Transcript Document
#GivingTuesday: A Brief Overview
This December 2, will mark the 3 rd annual #GivingTuesday – a day of giving back to kick off the holiday giving season. Each year, this event attracts more and more participants – and more than 10,000 organizational partners - eager to do some good. The strategically chosen day is the Tuesday following Black Friday and Cyber Monday. In a very short time, #GivingTuesday has revolutionized year end giving and transformed it into a mainstream movement for social good. While organizations may have been able to sit on the sidelines in years past, it ’s apparent with each year ’s growing momentum, that the #GivingTuesday impact is only getting stronger. This year is expected to be the biggest one yet, with donations expected to increase more than 46%.
And here ’ s the big secret to #GivingTuesday success (or any nonprofit campaign for that matter): It ’s easier to join a movement than to create one yourself. And this is a powerful movement. With a little preparation, #GivingTuesday can be the just the boost your year-end fundraising campaign needs to win the hearts and minds (and hopefully the wallets) of those already in the giving spirit. empowered by 2014 #GivingTuesday Campaign Plan
Instructions for Use
• • • • • The following slideshow is meant to be a resource for #GivingTuesday planning and to help coincide with your end-of-year fundraising strategy. Use these PowerPoint slides as a
template
and springboard for internal discussion. Our insider tips are found in the NOTES section below the slides. Underlined text in the notes section means an additional resource can be found at the end of the slides.
Where you see
text in this color
or in black italics
, it is to provide you with some hints and suggestions as to how you might best fill in the slides for your audience (staff, organizational leadership, supporters, etc.). Modify accordingly to best fit the needs and style of your organization (We recommend deleting the teal part when you have filled in the slides. Just a thought.) empowered by 2014 #GivingTuesday Campaign Plan
INSERT YOUR ORGANIZATION ’s LOGO HERE
2014 #GivingTuesday Campaign Plan
Jane Doe empowered by 2014 #GivingTuesday Campaign Plan
What is
• Begun in 2012 by New York ’s 92nd Street Y in partnership with the United Nations Foundation. • A global day for people to give back, usually by donating to their favorite nonprofits. • #GivingTuesday launched a global movement that has engaged over 10,000 organizations worldwide. • Save the date: Tuesday, December 2 empowered by 2014 #GivingTuesday Campaign Plan
•
Why is #GivingTuesday so important?
90% INCREASE in online giving compared to 2012* • Avg. online gift increased 40% year-over-year for #GivingTuesday nonprofits • 10,000+ #GivingTuesday Partners across all 50 U.S. States + 11 countries • 2 BILLION people reached on Twitter alone (Approx. 700 tweets per minute at its peak) empowered by 2014 #GivingTuesday Campaign Plan
• • • • •
Highlights
Successes
: [List your major accomplishments :
What amazing things happened this year that you want your supporters to know?
]
Stories
: [List your supporting messages/stories :
What messages are resonating? What stories do you want your current and future supporters to know?
]
Resources
: [List your supporting content :
Include infographics, pictures, videos, any other visuals that help tell your story
]
Data
: [List your supporting data : How can you demonstrate you ’ve made an impact? What are your strongest statistics or gains?
]
Special Moments
: [List other special moments: What makes this year unique or special compared to others? Why?
] empowered by 2014 #GivingTuesday Campaign Plan
#GivingTuesday Goals
• • • • • •
The following are examples. Identify the best 1-3 goals for your organization:
To raise a total amount of $X To increase social media following by X% To gain X new donors To increase average donation by X% To retain X% of 2013 donors To increase advocacy by X%
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Measuring Success The following are examples. Identify the strongest KPIs for your organization:
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Total donation amount
•
# of social media shares, likes or comments (be specific – which platform? Which action?)
•
Action rate
•
Avg. donation amount
•
Click-through rate
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Take Inventory: Resources
• • • • • • Staff Volunteers Partners CRM Email Social media accounts empowered by 2014 #GivingTuesday Campaign Plan
• • • • •
Campaign Theme/Message
The next slides will help define your 1) audience, 2) messages and 3) call to action.
Spend some time sketching a persona of your typical donor. Who are they?
How did they find out about your organization? What kinds of stories motivate them to give?
Use this information and try to find the intersections between your existing donors and what you know about likely #GivingTuesday participants. Consider surveying a few select donors about whether they’ve given during past #GivingTuesdays. If they have, then did they give to your organization? Why or why not? You’ll be more successful at reaching new audiences if you better understand what drives your existing base of supporters. empowered by 2014 #GivingTuesday Campaign Plan
#GivingTuesday Audience/Message
Existing Supporters: [Insert main message for this specific group here] New Supporters: [Insert main message for this specific group here]
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Interests:
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Age:
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Demographics:
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Giving habits:
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Preferred form of communication:
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Call To Action:
•
Interests:
•
Age:
•
Demographics:
•
Giving habits:
•
Preferred form of communication:
•
Call To Action:
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#GivingTuesday Audience/Message
Example Audience - New High Donors:
[Insert main message for this specific group here]
Example Audience – Millennials:
[Insert main message for this specific group here]
• • • • • •
Interests: Age: Demographics: Giving habits: Preferred form of communication: Call To Action:
• • • • •
Interests: Demographics: Giving habits: Preferred form of communication: Call To Action:
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• • • • • • • Email Newsletter Landing page Social media (specific platforms) Events Blog Mobile
Channels
• • • • • Paid ads Homepage feature Video External websites
Magazines, publications
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• WEEK 1
Calendar
• WEEK 4 • WEEK 2 • WEEK 3 • WEEK 5 • WEEK 6 empowered by 2014 #GivingTuesday Campaign Plan
Social Media Plan
Twitter:
[What is your goal for this specific platform?]
• • • • •
Call to Action Events Approx. Number of Tweets Key dates for tweeting Creative content descriptions
Facebook:
[What is your goal for this specific platform?]
• • • • •
Call to Action Events Approx. Number of Posts Key dates for posting Creative content descriptions
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Post-#GivingTuesday Nurturing
• • • • • What ’s next?
After #GivingTuesday, how will you reach out to your new donors? When?
Segmentation
What are your criteria for segmenting those donors? How will you do it?
Messaging stream
Newsletter? Email?
How are you planning to reach out?
Measuring success
What will you use as your metrics?
Report and Analyze
What worked? What didn’t?
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Last thoughts
Thank you!
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Keep In Touch
Tell us how it ’s going – and goes with your #GivingTuesday campaign:
Twitter Facebook Google + Instagram Pinterest LinkedIn empowered by 2014 #GivingTuesday Campaign Plan
Resources
Everything You Need to Know About #GivingTuesday GivingTuesday Shows Successful Fundraising Means Making an “Ask” The Essential Guide to End-of-Year Fundraising for Nonprofits of All Sizes Questions About Planning Your Year-End Fundraising and #GivingTuesday Campaign Tips to Maximize Your Year-End Fundraising 8 Social Media Fundraising Tips for Beginners empowered by 2014 #GivingTuesday Campaign Plan
2014 Campaign Planner
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