The Countdown Is On: A Procrastinator’s
Guide to #GivingTuesday
November 6, 2018
Presented by:
© 2018
Have questions?
• We will send out full recording after
webinar
• Use the question box in the
GoToWebinar panel to ask
questions throughout the training
© 2018
Daniel Morgan
Chief Marketing Officer,
Project Healing Waters Fly
Fishing, Inc.
Jamie McDonald
Chief Strategy Officer,
#GivingTuesday
Arielle Gart
Marketing and Outreach
Manager, GuideStar
4 #givingtuesday @genero_city
J a m i e M c D o n a l dC o m m u n i t y C a m p a i g n s S t r a t e g y ,
# G i v i n g T u e s d a y
3 Weeks to go.
It’s not too late for a great #GivingTuesday
5 #givingtuesday @genero_city
I am like you. I ’ ve been a l eader and a par tn er w i th l eader s .
G E T R E A D Y F O R # G I V I N G T U E S D A Y
#givingtuesday @genero_city
6 #givingtuesday @genero_city
• Local impact. Global movement.
• Give together.
• All kinds of giving are valued: time, skills, voice, money.
• Inclusive of all kinds of partners.
• Emphasis on creativity and collaborations.
• Leaders from expected and unexpected places.
Deeper themes
resonate here and
across the globe.
I t ’s #Giv ingTuesday, not fundrais ing Tuesday.
G E T R E A D Y F O R # G I V I N G T U E S D A Y
7 #givingtuesday @genero_city
The Facts.
7
8 #givingtuesday @genero_city
Still on the fence?
#GivingTuesday is one of only three days each year where donors look for nonprofits to support.
G E T R E A D Y F O R # G I V I N G T U E S D A Y
9 #givingtuesday @genero_city
12 2748
116
177
301
2012 2013 2014 2015 2016 2017
Reaching scale.And still just a fraction of overall global generosity.
Online Giving in the US on #GivingTuesday ($millions) $300mm from 2.5 million
gifts in the US
G E T R E A D Y F O R # G I V I N G T U E S D A Y
10 #givingtuesday @genero_city
&
Breaking records. Raising more.Moving the needle.
G E T R E A D Y F O R # G I V I N G T U E S D A Y
11 #givingtuesday @genero_city 11
#GivingTuesday: Biggest day of year.
12 #givingtuesday @genero_city
Don’t underestimate the power of small gifts
$5.00
$2.3 billion
How do you nurture your Michael Bloomberg?
G E T R E A D Y F O R # G I V I N G T U E S D A Y
13 #givingtuesday @genero_city
GivingTuesday data show that this day is an absolute bonanza. It brings in twice as many new donors as December 31, three times more than a typical day during disaster relief, and over 13 times more than a typical day.
“ “
Sticky Donors
Source: Classy.org
# L a s t C h a n c e W e b i n a r O N # G I V I N G T U E S D A Y
14 #givingtuesday @genero_city
A GATEWAY TO GIVING FOR YOUNG PEOPLE AROUND THE WORLD
# L a s t C h a n c e W e b i n a r O N # G I V I N G T U E S D A Y
15 #givingtuesday @genero_city
16 #givingtuesday @genero_city
17 #givingtuesday @genero_city
It’s not too late. 7 steps to success.
17
18 #givingtuesday @genero_city
What works.
I N S P I R E D L E A D E R
T h e l e a d e r i s t h e m o s t
i m p o r t a n t f a c t o r i n a
c a m p a i g n s
A U T H E N T I C I T Y
B r a n d , a p p r o a c h a n d m e s s a g e
t h a t r e s o n a t e s w i t h
s u p p o r t e r s
C L E A R , B I G G O A L
A g o a l t h a t p r o v i d e s t h e
f r a m e w o r k f o r y o u r c a m p a i g n
d e c i s i o n s a n d i n s p i r e s
i n v o l v e m e n t
C O L L A B O R AT I O N
C o m m u n i t y a n d s k i l l - b a s e d
c o l l a b o r a t o r s a m p l i f y t h e
c a m p a i g n
Why are some leaders and campaigns more ef fect i ve ?
G E T R E A D Y F O R # G I V I N G T U E S D A Y
19 #givingtuesday @genero_city
1. Goal Party theme
G E T R E A D Y F O R # G I V I N G T U E S D A Y
20 #givingtuesday @genero_city
What’s the right goal?
