The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday
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Crowd-funding for #GivingTuesday, the global day of giving back to launch the holiday season, has fast become a cornerstone of fundraising. These slides from a #SM4NP webinar with Leo Buc and Bre DiGiammarino will give you practical and tactical resources for making it a success.
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The Dog Ate My Grant Application! Crowdfunding for #GivingTuesday
- 1. Bre DiGiammarino Senior Director Cause Fundraising Indiegogo @gogobre Crowdfunding for #GivingTuesday Leo Buc Executive Co-Director Common Vision @fruittreetour
- 3. Today’s Agenda ● #GivingTuesday and crowdfunding ● Frame your fundraiser ● Create your draft ● Launch with momentum ● Make the most of #GivingTuesday
- 4. ● Founded 2012 to launch holiday giving on Tues after Thanksgiving ● Est. 470% increase in online donations on #GivingTuesday ● 15.4B impressions in print & social media What is #GivingTuesday?
- 5. Why crowdfund? • Donors • Dollars • Awareness • Impact
- 6. • Easy social media • Reach new audience • No platform fees • Tools to run on your site • Support and advice Why use a site?
- 7. #GivingTuesday 2015 at Indiegogo Igg.me/GivingTuesday
- 8. Today’s Agenda ● #GivingTuesday and crowdfunding ● Frame your fundraiser ● Create your draft ● Launch with momentum ● Make the most of #GivingTuesday
- 10. Make it personal • Who is running the fundraiser • Who is the beneficiary of the fundraiser
- 11. Set an attainable goal
- 12. Today’s Agenda ● #GivingTuesday and crowdfunding ● Frame your fundraiser ● Create your draft ● Launch with momentum ● Make the most of #GivingTuesday
- 13. Plan roles & responsibilities • Writing • Design • Social media, PR • Customer service • Video • Donation levels
- 14. Put together your story • Summary • Problem • Budget • Involvement • Context • Solution
- 15. Create your write-up • Credible • Authentic • Specific • Simple • Visual
- 16. Create your video • 1st 30 sec matter most w/ max 3 min • Personal • Specific to fundraiser • Grateful
- 17. Set donation levels • Impact unit • Physical item • Digital reward • Experience
- 18. Today’s Agenda ● #GivingTuesday and crowdfunding ● Frame your fundraiser ● Create your draft ● Launch with momentum ● Make the most of #GivingTuesday
- 19. Prepare to use all community touch points • Telephone • Email • Social media • Updates • PR • Offline sharing and events
- 20. Roll out strategically to raise 30% of goal in first 48 hours after launch • Engage close community in weeks ahead of launch • Identify seed and incentive donors to roll out through fundraiser • Reconnect with close community couple days before launch • Launch with email
- 21. Keep engaged with community via updates and social media • Post personal and impact stories • Share fundraiser status updates • Continue to cultivate close community • Roll out and promote incentive donations
- 22. Rally additional audiences • Indiegogo community • Industry and local press • Relevant on & offline groups (e.g. neighborhood, alumni, interest area, etc) • Celebrities
- 23. Today’s Agenda ● #GivingTuesday and crowdfunding ● Frame your fundraiser ● Create your draft ● Launch with momentum ● Make the most of #GivingTuesday
- 24. • Oct: Set goals, team and draft • Early Nov: Create promotion plan • Mid Nov: Launch & raise first 30% before Thanksgiving • End Nov: Send community actions to perform on #GT • Dec 1: Activate community to perform #GT actions • Dec 2: Thank community and share results from #GT • Rest of Dec: Continue updates through month
- 25. Share #GivingTuesday call to action Create urgent call to action • Dollar or percent goal for day • Incentive donation if possible Create template posts • Include call to action, hashtags and links to organization accounts • Sample: It’s #GivingTuesday! Help @CommonVision raise 50% of goal to grow trees at 1000 schools: igg.me/xxxxxx. #GrowFruitGrowPower
- 26. Activate community on #GivingTuesday Share template social media posts with community • Direct email • Fundraiser update • Social media Post social media updates throughout day • Goal milestones • Thank you messages • Sample: TY for supporting @CommonVision, @DonorName! Pls keep up momentum & tag 3 friends to join you for #GivingTuesday: igg.me/xxxx.
- 27. Keep up #GivingTuesday momentum through December Create #GivingTuesday wrap up w/ donor, dollar & tweet stats • Blog • Fundraiser update • Social media Identify goals for rest of year • Thank donors for getting you this far • Encourage them to help you hit your full 2015 goals
- 28. Thank you! Resources to follow by email: • #GivingTuesday prep calendar (now) • Marketing plan template (now) • Fundraiser draft creation toolkit (End Oct) • Amplification toolkit including promotion & press tools (Mid Nov) Sign up today to access 0% fees and personalized advice on your #GivingTuesday fundraiser at igg.me/givingtuesday