This document provides 15 essential steps for non-profits to optimize their results from Giving Tuesday fundraising campaigns. It outlines strategies for leveraging existing communications, email campaigns, website promotions, social media, and integrating the campaign with overall annual fundraising goals. Key recommendations include establishing clear goals, testing content strategies, creating content calendars, leveraging partnerships, and communicating results to donors.

1. 1
15 Essential Steps to Optimize
Your
Results

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Miriam Kagan
Senior Fundraising
Principal
Kimbia
Hi!
Matthew Mielcarek
Vice President,
Consulting & Strategy
Charity Dynamics
Rachel Lewis
Director of
Digital Strategy
Social Factor

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Marketing Strategy
1. Leverage Existing Communications
Resources
2. Incite Your Online File
3. Promote on Your Website
4. Go Further with a Lightbox
5. Integrate to Year-End Giving

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1. Leverage Existing
Communications Resources
• How can existing
organizational Public
Relations be used?
- Empower media and
corporate partners
- Empower celebrities,
board members and major
donors to speak on your
behalf
• Provide distinct
talking points both
leading up to event
and for event day

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2. Incite Your Online File
Develop and send an email series
to your existing online
constituents
• Announce the concept and recruit
participation to share Giving Day
activities socially
• Provide “Breaking News” email
updates of corporate or major gift
donor match challenges
• Send a pre fundraising ask on Black
Friday
• Send a Giving Tuesday event appeal
• Kick off Year End Giving Email Asks

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3. Promote on Your Website
• On December 2,
2014 your website
belongs to Giving
Tuesday 
• Feature across all
digital properties in a
consistent manner
• Provide a single,
simple one-click
opportunity to
respond for site
visitors

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4. Go Further with a Lightbox
• Interrupt site visitors with a
pop up lightbox
• On this day alone – as well as
December 31 – your website
serves as a cash register
• Simplify “check out” for
visitors with an embedded
donation form
• Convert other visitors who
were on the fence

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5. Integrate to Year End Giving
Giving Tuesday can serve as a
tactic for overall Year End
giving; integrate to overall Year
End plans
• Use national visibility to activate all
communities and kick off season of
philanthropy (earlier than traditional
Year End)
• Determine how Giving Tuesday
donors should be treated in
December
• Differentiate Year End from Giving
Tuesday activities to prevent
campaign fatigue

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Social Media Drives Results
6. Establish goals
7. Know what works
8. Create a content calendar
9. Leverage existing partnerships
10. Capitalize on momentum

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Why Social Matters
• It’s called #GivingTuesday . . . .so . . .yeah
• Social Media delivers reach and scale
• Different platforms reach different targets
and donors
- Visibility on Facebook and Twitter is a MUST
- Instagram, Pinterest and LinkedIn are also
options, depending on content
opportunities

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6. Establish Goals to
Develop Strategy
• Clearly define and prioritize goals
- New donors, donation size,
repeat donations, etc.
• Outline a content strategy
designed to deliver on those
goals
• Quantify current benchmarks to
monitor progress

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7. Know What Works
• Review lessons from last year
- Analyze existing data and
content
• Test is now!
- Content, messaging,
frequency and timing
• Get to know your targets
• Research and develop
organization-specific hashtags
- Incorporate broad-reach
hashtag for scale

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8. Create a Content Calendar
• Alleviate game time stress
• Establish visual
representation of content
flow and messaging
• Design with flexibility in
mind
• Optimize based on
performance hashtags

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9. Leverage Existing Partnerships
Expand your organization’s reach
through existing relationships
Facebook: 7 MM
Twitter: 857K
Facebook: 197K
Twitter: 32K

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10. Capitalize on Momentum
• Celebrate the win!
• Thank your supporters
• Engage new donors and followers
• Talk to them all year long!
• Analyze your data to determine
optimization opportunities for the
upcoming year
- Gain insight into donor
demographics and content
performance

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11. Pick the Right #GivingTuesday
Model
12. Choose the Right Incentive
Structure
13. Evaluate Platform Readiness
14. Evaluate Organizational Processes
and Resource Readiness
15. Communicate Results
Giving Day & Platform
Enablement

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11. Pick The Right Model

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Pick The Right Model
Key Questions to Ask:
•Do we need a competitive element?
•If so, on what will it be based?
•Can we get matching funds?
•How will we distribute funds?

