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Empower Your Supporters on #GivingTuesday


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#GivingTuesday, the national day of giving on Tuesday, Dec. 3, 2013, inspires people to take collaborative action to improve their local communities by giving back to the charities and causes they support following Thanksgiving, Black Friday and Cyber Monday.

Join Razoo, UN Foundation and Care2 to get into the true spirit of the holidays and engage your supporters through a national day of giving.

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Empower Your Supporters on #GivingTuesday

  1. 1. Get Into the Holiday Spirit! Empower Your Supporters on Caleb Tiller – UN Foundation Lesley Mansford – Razoo Kara Fujita – Care2 Watch the full presentation here: #c2webinar
  2. 2. Using • Chat and Q & A • If you are having internet audio problems, you can dial in using a landline 1-408-792-6300, followed by access code 662 069 841. • If you lose your internet connection, reconnect using the link emailed to you. • WebEx Support: 1-866-229-3239 Watch the full presentation here: #c2webinar
  3. 3. Webinar Recording • The webinar will be available after the event on -- Care2’s Nonprofit Marketing & Fundraising Blog • You will receive a link to this presentation by email, following the webinar. • Tweeting the webinar? Use the Twitter hashtag #c2webinar Watch the full presentation here: #c2webinar
  4. 4. About Citizens use Care2 for: • Starting and signing petitions • Donating Nonprofits use Care2 for: • Spreading news • Recruiting donors and • Commenting on blogs • Starting groups (organizing) • Joining nonprofits supporters • Driving traffic – fundraising and branding • Advocacy • Growing Facebook community Watch the full presentation here:
  5. 5. Tuesday December 3, 2013
  6. 6. What is #GivingTuesday? Black Friday… Cyber Monday… #GivingTuesday #GivingTuesday is a new national day of giving on the Tuesday following Thanksgiving. The “Opening Day to the Giving Season,” #GivingTuesday is a celebration of philanthropy and volunteerism. It is a day where people everywhere join together to share commitments, rally for favorite causes and think about others. “We have two days that are good for the economy. Now we have a day that is good for the soul.” 12.3.13 |
  7. 7. What did #GivingTuesday 2012 achieve?  Over 2,500 partners came together in all 50 U.S. states for the inaugural #GivingTuesday in 2012.  Online giving was up 50% year-on-year, based on data from Blackbaud, Network for Good, and DonorPerfect.  Paypal mobile donations soared 487% higher than the previous year's number. The total value of those donations increased 228%.  Over 800 press hits (59 million impressions) including NPR, CBS Evening News, ABC News, USA Today, the Huffington Post, Forbes, Mashable, the Washington Post and the Los Angeles Times.  The movement garnered 2.5 million social media impressions. On Nov. 27, the #GivingTuesday hashtag was mentioned 185,000 times, resulting in national and international trending. 12.3.13 |
  8. 8. Who supported #GivingTuesday 2012? • The White House, Bill Gates and the Clinton Foundation publically championed #GivingTuesday. • U.S. Mayors of Chicago, Philadelphia and New York formally endorsed #GivingTuesday. • High-profile figures supporters included Bill Gates, Shakira, Chelsea Clinton, Arianna Huffington, Seth Meyers, Kevin Bacon, Pete Cashmore, Channing Tatum, Charlize Theron, John Legend, Christy Turlington, and Katie Couric. • The movement was heralded as the “Social Innovation of the Year” by and “One of Five Philanthropy High Points in 2012” by the Chronicle of Philanthropy. 12.3.13 |
  9. 9. What will #GivingTuesday offer your company?  The chance to tell your giving story to new audiences and bring attention to your philanthropic commitments during the holiday season.  You will have access to innovative marketing materials and easy to implement “plug-and-play” social media and outreach opportunities.  You will have the strength of a national “umbrella” and unified message that upholds and supports many individual brands. #GivingTuesday harnesses the power of a collective voice to make a difference.  The benefits of the giving community coming together under a common theme and set of messages. Just as the retail world has benefitted from coordinating national shopping days across many brands and platforms, #GivingTuesday does the same thing. 12.3.13 |
  10. 10. Why is #GivingTuesday powerful? • A new narrative around the kickoff of the holiday season. • The synergies in leveraging collective celebrity relationships, media partners and communication assets. • A powerful “hook” to rally major social media, outdoor media, traditional media partners to help us “tell the story” about the power of American giving. • A comprehensive messaging platform and coordinated communication strategy that will support all participants. • For individuals, it is an opportunity to be part of a global celebration of generosity. #GivingTuesday is something that everyone can share with friends, family and colleagues. 12.3.13 |
