The document provides guidance and templates for organizations to plan their #GivingTuesday campaigns, which are meant to coincide with end-of-year fundraising strategies. It includes suggestions for goals, metrics to measure success, inventorying resources, identifying target audiences and key messages, creating a campaign calendar and social media plan, and examples of email messaging and post-campaign nurturing plans. The overall aim is to help organizations maximize the impact of their #GivingTuesday efforts.

1. The following guidebook is meant to be a resource for #GivingTuesday planning and to help coincide with your end-of-
year fundraising strategy.
Use as a template and springboard for internal discussion as well as open discussions with supporters.
Where you see text in this color or in black italics, it is to provide you with some hints and suggestions as to how you
might best fill in the slides for your audience (staff, organizational leadership, supporters, etc.).
Modify accordingly to best fit the needs and style of your organization
INSTRUCTIONS FOR USE
We recommend deleting the teal part when you have filled in the slides.

2. #GIVINGTUESDAY
2015 CAMPAIGN PLAN
YOUR LOGO HERE

3. WHAT IS #GIVINGTUESDAY
Begun in 2012 by New York’s 92nd Street YMCA in
partnership with the United Nations Foundation.
A global day for people to give back, usually by donating
to their favorite nonprofits.
#GivingTuesday launched a global movement that has
engaged over 30,000 organizations worldwide.
Save the date: Tuesday, December 1st.

4. WHY IS IT IMPORTANT
30,000+ #GivingTuesday
Partners across all 50 U.S.
States + 11 countries
IT’S GLOBAL
Avg. online gift increased
40% year-over-year for
#GivingTuesday
nonprofits
INCREASED
GIVING
2 BILLION people reached
on Twitter alone (Approx.
700 tweets per minute at its
peak)
2 BILLION

5. Successes: [List your major accomplishments: things happened this year that you want your supporters to know?]
Stories: [List your supporting messages/stories: What messages are resonating? What stories do you want your current
and future supporters to know?]
Resources: [List your supporting content: Include infographics, pictures, videos, any other visuals that help tell your
story]
Data: [List your supporting data: How can you demonstrate you’ve made an impact? What are your strongest statistics
or gains?]
Special Moments: [List other special moments: What makes this year unique or special compared to others? Why?]
HIGHLIGHTS

6. GOALS
fTo raise a total amount of $X
To increase social media following by X%
To gain X new donors
To increase average donation by X%
To retain X% of 2013 donors
To increase advocacy by X%
The following are examples. Identify the
best 1-3 goals for your organization:

7. MEASURE SUCCESS
Total donation amount
# of social media shares, likes or comments (be
specific – which platform? Which action?)
Action rate
Avg. donation amount
Click-through rate
The following are examples. Identify the
strongest KPIs for your organization:

8. TAKE INVENTORY: RESOURCES
STAFF
Text Here
CRM
Text Here
VOLUNTEERS
Text Here
EMAIL
Text Here
PARTNERS
Text Here
SOCIAL MEDIA ACCOUNTS
Text Here

9. The next slides will help define your 1) audience, 2) messages and 3) call to action.
Spend some time sketching a persona of your typical donor. Who are they? How did they find out about your
organization? What kinds of stories motivate them to give?
Use this information and try to find the intersections between your existing donors and what you know about likely
#GivingTuesday participants.
Consider surveying a few select donors about whether they’ve given during past #GivingTuesday. If they have, then did
they give to your organization? Why or why not?
You’ll be more successful at reaching new audiences if you better understand what drives your existing base of
supporters.
CAMPAIGN THEME MESSAGE

10. AUDIENCE / MESSAGE
Existing Supporters
Insert main message for this specific Group Here.
Interests:
Age:
Demographics:
Giving habits:
Preferred form of communication:
Call To Action:
New Supporters
Insert main message for this specific Group Here.
Interests:
Age:
Demographics:
Giving habits:
Preferred form of communication:
Call To Action:

11. AUDIENCE / MESSAGE
New High Donors
Insert main message fro this specific Group Here.
Interests:
Age:
Demographics:
Giving habits:
Preferred form of communication:
Call To Action:
Millennials
Insert main message fro this specific Group Here.
Interests:
Age:
Demographics:
Giving habits:
Preferred form of communication:
Call To Action:

12. WEEK 1
Text Here
WEEK 4
Text Here
WEEK 2
Text Here
WEEK 5
Text Here
WEEK 3
Text Here
WEEK 6
Text Here
CALENDAR

13. AUDIENCE / MESSAGE
Twitter
Insert main message fro this specific Group Here.
Call to Action
Events
Approx. Number of Tweets
Key dates for tweeting
Creative content descriptions
Facebook
Insert main message fro this specific Group Here.
Call to Action
Events
Approx. Number of Tweets
Key dates for tweeting
Creative content descriptions

14. SOCIAL MEDIA RULE OF THUMB
USE THE #GIVINGTUESDAY HASHTAG
Mark every post on Facebook and Twitter with: #GivingTuesday
Whether you’re posting a photo, a video or status update, don’t forget to
include the hashtag
MAKE YOUR ASK REAL
Let people know the impact they have by getting involved with your
campaign
Tell stories that reveal how your work has changed people’s lives
Share on-the-ground visual content through compelling photos and
videos
Have a two-way conversation with your audience on Facebook and
Twitter
CREATE AND SHARE VIDEO
Upload videos directly onto your Fundly page.
HOST FACEBOOK Q&A’s
Ask a public figure to host a Q&A on Facebook focused around your
Giving Tuesday campaign
Utilize the Page Q&A Tool (live for all verified People Pages on
Facebook)
Create a Q&A strategy tailored to your campaign (i.e. weekly Q&As with
different voices, group Q&As or uniquely paired voices)
MAKE IT EASY TO SUPPORT YOU
Create a lightweight and enjoyable social campaign for Facebook that
people can easily participate in If you want them to do more than join
the conversation, tell them how and what they can do, concisely and
clearly.

15. Dear Friend,
There’s Black Friday. There’s Cyber Monday. Now there’s #GivingTuesday! This year, our organization will be joining a
global movement on December 1 to celebrate generosity and give back.
So what can you do? Here are five easy ways to get involved on #GivingTuesday and beyond:
Talk us up on social media! Facebook and Twitter are great places to spread the word about a cause you love. Tag your
posts with #GivingTuesday and join the global movement.
Talk us up in real life! You’ll be going to lots of holiday parties, which means you’ll have lots of opportunities to talk
about us with your friends and family.
Donate! Visit our website {include link to donation form on your site} and help us reach our year-end goal. Donations
are always tax-deductible, so there’s never been a better time to make your year-end gift!
Create a 30 Days of #GivingTuesday Cause page of your own, and be an advocate for us! Thank you for your continuing
support and dedication to our mission. Together, we can change the world!
Make sure to include: 1. Your logo 2. Compelling photos or videos 3. Social sharing icons
EMAIL EXAMPLE

16. POST #GIVINGTUESDAY NURTURING
After #GivingTuesday, how will you reach out to your new donors? When?
What’s Next?
What are your criteria for segmenting those donors? How will you do it?
Segmentation
How are you planning to reach out? Newsletter? Email?
Messaging Stream
What will you use as your metrics?
Measuring Success
What worked? What didn’t?
Report and Analyze

17. THANK YOU