Building a successful online campaign for #GivingTuesday


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GivingTuesday is coming to Canada on December 3, 2013! It's a new Canadian day of giving and volunteering, taking place each year after Black Friday and Cyber Monday. The movement encourages individuals and organizations to join together and find innovative ways to give back to the charities and causes they support throughout the holiday season.

Join us for this webinar for tips and tricks on how to build an execute a successful online campaign for #GivingTuesday! Simren Deogun, Senior Account Manager, Digital and Marketing Services at Stephen Thomas, will provide attendees with:

- practical online fundraising tips for charities ... with real charity examples
- key elements of a well-conceived online fundraising campaign
- expert advice and insights

Published in: Business, Technology
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Building a successful online campaign for #GivingTuesday

  1. 1. Building a successful online campaign for #GivingTuesday
  2. 2. TODAY’S PRESENTER Simren Deogun Senior Account Manager, Digital and Marketing Services Stephen Thomas
  3. 3. WEBINAR REMINDERS • You can hear us, but we can’t hear you • Have questions? Type questions in the Questions Log • Turn up your computer’s volume • For the best webinar experience, close all other applications • Webinar slides will be shared
  4. 4. WHAT IS CANADAHELPS? • A public charitable foundation and registered charity • Through, anyone can donate to any registered Canadian charity online • We have facilitated over $345 million in charitable donations online since our launch in 2000 • 14,000 charities use us to collect donations and fundraise online • Over 800,000 Canadians have donated through CanadaHelps • For donors, CanadaHelps is a one-stop-shop for giving For charities, CanadaHelps is an online fundraising solution that is affordable, easy and secure WELCOME TO GIVING MADE SIMPLE!
  5. 5. #GivingTuesdayCa • A national NEW day of giving on the Tuesday following Black Friday and Cyber Monday – Dec 3, 2013 • Celebrates and encourages giving back in ways that support charities • Partners create and commit to a project then help spread the word to their networks – online and offline • Over 500 partners so far! #GivingTuesdayCa
  7. 7. ABOUT #GivingTuesdayCA
  8. 8. STEPHEN THOMAS LTD Full service marketing and fundraising agency serving nonprofits exclusively for over 33 years. Creative | Digital | Direct | Branding & Communications | Integrated | Data | Social #GivingTuesdayCA
  9. 9. SIMREN DEOGUN Senior Account Manager, Digital and Marketing Services Focused on bestpractice digital and integrated marketing and fundraising that finds audiences and generates results. #GivingTuesdayCA
  10. 10. WHAT IS GIVING TUESDAY? #GivingTuesdayCA
  11. 11. WHAT IS GIVING TUESDAY? Most people know about Black Friday and Cyber Monday … GivingTuesday is coming to Canada on December 3, 2013. It is a new Canadian movement for giving and volunteering, taking place each year after Cyber Monday. The “Opening day of the giving season,” it is a day where charities, companies and individuals join together to share commitments, rally for favourite causes and think about others. #GivingTuesdayCA
  12. 12. DECEMBER IS FOR GIVING (TUESDAY!) • Giving Tuesday is the perfect opportunity to begin asking current and prospective donors to make their year-end gift Source: 2012 Blackbaud Charitable Giving Report #GivingTuesdayCA
  13. 13. CAMPAIGNS CAN BE SCARY #GivingTuesdayCA
  14. 14. CAMPAIGNS PUT THE FUN IN FUNDRAISING • Your campaign about Giving Tuesday should be about communicating and promoting an ask to give before the year-end • The trick to taking out the ‘scary’ is getting all of your teams involved so that it’s a collaborative effort where everyone is working toward the same goal #GivingTuesdayCA
  15. 15. CAMPAIGN DESIGN Big Idea Strategy #GivingTuesdayCA Channel Selection Media Creative Development Comms Plan Stewardship Rinse and Repeat
