G IVING DAY P LANNING & S TRATEGIES

1. Guide to Digital • Fundraising Success GIVING DAY PLANNING & STRATEGIES Presented By

2. Calibrating... What should we expect

3. RULES OF THE ROAD How an online giving day is different.

4. RULE # 1 CAUTION Watch out for “Slacktivism”

5. “Slacktivism” Appearing to do good, while not doing much

6. ! Slacktivism is a detour to otherwise great campaigns Social benefit no real Action Potential Donor

7. Slacktivism is the result of... 1) Low Expectations 2) Unfocused Motivators 3) Technological Friction

8. Therefore, it can be eliminated by.... • assuming your donors are more savvy than you think. • challenging them with fun & creative donation goals. • utilizing this robust giving platform in all possible ways.

9. RULE # 2 Giving and buyingarenot the same

10. ! $ ! vs. Giving Personal Benefit Social Benefit Perceived Benefit Action (Donate) Information Interest Action (Buy) Inspiration&Information Buying $ “I feel good about deciding to do something” Context & reduced friction are even more important “My friends know that I am doing something good.”

11. RULE # 3 The Giving Day is about all motivated action

12. ACTION MOTIVATION

13. ACTION MOTIVATION AFFIRMATION

14. Therefore… • a large % of your donations will come from people who have been motivated PRIOR to the giving day. • The giving tools are there to... • reduce friction, • accelerate giving, and • provide basic affirmations.

15. This does NOT mean... you won’t find completely new donors as a result of the Giving Day. In fact, organizations who achieve the fastest donations tend to also find the most new donors.

16. Success Breeds Success Within minutes of launch, the leaderboard will begin to reflect the organizations who most effectively primed their core advocates. Their early success tends to keep them near the top as secondary followers look for an organization to support in the giving day.

17. Southwest Florida (The Giving Partner) Reported gifts by new or lapsed donor from 60% of the participating organizations 20-25% Even in their 5th year of Giving Day Challenges, the North Texas Giving Day saw 25% New Donor Adoption

18. Building on the “buzz”

19. Making an Impact

20. REST STOP AHEAD 10 Minute Break

21. Routing... How do we chart an effective course?

22. Routing... Select your destination • Know Your Goals • $2,000 needed for a project. • Expand donor list by 5-10% • New Org.Awareness

23. Routing... Select your destination • Know Your Goals • $2,000 needed for a project. • Expand donor list by 5-10% • New Org.Awareness Social Media Engagement Paid Digital Media • Campaign Strategy • Audience ID • Message / Creative Dev. • Comms Plan Advocate Recruitment Mobilization

24. Campaign Strategy Audience ID, Message Dev, & Comms Plan toward Start Route • Audience • Identification • Do you know your current digital donors? • How can you find “look-alikes”? • Message Development • What message/creative motivates action? • Does it fit your larger brand? • Comms • Planning • Do you have a Calendar? • Have you assigned public roles and tasks?

25. Audience Identification CRM Message Development toward Proceed Do you really know your donors? • Use your CRM to understand donor attributes. (ie. Online, Mail, Social Media, Affiliate Program) • Try launching a quick survey in advance. • Use free tools to gain more insights

26. Message Development Communications Planning toward Proceed Are you staying “on message” • Every organization has a brand. • It is not necessarily the same as your “mission” • Your giving day messages and campaigns should be functional expression of your over-arching brand BRAND IDENTITY MESSAGE CAMPAIGN

27. Message Development Communications Planning toward Proceed BRANDING What do people think of first when they hear your name or see your logo? MESSAGE What is the right type of “vehicle” to get you to your goals most efficiently? CAMPAIGN This is where the “rubber meets the road”. What idea gives you the most traction with your audience without being out of line with your message vehicle.

28. Comms Planning Social Media Strategy toward Proceed Are you organized and accountable? • Develop a campaign communications calendar. • Assign roles within your organization • Have a system for content/publishing approvals Traditional Advanced

29. Social Media Egmt. Upcoming Waypoint Slight Turn Social Media Engagement Paid Digital Media • Campaign Strategy • Audience ID • Message / Creative Dev. • Comms Plan Advocate Recruitment Mobilization

30. Social Media Egmt. Advocate Recruitment toward Slight Turn Tactics • Assign a Social Media Manager ASAP • primarily responsible for monitoring and responding to Facebook, Twitter, and blog comments • Follow trends, memes and create logical connections • Grow “likes” while understanding how Facebook handles your posts.

31. Social Media Egmt. Advocate Recruitment toward Slight Turn Tools Excels in Monitoring Excels in Scheduling

32. Social Media Egmt. Advocate Recruitment toward Slight Turn Examples

33. Advocate Recruitment Upcoming Waypoint Slight Turn Social Media Engagement Paid Digital Media • Campaign Strategy • Audience ID • Message / Creative Dev. • Comms Plan Advocate Recruitment Mobilization

34. Advocate Recruitment Paid Digital Media toward Slight Turn Tactics • Start with your known advocates • Board Members • Volunteers • Beneficiaries • Frequent Donors • Ask for something other than money For example…

35. Advocate Recruitment Paid Digital Media toward Slight Turn • “Money Minutemen”Recruit 5 friends who pledge to donate within the first minute on giving day. Send reminders to all. • “Share Teams” • Your most active followers on Facebook pledge to share 1 post per day during campaign lead up.

36. Advocate Recruitment Paid Digital Media toward Slight Turn Tools Group Messaging Facebook Subscriptions

37. Advocate Recruitment Paid Digital Media toward Slight Turn Examples

38. $ Paid Digital Media $ $ Upcoming Waypoint Toll Ahead Social Media Engagement Paid Digital Media • Campaign Strategy • Audience ID • Message / Creative Dev. • Comms Plan Advocate Recruitment Mobilization

39. Paid Digital Media $ Mobilization toward Tollway Tactics • Develop a “Primer” Campaign • Allocate budget for 6-8 weeks prior to the Giving Day. • Spend approximately 40%-60% on Facebook, generating new “likes” in advance • Spend 30%-40% on Google search, display and/or video ads pointing people back to a landing page on your site • Spend 10%-20% on “retargeting”that will reach only your previous visitors on giving day

40. Paid Digital Media $ Mobilization toward Tollway Tools

41. Paid Digital Media $ Mobilization toward Tollway Examples 90% of all-time YoutubeViews One Month Campaign 25% Growth

42. $ Mobilization Your Destination is Ahead Last Turn Social Media Engagement Paid Digital Media • Campaign Strategy • Audience ID • Message / Creative Dev. • Comms Plan Advocate Recruitment Mobilization

43. Mobilization Your Destination is Ahead Proceed Tactics • Create an Event (Online or In-person) • Organizations that plan a time-sensitive event tend to win the most incentive prizes • Push for the Prize • Focus your on the specific goal you set in front of your advocates. (i.e. Most donations before noon) • Update and Celebrate! • Use social media to regularly update your supporters on progress. • Publicly thank donors online • consider saving some ad funds to promote key posts/tweets so a larger audience sees success.

44. Mobilization Your Destination is Ahead Proceed Tools

45. Wake Up Our City! Mobilization Get up…on the morning of May 6th 2014 Your Destination is Ahead Log on…to www.communitygivingsite.org Proceed Give!…to your favorite charity within the first minute of the challenge. Examples

46. You Have Arrived! Thank You!