  11. 11. 3 steps to participating in the movement 1. Commit: Plan something special for December 3 to make it easy for people to give. It could be a special offer, a fundraising initiative, a major new announcement, a matching campaign, a new commitment, a gift opportunity…it’s completely up to you. Our only goal is to unite the giving community to drive more giving and more awareness. 2. Share: We’re asking everyone involved to work together using the same hashtag and logo. We will also be providing partners with resources in the months leading up to #GivingTuesday and opportunities to share their plans. Help us all tell us the story about why #GivingTuesday matters, why it’s easy to give, and how you and your organization are doing your part. Share your message with your members, customers and grow with the collective power of #GivingTuesday. 3. Celebrate: Share your success! On that Tuesday and after the event we want to hear about what you achieved. We want everyone everywhere to celebrate giving. 12.3.13 |
  12. 12. #GivingTuesday ideas Here are just a few #GivingTuesday ideas.  Provide an opportunity at point of sale for customers to donate to charity on #GivingTuesday.  Introduce or expand employee payroll giving.  Launch a special campaign to support your favorite cause.  Match your employees donations on that day.  Create a dynamic online giving initiative for #GivingTuesday.  Create a volunteering initiative.  Organize a local toy drive, consignment sale or holiday goods sale to raise money and goods for charity.  Commit a portion of proceeds on #GivingTuesday to your favorite cause. 12.3.13 |
  13. 13. Who is involved with #GivingTuesday? New York’s 92nd Street Y has been the catalyst and incubator for #GivingTuesday, bringing the expertise of 140 years of community-management to the project, and providing the movement a home. The United Nations Foundation bring their strategic clout to the project and manage communications. There is an amazing team of influencers, advisors and endorsers helping develop this effort. TEAM OF INFLUENCERS Charles Best (CEO, DonorsChoose) Matthew Bishop (The Economist) Kathy Calvin (CEO, UN Foundation) Troy Carter (Founder, Chairman and CEO, The Atom Factory) Sharon Feder (COO, Mashable) Colleen Giles Timms (Co-creator, #GivingTuesday) Hank Goldstein (Principal, The Oram Group Inc.) Adam Hirsch (SVP, Edelman) Patty Huber (Head of Groupon Grassroots) Libby Leffler (Strategic Partner Manager, Facebook) Rob Reich (Professor, Stanford University) Selig D. Sacks (Partner, Foley & Lardner LLP) Thomas Tierney (Chairman, Bridgespan Group Andrew Watt (President and CEO, Association of Fundraising Professionals) CHARITY AND VOLUNTEER ADVISORS Charity Navigator GuideStar GiveWell VolunteerMatch ENDORSERS Committee Encouraging Corporate Philanthropy Dorothy A. Johnson Center on Philanthropy Giving Institute Giving USA Foundation InterAction Lodestar Center for Philanthropy and Nonprofit Innovation 12.3.13 |
  14. 14. Who is involved with #GivingTuesday? 12.3.13 |
  15. 15. Please contact us for more information! United Nations Foundation Caleb Tiller Partnerships - 92nd Street Y Jessica Schneider
  16. 16. Why should my nonprofit participate? • Acquisition channel for new donors • Many opportunities to win cash prizes • Boost to end-of-year fundraising • Gives your supporters an opportunity to engage on your behalf
  17. 17. Getting Ready for Your Campaign Identify your Ambassador Fundraisers • Utilize your most engaged supporters to fundraise for you • Profile your database to pull the most engaged in terms of interactions and social media • Equip ambassadors with the tools to promote • Set individual ambassador goals
  18. 18. Getting Ready for Your Campaign Communicating #GivingTuesday • Use segments and conditional content. The last thing you want is generic messaging • Create an email schedule that incorporates #GivingTuesday with your end-of-year fundraising appeals
  19. 19. Communication: Asking Personal • Send to individuals • Make phone calls Relational • Tell stories • Make a connection/touch-point Specific • Provide examples of past work • Explain future plans
  20. 20. How to Prepare • • Create your fundraiser Use the CAUSE SETUP box o Tell your story o Suggested donation amounts o Upload videos and images with captions o Create a thank you video and message o Set up a matching grant o Integrate social media For Nonprofits: Claim admin access @
  21. 21. Strategies for Success • Set goals – both financial and tangible • Secure a matching grant • Host a live event • Be creative and real • Engage everyone you know
  22. 22. Be Creative • Try something new, experiment • Fundraise with your personality • Provide a reason to come back, competition • Put your own skin in the game • Connect online & off with the actual work you do
  23. 23. Example Fundraisers
  24. 24. Example Fundraisers
  25. 25. A Week Before Secure pledges ONE WEEK before the campaign
  26. 26. On the Day Create a manufactured viral campaign for #GivingTuesday • This is where your ambassadors come in • Leverage your ambassadors and put them to work on social media • Ambassadors push the campaign and ultimately do the legwork for you. • After donors give: First, thank them, then convert them to ambassadors
  27. 27. After #GivingTuesday For Your New Donors: Continue to Cultivate • Welcome series • Survey • …but don’t bombard
  28. 28. After #GivingTuesday For Your Ambassadors: Show Your Gratitude • Include them in a special event • Acknowledge them in your newsletter • Feature them on your blog/website
  29. 29. QUESTIONS? Caleb Tiller, UN Foundation: Lesley Mansford, Razoo: Kara Fujita, Care2: #c2webinar