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Maximize Your Giving Tuesday Fundraising & Engagement

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As Giving Tuesday has grown to a global day of giving, this is a unique opportunity to engage with your donors, supporters, and volunteers — and raise some money! To help you get the most out of Giving Tuesday, this Webinar will discuss picking a campaign theme, focusing on your audiences, getting the timing right, inspiring millennials, making it viral, using video, harnessing social media and making your campaign multichannel.

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Maximize Your Giving Tuesday Fundraising & Engagement

  1. 1. Maximize Your Giving Tuesday Fundraising and Engagement November 1, 2018
  2. 2. Using ReadyTalk • Chat to ask questions • All lines are muted • If you lose your Internet connection, reconnect using the link emailed to you. • You can find upcoming and past webinars on the TechSoup website: www.techsoup.org/community/events- webinars • You will receive an email with this presentation, recording, and links • Tweet us @TechSoup and use hashtag #tswebinars
  3. 3. A Global Network Bridging Tech Solutions and Services for Good Where are you on the map? Countries Served TechSoup Partner Location NetSquared Local Group
  4. 4. Acclivity Adobe Alpha Software Atlas Business Solutions Atomic Training Amazon Web Services Autodesk Azavea BetterWorld Bitdefender Blackbaud Bloomerang Box Brocade Bytes of Learning Caspio CauseVox CDI Computer Dealers Cisco Citrix CitySoft CleverReach ClickTime Closerware Comodo Connect2Give Dell Dharma Merchant Services Digital Wish Dolby DonorPerfect DocuSign Efficient Elements FileMaker GoDaddy GrantStation Guide By Cell Headsets.com Horizon DataSys HR Solutions Partners Huddle Idealware InFocus Informz InterConnection Intuit JourneyEd Litmos Little Green Light Mailshell Microsoft Mobile Beacon NetSuite Nielsen NonProfitEasy O&O Software Okta Quickbooks Made Easy Reading Eggs ReadyTalk Red Earth Software Sage Software Shopify Simple Charity Registration Skillsoft Smart Business Savings Society for Nonprofit Organizations Sparrow Mobile Symantec Tableau TechBridge Tech Impact Teespring Telosa Tint Ultralingua Western Digital Zoner
  5. 5. Explore our Nonprofit Tech Marketplace For more information, please visit www.techsoup.org/get-product-donations "We are an all-volunteer organization with limited professional skills. Adobe's donated technology is helping us present our story to the public and to lenders in the format of a much larger organization. With Adobe, we are able to knock off a few of the "rough edges" so that our story is front and center instead of our technological limitations. Thank you, Adobe!” - Richard de Koster Constitution Island Association, Inc
  6. 6. Presenters Michael Stein, Sr. Director of Partnerships EveryAction Sima Thakkar Online Learning Producer TechSoup Assisting with chat: Zerreen Kazi Marketing Associate TechSoup Sima Thakkar Online Learning Producer TechSoup Zerreen Kazi Marketing Associate TechSoup Michael Stein Sr. Director of Partnerships EveryAction
  7. 7. MAXIMIZE YOUR GIVING TUESDAY FUNDRAISING & ENGAGEMENT Webinar ~ November 1, 2018 Presented by Michael Stein
  8. 8. Today’s presenter: Michael Stein Senior Director of Partnerships EveryAction Page 2
  9. 9. Giving Tuesday was created when two organizations, the 92nd Street Y and the United Nations Foundation came together in 2012, about a month before that year's Thanksgiving. Their intention was to set aside a day to celebrate the generosity of giving, a great American tradition. 3 Page 3
  10. 10. 1. Build your campaign strategy 2. Message via email 3. Prepare your website 4. Harness your social networks 5. Measure everything 6. Q & A 4 Page 4 Tue Nov 27 is 26 days away
  11. 11. 5 Page 5 1/ BUILD YOUR CAMPAIGN STRATEGY
  12. 12. Giving Tuesday vs Year End: - Cannibalization issue - Different campaigns - Separate goals - Messaging strategy 1. Build your campaign strategy
  13. 13. What worked last year? - Messaging that worked - Audiences that responded - Money raised - Open rates, click rates, links clicked - Testing - Social media activity - Anecdotal & community response 1. Build your campaign strategy
  14. 14. Determine your goal: - Raise money - Engage supporters - Recruit volunteers - Grow your email list 1. Build your campaign strategy
  15. 15. Activate your audiences: - Active donors - Lapsed donors - Volunteers - Activists - Non-donors - Social media followers - What other audiences? 1. Build your campaign strategy
  16. 16. 10 Page 10 Tuesday Nov 27 - Start your messaging up to a week ahead of time - Email & social media promotion, including on the weekend - Follow-up messaging during the week Black Friday Weekend 1. Build your campaign strategy Cyber Monday
