#GivingTuesdayCa ideas

for your charity

TODAY’S PRESENTER

Kirstin Beardsley Director of Marketing and Community Engagement

CanadaHelps

WEBINAR REMINDERS

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WHAT IS CANADAHELPS?

• A public charitable foundation and registered charity

• Through CanadaHelps.org, anyone can donate to any

registered Canadian charity online

• We have facilitated over $345 million in charitable

donations online since our launch in 2000

• 14,000 charities use us to collect donations and fundraise

online

• Over 800,000 Canadians have donated through

CanadaHelps

• For donors, CanadaHelps is a one-stop-shop for giving For

charities, CanadaHelps is an online fundraising solution

that is affordable, easy and secure

WELCOME TO GIVING MADE SIMPLE!

MISSION

VISION

CanadaHelps engages Canadians in the charitable sector, providing accessible

and affordable online technology to both donors and charities to promote – and

ultimately increase – charitable giving in Canada.

CanadaHelps strives to build a caring and involved Canadian society that is

committed to giving and participating effectively in the charitable sector, using

technology to create an efficient connection between charities, donors, and the

corporate community.

#GivingTuesdayCa

Overview

#GivingTuesdayCa

• A national NEW day of giving on the

Tuesday following Black Friday and

Cyber Monday – Dec 3, 2013

• Celebrates and encourages giving

back in ways that support charities

• Partners create and commit to a

project then help spread the word to

their networks – online and offline

• 443 partners so far!

www.GivingTuesday.ca

#GivingTuesdayCa

WHAT WAS ACHIEVED IN 2012?

• Over 2,500 US partners came together in all 50 states

• Online giving increased 50% year-on-year, based on data from various

donation portals

• Over 800 press stories (59 million impressions) including NPR, CBS Evening

News, ABC News, USA Today, the Huffington Post, Forbes, Mashable, the

Washington Post and the Los Angeles Times.

• 2.5 million social media impressions

• Endorsements by The White House, Bill Gates, The Clinton Foundation,

Mayors of Chicago, Philadelphia and New York

WHAT DOES #GivingTuesdayCa OFFER?

• The chance to tell giving stories and bring attention to

philanthropic commitments.

• The strength of an international “umbrella” and unified

message that upholds and supports many individual

brands. #GivingTuesdayCa harnesses the power of a

collective voice to make a difference.

• The benefits of the giving community coming together

under a common theme and set of messages. Just as the

retail world has benefitted from coordinating global

shopping days across many brands and platforms,

#GivingTuesdayCa does the same thing.

WHY IS #GivingTuesdayCa POWERFUL?

• A new narrative around giving and volunteerism.

• The synergies in leveraging collective relationships, media partners

and communication assets.

• A powerful “hook” to rally major social media, outdoor media,

traditional media partners to help us “tell the story” about the power of

giving.

• A comprehensive messaging platform and coordinated communication

strategy that will support all participants.

• For individuals, it is an opportunity to be part of a global celebration of

generosity. #GivingTuesdayCa is something that everyone can share

with friends, family and colleagues.

#GivingTuesdayCa CANADA FOUNDING PARTNERS

Media Partners

#GivingTuesdayCa

Participation Ideas

ASK FOR DONATIONS

• Use the #GivingTuesdayCa

movement as a way to kick-off

your year-end fundraising appeals

• Promote #GivingTuesdayCa in

your communication and provide

an easy way for donors to get

involved in this exciting first year

in Canada – by making a

donation to your organization!

• Build an online campaign and

start talking about

#GivingTuesdayCa early

CREATE A SPECIFIC #GivingTuesdayCa

CUSTOM DONATE NOW PAGE

• CanadaHelps Custom Donate Now pages can be created

for specific funds or campaigns.

• Create a specific #GivingTuesdayCa page and solicit

donations on December 3rd.

FIND A MATCHING PARTNER

• Find a local company that would like

to get involved in #GivingTuesdayCa

• Ask them to match donations made to

your organization on December 3rd

• Promote the match to your donors

and let them know that their

donations can have a greater impact

if they give on #GivingTuesdayCa

• A matching appeal is a great way to

leverage existing/planned donations

INTERAC IS A #GivingTuesdayCa

DONATION MATCH PARTNER

SAY THANKS

• Use #GivingTuesdayCa as an

opportunity to give back to your

supporters and thank them!

• Show how much your organization

appreciates its volunteers, donors,

and sponsors by making a short

video

Example:

http://www.givingtuesday.ca/gt/path

ways-education-thank-video

• Take some photos of your team with

signs saying “Thank you” and post

them to Facebook or Pinterest

SHOW IMPACT & RESULTS

• Donors want to see results. They

want to know that their support is

making a difference

• Show what you’ve been up to on

current projects via social media or

an email blast

• Create a video, post progress photos,

share case studies

• This could also be a good opportunity

to ask for people to continue their

giving!

SHARE GIVING STORIES

• Ask your supporters to send in a

photo or short video about why

they give

• Give them a simple statement to

complete such as “I give

because…” or “I give back by…”

to make it easy for them to get

involved

• On December 3, post the

contributions to your social media

channels

“You provide a great service.

Small organizations like ours

benefit tremendously, keeping our

overhead low & spending more

on good works!”

-Better Day Alliance

- UrbanPromise Vancouver

- ABC Life Literacy Canada

START SOMETHING NEW

• Use #GivingTuesdayCa to get your community excited about

“what’s next” at your charity

• Share a sneak peek of a new project or campaign that is

upcoming and gather support for it

• Great opportunity to gain newsletter subscribers and social

media followers

“You provide a great service.

