BUILDING A
SUCCESSFUL
ONLINE
CAMPAIGN
FOR
#GIVINGTUESDAYCA
Tuesday, November 12, 2013
#GivingTuesdayCA
ABOUT

#GivingTuesdayCA
STEPHEN THOMAS LTD

Full service marketing
and fundraising
agency serving nonprofits exclusively for
over 33 years.
Creati...
SIMREN DEOGUN
Senior Account
Manager, Digital and
Marketing Services
Focused on bestpractice digital and
integrated market...
WHAT IS GIVING TUESDAY?

#GivingTuesdayCA
WHAT IS GIVING TUESDAY?
Most people know about Black
Friday and Cyber Monday …
GivingTuesday is coming to
Canada on Decemb...
DECEMBER IS FOR GIVING (TUESDAY!)
• Giving Tuesday is
the perfect
opportunity to
begin asking
current and
prospective
dono...
CAMPAIGNS CAN BE SCARY

#GivingTuesdayCA
CAMPAIGNS PUT THE FUN IN
FUNDRAISING
• Your campaign about Giving Tuesday
should be about communicating and
promoting an a...
CAMPAIGN DESIGN

Big Idea

Strategy

#GivingTuesdayCA

Channel
Selection

Media

Creative
Development

Comms Plan

Steward...
BRAINSTORM

#GivingTuesdayCA
BRAINSTORMING
• Making the most of Giving Tuesday means
putting your best idea forward
• There are a lot of questions to a...
BRAINSTORM NIRVANA
• Create a list of what you already have to
work with:
– Creative Assets
– Relationships / Partnerships...
STRATEGY

#GivingTuesdayCA
STRATEGY
1.
2.
3.
4.
5.

Put strategy first
Select the optimal channel mix
Develop creative that falls out of strategy
Get...
1. STRATEGY
• Begin with a succinct 1-2 page document
that includes your:
– Objectives
– Target Audience
– Call to Action
...
2. CHANNEL MIX
• With your strategy in place and selected
marketing channels, it‟s key to be
organized
• An easy and effec...
3. CREATIVE
• Your creative should include:
– Your brand
– Giving Tuesday assets
– Case for Support on why to give
– Call ...
4. MAKE THE ASK
• Put up landing & donation pages
• Send out emails
• Start tweeting and posting…

Whatever the ideal mix ...
5. TRACK RESULTS
• Track and measure results using online
analytics:
– Google Analytics
– Tracked URLs for each channel
– ...
STRATEGY
1.
2.
3.
4.
5.

Put strategy first
Select the optimal channel mix
Develop creative that falls out of strategy
Get...
WHERE DOES SOCIAL MEDIA
FIT IN?
#GivingTuesdayCA
GO BIG WITH SOCIAL
• Social Media lends itself beautifully to
Giving Tuesday campaigns:
– Timely and Quick
– Buzz-builder
...
MAKING THE MOST OF SOCIAL
• Tips for making the most of social before,
during and after Giving Tuesday:
– Create a communi...
EXAMPLES

#GivingTuesdayCA
CARE
• Press Release
• Win-a-Trip Contest
• Donor Appreciation
Telethon
• Birthday Party
• Gap‟s Give Twice Gift
Card

#Gi...
HEIFER INTERNATIONAL
• You spend a lot on
Black Friday and
Cyber Monday, with all
that you‟ve saved in
those purchases, ho...
PHOENIX HOUSE
• Write letters of
encouragement to
those in treatment
programs
• All collected and
distributed on Giving
Tu...
THE FOLLOW-UP

#GivingTuesdayCA
IT’S OVER. NOW WHAT?
• Giving Tuesday will likely come and go in
a flash but that doesn‟t mean your
communications need to...
QUESTIONS

#GivingTuesdayCA
Simren Deogun
Senior Account Manager, Digital & Marketing Services
Tel: 416.690.8801 x246
Email: simrend@stephenthomas.ca
...
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Building a successful online campaign for Giving Tuesday

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In this Canada Helps webinar, I review practical online fundraising tips with examples, key elements of a well-conceived online fundraising campaign and expert advice and insights to help your charity build a successful online campaign for #GivingTuesdayCA.

