Do you want to raise more money and connect with more supporters this year on the global day of giving, #GivingTuesday? This year Giving Tuesday is December 3, and it’s never too early to start planning for a successful campaign!
Last year on #GivingTuesday nonprofits raised over $380 million online. #GivingTuesday is a global social good movement designed to encourage people to give back the Tuesday after Thanksgiving, as an antidote to the shopping days of Black Friday and Cyber Monday.
Simply sending out one email and telling your donors that you are participating in this international day of giving is not enough. In this jam-packed webinar, social media expert Julia Campbell will go through exactly what is required in promoting a successful Giving Tuesday campaign for your nonprofit.
Julia Campbell has helped dozens of small and mid-size nonprofits launch successful Giving Tuesday campaigns, and she will teach you exactly what to do to reach your goals this Giving Tuesday for your nonprofit.
Learning objectives:
How to use email to reach donors on Giving Tuesday
How to use storytelling to get people to pay attention to your campaign
Ways to strategically use social media advertising to further amplify your message
Battle-tested tools and apps to create great visuals and videos to promote the campaign
2. ABOUT ME
Mom of 2
Returned Peace Corps Volunteer (Senegal
2000-2002)
Author, Storytelling in the Digital Age: A
Guide for Nonprofits
Former Development and Marketing
Director at small shops
Tweet: @JuliaCSocial
TWEET: @JULIACSOCIAL @DONORSEARCH
3. LEARNING OBJECTIVES
TWEET: @JULIACSOCIAL @DONORSEARCH
The best ways to use video
and social media in your
#GivingTuesday campaign
How to use storytelling to get
people to pay attention to
your campaign
Several free and low-cost
ways to raise more money
during your campaign
Real-world examples from
small nonprofits and libraries
who are getting it right
4. POLL – ANSWER IN
QUESTION BOX
Have you ever run a #GivingTuesday campaign?
Yes, and we reached our goal!
Yes, but we didn’t reach our goal.
No, but we are going to run one this year.
No, and we are unsure if we are going to
participate this year.
Not sure
TWEET: @JULIACSOCIAL @DONORSEARCH
5. WHAT IS #GIVINGTUESDAY?
#GivingTuesday was founded in
2012 by New York’s 92nd Street
Y in partnership with the United
Nations Foundation.
1
This year #GivingTuesday will be
on December 3, 2019.
2
TWEET: @JULIACSOCIAL @DONORSEARCH
7. GIVING TUESDAY 2018
TWEET: @JULIACSOCIAL @DONORSEARCH
Giving Tuesday raised $380 million dollars online,
up 38% or $106 million from 2017.
14.2 billion social media impressions.
150+ countries participated in Giving Tuesday.
8. THE OLD WAYS NO
LONGER WORK
TWEET: @JULIACSOCIAL @DONORSEARCH
10. SUCCESSFUL GIVING
TUESDAY CAMPAIGNS:
Plan early!
Nail down SMART goals.
Secure matching gifts to create urgency.
Come up with an original, compelling Campaign Theme.
Co-brand using Giving Tuesday’s own assets: https://www.givingtuesday.org/logos
Create a Campaign Calendar so nothing falls between the cracks.
TWEET: @JULIACSOCIAL @DONORSEARCH
11. GET BUY-IN
FIRST
Create your plan.
Get everyone involved – give
everyone a small part.
Show the data on Giving
Tuesday:
www.givingtuesday.org
Organize an exploratory
committee and brainstorm
ideas.
Come up with a creative and
exciting campaign theme!
TWEET: @JULIACSOCIAL @DONORSEARCH
12. 3 ESSENTIAL STEPS TO
SUCCESS
Select
your SMART
goal.
Create
a compelling
reason to
participate.
Make
it absurdly easy
to participate
from anywhere.
TWEET: @JULIACSOCIAL @DONORSEARCH
13. SELECT YOUR SMART GOAL
Specific Measurable
Achievable
(Ambitious!)