Small organizations like ours

benefit tremendously, keeping our

overhead low & spending more

on good works!”

-Better Day Alliance

- UrbanPromise Vancouver

- ABC Life Literacy Canada

FONDATION CENTRE ACTION

• Promoting annual spring Wheelchair

Basketball Tournament by enrolling

teams for 2014 and establishing

new employee donation matching

programs

• Reaching out to sponsors, donors

and current teams/players

• Thanking supporters and celebrating

existing relationships

• Year-end donation ask

• Create a dialogue with your

community about how they give

gifts and give back at this time of

the year

• Create a gift catalogue for your

charity and promote the giving of

meaningful gifts

• Encourage donations in honour

of others

• Encourage people to “give the gift

of giving” with CanadaHelps

Charity Gift Cards

PROMOTE CHARITABLE GIFTS FOR THE

HOLIDAYS

• Use #GivingTuesdayCa as an

opportunity to shift the

conversation away from giving

funds and promote different ways

to support your organization:

• Skilled volunteering

• Raising awareness for your

organization

• Fundraising

• Forwarding your newsletter

• Sharing your Facebook page

• Retweeting

PROMOTE OTHER WAYS OF GIVING

USE YOUR YEAR-END CAMPAIGN

• No need to reinvent the wheel

• Have a year-end plan already in the works? Incorporate #GivingTuesdayCa

into existing appeals

• Existing campaigns/events/announcements can benefit from promoting on

#GivingTuesdayCa

“You provide a great service.

Small organizations like ours

benefit tremendously, keeping our

overhead low & spending more

on good works!”

-Better Day Alliance

- UrbanPromise Vancouver

- ABC Life Literacy Canada

MOBILE GIVING CAMPAIGN

• The Mobile Giving Foundation Canada (MGFC) is offering the use of a single

keyword/short code for free, to pre-certified MGFC charities that partner with

GivingTuesday

• Interested charities can register for free GivingTuesday partnership and must be

certified with MGFC ($350 one-time fee applies) to activate their free text-to-donate

campaign before November 8, 2013 at GivingTuesday.ca.

• The MGFC “Give back for GivingTuesday” text-to-donate campaigns will be active,

without any transaction or program maintenance fees for charities, between

November 5 and December 31, 2013, so participating charities will have almost two

months to engage with new donors and raise incremental funds through text

message.

support@mobilegiving.ca

USE TWITTER & OTHER SOCIAL MEDIA

• Create pre-campaign buzz

• The power of the hashtag: use the

#GivingTuesdayCa hashtag

• Join the larger global

#GivingTuesdayCa conversation

too!

• Best practice: Use less than 140

characters

• Encourage donors and volunteers

to share that they plan to give back

to your organization on their social

network. Retweet their posts!

#GivingTuesday USA

Examples

HEIFER INTERNATIONAL

• Created an infographic that

highlighted the power of shopping

dollars when used for altruistic

purposes • “Does it surprise you that 79% of

Americans polled would rather have

a donation made in their name rather

than a gift they know they'll never

use? That's nearly 80 percent of your

shopping list!”

• Created an online savings calculator

that helped people figure out how

much they saved on Black Friday &

Cyber Monday…then encouraged

people to put those savings towards

Heifer International

• Engagement methods: PR, email,

social media

GIVE KIDS THE WORLD VILLAGE

• Rolled out a social media and email campaign two weeks prior asking their Facebook

and Twitter followers to make a donation

• Changed their cover photos on Facebook and Twitter with creative from their

#GivingTuesday campaign

• Fortunate enough to have an anonymous donor match donations up to $10,000

• The matching donation really encouraged people to donate and created a sense of

urgency

• Garnered 121 new donors, and the average donation was $124

• Lessons learned: start earlier, and engage fans more

PHOENIX HOUSE

• Rather than asking supporters for

monetary donations, Phoenix House

asked people to write letters of

encouragement to the men, women,

and teens in their treatment programs

• Provided a template letter on their

website for people to easily

personalize and send back to

Phoenix House

• Distributed the letters on

#GivingTuesday to clients in their

treatments centres

• The clients, many of whom have lost

ties with loved ones as a result of

their addictions, were grateful for the

encouraging words

MAKE YOUR #GivingTuesdayCa PLEDGE

Once you decide how your charity is going to participate on

#GivingTuesdayCa, update your profile on

www.GivingTuesday.ca to share your pledge!

LET #GivingTuesdayCa HELP YOU!

• Resources on

www.givingtuesday.ca

• Partner Toolkit

• Case Studies

• Intro to Social Media Guide

• Facebook Best Practices

• Corporate Engagement

Guide

• Blog posts

• Download logos and graphic

assets

More Charity

Training

MYCHARITYCONNECTS

Educational and training opportunities

through MyCharityConnects

www.mycharityconnects.org

UPCOMING WEBINARS

www.mycharityconnects.org/webinars

Tuesday, November 5 @ 2pm

Team Up for Tuesday: 5 Steps to Awesome

Corporate-Cause Partnerships Kate Olsen, VP of Strategic Partnerships, Network for Good

Tuesday, November 12 @ 2pm

Building a successful online campaign for

#GivingTuesdayCa Simren Deogun, Senior Account Manager, Stephen Thomas

STAY IN TOUCH

youtube.com/canadahelps

@canadahelps

facebook.com/canadahelps

communications@canadahelps.org

1-877-755-1595