1.
Digital giving made easy
STEP-BY-STEP GUIDE
Digital fundraising
for beginners
CHRISTMAS EDITION
THIS CHRISTMAS:

2.
An entire suite of fundraising
solutions available in
one click.
Digital giving made easy

3.
The game plan
For your digital fundraising
STEP #1:
Tell your story
STEP #5:
Content checklist
1
2
3
4
5
STEP #2:
Tap into your
audience
STEP #3:
Map out your
channels
STEP #4:
Set your
fundraising goals

4.
STEP #1: Tell your story
1

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Start with a theme, and find a hero to tell your story
STEP #1: Tell your story
WHY?
Start with a clear story
about who donors are
supporting this Christmas.
WHO:
Find a hero to tell
your story.
HOW:
Gather eye catching
graphics that bring
your impact to life.
WHAT:
Choose a powerful
tagline and simple
introduction.
TELLING YOUR STORY
Be sure to use emotive copy to get donors involved in your cause
1

6.
Give your donors an
experience this
Christmas
Give plenty of context on what you
need funds for
Make donors feel valued
• No matter what gift they give
Pin your giving post to your social channels
• It makes a big difference
Make is simple and easy to donate
• Secure online donation
STEP #1: Make giving an experience1
TELLING YOUR STORY
Be sure to use emotive copy to get donors involved in your cause

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STEP #2: Tap into your audiences

8.
AGE GROUP
This will give you an
idea of the tone and
style of your
messaging.
INTERESTS
• Mothers groups
• Environment
• Animal rescue
FAVOURITE CHANNEL
• Social: Facebook
• Email
• TV/Radio
Your Ideal Donor
• Who are your supporters this Christmas?
• Clarify your personas for this campaign, remember, it could be
more than one audience.
RETENTION vs ACQUISITION STRATEGY
Differentiate between acquiring new donors and retaining current donors.
STEP #2: Tap into your audiences2

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STEP #3: Map out your channels
3

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With digital, you can make a huge
impact with just a few channels.
Think about which channel will reach your
target audience:
• Email
• Social media
• Website
• SMS
Where do your donors live online?
MULTI-CHANNEL STRATEGY
Be sure to stay visible across all your channels, and keep your approach consistent
with your brand, theme, dollar handles and donation page.
STEP #3: Map out your channels3

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STEP #4: Set your fundraising goals

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STEP #4: Set your fundraising goals
What are your goals?
Set achievable targets to start your Christmas campaign, then
adjust your goals as you reach your milestones!
INTERNAL TARGETS
Think about how much you need to
keep you going for the next six months.
You can talk about this total in your
posts, and on the copy of the page.
CLEAR MOTIVATION
Choose whether to show your target on the donation page, by adding a thermometer bar.
EXTERNAL TARGETS
If you want to motive your supporters
to a particular goal, then include a total
that updates live on the page.
4

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STEP #4: Set your fundraising goals
How much to ask for?
Set achievable targets to start your Christmas campaign, Then
adjust your goals as you reach your milestones!
YOUR FIRST CAMPAIGN
If you are still finding your feet, get clear
on what donations will help to do.
Set tangible giving
amounts
CLEAR MOTIVATION
Choose whether to show your target on the donation page, by adding a thermometer bar.
ONGOING CAMPAIGNS
If you have past data to work with, and a
CRM to manage your donor lists.
Use past giving history
across all channels
4

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STEP #5: Content checklist
5

15.
COHESIVE CONTENT
Mimic your dollar handles across all channels, from direct mail to email and SMS, to give your donors the chance to gift more.
WEBSITE
1 main
donation page
SOCIAL
Plan for 2 to 4
social posts
IF YOU HAVE AN EMAIL LIST
WEBSITE
Setup 1 main
donation
page
SMS
Send 1 SMS
as your last
call to
donate
EMAIL
Plan for 1 to 3
email waves
SOCIAL
Plan for 1 to 3
social posts
FOR SOCIAL MEDIA
Tempo of content across your channels
STEP #5: Content checklist5

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COHESIVE CONTENT
Mimic your dollar handles across all channels, from direct mail to email and SMS, to give your donors the chance to gift more.
Countdown calendar for Christmas
Timeline until Christmas this year
GIVING TUESDAY
TWO WEEKS TO
GO
ONE WEEK TO GO
Tuesday
3rd December
Thursday
12th December
Wednesday
18th December
5 DAYS TO GO
Friday
20th December
Setup donation
page.
Intro email +
social
Update email.
Progress on
social
One week to
go email +
social post
Email Email Email SMS
Final SMS to
give before
Christmas

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TECH TOOLKIT: +
Bringing it
all together

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Digital giving
allows full
flexibility
across your
channels.
How to make an impact on each
channel.
• Setup a smart donation page.
• Send emails that are pre-filled for
easy donations.
• Post on social to update your
donors.
• Send a final reminder.
Pre-filled emails SMS donationsDonation pages Social media

19.
Start with your
branded
donation page
Easy to create your own
branded donations page,
just choose a few great
images, tell your story
and go live.
TECH TOOLKIT: Bringing it all together+
Keep it simple

20.
Tell your story
on donation
page
Banner: Choose an
emotive image to tell your
story
Easy donation form:
Simple to give.
Payment options: Pay
by credit card or PayPal
Unique gift amount
Branded banner
Why to give
Easy giving
form
Why to give: Tell your
story very briefly.

