#GivingTuesday ideas for your charity


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GivingTuesday is coming to Canada on December 3, 2013! It is a new Canadian day of giving and volunteering, taking place each year after Black Friday and Cyber Monday. The movement encourages individuals and organizations to join together and find innovative ways to give back to the charities and causes they support throughout the holiday season.

Join us for this webinar to get fantastic and inspirational ideas that your charity can use to make your GivingTuesday campaign successful!


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#GivingTuesday ideas for your charity

  1. 1. #GivingTuesdayCa ideas for your charity
  2. 2. TODAY’S PRESENTER Kirstin Beardsley Director of Marketing and Community Engagement CanadaHelps
  3. 3. WEBINAR REMINDERS • You can hear us, but we can’t hear you • Have questions? Type questions in the Questions Log • Turn up your computer’s volume • For the best webinar experience, close all other applications • Webinar slides will be shared
  4. 4. WHAT IS CANADAHELPS? • A public charitable foundation and registered charity • Through CanadaHelps.org, anyone can donate to any registered Canadian charity online • We have facilitated over $345 million in charitable donations online since our launch in 2000 • 14,000 charities use us to collect donations and fundraise online • Over 800,000 Canadians have donated through CanadaHelps • For donors, CanadaHelps is a one-stop-shop for giving For charities, CanadaHelps is an online fundraising solution that is affordable, easy and secure WELCOME TO GIVING MADE SIMPLE!
  5. 5. MISSION CanadaHelps engages Canadians in the charitable sector, providing accessible and affordable online technology to both donors and charities to promote – and ultimately increase – charitable giving in Canada. VISION CanadaHelps strives to build a caring and involved Canadian society that is committed to giving and participating effectively in the charitable sector, using technology to create an efficient connection between charities, donors, and the corporate community.
  6. 6. #GivingTuesdayCa Overview
  7. 7. #GivingTuesdayCa • A national NEW day of giving on the Tuesday following Black Friday and Cyber Monday – Dec 3, 2013 • Celebrates and encourages giving back in ways that support charities • Partners create and commit to a project then help spread the word to their networks – online and offline • 443 partners so far! www.GivingTuesday.ca #GivingTuesdayCa
  8. 8. WHAT WAS ACHIEVED IN 2012? • Over 2,500 US partners came together in all 50 states • Online giving increased 50% year-on-year, based on data from various donation portals • Over 800 press stories (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. • 2.5 million social media impressions • Endorsements by The White House, Bill Gates, The Clinton Foundation, Mayors of Chicago, Philadelphia and New York
  9. 9. WHAT DOES #GivingTuesdayCa OFFER? • The chance to tell giving stories and bring attention to philanthropic commitments. • The strength of an international “umbrella” and unified message that upholds and supports many individual brands. #GivingTuesdayCa 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 global shopping days across many brands and platforms, #GivingTuesdayCa does the same thing.
  10. 10. WHY IS #GivingTuesdayCa POWERFUL? • A new narrative around giving and volunteerism. • The synergies in leveraging collective 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 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. #GivingTuesdayCa is something that everyone can share with friends, family and colleagues.
  11. 11. #GivingTuesdayCa CANADA FOUNDING PARTNERS Media Partners
  12. 12. #GivingTuesdayCa Participation Ideas
  13. 13. ASK FOR DONATIONS • Use the #GivingTuesdayCa movement as a way to kick-off your year-end fundraising appeals • Promote #GivingTuesdayCa in your communication and provide an easy way for donors to get involved in this exciting first year in Canada – by making a donation to your organization! • Build an online campaign and start talking about #GivingTuesdayCa early
  14. 14. CREATE A SPECIFIC #GivingTuesdayCa CUSTOM DONATE NOW PAGE • CanadaHelps Custom Donate Now pages can be created for specific funds or campaigns. • Create a specific #GivingTuesdayCa page and solicit donations on December 3rd.
  15. 15. FIND A MATCHING PARTNER • Find a local company that would like to get involved in #GivingTuesdayCa • Ask them to match donations made to your organization on December 3rd • Promote the match to your donors and let them know that their donations can have a greater impact if they give on #GivingTuesdayCa • A matching appeal is a great way to leverage existing/planned donations
  17. 17. SAY THANKS • Use #GivingTuesdayCa as an opportunity to give back to your supporters and thank them! • Show how much your organization appreciates its volunteers, donors, and sponsors by making a short video Example: http://www.givingtuesday.ca/gt/path ways-education-thank-video • Take some photos of your team with signs saying “Thank you” and post them to Facebook or Pinterest
  18. 18. SHOW IMPACT & RESULTS • Donors want to see results. They want to know that their support is making a difference • Show what you’ve been up to on current projects via social media or an email blast • Create a video, post progress photos, share case studies • This could also be a good opportunity to ask for people to continue their giving!
  19. 19. SHARE GIVING STORIES • Ask your supporters to send in a photo or short video about why they give • Give them a simple statement to complete such as “I give because…” or “I give back by…” to make it easy for them to get involved • On December 3, post the contributions to your social media channels