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  • I want to start off with a bit about myself and our agency
  • For those of you who are new to GT, there was a webinar held a couple weeks ago to introduce us to it. I do want to take a bit of time to discuss where GT came from and what it means for our charities.
  • See the stats.December is a critical timeframe for fundraising – specifically online. You don’t want a missed opportunity on your hands at a time of year when the majority of spending is commercial-based, encourage your constituents to also give back.Because December is a critical month and GT functions like a kick-off, it’s a great time to also be talking about ALTERNATIVE gift-giving for family and loved ones
  • I’m here to say they don’t have to be. We’ve talked about both GT and December as great opportunities for innovative and timely fundraising. Making the most of that means being strategic with a campaign…. What does a campaign mean?
  • Well that’s cheesyDistil it down to the single truth or objectiveMake it collaborative from Day 1Get everyone vested in the process.
  • These represents the large buckets of any planned campaign that is meant to be executed at a relative small to mid-size scale. Campaign methodology / frameworkHere’s the great thing about campaigns, they can be as complicated or as simple as we make them to be – our VP, Chief Creative Officer has this wicked common phrase: “HOW LONG IS A PIECE OF STRING?”. Meaning it can be as short or as long as we want, it all depends on how we define it. On what it is we’re trying to achieve and who it is we’re to reach out to.
  • This is where you should start. Brainstorming makes collaboration possible and it also makes the process fun and interactive. This is the BIG IDEA.
  • It should start here. We do this at ST all the time – yes it’s about getting the juices flowing. It’s also about creating a collaborative environment and project from Day 1.Your number 1 rule when it comes to brainstorming: no idea is a bad idea.
  • To make the most out of it – take advantage of everything your organization has to offer. Once you have that full picture of everything you can leverage and everything you need to create, you can build a quick/dirty strategy to function as the bible for your campaign.Apollo 13 moment – throw everything you have on the table and build something with it.
  • Like Campaigns, Strategies can be scary too but they’re critical, your strategy will be foundation for the building blocks we looked at earlier.
  • Here are the 5 steps to take you from brainstorm to campaign success. Getting the most of your online campaign often means using and leveraging offline channels Exposed to ask from a number of different venues.
  • Objectives: what are you trying to achieveTarget Audience: the whoCall to Action: what do you want them to do; what is the activationChannel Mix: online subchannels, offline (email, tv, mobile, blog, pr, etc.)TimelineKeep it topline; remember this is your campaign bible.
  • Explain what a matrix is
  • So you’ve decided to put together a Press Release, an Email Blast and a Landing Page for GT. Make sure that your creative (any graphics, pictures, and copy/communications) includes this! And be consistent!
  • EXPLANATION
  • There you have it – it all comes together.From the BIG IDEA, to writing your STRATEGY, to executing against it.
  • I’ve deliberately only skimmed over social. But I believe that you should… [next slide]
  • Social is huge! I hope you’ve already been tweeting and posting with the GT hashtag helping to continue to build the buzz around this great initiative. Let’s talk about why social is so great for GT:Timely and Quick: get your message out now, efficient, low-costBuzz-builder: allows for easy spreadability and takes advantage of other buzz on the subject from media and other charitiesSimple ask with simple mechanic: here’s the great thing about SM it forces you to be concise and compelling --- how are you saying what you want to say so you’re noticed, what are getting people to click through to: take a quiz, watch a CFS video, content page, etc.Instant sharing and thanking: not just about who you know, but about who they know and providing instant recognition when a desired action is taken.How do we make the most of this?
  • Here are 3 quick tips to get you on the right track.PLAN (looks familiar right, we were doing this way at the beginning!)BRAND ITMAKING IT COMPELLING
  • A few examples from GT USA 2012 I wanted to share
  • CARE is a leading humanitarian organization fighting global poverty. Their mission is to serve individuals and families in the poorest countries in the world.This is like the kitchen sink – it’s something for everyone and ensures getting noticed. This is about going big but also about leveraging pre-existing opportunities: time for Care’s birthday AND corporate sponsorship with Gap.http://www.care.org/newsroom/press/press-releases/care-celebrates-giving-tuesday-win-trip-contest-see-poverty-fighting-work
  • Heifer International's mission is to work with communities to end hunger and poverty and care for the Earth.Cool inforgaphic on the right that helps communicate the need but relates it back to Black Friday and Cyber Monday. This is what it says.They already had an online gift catalogue and were able to leverage this alternative gift giving tool for GT with the above comms strategy.
  • Phoenix House is a drug and alcohol rehabilitation organization with 150 programs in 10 states, serving more than 7,500 men, women and teens each day.PH opted for non-fundraising, non-monetary ask which is a great alternative. Depending on your charity and cause, opting for this kind of approach can help to increase communication, awareness and engagement.
  • It ain’t over, not yet. One more thing….
  • Thank you so much and now for some questions….
  • Building a successful online campaign for Giving Tuesday

    1. 1. BUILDING A SUCCESSFUL ONLINE CAMPAIGN FOR #GIVINGTUESDAYCA Tuesday, November 12, 2013 #GivingTuesdayCA
    2. 2. ABOUT #GivingTuesdayCA
    3. 3. 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
    4. 4. 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
    5. 5. WHAT IS GIVING TUESDAY? #GivingTuesdayCA
    6. 6. 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
    7. 7. 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
    8. 8. CAMPAIGNS CAN BE SCARY #GivingTuesdayCA
    9. 9. 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
    10. 10. CAMPAIGN DESIGN Big Idea Strategy #GivingTuesdayCA Channel Selection Media Creative Development Comms Plan Stewardship Rinse and Repeat
    11. 11. BRAINSTORM #GivingTuesdayCA
    12. 12. 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
    13. 13. 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
    14. 14. STRATEGY #GivingTuesdayCA
    15. 15. 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
    16. 16. 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
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. WHERE DOES SOCIAL MEDIA FIT IN? #GivingTuesdayCA
    23. 23. 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
    24. 24. 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
    25. 25. EXAMPLES #GivingTuesdayCA
    26. 26. CARE • Press Release • Win-a-Trip Contest • Donor Appreciation Telethon • Birthday Party • Gap‟s Give Twice Gift Card #GivingTuesdayCA
    27. 27. 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
    28. 28. PHOENIX HOUSE • Write letters of encouragement to those in treatment programs • All collected and distributed on Giving Tuesday #GivingTuesdayCA
    29. 29. THE FOLLOW-UP #GivingTuesdayCA
    30. 30. 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
    31. 31. QUESTIONS #GivingTuesdayCA
    32. 32. Simren Deogun Senior Account Manager, Digital & Marketing Services Tel: 416.690.8801 x246 Email: simrend@stephenthomas.ca Twitter: @SimrenDeogun GET IN TOUCH #GivingTuesdayCA

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