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#GivingTuesday Plans that Work!
The document discusses strategies for successfully participating in #GivingTuesday through insights from a study of approximately 500 nonprofit organizations and emphasizes the importance of audience engagement and effective communication. Key fundraising rules for Twitter include demonstrating ROI, setting achievable goals, harnessing the power of social networks, and ensuring cohesive branding. It also highlights the significance of email segmentation and personalization as effective fundraising methods leading up to the event.
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#GivingTuesday Plans that Work!
- 1. #GivingTuesday: Plans thatWork Live Tweet Right NOW!
- 2. Presenters David Gunn Account Development Manager Salsa Labs @gunnd @salsalabs Live Tweet Right NOW!
- 3. #GivingTuesday Works!!! Instudy of ~500 nonprofit orgs in 2012 & 2013: 1. Statistically significant improvement 2. Did NOT come from a share shift of dollars 3. Nonprofits who promoted #GivingTuesday increased donations more Get details at www.salsalabs.com/givingtuesday Live Tweet Right NOW!
- 4. Top 4 FundraisingRules for Twitter 1. Demonstrate tangible ROI from donation 2. Communicate an aspirational but realistically achievable goal 3. Asks from Individuals big motivator (power of RT and #ff) 4. Match the “headlines”, branding, etc. Live Tweet Right NOW!
- 5. 1. Demonstrate tangibleROI Live Tweet Right NOW!
- 6. 2. Communicate achievablegoal Live Tweet Right NOW!
- 7. 3. The Powerof Friends Live Tweet Right NOW!
- 8. 4. Match theheadlines, etc. It’s more than just branding – it’s a seamless experience (with higher conversion rates) Live Tweet Right NOW!
- 9. Match it all:branding, CTA…!!!!!! Can’t emphasize this enough: • DON’T direct people to a generic page on Live Tweet Right NOW! your site • The hashtag or theme as headline • Call-to-action – level for Twitter audience • Think about audience and match it all to them
- 10. Live Tweet RightNOW!
- 11. #GivingTuesday > Twitter Peer-to- Peer All Social Media Email Live Tweet Right NOW!
- 12. First: Identify YourAudience Live Tweet Right NOW! Donated on #GivingTuesday last year Signed XYZ Petition Recurring Donor Social Influencer
- 13. Second: Segment YourAudience Live Tweet Right NOW!
- 14. Now for thePlan www.salsalabs.com/givingtuesday Live Tweet Right NOW!
- 15. Top 3 Thingsto Remeber 1. Friends are the best! 2. Email is not dead! 3. Personalization is more than polite, it’s effective. Live Tweet Right NOW!
- 16. Friends Inspire 33%of the Time Live Tweet Right NOW!
- 17. Friends Inspire &Spread the Word Live Tweet Right NOW!
- 18. Friends Inspire, Spreadthe Word & Match Headlines Live Tweet Right NOW!
- 19. Email is WhereIt’s At… Social Email Supporter Live Tweet Right NOW! Love
- 20. Don’t Personalize, Individualize Social + Segmentation + Email Live Tweet Right NOW! 244% e-mail opens 161% click through 330% revenue per mailing E-mail segmentation by demographics and interests
- 21. It doesn’t endon #GivingTuesday December makes up about 28% of yearly fundraising for nonprofits using Salsa. Quite a bit of it coming in the last week. Live Tweet Right NOW!
- 22. Follow-up First: beforeyou tweet Plan Twitter Campaign Plan Email Follow-Up Launch Campaign Capture Info in DB Live Tweet Right NOW! Analyze Results Automation Kicks In
- 23. It’s Not AboutYou. It’s about them. Live Tweet Right NOW!
- 24. Get in Touchwith Us. Live Tweet Right NOW! #GivingTuesday www.givingtuesday.org Dec. 2, 2014 Salsa dgunn@salsalabs info@salsalabs.com www.salsalabs.com Get a Complete #GivingTuesday Plan at www.salsalabs.com/givingtuesday
Editor's Notes
- #4 https://www.salsalabs.com/support-community/blog/givingtuesday-2013-stats Dave was meticulous in sampling our client base, making sure we were comparing apples-to-apples and examining it from all angles. Of the 378 clients who collected donations in both November 2011 and November 2012, total giving by dollars, total number of transactions and average dollar amount of each transaction were all up year-over-year (6.82%, 3.45% and 9.29% respectively). So, Giving Tuesday being up by 33.32% for the equivalent day in 2011 was as Dave put it "very, very, very statistically significant". - See more at: http://www.salsalabs.com/support-community/blog/did-givingtuesday-work-heck-yes-how-can-we-tell#sthash.OkU3FQ2z.dpuf
- #8 Teamsters post retweeted 14 times at the moment I pulled this screen shot
- #11 Being successful on Twitter doesn’t end with Twitter and landing pages. It comes from having a multi-channel communications strategy and taking the necessary steps to move people along the ladder of engagement after you get them started on Twitter.
- #20 Segmentation Right Message to Right Person Increase Open & Click-Through Rates Decrease Opt-Outs Tagging More Effective Follow-Up (Nurturing/Cultivating) Tracking & Real-Time Adjustments ROI Reporting Scoring Measure Value over Time Engagement Clean Lists = Higher Deliverability See Again Segmentation Segment your list Target donors based on past-giving/#GT participation Upgrade previous donors to higher gift Invest in marketing automation now
- #21 Don't Personalize, Individualize To personalize is to add a name in the address field and distribute the same message to an entire list. To make your message individualized, you are truly trying to create a message for as small a group as possible that speaks not just to their name, but to things you know they care about. Use dynamic content to populate a supporter's most recent donation amount in a quick donate button – so they don't have the same donation amount as everyone else – they have what they gave last time (or maybe an amount that is just a little but more). An individualized message would also make a reference to past activities with the nonprofit and why they need to give again. Individualizing your content works. According to a recent study by Janrain, email segmentation based on demographics and interests led to a 244 percent increase in email opens, 161 percent increase in click through, and a 330 percent increase in revenue per mailing.
- #22 What's certain is that the % fundraising breakdowns by quarter has remained incredibly consistent for the last four years (to within 0.5 % for each of the following breakdowns). Nonprofit fundraising with Salsa generally breaks down like this: Q1: 16%, Q2: 20%, Q3: 19%, Q4: 45% Yup, you read that right. Almost *half* of all nonprofit fundraising happens in the 4th quarter of the year, and 2013 was no different. December itself generally sees more than a quarter of yearly fundraising, about 28% of it, accounting for almost 2/3 of the quarter. This year, Salsa continued to grow its community of clients, and those clients continued to grow their lists and improve their fundraising.