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#GivingTuesday: A Guide for Successful Campaign Planning

Learn how to plan and execute a successful #GivingTuesday campaign to boost your year-end fundraising efforts. Discover tips, strategies, and resources to maximize impact and engage donors effectively.

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#GivingTuesday: A Guide for Successful Campaign Planning

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  1. #GivingTuesday: An Overview November 28th will mark the 5th annual #GivingTuesday – a day of giving back to kick off the holiday giving season. Each year, this event attracts more and more participants from across the country and around the world! 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. #GivingTuesday impact is only getting stronger by the year as awareness grows, but there’s still SO much room for your nonprofit to build awareness and fundraising strategies around this day of giving. A 2015 poll by John Templeton Foundation found that only 18% of the USA was aware of #GivingTuesday, compared to 93% who were aware of Black Friday. 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 thoughtful preparation, and the right success tools, #GivingTuesday can be the just the boost your year-end fundraising campaign needs to win the hearts and minds (and hopefully wallets) of those already in the giving spirit. Source: https://www.wholewhale.com/tips/givingtuesday-stats-and-facts/

  2. 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.)

  3. INSERT YOUR ORGANIZATION’s LOGO HERE Jane Doe 2017 #GivingTuesdayCampaign Plan

  4. 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. Save the date: Tuesday, November 28th, 2017

  5. Preparation – Mission 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?]

  6. #GivingTuesday Goals The following are examples. Identify your top goals in order of priority (remember, there can only be one top priority) Total fundraising Brand awareness New donor acquisition Repeat donor engagement (from last year’s GivingTuesday)

  7. Measuring Success The following are examples. Identify the KPIs that align to the goals established in the previous slide: Total donation amount # of new supporters Median/average gift size # of gifts sourced from social media or social ads Email open rate (average/median of campaign) Email conversion rate (average/median of campaign) Donation page conversion rate

  8. Take Inventory: Resources Staff Volunteers Partners CRM Email Social media accounts

  9. 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.

  10. #GivingTuesday Audience / Message Existing Supporters: [Insert main message for this specific group here] New Supporters: [Insert main message for this specific group here] Interests: Age: Demographics: Giving habits: Preferred form of communication: Call To Action: • Interests: • Age: • Demographics: • Giving habits: • Preferred form of communication: • Call To Action:

  11. #GivingTuesday Audience / Message ExampleNew High Donors:[Insert main message for this specific group here] Example Millennials: [Insert main message for this specific group here] • Interests: • Age: • Demographics: • Giving habits: • Preferred form of communication: • Call To Action: • Interests: • Age: • Demographics: • Giving habits: • Preferred form of communication: • Call To Action:

  12. Channels • Mobile • Paid ads • Video • External websites • Magazines, publications Email (tip, make it an email campaign) Newsletter Website landing page (consider a lightbox) Donation form Social media (specific platforms) Events Blog

  13. Calendar • Week 4 • Week 5 • Week 6 • Week 1 • Week 2 • Week 3

  14. Social Media Plan Twitter: [What is your goal for this specific platform?] Facebook: [What is your goal for this specific platform?] • Call to Action • Events • Approx. Number of Tweets • Key dates for tweeting • Creative content descriptions • Theme/story • Imagery/videos to share • Gratitude strategy • Call to Action • Events • Approx. Number of Posts • Key dates for posting • Creative content descriptions

  15. Post #GivingTuesday Nuturing What’s next? After #GivingTuesday, how will you reach out to your new donors? When? Consider the following: New supporter welcome series Separate email appeals to first time Giving Tuesday participants in December Social media interaction Segmentation Who are your key EOY segments and how will your messaging differ? Messaging streamHow are you planning to reach out? Newsletter? Email? Measuring successWhat does success look like? Report and Analyze What worked? What didn’t?

  16. Resources + Further Reading 6-Part Year-End Campaign Webinar Series https://www.salsalabs.com/year-end-webinars-2017 #GivingTuesday: Social Media Fundraising 101 https://www.salsalabs.com/blog/givingtuesday-social-media-fundraising-101 Twitter Best Practices for #GivingTuesday https://www.salsalabs.com/blog/twitter-best-practices-for-givingtuesday 2016 #GivingTuesday Statistics https://www.salsalabs.com/blog/2016-givingtuesday-statistics PLUS: Sign Up for Salsa by September 30, 2017 and get our entire #GivingTuesday template library for FREE. It’s full of appeals, eNewsletters, forms and more!

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