Need help getting organised for #GivingTuesday? This presentation from Lightful and Charities Aid Foundation (who run Giving Tuesday UK) will help you learn more about the big day of giving and how to start planning your own campaign.

1. How to create a successful
campaign

2. Say Hello!
While we wait for other attendees to join, feel free to introduce yourself in the chat by clicking on the button
above in your zoom window.
Tell us what you’re
hoping to learn today

3. How to create a successful
campaign

4. Introductions
Ashleigh Milson
Campaigns and Public Affairs Manager, CAF
Ian Hurlock
Director of Customer Success, Lightful
Tereza Litsa
Social Media Expert, Lightful

5. Agenda
#GivingTuesdayPlanning
• Welcome and introductions
• About Giving Tuesday
• The evolution of the day in the UK
• Successful examples from #GivingTuesday campaigns
• Tips for a successful #GivingTuesday campaign
• A timeframe to start planning your campaign
• Using the Story Builder to schedule your campaign
• Q&A

6. 27 November 2018

7. • Day of global giving – an antidote to the consumerism of Black Friday
and Cyber Monday
• Started in America in 2012, it’s been running in the UK since 2014
• Giving Tuesday officially runs in over 40 countries worldwide –
Powered by CAF in the UK, Russia and Bulgaria
• People in over 150 countries took part in Giving Tuesday activities
last year
• Giving Tuesday holds the world record for the most money donated
online in any 24 hour period
What is Giving Tuesday?

8. Who’s involved?

10. And you might have heard of some of our supporters…

11. And you might have heard of some of our supporters…

12. What happens on
?Anything and everything!
Charities can launch a campaign, call for donations or volunteers, shout about the great work
they have been doing all year or simply thank their supporters!
Utilise our toolkits at http://www.givingtuesday.org.uk/for-charities/
• 15 things your charity can do:
http://www.givingtuesday.org.uk/wp-content/uploads/15-ideas-Charity.pdf
• Social Media Toolkit:
http://www.givingtuesday.org.uk/wp-content/uploads/GT-Social-Media-Tool-Kit.pdf
• Why your charity should get involved:
http://www.givingtuesday.org.uk/wp-content/uploads/Why-your-charity-should-get-involve
d.pdf
• Create winning emails:
https://www.cafonline.org/charities/fundraising/fundraising-fundamentals/multichannel-fu
ndraising/online-fundraising-channels/email-fundraising
• Sign up as a partner!
• http://www.givingtuesday.org.uk/become-a-partner

13. Case study - Marie Curie
• Marie Curie has a fantastic supporter base that supports its
activities throughout the year; it decided to say ‘thank you’ to all
the people who had donated something to the organisation
• Marie Curie staff were asked to spend 15 mins of their time writing
thank you notes and letters to donors, that Marie Curie then sent
out en masse
• The campaign was not about raising money but based purely a
desire to say thanks… but Marie Curie noticed something was
happening
• The people in receipt of a note were so thankful, so moved, that
many of them decided to send in or increase their regular donations
• In total, for every 15 minutes that a staff members spent writing
letters, Marie Curie received a donation in return that paid for 1
extra hour of nursing care for terminally ill patients

14. Case study - Dogs Trust
• Dogs Trust use Giving Tuesday as a day to say thanks to all their
supporters and engage with their corporate partners Radley
• The Dogs Trust / Radley partnership was launched in 2016, with
Radley creating a special ‘Dogs Trust bag’ – in 2016, this was a tote
bag, 2017 saw a dog-walkers backpack and 4 collectable coin purses
with new designs inspired by dogs cared for by the Dogs Trust. 15%
of the sale price was donated to Dogs Trust
• To date, the partnership with Radley has generated £50,000 for the
Dogs Trust

15. What can your charity do on
?

16. • Awareness
• Donor engagement and appreciation
• Raise money on the day
• Ask for donated items
• Tie into annual, Christmas, or other fundraising campaign
Different ways to be involved

