This document provides 12 steps for non-profits to have a successful GivingTuesday campaign in the next 4 weeks. It outlines goals like raising dollars and recruiting new donors. It recommends focusing on a theme, story, and assets like images and video. Non-profits should create a clear call to action, rally their team, and recruit ambassadors to promote the campaign on social media. Proper branding, outreach calendar, and donor experience testing are also suggested. The document advises kicking off the campaign and making the big day on GivingTuesday fun with a party and tracking progress.

1. 4 WEEKS TO GO UNTIL
#GIVINGTUESDAY
12 Steps to Success

2. Let’s Get to Know Each Other
Jamie McDonald @genero_city
Founder & CEO, Generosity Consulting
Led 3 #GivingTuesday campaigns totaling
nearly $20 million raised in 2013/2014
Head of Civic Campaigns, #GivingTuesday, 92Y

3. It’s not too late.

4. Worth the effort.
Source Network for Good, 2015

5. “What nonprofits do for a living is spread an idea.”
~ Seth Godin

6. First: Breathe, Build, Believe

7. 1. Goal à Destination

8. What’s the right goal?
Your checklist
☐ Dollars
☐ Donors
☐ New Donors
☐ Young Donors
☐ Recurring Givers
☐ Social Followers
☐ Give Back

9. 2. Zero in on theme and iconic story(s)
Your checklist
☐ Specific program, project,
or type of giving
☐ Tagline to use throughout
campaign
☐ Iconic story of client, staff
person, volunteer
☐ Support with data
☐ Incorporate matching
challenge
☐ Tie to year-end appeal

10. 3. Gather assets: visuals, video
Your checklist
☐ #GT Campaign Logo
☐ Images tied to iconic story
☐ Video
☐ Infographic
☐ Fun, social images of staff
and clients

11. 4. Create a single, crystal clear CTA
Your checklist
☐ Define donor impact (“You
can…”
☐ Visual and text call to
action (blue button)
☐ Subtext where there’s
room (Our campaigners
have…)

12. 5. Rally your team
Your checklist
☐ Break down tasks into
manageable responsibilities
☐ Play to the team strengths
☐ Set expectations with
clear responsibilities and
timing
☐ Share key campaign
messages and weekly
content
☐ Explain matching fund
challenge
☐ Make it fun!

13. 6. Build inner circle of 10-15 Ambassadors
Your checklist
☐ Identify followers, donors,
clients, friends, board, staff
with big voices
☐ Set expectations
☐ Arm them with key
campaign messages and
weekly shareable content
☐ Explain matching fund
challenge
☐ Make it fun and rewarding

14. 7. Brand all digital channels
Your checklist
☐ Story and images across
all channels
☐ Website, email, online
giving page, social channels
☐ Email signatures for every
employee
☐ Mobile friendly images
and text.

15. 8. Build outreach calendar
Your checklist
☐ Use this handy resource
from Network for Good
☐ Plan communications with
board, staff, donors,
prospects and social
ambassadors
☐ Plan communications
through year-end and beyond
for continuity
☐ Plan for 90 days of follow
up/stewardship

16. 9. Go through a donor’s experience
Your checklist
☐ Start with a test email and
go all the way through the
donor giving experience.
☐ Donate on a computer, a
tablet and a phone.
☐ Be critical: Would you feel
good giving to your org?
☐ Identify and fix the pain
points.

17. 10. Kickoff campaign with key audiences
Your checklist
☐ Plan a kickoff event for
your internal team.
☐ Plan event or first
outreach for external
supporters
☐ Launch across all
channels with iconic story
and awareness building

18. 11. Plan the big day. Make it fun!
Your checklist
☐ Assign roles
☐ Have a party room where
staff can gather
☐ Plan outreach across all
channels: phone, email, text,
social
☐ Lots of food to keep up the
energy
☐ Track and share progress
☐ Celebrate reaching your goal

19. 12. Or, turn the day on its head…
Don’t want to raise money? Participate in the true spirit of
the day. Bring your team together to do kind acts for others,
as a group.
• Share your organization’s efforts on #GivingTuesday as an
opportunity to underscore your values.
• Encourage people to follow you to learn more about what you do
everyday.

20. Thank You!