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Mobile experience

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Emotive email with donation options
If you have
donor emails.
Send out an email to
your supporters.
Keep it simple

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18 sleeps to go…
Emotive email with donation options

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Alex, baby orangutans
need your help
Personalised email with video

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Going viral on social media
Tips for
amplifying
giving
across all
channels
Social media can
amplify your message
in an instant.
St Kilda Mums learned the
power of social media, when
they added a powerful post
on Instagram a few days
before Christmas, and it was
then shared by Megan Gale,
which took their campaign to
instant fame overnight.
Share on social media

26.
Smart
countdown
timer
Smart tools
Live thermometer bar:
Dynamically shows % or total
amount
Automatically counts down
Fully customisable

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Live donation
tracker
Smart tools
Live thermometer bar: Adds
a fun element, that counts up to
the total. Dynamically shows %
or total amount
Automatically counts down
Payment options: Offer more
than one way to pay.
Fully customisable

28.
Comments
Smart tools
Live thermometer bar: Adds a fun element,
that counts up to the total. Dynamically shows
% or total amount
Timer automatically counts down
Payment options: Offer more than
one way to pay.
Add comments to build
community

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Double your
donations
Smart tools
Matched giving amount: Adds a
multiplier to each donation, to match
dollars from matcher
Payment options: Offer more than
one way to pay.
Fully customisable donation page

30.
Alex,
We're still short!
Donate $50 by midnight:
http://donate.oxfam.org.au/
unsSTOP 04xxxxxxxxx
SMS is
now
super
personal
Sender ID: Max 11 characters
Firstname: Use donor’s name
Copy to suit tone and message
Unique gift amount
Remember: With GiveEasy each
link is unique to the donor, with
pre-filled form.
CEO from Oxfam
Name
Copy
Gift amount
Link:
UNS:
Unsubscribe number. Always
included.
Customise your
mobile giving
with highly
targeted SMS
PersonalisedSMS

31.
Outbound SMS
Personalised
donation page
From: Youth Off The
Streets
[Firstname], we're still
short! Help homeless kids
in crisis this Xmas! Please
donate $[Amount] now:
[URL]Uns STOP
0429038552
Emotive SMS with donation optionsEXAMPLE: Personalised SMS
From:
YOTS[Firstname],
we're still short! Help
homeless kids in crisis
this Xmas! Please
donate $[Amount]
now: [URL]
Uns STOP
0429038552

32.
Outbound SMS
Personalised
donation page
Emotive SMS with donation optionsEXAMPLE: Personalised SMS
Firstname: Use donor’s name
Unique gift amount
Remember: With GiveEasy
each link is unique to the
donor, with pre-filled form.

33.
Donors truly appreciate a
thoughtful thank you.
EVEN BETTER: Saying thanks

34.
Say thanks at
every stage.
At the moment someone
gives, you want to reward
them immediately.
Saying thank you is the start of a
communications journey to bring new
donors into your community.
Saying thank you is the
easiest thing to do.
EVEN BETTER: Saying thanks

35.
Personalise at
every step
Thank you at time
of donation
On donation screen.
Receipt sent email
Give context on how the funds
will help your community.
[Firstname], we reached the
$100,000 target for our Intensive
Care Unit upgrade, which means
more critically ill patients like Erin
will receive the life-saving care they
so desperately need. We just
wanted to keep you up to date, and
let you know that we could not be
more appreciative of the role our
supporters played in this fantastic
result.uns STOP 0417672291
Thanks
You can now tailor your journey at each
thank you stage with GiveEasy.
EVEN BETTER: Saying thanks
Follow up on
SMS with
milestones
Send a thank you SMS.

36.
COHESIVE CONTENT
Mimic your dollar handles across all channels, from direct mail to email and SMS, to give your donors the chance to gift more.
Countdown calendar for Christmas
Timeline until Christmas this year
GIVING TUESDAY
TWO WEEKS TO
GO
ONE WEEK TO GO
Tuesday
3rd December
Thursday
12th December
Wednesday
18th December
5 DAYS TO GO
Friday
20th December
Setup donation
page.
Intro email +
social
Update email.
Progress on
social
One week to
go email +
social post
Email Email Email SMS
Final SMS to
give before
Christmas

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Questions?
Jeremy Tobias
CEO
GiveEasy
jeremy@giveeasy.org