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BUILDING A
SUCCESSFUL
ONLINE
CAMPAIGN
FOR
#GIVINGTUESDAYCA
Tuesday, November 12, 2013
#GivingTuesdayCA
ABOUT

#GivingTuesdayCA
STEPHEN THOMAS LTD

Full service marketing
and fundraising
agency serving nonprofits exclusively for
over 33 years.
Creati...
SIMREN DEOGUN
Senior Account
Manager, Digital and
Marketing Services
Focused on bestpractice digital and
integrated market...
WHAT IS GIVING TUESDAY?

#GivingTuesdayCA
WHAT IS GIVING TUESDAY?
Most people know about Black
Friday and Cyber Monday …
GivingTuesday is coming to
Canada on Decemb...
DECEMBER IS FOR GIVING (TUESDAY!)
• Giving Tuesday is
the perfect
opportunity to
begin asking
current and
prospective
dono...
CAMPAIGNS CAN BE SCARY

#GivingTuesdayCA
CAMPAIGNS PUT THE FUN IN
FUNDRAISING
• Your campaign about Giving Tuesday
should be about communicating and
promoting an a...
CAMPAIGN DESIGN

Big Idea

Strategy

#GivingTuesdayCA

Channel
Selection

Media

Creative
Development

Comms Plan

Steward...
BRAINSTORM

#GivingTuesdayCA
BRAINSTORMING
• Making the most of Giving Tuesday means
putting your best idea forward
• There are a lot of questions to a...
BRAINSTORM NIRVANA
• Create a list of what you already have to
work with:
– Creative Assets
– Relationships / Partnerships...
STRATEGY

#GivingTuesdayCA
STRATEGY
1.
2.
3.
4.
5.

Put strategy first
Select the optimal channel mix
Develop creative that falls out of strategy
Get...
1. STRATEGY
• Begin with a succinct 1-2 page document
that includes your:
– Objectives
– Target Audience
– Call to Action
...
2. CHANNEL MIX
• With your strategy in place and selected
marketing channels, it‟s key to be
organized
• An easy and effec...
3. CREATIVE
• Your creative should include:
– Your brand
– Giving Tuesday assets
– Case for Support on why to give
– Call ...
4. MAKE THE ASK
• Put up landing & donation pages
• Send out emails
• Start tweeting and posting…

Whatever the ideal mix ...
5. TRACK RESULTS
• Track and measure results using online
analytics:
– Google Analytics
– Tracked URLs for each channel
– ...
STRATEGY
1.
2.
3.
4.
5.

Put strategy first
Select the optimal channel mix
Develop creative that falls out of strategy
Get...
WHERE DOES SOCIAL MEDIA
FIT IN?
#GivingTuesdayCA
GO BIG WITH SOCIAL
• Social Media lends itself beautifully to
Giving Tuesday campaigns:
– Timely and Quick
– Buzz-builder
...
MAKING THE MOST OF SOCIAL
• Tips for making the most of social before,
during and after Giving Tuesday:
– Create a communi...
EXAMPLES

#GivingTuesdayCA
CARE
• Press Release
• Win-a-Trip Contest
• Donor Appreciation
Telethon
• Birthday Party
• Gap‟s Give Twice Gift
Card

#Gi...
HEIFER INTERNATIONAL
• You spend a lot on
Black Friday and
Cyber Monday, with all
that you‟ve saved in
those purchases, ho...
PHOENIX HOUSE
• Write letters of
encouragement to
those in treatment
programs
• All collected and
distributed on Giving
Tu...
THE FOLLOW-UP

#GivingTuesdayCA
IT’S OVER. NOW WHAT?
• Giving Tuesday will likely come and go in
a flash but that doesn‟t mean your
communications need to...
QUESTIONS

#GivingTuesdayCA
Simren Deogun
Senior Account Manager, Digital & Marketing Services
Tel: 416.690.8801 x246
Email: simrend@stephenthomas.ca
...
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Building a successful online campaign for Giving Tuesday

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In this Canada Helps webinar, I review practical online fundraising tips with examples, key elements of a well-conceived online fundraising campaign and expert advice and insights to help your charity build a successful online campaign for #GivingTuesdayCA.

Published in: Marketing, Business, Technology
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Building a successful online campaign for Giving Tuesday