Relevant
Time-based
TWEET: @JULIACSOCIAL @DONORSEARCH
14. SAMPLE
#GIVINGTUES
DAY GOALS
TWEET: @JULIACSOCIAL @DONORSEARCH
To raise a total amount of $5,000
To increase social media engagement by 30%
To gain 100 new donors
To increase average online donation by 10%
To get 500 social media mentions
To increase participation in an advocacy campaign
by 25%
15. WHO IS THIS CAMPAIGN FOR?
What do they care about?
What will get
them excited?
What action can
they easily take –
OTHER than
donating money?
TWEET: @JULIACSOCIAL @DONORSEARCH
16. CREATE A
COMPELLING
REASON TO
PARTICIPATE
Based on your SMART goal
Based on your specific target
audience
What will capture their
attention?
What will pique their
interest?
What will inspire them to
take the time to participate
in this campaign?
Where is the sense of
urgency?
TWEET: @JULIACSOCIAL @DONORSEARCH
20. MAKE
#GIVINGTUES
DAY YOURS
#GivingShoesDay by Dress
for Success
Specific call-to-action for
maximum participation
A pair of shoes – allows for
supporters to visualize how
the donation is making a
difference
Symbolic: New opportunity,
confidence, “step closer to a
new life”
TWEET: @JULIACSOCIAL @DONORSEARCH
21. “A woman donates her shoes and has
such a great experience that she wants
to become a donor or a volunteer, or
even ask her company to get involved.
#GivingShoesDay is a first touch point
with new supporters.”
– Katie Murphy, Director of Media
Relations, Dress for Success Worldwide
TWEET: @JULIACSOCIAL @DONORSEARCH
25. PROMOTION
IS KEY
Success on Giving Tuesday is
just as much about promoting
the campaign as it is about
creating a compelling reason
to give.
TWEET: @JULIACSOCIAL @DONORSEARCH
30. MAKE IT ABSURDLY
EASY
TWEET: @JULIACSOCIAL @DONORSEARCH
#GivingTuesday is an
online, social media
driven event.
Is the campaign mobile
accessible?
Is it easily shareable?
Is the branding
consistent?
Is the message clear?
31. FACEBOOK
’S
FUNDRAISI
NG TOOLS
Donate button on
your Page, Page
posts, and ads
Donate button on
your Facebook
Live videos
Facebook
Fundraisers
TWEET: @JULIACSOCIAL @DONORSEARCH
32. #GIVINGTUESDAY 2018 ON
FACEBOOK
Facebook online fundraisers raked in $125 million for
charities on Giving Tuesday 2018.
That’s nearly three times more than the $45 million that
the social network helped people raise on the same day
last year.
473,000 donors gave to nonprofits via Facebook
fundraising tools
Three-quarters of these donors had not previously
donated via Facebook
20% of those same donors gave AGAIN via Facebook
within 6 months
TWEET: @JULIACSOCIAL @DONORSEARCH
37. #GIVINGTUESDAY TOOLKIT
The benefits of creating a Facebook fundraiser are numerous. You can
encourage donations to AAUW in your honor while increasing visibility for
AAUW’s work and mission by inviting friends to support your fundraiser,
learn more about your cause, and donate.
Facebook also makes raising funds easy, exciting, and secure: Fundraiser
creators can set donation goals and track their progress toward those goals,
and donors can enter their payment information securely and easily through
Facebook. With Facebook fundraisers, supporting women and girls only
takes a few clicks!
Source: https://www.aauw.org/resource/how-to-create-a-
facebook-fundraiser/
TWEET: @JULIACSOCIAL @DONORSEARCH
38. INSTAGRAM
SPONSORE
D POSTS
Instagram sent more individual donors
to donation forms than Twitter
Had a higher donation conversion rate,
and the resulting gifts were of a higher
average value.
Instagram represented 4.3% of
socially-referred gifts at a $78.5
average gift size.
Instagram allows you to pay for
sponsored postings and add a strong
call-to-action like “Shop” or “Donate”.