Your checklist
☐ Dollars
☐ Donors
☐ New Donors
☐ Young Donors
☐ Monthly Givers
☐ Social Followers
☐ Give Back
☐ Volunteers
☐ Event Participants
☐ Donated Goods
G E T R E A D Y F O R # G I V I N G T U E S D A Y
21 #givingtuesday @genero_city
2. Storytelling: land the helicopter.
22 #givingtuesday @genero_city
2. Zero in on theme and iconic story
Your checklist
☐ Specific program, project,
or type of giving
☐ Tagline to use throughout
campaign
☐ Iconic story of client, staff
person, volunteer
☐ Support with data
☐ Incorporate matching
challenge
☐ Tie to year-end appeal
G E T R E A D Y F O R # G I V I N G T U E S D A Y
23 #givingtuesday @genero_city
3. Gather assets: visuals, video
Your checklist
☐ #GT Campaign Logo
☐ Images tied to iconic story
☐ Video
☐ Infographic
☐ Fun, social images of staff
and clients
G E T R E A D Y F O R # G I V I N G T U E S D A Y
24 #givingtuesday @genero_city
Belief statement: We believe that no student should have to choose between food and learning.
You Statement: You can help us stock the pantry so that no CCBC student has to make that choice.
Opportunity statement: Are you with us?
NEED HELP MAKING AN INSPIRING ASK?
Example: School that is raising funds to build a food pantry for students. Campaign launches with story of a student who was hungry. Then…
Your checklist
☐ Identify and share your
core BELIEF statement
☐ Identify and share your
YOU statement
☐ Identify and share your
OPPORTUNITY statement
☐ Visual and text call to
action (blue button)
G E T R E A D Y F O R # G I V I N G T U E S D A Y
4. Create a single, crystal clear CTA
25 #givingtuesday @genero_city
5. Go through your donor’s experience
Your checklist
☐ Start with a test email and
go all the way through the donor giving experience.
☐ Donate on a computer, a tablet and a phone.
☐ Be critical: Would you feel good giving to your org?☐ Identify and fix the pain points.
G E T R E A D Y F O R # G I V I N G T U E S D A Y
26 #givingtuesday @genero_city
6. Kickoff campaign with key audiences
Your checklist
☐ Plan a kickoff event for your
internal team.
☐ Plan event or first outreach for external supporters
☐ Launch across all channels
with iconic story and
awareness building
☐ Send at least 3-4 emails in
the ten days leading up to #GT
G E T R E A D Y F O R # G I V I N G T U E S D A Y
27 #givingtuesday @genero_city
7. Plan the big day. Make it fun!
Your checklist
☐ Assign roles
☐ Have a party room where
staff can gather
☐ Plan outreach across all
channels: phone, email, text,
social
☐ Lots of food to keep up the
energy
☐ Track and share progress
☐ Celebrate reaching your goal
G E T R E A D Y F O R # G I V I N G T U E S D A Y
28 #givingtuesday @genero_city
When it comes
down to it, we’re
all working for
communities that
are stronger,
safer, smarter,
healthier…and a
more generous
and just wor ld.
G E T R E A D Y F O R # G I V I N G T U E S D A Y
Can a last minute #GivingTuesday campaign really work?
Yes!
Daniel Morgan from Project Healing Waters Fly Fishing, Inc. will share how it worked for them.
Campaign Creation: Organic and Paid
#GIVINGTUESDAY
SET GOALS & OBJECTIVES
How will you measure success?
GETTING STARTEDDesign your message
Tell your stories Provide sharable content
Frame the message to be bigger than wordsActivate your community – it takes a team!
You can’t control your message on social media, but it’s important to nurture and steer it
ORGANIC STRATEGYActivate CommunityEmpower ChampionsFAQsLanguageStyle GuideContentScheduleRetention Plan
PAID STRATEGYIdentify platform strengthsLeverage opportunitiesIdentify Target AudiencesSet Schedule Set budgetsRetention planMutually supporting Cross-channels efforts
EXECUTIONFollow scheduleMonitor trendsJoin ConversationsHighlight ChampionsReal-time tracking of KPMsFlexibility to drive resultsFocus on Retention after #GivingTuesday!
© 2018
Daniel Morgan
Chief Marketing Officer,
Project Healing Waters Fly
Fishing, Inc.
Jamie McDonald
Chief Strategy Officer,
#GivingTuesday
Arielle Gart
Marketing and Outreach
Manager,
GuideStar
Questions?
www.guidestar.org
Presented by: