Want to get involved in #GivingTuesday this year, but not sure where to start? During this presentation, you will be provided with toolkits, best practices, and examples to organize your very own Giving Tuesday campaign.

1. Presented by Lansie Sylvia
Director of Engagement for Here’s My Chance
Founder of Philly Give & Get
@FancyLansie
Getting Heard on a
Noisy #GIVINGTUESDAY

2. Who is HMC?
@HMCtwit #GivingTuesdayPHL

3. Creative Agency for Good
• We love helping organizations with…
– Communication Strategy
– Graphic Design & Data Visualization
– Leadership Development & Pitch Training
– Education Trainings for Staff & Board
– Website Design & Development
– Campaign & Incentive Design
– Videos & Visual Storytelling

4. #GivingTuesday: Why do it?
• PROS
• National movement with national attention
• Tools, not rules – very DIY
• Media opportunity (esp. to engage corporate partners)
• Provides a deadline and “reason to give”
• Externally motivated “touch point”
• CONS
• May encourage general giving, not specific giving
• Noisy and crowded
• Potential to “divert” funding
• Doesn’t leverage “sales” or “deals”
• Staff time vs. perceived ROI

5. Key questions to ask
before you start
• What is the primary goal? Secondary goal?
• What is success, and how will you measure it?
• Who will be creating and managing your content?
• Is there a chain of command for content approval?
• What will your primary call to action be?

6. #GivingTuesday:
Fundraising
Friend 0r foe?

7. The Nonprofit center says...
“Because we name it, they will give? Hardly.
Because we make it cute, play on guilt, and pull in
peer pressure, will they give? Maybe.
But it should be that they give because we are
solid, sustainable organizations that provide a
valuable service to individuals and/or
communities, with the data to support the claim.”
-Laura Otten, Ph.D., Director of the Nonprofit Center

8. Blackbaud says...
“You don’t have to be David Ogilvy or Don Draper
to understand some of the fundamentals of
advertising. Awareness leads to activation when
you have the right offer at the right time to the
right person.
The one-off, clever solicitation is not going to win
[donors] over in the long-term. But if
#GivingTuesday can be part of building
relationships with donors, then that’s going to be
a positive thing for many organizations.”
-Steve MacLaughlin, Director of Blackbaud’s Idea Lab

9. Do You Have A Specific Goal?
STRATEGY
SOCIAL
MARKETING
COLLATERAL
ideas
FUNDRAISING
MESSAGING

10. Offline vs. Online

11. Offline vs. Online

12. Offline vs. Online

13. Making the ask on
#GivingTuesday
• How to Be Intentional
• What is the Call to Action?
• Turning Passive Consumers into Active Contributors
• Mass Appeal vs. Individual Ask
• Donor Fatigue?

14. Making the ask on
#GivingTuesday
Text reads:
We have nothing
against likes, but
vaccines cost money.
Please buy a polio
vaccine at unicef.ce.
It will cost you 4
euros, but save the
lives of 12 children.
Image
credit:
h.p://adso3heworld.com/media/print/unicef_likes_dont_save_lives

15. #GivingTuesday &
Donor Stewardship
• Donor Recognition
• New “Touches”
• Positive Peer Influence
• Staffing Implications

16. My top tip for
#GivingTuesday:
Make it visual!

17. People <3 Pictures
Image
credit:
h.p://nypdecider.files.wordpress.com/2014/08/chris-­‐pra.-­‐ice-­‐bucket.png

18. Some things to consider
• 90% of information transmitted to the brain is
visual
• We process images 60,000x faster than text
• Our brains are wired to remember images
better than names

19. meme examples

20. My bonus Tip for
#GivingTuesday:
Give ‘em a Toolkit

21. Give Tools, Not RUles
Image
credit:
h.p://i.dailymail.co.uk/

22. Resources + reading
Image
credit:
amazon.com

23. Final Thoughts
• #GivingTuesday offers new and
engaging ways to connect with
stakeholders…
• …but this messaging tactic must be
approached thoughtfully and
strategically to yield the greatest
results.

24. Final thoughts + Q&A
Always be a
first rate
version of
yourself and
not a second
rate version of
someone else.
-Judy Garland
Image
credit:
h.p://leavingaa.com/wp-­‐content/uploads/2013/04/judy-­‐garland.jpg

25. Upcoming Events
Engaging Millennials as Donors, Volunteers, and Employees
Tuesday, September 9th from 9:30am-11:00am
Free Library of Philadelphia (19th & Vine)
RVSP: http://heresmychance.ticketleap.com/millennials/
Why Your Brand is More Than Just Your Logo
Tuesday, September 16th from 9:30am-11:00am
Free Library of Philadelphia (19th & Vine)
RVSP: http://www.meetup.com/Dollars-Making-Sense-Phillys-Nonprofit-Fundraising-Group/
Intergenerational Leadership: Closing the Generation Gap on Boards
Tuesday, October 14th from 9:30am-11:00am
Free Library of Philadelphia (19th & Vine)
RVSP here: http://heresmychance.ticketleap.com/millennials/

26. Let’s talk shop
Lansie Sylvia
Director of Engagement
lansie@heresmychance.com
www.heresmychance.com
workwithus@heresmychance.com
@hmctwit @fancylansie @phillygiveget