10 Tips in 10 Minutes - GivingTuesday Campaign Ideas

10 Tips in 10 Minutes
GivingTuesday Campaign
Ideas & Objectives

Kathleen Grace
Donor Marketing Manager,
CanadaHelps
kathleeng@canadahelps.org
@CanadaHelps
@KathleenRGrace
Kathleen Grace | CanadaHelps | kathleeng@canadahelps.org | www.canadahelps.org

Agenda
1. Choosing a GivingTuesday Goal & Objective
2. Acquire New Donors
3. Foodbanks Canada Holiday Recipe Campaign
4. Drive Incremental donations
5. Find a Matching Partner
6. Strengthen relationships with existing donors
7. Say “Thank You” to Donors, Volunteers and Staff
8. Recruit new volunteers or engage current volunteers
9. Connect with a Civic Movement
10. Leverage Social Media

1. Choosing a GivingTuesday Goal & Objective.
This is the first step to a successful campaign. Leverage GivingTuesday to meet
an objective for your organization, or use it as an opportunity to develop a new
objective specific to GivingTuesday, or one that will follow you through to year
end.
Here we will discuss 4 goals / objectives, as well as tips and examples for each:
• Acquire new donors
• Drive incremental donations from new and / or current donors
• Strengthen relationships with existing donors
• Recruit new volunteers or engage current volunteers

2. Campaign Objective: Acquire New Donors
If acquiring new donors is your objective this GivingTuesday, focus your efforts
on launching a campaign that your supporters can easily share with friends and
family, so you can acquire new donors via word-of-mouth.
TIP: Acquire new donors with the power of social fundraising! Ask supporters to
fundraise for you or support your existing fundraising goals.
GivingTuesday is the perfect opportunity
to launch a peer-to-peer social
fundraising campaign, or ask your
supporters to help spread the word about
your mission by sharing a fundraising
page.

3. Sample Campaign: Foodbanks Canada
For GivingTuesday, Food Banks Canada launched a campaign that let their
supporters easily share the cause with friends and family by doing what they love to
do: share recipes!

4: Campaign Objective: Drive Incremental Donations from New and / or
Current Donors
Drive incremental donations by identifying a specific need or objective and
describing the tangible impact of a donation amount. For example:
• Help us provide goats for families in need overseas. A $50 donation will
provide one goat for a family in need.
• Help us send 50 or more kids to summer camp. A $150 donation will send one
child to camp for a week.
• Help us launch our new innovative cancer research project. Our goal is
$50,000.
BONUS TIP: Avoid saying “Give to us because it’s GivingTuesday”. Campaigns that perform well
are those that highlight a specific fund, and tangible need. The most successful GivingTuesday
fundraising campaigns are those that used GivingTuesday as part of a longer campaign, as
opposed to just focusing on the one day.

5. Drive Incremental Donations from New and/or Current Donors through
Matching Gifts
Another great way to drive incremental donations for your charity on
GivingTuesday is through a donation match.
Find a matching partner for your GivingTuesday campaign.
Example:
Deloitte Atlantic matched $5,000 in donations for the Alzheimer Society Nova
Scotia, allowing them to raise over $10,000.

5. Drive Incremental Donations from New and/or Current Donors through
Matching Gifts
Example:
Sobeys matched $10,000 in
financial donations for FEED
NOVA SCOTIA, doubling the
impact of donations on
GivingTuesday!

6. Campaign Objective: Strengthen Relationships with Existing Donors
GivingTuesday is the perfect day to publicly and personally thank your
volunteers, staff, donors and supporters for all of their hard work and support.
You can thank your supporters via:
• Email
• Social Media
• Website
• Printed Letter (if resources permit)
• Phone Call (if resources permit)
Charities have used GivingTuesday to create
impactful storytelling and thank you campaigns
that have helped strengthen their relationships,
and in some cases led to increased donations
throughout the holiday season.

You can use social
media, email, video
or simply a picture
with heartfelt words.
BONUS TIP:
Animoto is an
affordable, easy tool
for creating great
videos.
7. Say “Thank YOU” to Donors, Volunteers, Staff and Supporters!

8. Campaign Objective: Recruit New Volunteers or Engage Current
Volunteers
GivingTuesday can be used as the perfect opportunity to shift the conversation
and promote another important way for people to support your organization:
volunteering
Ideas:
• Team up with a local business to borrow
some of their employees’ professional
skills for a day.
• Ask volunteers to host a bake sale for
your charity on GivingTuesday.
• Consider running a volunteer program
that helps your local community and is
aligned with your mission.
• Hold a Volunteer Day – either a project at
your office or an outreach program.

9. Connect with a Civic Movement
To
amplify
your
GivingTuesday
campaign

message
even
further,
check
to
see
if
there
is
a

local
civic
movement
happening
in
your

community
and
take
part
in
the
ac:on!
So
far

the
following
Canadian
ci:es
have
started
their

own
GivingTuesday
civic
movement:

• Calgary
• Guelph
• Halifax
• Mississauga
• ODawa

• Regina

• Sarnia
Lambton

• Vancouver

• Victoria

Last
year
GivingTuesday
came
to
the

City
of
Guelph
as
part
of
a
campaign

called
GuelphGives.

10. Leverage Social Media
No matter what campaign or objective you
set for GivingTuesday, leverage the power
of social media to amplify your success!
Get social with shareable content and
stories.
• Always use #GivingTuesdayCA
• Use any other relevant hashtags
• Post lots of shareable content
• Ask supporters to share your content
• Join the #UNselfie movement, to
generate shareable and visual content
BONUS
TIP:
Use
Canva
–
a
simple
graphic
design
soKware

website
-‐
to
create
free
visuals
and
graphics.

www.givingtuesday.ca
facebook.com/givingtuesdaycanada
twitter.com/GivingTuesdayCa
plus.google.com/+GivingtuesdayCa

10 Tips in 10 Minutes - GivingTuesday Campaign Ideas

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