  1. 1. BUILDING A SUCCESSFUL ONLINE CAMPAIGN FOR #GIVINGTUESDAYCA Tuesday, November 12, 2013 #GivingTuesdayCA
  2. 2. ABOUT #GivingTuesdayCA
  3. 3. STEPHEN THOMAS LTD Full service marketing and fundraising agency serving nonprofits exclusively for over 33 years. Creative | Digital | Direct | Branding & Communications | Integrated | Data | Social #GivingTuesdayCA
  4. 4. SIMREN DEOGUN Senior Account Manager, Digital and Marketing Services Focused on bestpractice digital and integrated marketing and fundraising that finds audiences and generates results. #GivingTuesdayCA
  5. 5. WHAT IS GIVING TUESDAY? #GivingTuesdayCA
  6. 6. WHAT IS GIVING TUESDAY? Most people know about Black Friday and Cyber Monday … GivingTuesday is coming to Canada on December 3, 2013. It is a new Canadian movement for giving and volunteering, taking place each year after Cyber Monday. The “Opening day of the giving season,” it is a day where charities, companies and individuals join together to share commitments, rally for favourite causes and think about others. #GivingTuesdayCA
  7. 7. DECEMBER IS FOR GIVING (TUESDAY!) • Giving Tuesday is the perfect opportunity to begin asking current and prospective donors to make their year-end gift Source: 2012 Blackbaud Charitable Giving Report #GivingTuesdayCA
  8. 8. CAMPAIGNS CAN BE SCARY #GivingTuesdayCA
  9. 9. CAMPAIGNS PUT THE FUN IN FUNDRAISING • Your campaign about Giving Tuesday should be about communicating and promoting an ask to give before the year-end • The trick to taking out the „scary‟ is getting all of your teams involved so that it‟s a collaborative effort where everyone is working toward the same goal #GivingTuesdayCA
  10. 10. CAMPAIGN DESIGN Big Idea Strategy #GivingTuesdayCA Channel Selection Media Creative Development Comms Plan Stewardship Rinse and Repeat
  11. 11. BRAINSTORM #GivingTuesdayCA
  12. 12. BRAINSTORMING • Making the most of Giving Tuesday means putting your best idea forward • There are a lot of questions to answer when putting together a campaign (of any size) but a brain dump is a perfect place to begin • Get together a small group of representatives from your organization and have a 1 hour brainstorm for your Giving Tuesday campaign #GivingTuesdayCA
  13. 13. BRAINSTORM NIRVANA • Create a list of what you already have to work with: – Creative Assets – Relationships / Partnerships – Lists / Audiences – Technical Capabilities NOW, you‟re ready to write a strategy #GivingTuesdayCA
  14. 14. STRATEGY #GivingTuesdayCA
  15. 15. STRATEGY 1. 2. 3. 4. 5. Put strategy first Select the optimal channel mix Develop creative that falls out of strategy Get out the ask Track results #GivingTuesdayCA
  16. 16. 1. STRATEGY • Begin with a succinct 1-2 page document that includes your: – Objectives – Target Audience – Call to Action – Channel Mix (you need more than one!) – Timeline (Before, During, After) #GivingTuesdayCA
  17. 17. 2. CHANNEL MIX • With your strategy in place and selected marketing channels, it‟s key to be organized • An easy and effective way to do this is to create a matrix that maps out each channel and the collateral and communications required #GivingTuesdayCA
  18. 18. 3. CREATIVE • Your creative should include: – Your brand – Giving Tuesday assets – Case for Support on why to give – Call to Action (+ how to do so) #GivingTuesdayCA
  19. 19. 4. MAKE THE ASK • Put up landing & donation pages • Send out emails • Start tweeting and posting… Whatever the ideal mix is for your audience, the most important part is that you communicate your message across all relevant channels on Giving Tuesday to ensure your message is heard #GivingTuesdayCA
  20. 20. 5. TRACK RESULTS • Track and measure results using online analytics: – Google Analytics – Tracked URLs for each channel – Custom landing / donation pages – Post-analysis for the day(s) of the campaign #GivingTuesdayCA
  21. 21. STRATEGY 1. 2. 3. 4. 5. Put strategy first Select the optimal channel mix Develop creative that falls out of strategy Get out the ask Track results #GivingTuesdayCA
  22. 22. WHERE DOES SOCIAL MEDIA FIT IN? #GivingTuesdayCA
  23. 23. GO BIG WITH SOCIAL • Social Media lends itself beautifully to Giving Tuesday campaigns: – Timely and Quick – Buzz-builder – Simple ask married with a simple mechanic – Instant sharing – Instant thanking #GivingTuesdayCA
  24. 24. MAKING THE MOST OF SOCIAL • Tips for making the most of social before, during and after Giving Tuesday: – Create a communications plan for your social media strategy: who, when, what + reactions – Brand your social channels with Giving Tuesday – Give your audience a simple but compelling reason to respond #GivingTuesdayCA
  25. 25. EXAMPLES #GivingTuesdayCA
  26. 26. CARE • Press Release • Win-a-Trip Contest • Donor Appreciation Telethon • Birthday Party • Gap‟s Give Twice Gift Card #GivingTuesdayCA
  27. 27. HEIFER INTERNATIONAL • You spend a lot on Black Friday and Cyber Monday, with all that you‟ve saved in those purchases, how can those dollars be translated to help #GivingTuesdayCA
  28. 28. PHOENIX HOUSE • Write letters of encouragement to those in treatment programs • All collected and distributed on Giving Tuesday #GivingTuesdayCA
  29. 29. THE FOLLOW-UP #GivingTuesdayCA
  30. 30. IT’S OVER. NOW WHAT? • Giving Tuesday will likely come and go in a flash but that doesn‟t mean your communications need to end at midnight on Tuesday • Don‟t be afraid to follow-up, report back and use Giving Tuesday as the kick-off to your year-end fundraising campaign #GivingTuesdayCA
  31. 31. QUESTIONS #GivingTuesdayCA
  32. 32. Simren Deogun Senior Account Manager, Digital & Marketing Services Tel: 416.690.8801 x246 Email: simrend@stephenthomas.ca Twitter: @SimrenDeogun GET IN TOUCH #GivingTuesdayCA

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