  16. 16. BRAINSTORM #GivingTuesdayCA
  17. 17. BRAINSTORMING • Making the most of Giving Tuesday means putting your best idea forward • There are a lot of questions to answer when putting together a campaign (of any size) but a brain dump is a perfect place to begin • Get together a small group of representatives from your organization and have a 1 hour brainstorm for your Giving Tuesday campaign #GivingTuesdayCA
  18. 18. BRAINSTORM NIRVANA • Create a list of what you already have to work with: – Creative Assets – Relationships / Partnerships – Lists / Audiences – Technical Capabilities NOW, you’re ready to write a strategy #GivingTuesdayCA
  19. 19. STRATEGY #GivingTuesdayCA
  20. 20. STRATEGY 1. 2. 3. 4. 5. Put strategy first Select the optimal channel mix Develop creative that falls out of strategy Get out the ask Track results #GivingTuesdayCA
  21. 21. 1. STRATEGY • Begin with a succinct 1-2 page document that includes your: – Objectives – Target Audience – Call to Action – Channel Mix (you need more than one!) – Timeline (Before, During, After) #GivingTuesdayCA
  22. 22. 2. CHANNEL MIX • With your strategy in place and selected marketing channels, it’s key to be organized • An easy and effective way to do this is to create a matrix that maps out each channel and the collateral and communications required #GivingTuesdayCA
  23. 23. 3. CREATIVE • Your creative should include: – Your brand – Giving Tuesday assets – Case for Support on why to give – Call to Action (+ how to do so) #GivingTuesdayCA
  24. 24. 4. MAKE THE ASK • Put up landing & donation pages • Send out emails • Start tweeting and posting… Whatever the ideal mix is for your audience, the most important part is that you communicate your message across all relevant channels on Giving Tuesday to ensure your message is heard #GivingTuesdayCA
  25. 25. 5. TRACK RESULTS • Track and measure results using online analytics: – Google Analytics – Tracked URLs for each channel – Custom landing / donation pages – Post-analysis for the day(s) of the campaign #GivingTuesdayCA
  26. 26. STRATEGY 1. 2. 3. 4. 5. Put strategy first Select the optimal channel mix Develop creative that falls out of strategy Get out the ask Track results #GivingTuesdayCA
  27. 27. WHERE DOES SOCIAL MEDIA FIT IN? #GivingTuesdayCA
  28. 28. GO BIG WITH SOCIAL • Social Media lends itself beautifully to Giving Tuesday campaigns: – Timely and Quick – Buzz-builder – Simple ask married with a simple mechanic – Instant sharing – Instant thanking #GivingTuesdayCA
  29. 29. MAKING THE MOST OF SOCIAL • Tips for making the most of social before, during and after Giving Tuesday: – Create a communications plan for your social media strategy: who, when, what + reactions – Brand your social channels with Giving Tuesday – Give your audience a simple but compelling reason to respond #GivingTuesdayCA
  30. 30. EXAMPLES #GivingTuesdayCA
  31. 31. CARE • Press Release • Win-a-Trip Contest • Donor Appreciation Telethon • Birthday Party • Gap’s Give Twice Gift Card #GivingTuesdayCA
  32. 32. HEIFER INTERNATIONAL • You spend a lot on Black Friday and Cyber Monday, with all that you’ve saved in those purchases, how can those dollars be translated to help #GivingTuesdayCA
  33. 33. PHOENIX HOUSE • Write letters of encouragement to those in treatment programs • All collected and distributed on Giving Tuesday #GivingTuesdayCA
  34. 34. THE FOLLOW-UP #GivingTuesdayCA
  35. 35. IT’S OVER. NOW WHAT? • Giving Tuesday will likely come and go in a flash but that doesn’t mean your communications need to end at midnight on Tuesday • Don’t be afraid to follow-up, report back and use Giving Tuesday as the kick-off to your year-end fundraising campaign #GivingTuesdayCA
  36. 36. QUESTIONS #GivingTuesdayCA
  37. 37. Simren Deogun Senior Account Manager, Digital & Marketing Services Tel: 416.690.8801 x246 Email: Twitter: @SimrenDeogun GET IN TOUCH #GivingTuesdayCA
  38. 38. More Charity Training
  39. 39. MYCHARITYCONNECTS Educational and training opportunities through MyCharityConnects
  40. 40. STAY IN TOUCH 1-877-755-1595 @canadahelps