, your donation will be matched by one of these

community partners:

DONATE NOW

12AM-6AM: MATCHED BY Arnold Washington

6AM-9AM: MATCHED BY The Nguyen Family

9AM-12PM: MATCHED BY Morales Grocery

12PM-3PM: MATCHED BY Hugh’s Sporting Goods

3PM-9PM: MATCHED BY Dugan, Fritz & Mason LLP

9PM-12AM: MATCHED BY Winnie Nott

Recurring Giving Campaigns

• Invite your community to invest in your cause year-round

• Emphasize the ongoing impact of a recurring gift in your appeals

• Brand the campaign to tell people their joining a special group

• Give people the option to make a one-time gift

A FEW THINGS TO CONSIDER:

Peer-to-Peer Fundraising Campaigns

• Recruit your organization’s power fundraisers and ask them to participate

• This empowers your supporters to mobilize their networks on this international day of giving

• Expands your reach to new donors and can continue to function as your year-end appeal

A FEW THINGS TO CONSIDER:

PRO TIP

Pro Tip: It helps to have a specific goal for peer-to-peer users. Offer sample emails or default language fundraisers can use on their campaign page

How to Strategically Market Your Campaign

Establish How You Talk About #GivingTuesday

• Email and social media BEFORE #GivingTuesday

• Three emails the DAY OF #GivingTuesday

• Thank you AFTER #GivingTuesday

• Facebook posts, ads, Twitter and website

MAZON’S COMMUNICATION STRATEGY:

Create a Communication Timeline

• SAVE THE DATE - 1 week before and the Friday before

• #GivingTuesday - 3 emails at 5 AM, 3 PM and 6 PM

• Thank you - day after #GivingTuesday

• Social media posts and tweets at the same time as emails

MAZON’S TIMELINE:

Capitalize on the Social Buzz

• Create a campaign hashtag unique to your efforts

• Plan to regularly share updates and appeals leading up to and throughout the day

• Use the #GivingTuesday hashtag to reach new audiences

• Ask your mega amplifiers to serve as social media ambassadors and help raise awareness for your campaign

• Launch a matching campaign and promote over social media

A FEW BEST PRACTICES:

Plan Your Follow-up Communications

• Improve donor retention by thanking donors and engaging with them after

• Don’t just send an automated thank you. Follow up with a more detailed sincere message either through email or direct mail

• Show impact. Tell your supporters how it went and remind them of the funds they helped raise

A FEW BEST PRACTICES:

Other Creative Ideas• Plan ahead: Set a goal and plan your campaign details early.

• Be creative: #GivingTuesday is a great opportunity to experiment. Use the tools and energy from the day to try something new.

• Collaborate: Partner with other organizations and use your combined voices to have a greater impact.

• Share your campaign: We want to hear your plans & help share your story. Tweet @GivingTues or post your blog on our website.

• Let us know how we can help: We are here to help! Email us at info@givingtuesday.org - we are happy to talk about your ideas and provide tools for your campaign.

Questions?