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Planning For Your Best #GivingTuesday Yet


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What can we do now, to prepare for the best GivingTuesday yet? In this presentation, given at the AFP of Mahoning-Shenango County, I highlight what's hot in online giving, the digital giving and mobile trends, and how they inform GivingTuesday. The slide deck includes a successful GivingTuesday case study, and offers a framework for designing your own winning GivingTuesday fundraising or engagement campaign. The deck also includes a framework, campaign ideas, and a path for developing your own GivingTuesday campaign that will move your stakeholders to action.

Published in: Marketing
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Planning For Your Best #GivingTuesday Yet

  1. 1. What I Wish I’d Known Planning Today for The Best #GivingTuesday Yet
  2. 2. About the presenter 2 Former executive director, community organizer, & business consultant Digital Engagement Strategist since 2009 @askdebra
  3. 3. Today’s workshop 8:30 – 10:30 am Social Trends Online Giving & Mobile Giving #GivingTuesday [Including Our Community Foundation] Campaign Planning Elements Breakouts and Shares:  Planning your best #GivingTuesday yet!
  4. 4. Organizational culture shifts Moving from ME to “WE”
  5. 5. Non- profit DonorDonor Donor Donor Donor Donor Donor Donor Non- profit Donor To young donors… Donor Donor Donor Non- profit Donor Donor The nonprofits themselves are not important Donor
  6. 6. Technology has put donors in the driver’s seat Access to information means: The rise of influence networks Donation solutions where donors live…online The ability to rate and communicate with each other
  7. 7. 91% 76%
  8. 8. Monetary donations Volunteering and social sharing Matures and Baby Boomers Gen X and Millennials
  9. 9.
  10. 10. Many entry points Movement between entry points during life cycle of engagement No fixed end point Donor needs are at the center Social influence
  11. 11. Social influence & campaigns: Social media champions are your secret weapon
  13. 13. >> Overall giving rose 1.6% in 2015
  15. 15. Next Generation of American Giving Blackbaud Report 2013
  16. 16. Mobile giving 84% of nonprofits do not have donation forms optimized for mobile Remember: 14% of online donations are made through a mobile device 34% = percentage increase in conversion rate for responsive websites and donation forms.
  18. 18. Tipping point 2012: $13.46M 2013: $28.09M 2014: $45.68M 2015: $116.7M
  19. 19.
  20. 20. fight/champions/
  21. 21. Make champions matter!
  22. 22. [Don’t forget] Thank You Wednesday
  23. 23. #GivingTuesday
  24. 24. TABLE SHARE: What did you do for #GivingTuesday?
  26. 26. Campaign elements Story People Design Donations Goals
  27. 27. Your big idea: Is it..?  SMART (specific, measurable, realistic)  Part of a longer-term org goal  Movement-building  Testing an idea  Building the organization
  28. 28. Share Pair: Campaign Big Idea How will your #GivingTuesday..? Build your organization Build the movement (or test an idea)
  29. 29. Campaign elements Story Connected to larger cause Great design elements People Easy to participate Champions and active supporters Design Where campaign will live Different levels of engagement Integrated asks and activities What assets do you have/need Donations Choose a fundraising platform Mobile donations Fun and easy to use Rewards? Goals
  30. 30. Design: Where will the campaign live? Your website Crowdfunding site Peer to Peer event site Facebook
  31. 31. People Assets Internal External Champions/Advisory
  32. 32. Your assets (“stuff”) Email address acquisition assets – Sign-up forms and people/interest data collection Database – Does it connect with your forms? – Can it segment new contacts? Graphic design and images – SM channel customization – Promotional images for the campaign – Promotions during the campaign – Photographic images Microsite/website/web page – Customization ability, real-time customization possibility Fundraising integration Real-time campaign metrics tracking Software/hardware specific to the campaign
  33. 33. Pay For the Right Tools
  34. 34. Individualized Activity: What you need / already have What I need  Clean mailing list  Good database  Mobile optimized donation  Ability to track & find online conversations  Graphic design capacity  Google Analytics and social media analytics  At least 10 social media champions in place  Online communities  Are they engaged with you? What I have now  Clean mailing list  Good database  Mobile optimized donation  Ability to track & find online conversations  Graphic design capacity  Google Analytics and social media analytics  At least 10 social media champions in place  Online communities  Are they engaged with you?
  35. 35. • Research • Asset & content development • Create goals • Broad campaign design • Recruit champions 3 months out: Research & Design • Specific campaign details • Content creation • Campaign seeding • Solidify support, tactics, elements 2 to 1 month out: Solidify Plans • Activate and engage supporters • Execute • Monitor, measure, capture • Iterate (if necessary) #GivingTuesday: Activate & Engage • Thank donors • Evaluate campaign • Nurture new leads/emails • Deepen new supporter loyalty 1 day post: Evaluate & Engage Sample timeline
  36. 36. Post-Campaign: Marketing Activities Evaluate – Send survey or other evaluation tools to participants – Internal post-event evaluation • Mad, sad, glad feedback – Ask champions for feedback – Did it meet the campaign goals? – Review metrics Lead nurturing and loyalty development – Post-campaign email • What was accomplished, add nurturing content – Ask them to do something else
  37. 37. Campaign Design Checklist  Research the concept and evaluate support  Set campaign goals  Select social media channels and assets to be leveraged  Assess internal assets and staff capacity  Create a campaign timeline  Content and asset development  Supporter/fan development  Technological elements  Create a campaign champions group  Evaluation  Post-campaign engagement strategy
  38. 38. A note on why campaigns fail… The goal was unrealistic Did not set major campaign development points Did not take into account why people give Your donation form or landing page isn’t optimized Not having the right measurement system in place or being able to measure success Undeveloped social media communities Did not reach out to most engaged social media fans ahead of time
  39. 39. Website: Twitter: @askdebra Slides: Telephone: (617) 682-2977 I’m always happy to answer follow-up questions!
  40. 40. Bonus resources follow  Online giving trends by sector and org size  Online story design resources  Suggested campaign timeline by month
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  44. 44. Story element visuals Free and freemium: – Canva (graphics/infographics) – Animoto (video) – iPhone video (iMovie) – GoAnimate (animated movie) –, BitStrips, Chogger (comics) – Compfight (creative commons photos)