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12. Choose the Right Incentives
• Create prize & match
opportunities
• Incentivize healthy competition
• Prizes may include:
- First project/program to reach
goal
- Most donors in given period
- Most referrals from given
partner
- Fund with most international
donors

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Incentive Examples

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13. Evaluate Platform Readiness
VS
VS
VS

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Your Tech Prep List

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Evaluate Organizational Process and Staff
Readiness:
14. Is Your Organization Ready?

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• Event Day HQ: phone
staff/volunteers for FAQ
and Offline donations
• Have a clear contingency
plan: know all your
vendor’s contact info and
line of command
• Manage the media: Social
and traditional
• Manage the day: updates,
special prizes, etc.
Are You Ready?

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• Feature real-time
results on home
page
• Leverage social
media, youtube,
email to amplify
results
15. Communicate Results

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Communicate Results

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#GivingTuesday Calendar
# GIVINGTUESDAY CALENDAR
Fundraising Transformed.
BEFORE DURING POST
Planning
Internal
Communication
Communication/
SocialMediaTechnology
VIPDonor
Engagement
• Set model, goals and budget
• Develop detailed schedule
• Plan for trainings and contingencies
• Establish expectations for analysis and measurement of
Giving Day
• Establish and train support teamfor day for 24-hour
coverage
• Analyze results, plan for
next year with additions
and changes
• Ensure all post-event
activities are in place
• Establish buy-in with internal stake-holders and understand
requirements for options and reporting
• Plan individual stakeholder communication plans
• Provide monthly updates on Giving Day developments includ-
ing a training and FAQ for key stakeholders
• Final reviewof Giving Day event plans
• Set expectations for reporting and updates on Giving Day
EVENT
Overall
Cam paign
Givin g
Day
Overall
Cam paign
Givin g
Day
Overall
Cam paign
Givin g
Day
Overall
Cam paign
Givin g
Day
Overall
Cam paign
Givin g
Day
• Ensure updates to all
stakeholders throughout
the day
• Have support team
available
• Develop content and communications calendars for web,
email and social media
• Develop media / PR plan and test content strategies
• Establish communication and donor support teams for day of
24-hour live communications
• Reach out to local business to drive Local Giving Day support
• Develop donor FAQ
• Executives available for media / PR
• Defin
e
requirements for giving options, transaction processing,
and data integration
• Select giving platformand confirm sitedesign, transaction pro-
cessing, etc.
• Launch Giving Day sitecountdown and Open for event notifica -
tion registration
• Internal testing, QA, and technical FAQ
• Pre-load matching gifts, prizes, incentives, day of and post-event
promotion content
• Enter latebreaking information for matching and achievement gifts
• Leverage existing partners
• Reviewmatching and achievement gifts and pursue commit-
ments for any gaps
• Thank VIP donors for support and highlight howthey can
support the day with personal communication phone, email
and social media
• Launch Giving Day strategy and plans
• Cultivate matching achievement gifts
• Stakeholder communica-
tions
• Provide progress reports
for funds, donors and
large gifts
• Update donors networks
and channels / continue
to motivate
• Send day of email for
those who pre-registered
• Hourly share results,
matching and achieve-
ment gifts, prize winners
and donor thank you(s)
• Media / PR updates
• Monitor transaction
stability
• Midnight site go live
• Technical support team
working in shifts over 24
hours
• Publicly thank VIPs who
do not wish to remain
anonymous
• Thank VIP donors while
their matching or achieve-
ment gifts are active
• VIP donor communica-
tions
• Thank stakeholders for
support and accomplish-
ments
• Participate in Giving Day
reviewand analysis
• Send and post thank you
and share accomplish-
ments
• Start building momentum
for next year
• Media / PR updates on
accomplishments
• Launch donor cultivation
series
• Evaluate platform
performance
• Midnight site change over
to thank you and accom-
plishments
• Confir
m
data integration
of donor information
• Post ways to become
more involved
• Share accomplishments
with VIP and Major
Donors
• Thank VIP donors making
matching or achievement
gifts
• Begin cultivation for
participation in next year’s
event
EXPAND AND BETTER EN GAGE YOUR CONSTITUENCY/COMMUNITY
kimbia.com• charitydynamics.com• socialfactor.com

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Q & A

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www.kimbia.com
@kimbiainc
Miriam@kimbia.com
@miriamkagan
29
www.socialfactor.com
@socialfactor
rachel.lewis@socialfactor.c
om
@rachellynell
www.charitydynamics.com
@charitydynamics
lrose@charitydynamics.com

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Thank you!

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