TWEET: @JULIACSOCIAL @DONORSEARCH
46. GET PARTICIPATION
& ENGAGEMENT
Create a printable PDF that your
followers can use in their #UNselfie
photos that includes your logo and
call-to-action.
Encourage supporters to change
their profile photos and cover art on
Facebook, Twitter, and Instagram.
TWEET: @JULIACSOCIAL @DONORSEARCH
49. SOCIAL MEDIA TOOLKITS –
EXAMPLES
Right from the Start in the Digital Age: https://rightfromthestart.co/social-
media-tool-kit
Leukemia & Lymphoma Society Light the Night Walk:
http://www.lightthenight.org/ways/light-the-night-walk/social-media-
toolkit
#GivingTuesday: https://www.givingtuesday.org/sites/default/files/2016-
07/Social%20Media%20Toolkit.pdf
MercyCorps: https://www.mercycorps.org/fundraising/ideas-tips-
tools#digitalmaterials
Stand Up To Bullying: http://www.standuptobullying.co.uk/wp-
content/uploads/2016/06/SUTB-Social-Media-Toolkit.pdf
National Eating Disorders Association: https://www.nedawalk.org/social-
media-toolkit TWEET: @JULIACSOCIAL @DONORSEARCH
51. CAMPAIGN CALENDAR: ONE
MONTH OUT
Research
Research successful
Giving Tuesday
campaigns.
Choose
Choose a unique
campaign theme.
Acquire
Acquire a matching
gift that can be
“unlocked” and that
will create a sense of
urgency throughout
the campaign.
Form
Form a Campaign
Committee to come
up with ideas and to
do the work.
TWEET: @JULIACSOCIAL @DONORSEARCH
52. CAMPAIGN CALENDAR:
ONE MONTH OUT
Short list of the assets you may need to create:
Landing page for the campaign
Facebook Page cover photo
Facebook & Twitter graphics
Pinterest graphics (vertical works best)
Instagram graphics (square works best)
Video about the campaign
Stories
Quotes from volunteers
Sample email copy
TWEET: @JULIACSOCIAL @DONORSEARCH
53. #GIVINGTUESDAY
AMBASSADORS
Create a private Facebook Group
Give them images to share on their
social networks
Sample posts for them to cut and
paste
Sample emails to send out
Give them constant communication
and cheerleading
TWEET: @JULIACSOCIAL @DONORSEARCH
54. CAMPAIGN CALENDAR: ONE WEEK
OUT
Tease the campaign on social
media and email, announcing
that something exciting is
coming on #GivingTuesday.
Prepare for a Facebook Live video
to launch the campaign.
TWEET: @JULIACSOCIAL @DONORSEARCH
55. CAMPAIGN
CALENDAR:
LAUNCH DAY
Send at least 2 emails that
day – once launching the
campaign, one with a
reminder and progress
update.
Post frequent updates on
social media channels.
The key is to make the
updates interesting and
entertaining!
HAVE FUN!
TWEET: @JULIACSOCIAL @DONORSEARCH
59. MESSAGES TO
SHARE
Success, milestones reached,
accomplishments
Stories, testimonials, case
studies
Helpful resources and
education around the cause
and the issue
Data that supports your
mission, demonstrates need,
and showcases impact
TWEET: @JULIACSOCIAL @DONORSEARCH
67. STORY SERIES
Badass Brooklyn Animal Shelter posted
social media updates on #GivingTuesday
about a group of dogs they were rescuing
during the first week of December.
They featured stories of these pups
throughout the day and reiterated that
donations saved these dogs’ lives.
The images were branded with the
#GivingTuesday logo, a call to action to
donate, and a short URL that lead directly to
Badass’ donation page.
TWEET: @JULIACSOCIAL @DONORSEARCH
75. BACK TO YOU!
TWEET: @JULIACSOCIAL @DONORSEARCH
What is ONE action step
that you are going to
take today to promote
your FABULOUS
#GivingTuesday
campaign?