  20. 20. START SOMETHING NEW • Use #GivingTuesdayCa to get your community excited about “what’s next” at your charity • Share a sneak peek of a new project or campaign that is upcoming and gather support for it - UrbanPromise Vancouver • Great opportunity to gain newsletter subscribers and social media followers “You provide a great service. Small organizations like ours benefit tremendously, keeping our overhead low & spending more on good works!” -Better Day Alliance - ABC Life Literacy Canada
  21. 21. FONDATION CENTRE ACTION • Promoting annual spring Wheelchair Basketball Tournament by enrolling teams for 2014 and establishing new employee donation matching programs - UrbanPromise Vancouver • Reaching out to sponsors, donors and current teams/players “You provide a great service. • Thanking supporters and celebrating Small organizations like ours benefit relationships existingtremendously, keeping our overhead low & spending more on good works!” • Year-end donation ask -Better Day Alliance - ABC Life Literacy Canada
  22. 22. PROMOTE CHARITABLE GIFTS FOR THE HOLIDAYS • Create a dialogue with your community about how they give gifts and give back at this time of the year • Create a gift catalogue for your charity and promote the giving of meaningful gifts • Encourage donations in honour of others • Encourage people to “give the gift of giving” with CanadaHelps Charity Gift Cards
  23. 23. PROMOTE OTHER WAYS OF GIVING • Use #GivingTuesdayCa as an opportunity to shift the conversation away from giving funds and promote different ways to support your organization: • Skilled volunteering • Raising awareness for your organization • Fundraising • Forwarding your newsletter • Sharing your Facebook page • Retweeting
  24. 24. USE YOUR YEAR-END CAMPAIGN • No need to reinvent the wheel • Have a year-end plan already in the works? Incorporate #GivingTuesdayCa into existing appeals • Existing campaigns/events/announcements can benefit from promoting on #GivingTuesdayCa
  25. 25. MOBILE GIVING CAMPAIGN • • • The Mobile Giving Foundation Canada (MGFC) is offering the use of a single keyword/short code for free, to pre-certified MGFC charities that partner with GivingTuesday Interested charities can register for free GivingTuesday partnership and must be certified with MGFC ($350 one-time fee applies) to activate their free text-to-donate campaign before November 8, 2013 at GivingTuesday.ca. The MGFCUrbanPromisefor GivingTuesday” text-to-donate campaigns will be active, - “Give back Vancouver without any transaction or program maintenance fees for charities, between November 5 and December 31, 2013, so participating charities will have almost two months to engage with new donors and raise incremental funds through text message. “You provide a great service. support@mobilegiving.ca Small organizations like ours - ABC Life Literacy Canada benefit tremendously, keeping our overhead low & spending more on good works!” -Better Day Alliance
  26. 26. USE TWITTER & OTHER SOCIAL MEDIA • Create pre-campaign buzz • The power of the hashtag: use the #GivingTuesdayCa hashtag • Join the larger global #GivingTuesdayCa conversation too! • Best practice: Use less than 140 characters • Encourage donors and volunteers to share that they plan to give back to your organization on their social network. Retweet their posts!
  27. 27. #GivingTuesday USA Examples
  28. 28. HEIFER INTERNATIONAL • Created an infographic that highlighted the power of shopping dollars when used for altruistic purposes • “Does it surprise you that 79% of Americans polled would rather have a donation made in their name rather than a gift they know they'll never use? That's nearly 80 percent of your shopping list!” • Created an online savings calculator that helped people figure out how much they saved on Black Friday & Cyber Monday…then encouraged people to put those savings towards Heifer International • Engagement methods: PR, email, social media
  29. 29. GIVE KIDS THE WORLD VILLAGE • • • • • • Rolled out a social media and email campaign two weeks prior asking their Facebook and Twitter followers to make a donation Changed their cover photos on Facebook and Twitter with creative from their #GivingTuesday campaign Fortunate enough to have an anonymous donor match donations up to $10,000 The matching donation really encouraged people to donate and created a sense of urgency Garnered 121 new donors, and the average donation was $124 Lessons learned: start earlier, and engage fans more
  30. 30. PHOENIX HOUSE • Rather than asking supporters for monetary donations, Phoenix House asked people to write letters of encouragement to the men, women, and teens in their treatment programs • Provided a template letter on their website for people to easily personalize and send back to Phoenix House • Distributed the letters on #GivingTuesday to clients in their treatments centres • The clients, many of whom have lost ties with loved ones as a result of their addictions, were grateful for the encouraging words
  31. 31. MAKE YOUR #GivingTuesdayCa PLEDGE Once you decide how your charity is going to participate on #GivingTuesdayCa, update your profile on www.GivingTuesday.ca to share your pledge!
  32. 32. LET #GivingTuesdayCa HELP YOU! • Resources on www.givingtuesday.ca • Partner Toolkit • Case Studies • Intro to Social Media Guide • Facebook Best Practices • Corporate Engagement Guide • Blog posts • Download logos and graphic assets
  33. 33. More Charity Training
  34. 34. MYCHARITYCONNECTS Educational and training opportunities through MyCharityConnects www.mycharityconnects.org
  35. 35. UPCOMING WEBINARS Tuesday, November 5 @ 2pm Team Up for Tuesday: 5 Steps to Awesome Corporate-Cause Partnerships Kate Olsen, VP of Strategic Partnerships, Network for Good Tuesday, November 12 @ 2pm Building a successful online campaign for #GivingTuesdayCa Simren Deogun, Senior Account Manager, Stephen Thomas www.mycharityconnects.org/webinars
  36. 36. STAY IN TOUCH communications@canadahelps.org 1-877-755-1595 @canadahelps youtube.com/canadahelps facebook.com/canadahelps