  17. 17. 11 Page 11 Create a unique campaign - Create original content - Make your ask goal- oriented - Make your Giving Tuesday unique - Connect clearly to your mission 1. Build your campaign strategy
  18. 18. - Visit GivingTuesday.org - Toolkit, Ideas & Case Studies - Focus on a unique theme 1. Build your campaign strategy 12 Page 12
  19. 19. 1. Build your campaign strategy 13 Page 13
  20. 20. Focus on a unique theme - Example: Mercy for Animals - ”Fund One Full Investigation" 1. Build your campaign strategy
  21. 21. Focus on a unique theme - Example: Middle East Children’s Alliance - Focus on “Maia Project” to raise $15,000 to provide safe, clean water to 2,500 kids in Gaza 1. Build your campaign strategy https://youtu.be/qob6QGrmXrs
  22. 22. Focus on a unique theme - Example: Berkeley Humane - “$50 will feed me for a month” - Cats vs. Dogs! 1. Build your campaign strategy
  23. 23. Focus on new donors & small gifts - Connect with new supporters - Encourage new gifts, any size - Focus on small gifts - Attract monthly donors - Crowdfunding = small gifts - Your donation page gift string should start at $5 - Challenge match 1. Build your campaign strategy 17 Page 17
  24. 24. 18 Page 18 2/ MESSAGE VIA EMAIL
  25. 25. 2. Message via email - Figure out your timing for emails - What worked last year? (review performance) - List segmentation - Messaging & template design 19 Page 19 Black Friday Weekend Cyber Monday
  26. 26. Page 20 Nov 22 Nov 26 Nov 28
  27. 27. 2. Message via email Page 21 Sun Nov 26, 2017 Tue Nov 28, 2017
  28. 28. Key Strategies: - The sender - The ask - Giving level - Challenge match - Gift (SETI book) - Visuals (photos, video) - Timing, deadline, momentum 2. Message via email
  29. 29. 23 Page 23 3/ PREPARE YOUR WEBSITE
  30. 30. - Promote appeal on home page (top, carousel) - Use clear headline, value proposition, image, button - Other website content to strengthen your appeal 3. Prepare your website
  31. 31. Lightbox - Pop-up lightbox on homepage - Pop-up lightbox on top 20 pages - Only show lightbox to new visitors 3. Prepare your website
  32. 32. 3. Prepare your website Lightbox - Example: Sempervirens Fund - Matching gift
  33. 33. 3. Prepare your website Donation Page - Example: No Kid Hungry - Matching gift
  34. 34. 3. Prepare your website Donation Page - Example: Defenders of Wildlife - 3-for-1 Match
  35. 35. 3. Prepare your website Donation Page - Example: National Museum of African American History & Culture - Gift at $100 level = hat
  36. 36. 30 Page 30 4/ HARNESS YOUR SOCIAL NETWORKS
  37. 37. - Multi-channel outreach - Distribute content across email, web, social & events - Engage your audience (hashtags, selfies, thank donors) - Create momentum 4. Harness your social networks
  38. 38. Facebook: - Boost your content to increase reach - Facebook Live - Facebook Fundraising tools - Create “custom campaigns” to target email subscribers - Paid ads to increase your reach 4. Harness your social networks
  39. 39. 4. Harness your social networks • Recruit social media ambassadors • Crowd-fundraising • Reach out to friends, family, co-workers • Personal donation pages (Facebook Fundraising, etc) 33 Page 33 Best Buddies Challenge website, Mar 2018. www.bestbuddieschallenge.org
  40. 40. 34 Page 34 5/ MEASURE EVERYTHING
  41. 41. - What worked year-over-year? - Revenue, donors, average gift - Monthly donor recruitment - Performance by audience segment - Traffic to donation pages & conversion rate - Social media activity 35 Page 35 5. Measure everything
  42. 42. 1. Integrate channels 2. Create campaigns 3. Email more 4. Recruit social ambassadors 5. Increase your social media activity 6. Promote monthly giving & small gifts 7. Improve your donation pages 36 Page 36 Michael’s Top 6 Tips
  43. 43. Further Learning 37 Page 37 A Nonprofit’s Guide to Successful Year-End Fundraising Published by EveryAction Free download: http://bit.ly/eoy-giving
  44. 44. 6. Questions & Answers
  45. 45. Thanks for joining us! - Please share your feedback - Follow on Twitter - TechSoup @techsoup - EveryAction @everyactionHQ - Michael Stein @mstein63 - Contact Michael via email at mstein@everyaction.com 39 Page 39
  46. 46. Share and Learn • Chat in one thing that you learned in today’s webinar. • Please complete our post-event survey. Your feedback really helps. • Follow TechSoup on social media (FB, Instagram, Twitter) • Visit the TechSoup Blog at blog.techsoup.org
  47. 47. Join us for our upcoming webinars. 11/13 Intro to Building PDF Forms 11/19 From Desktop to the Cloud: Why Organizations Are Converting 12/10 How Can a Nonprofit Best Utilize Remote Tech Support? 12/11 Payroll for Nonprofits: 2018 Law Changes That Affect You Archived Webinars: www.techsoup.org/community-events
  48. 48. Thank you to our webinar sponsor! Please complete the post-event survey that will pop up once you close this window.

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