Getting Ready for #GivingTuesday
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This document provides information and tips for non-profits to prepare for #GivingTuesday, an annual global day of giving held on the Tuesday after Thanksgiving. It emphasizes building an online ambassador program to engage influencers who can encourage donations from their peers. Ambassadors who actively promote #GivingTuesday using social media can significantly boost funds raised. The document also stresses using video content, digital advertising, and smart technology to effectively reach target audiences and make donations easy on #GivingTuesday. Groundwork, the organization who authored this, offers services to help non-profits strengthen their digital fundraising strategies for #GivingTuesday.
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Getting Ready for #GivingTuesday
- 1. Getting Ready for #GivingTuesday
- 2. THE ONLINE GIVING DAY A multi-generational celebration of philanthropy for your organization or institution
- 3. GIVING DAYS BOOST THE ANNUAL FUND The AF’s biggest day of the year Huge new donor acquisition (with ambassadors) Your fundraising message amplified
- 4. GIVING DAYS GRAB MILLENIALS • 55% of Millennials prefer Social to Learn about Nonprofits1 • A dynamic web presence has been cited as a top reason why young adults support a nonprofit 2 1 & 2 – Millennial Impact Report
- 5. GIVING DAYS GRAB MAJOR DONORS Major Donor Contributions out of the $3.72M raised during UC Santa Barbara’s 2016 Giving Day $3.5M $100,00 0 Single, unexpected online gift made during Florida State Giving Day 12 12 new donor Gifts >$1K from a major donor’s page on World Vision’s crowdfunding page
- 6. t WHY…
- 7. #GIVINGTUESDAY IS A MOVEMENT Dollars raised in 2016 $168M 98 Countries had nonprofits participate in 2016 1.56M Gifts given in 2016
- 8. #GIVINGTUESDAY Building a #GivingTuesday that gets noticed and raises serious money
- 10. ONLINE AMBASSADORS ARE THE INFLUENCERS Peer to peer is most trusted1 Ambassadors + Giving Days = New donors2 Game changer for those under 403 1 2013 Nielsen 2 BentzWhaleyFlessnerGiving DayStudy 3 MillennialImpactReport 10
- 11. ONLINE AMBASSADORS ARE THE FUNDRAISERS 200 ambassadors = $25,000 (on average)1 1 ScaleFundergivingday data
- 12. GROUNDWORK’S 4-STEP APPROACH TO BUILDING AMBASSADOR PROGRAMS Identification Engagement Deployment Stewardship 12
- 14. ENGAGEMENT 14
- 15. DEPLOYMENT 15
- 16. STEWARDSHIP 16
- 17. Technology
- 18. FACEBOOK CHANGES THE GAME 1.6 billion users worldwide and more than half of America active on a near daily basis… …no community – real or virtual – carries the reach of Facebook. 18
- 19. FACEBOOK + GIVINGTUESDAY $6.79 million raised in 2016 $1 million in matching grants available 19
- 20. 20
- 21. 21
- 22. GOOD TECH IS A MUST 22
- 23. GOOD TECH IS A MUST Poor technology during a giving day is like… …the food at Fyre Festival 23
- 24. CONTENT STRATEGY
- 25. VIDEO IS KING 57% of everyone who watches a nonprofit’s video… …goes on to give to that nonprofit.1 251 2013 Google study
- 26. VIDEO IS EASY And it doesn’t have to look great… …use whatever tools and resources you have to create video
- 28. MULTI-CHANNEL DEPLOYMENT Social media Email Ambassadors 28
- 29. DIGITAL ADVERTISING FacebookAds outperform other online advertising Retargeting is a useful tool to lock up fence sitters 29
- 30. t #GIVINGTUESDAY TO DO… Build your ambassador program Use smart technology Create great content Ensure the right audience sees it
- 31. t GROUNDWORK CAN HELP… Email us about… #GivingTuesday packages Digital fundraising manager Digital major gift officer … at info@groundworkdigital.com
- 32. Getting Ready for #GivingTuesday INFO@GroundworkDigital.com
Editor's Notes
- For nearly every client we’ve worked with, it was the biggest day for dollars and donors of the year … ambassadors find new donors … Incredible reach of your message, expanding your message to new audiences and segments
- Recommendation from a friend is, by far, the most trusted form of promotion1 On average, 40% of donors are new during ambassador-led giving days2 More than 75% of Millennials say peer recommendation influences their philanthropic decisions3
- On average, an ambassador is worth $125 during an online giving day … different orgs, different sizes, doesn’t matter … ambassadors drive online giving
- Manually by reviewing online donor lists, social media accounts (finding your low-hanging fruit) … Technology can help and is a must for big orgs … no right or wrong number, but the more the merrier.
- Email for mass groups, one-on-one for major donors. The more one-on-one the better, even if it’s just a phone call (Joe Klen story from Wabash) We deliver a webinar for orientation – two goals: show the ambassador their potential impact and let them know what is expected
- Online ambassadors are a communications channel. If you’re sending out via email and social media, you should also be sending out via your ambassadors For GT and giving days, it’s about getting the solicitations out through ambassadors – throughout the year, it’s about messaging through ambassadors. Make sure you ambassadors are involved in stewarding the new donors they introduced to your org
- Part of this is about incentivizing ambassadors … rewards, experiences, and showing them the impact… Stewardship is much the same thing. Absolutely recognize how important they are. Always be showing the impact and thanking them for the impact … have stewardship plans for top ambassadors and for anyone who shares
- Donors have to have an easy path to making a gift
- Establish your presence! When people look for your org, you want to be found. Plus, you can now do things like add “Donate” buttons to content shared on Facebook
- Set your ambassadors up with Facebook Fundraiser pages!
- If you have the budget, go with a giving day platform……but DO NOT send donors to a bland, evergreen online giving form Improving conversion rates by 10 percent could easily be the difference in hundreds of gifts … especially if you’re an org that is large enough to afford good technology. If you can’t afford the up-front fees, that’s why we recommend Facebook
- ASTRONOMICAL expectations, utter failure on delivering on those expectations
- Short compelling appeal by your ED Impact stories featuring those affected Facebook algorithm … YouTube/Google study … the reasons are many, the key is producing it.
- Memes are amazing content … fast and free to produce … shareable across most social networks … people love them!
- California Academy of Sciences: 6x the website clicks more than any other digital advertising … Environmental Defense Fund has a 55 percent higher conversion rate and a 63 percent increase in revenue year over year when launching a Facebook Ads strategy Again – you need some budget to make this worthwhile. But really, not much when it comes to Facebook