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A GREAT CAMPAIGN
FOR #GIVINGTUESDAY
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
So what’s the deal with #GivingTuesday?
Why Giving Days Work
DESIGNING A SUCCESSFUL
#GIVINGTUESDAY CAMPAIGN
Secrets of great campaigns
Break through in <30 seconds!
Project-ize
How to: Direct Service Orgs
1. Frame your campaign around
cost per client. Serving 500
clients a year with a $1 million
budget = $2,000 per client
2. Break it down into smaller
chunks: 3 months for $500; 1
month for $166; 1 week for $34.
3. Build a story around an
inspiring client that exemplifies
your work.
How to: Advocacy Orgs
1. Frame ask around people reached
or impacted each year
2. Example: Education advocacy org -
show how many students lives will
be changed by policies you
advocate. Then monetize: Policy
impacts 10,000 students and
campaign raises $100,000 = $10
per student.
3. Bring your impact to life with the
story of a student whose
attendance or achievement
improved.
How to: Arts and Culture
1. Arts: Outreach focused on cost
per visitor each year or the cost
to put on an exhibit
2. Zoo, Aquarium: Campaign
focused on how much it costs to
care for an animal, fish each day.
3. Build your story. Eg., young artist
who was inspired by your
collection, or animal that was
born or saved.
How to: Place-based
1. Urban, environmental or
organizations with a geographic
footprint: structure asks around your
catchment area.
2. Example: Clean stream org focuses
on 5-mile (8800 yards) watershed.
Budget is $1.1 million/yr.
3. Create campaign built on supporting
a yard of the stream.
$1,100,000/8800 yards = $125 per
yard or $42 per foot of the stream.
Tangible impact inspires donors!
How to: Schools and Colleges
• Take a big idea and make it small.
The kickoff of the giving season…

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Building a Great #ILGive Campaign with Story Telling (Part 1)

  • 1. A GREAT CAMPAIGN FOR #GIVINGTUESDAY
  • 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. So what’s the deal with #GivingTuesday?
  • 6. Secrets of great campaigns
  • 7. Break through in <30 seconds! Project-ize
  • 8. How to: Direct Service Orgs 1. Frame your campaign around cost per client. Serving 500 clients a year with a $1 million budget = $2,000 per client 2. Break it down into smaller chunks: 3 months for $500; 1 month for $166; 1 week for $34. 3. Build a story around an inspiring client that exemplifies your work.
  • 9. How to: Advocacy Orgs 1. Frame ask around people reached or impacted each year 2. Example: Education advocacy org - show how many students lives will be changed by policies you advocate. Then monetize: Policy impacts 10,000 students and campaign raises $100,000 = $10 per student. 3. Bring your impact to life with the story of a student whose attendance or achievement improved.
  • 10. How to: Arts and Culture 1. Arts: Outreach focused on cost per visitor each year or the cost to put on an exhibit 2. Zoo, Aquarium: Campaign focused on how much it costs to care for an animal, fish each day. 3. Build your story. Eg., young artist who was inspired by your collection, or animal that was born or saved.
  • 11. How to: Place-based 1. Urban, environmental or organizations with a geographic footprint: structure asks around your catchment area. 2. Example: Clean stream org focuses on 5-mile (8800 yards) watershed. Budget is $1.1 million/yr. 3. Create campaign built on supporting a yard of the stream. $1,100,000/8800 yards = $125 per yard or $42 per foot of the stream. Tangible impact inspires donors!
  • 12. How to: Schools and Colleges • Take a big idea and make it small.
  • 13. The kickoff of the giving season…

Editor's Notes

  1. Intros
  2. Jamie
  3. Jamie: Capitalize on the energy, branding, and goodwill of an established giving day. (Or create your own?) Inspire your audience. Fundraising continues after the big day1 Great way to acquire new donors - 20% to 60%2 Online donors have higher average incomes: so more potential over time!3 Giving Days are fun! Big sense of accomplishment for your team. 1Justin Ware of Bentz, Whaley and Flessner (Post May 14, 2013). 2Kimbia 3 2012 Convio Study
  4. Section Break JAMIE Jamie for this entire section, Caryn to ask questions if needed to break up the preso and make it more conversational
  5. JAMIE Identify the right people Inspire with an authentic story Make clear why their support matters Encourage sharing Delight your prospects and donors Remember: The donation is just the beginning!
  6. Whether for specific program of thso it resonates with supporters and is easy to share on social channels. your organization is about changing lives, and this needs to be made real and tangible You’re changing lives. Make this authentic, clear and tangible