17. Poll time!
• What are you looking to achieve with Giving Tuesday this year?

18. Tips for a successful
campaign

19. Giving Tuesday strategy
Ready
Set
Go
• Objectives and audience
• Craft unique campaign theme, ask, & stories
• Create powerful stories
• Recruit champions
• Create campaign assets
• Get organised
• Gratitude Wednesday
• Learning and improving

20. Giving Tuesday tips SMART objective
Specific
Measurable
Achievable
Relevant
Timely

21. • Activate 50 supporters to share photos and videos about why they donate to your charity on
Facebook on GivingTuesday
• Raise 1000 pounds to help feed 1000 animals in our shelter for one day
• Raise 3000 pounds to cover the cost of one-day of services for 30 hospice patients
• Raise 2000 pounds to provide 100 students with uniforms so they can attend school
• Get 100 supporters to donate 20 pounds to purchase 50 sleeping bags for rough sleepers during
the holiday season
• Activate 200 supporters to fundraise for our after-school program
• Activate 50 volunteers to serve 2000 meals to domestic violence victims at our shelter for the
month of December
• Activate 20 staff and board members to thank donors for their support
Examples of SMART objectives

22. • Why does it matter?
• How does it relate to your mission?
• What is the impact?
• Will it resonate with donors?
• What is the ASK? (Not always money)
• Is it human, authentic, and emotional?
Craft unique campaign theme and ask

23. How to get organised for

24. BIG DAY!
Planning starts:
- Content
- Team
- Campaign
Start
scheduling
content
- Announce your
participation
- Find ambassadors
Start telling your
story using
#GivingTuesday
Build
excitement -
1 week left
Create more
posts, provide
details about
your campaign,
get your
supporters ready
for the big day
- Share the results
- Thank your
supporters
Post multiple
times a day
Monitor
interactions
Keep the
momentum going

25. 4 weeks before
Get organised
Campaign
teaser
Prepare talking
points for your
campaign
Decide on your
objectives
Think of what
your campaign
could look like
Plan your story
using Lightful’s
Story Builder

26. 2-3 weeks before
Get organised
Bring your
champions
onboard
Finalise your
content
Schedule
content
Build a social
media toolkit
for your
champions
Start telling
your story

27. 1 week before
Get organised
Send a
reminder
to your
champions
Finalise social
media toolkit
Create Twitter
list of
influencers
Create
measurement
spreadsheet
Develop
hour-by-hour
schedule
Finalise all
content
(posts, photos,
videos)

28. Day before
Get organised
Get everyone ready
for the big day
Organise your
plan for the day
Make sure your
scheduled posts are
ready to go live

29. On the day
Get organised
Change your
social media
covers to reflect
your campaign
Quick
check-in
with your
team
Monitor
#GivingTuesday
and reply to
mentions
Post
campaign
updates
Message your
champions to
keep them
engaged
Post
behind-the-sce
nes photos
Frequency: 4-5 times on Facebook and Instagram, every 2 hours on Twitter
Timing: Focus on lunchtime and after work hours, as these times seem to be the peak
times for people to give.

30. Thank everyone who
joined the campaign
Share again posts
from the day
Share an update of
your goals
1 day after
Gratitude Wednesday and beyond
Analyse the performance
of your posts
Share your key stats
with your audience
Link your #GivingTuesday
campaign to your end of
year / Christmas campaign
1 week after

31. ‘Of social media users who donate,
56% said that compelling storytelling is
what motivated them to make a donation.’
Source: Digital Persuasion by Waggener Edstrom, 2013

32. Lightful’s Story Builder
Plan your #GivingTuesday
campaign, tell your story.

33. • Create your posts
• Add your dates
• Launch your story
Story Builder

34. Resources
Giving Tuesday UK - Social media toolkit
http://bit.ly/SocialMediaToolkit_GTUK

35. Giving Tuesday Worksheet
http://bit.ly/GivingTuesdayChecklistLightful
Resources

36. Questions?

37. Thank You