How to create a viral #GivingTuesday campaign
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How to create a viral #GivingTuesday campaign
- 1. 1 Nonprofit Webinar Series The next generation of communications. How to Create a Viral #GivingTuesday Campaign
- 2. I How to Create a Viral #GivingTuesday Campaign GoToWebinar Housekeeping: Attendee Participation To listen in: • Choose “Mic & Speakers” to use VoIP • Choose “Telephone” and dial using the information provided • Submit questions and comments via the Questions Panel • Polls will appear during the presentation, please answer accordingly • Survey to follow the conclusion of the presentation Note: Today’s presentation is being recorded and will be provided to you within a week. Your Participation
- 3. I How to Create a Viral #GivingTuesday Campaign GoToWebinar Housekeeping: Submitting your Questions • Please continue to submit your text questions and comments using the Questions Panel • Please raise your hand to be unmuted for verbal questions. For technical difficulties, please contact janine.germinario@univoip.com Your Participation
- 4. I How to Create a Viral #GivingTuesday Campaign Speakers Introduction Overview #GivingTuesday by the Numbers Baseline Campaign Best Practices, Creative Ideas and Examples Resources Bonus Segment: Empowering Nonprofit Communications Q&A Webinar Agenda UniVoIP welcomes you!
- 5. I How to Create a Viral #GivingTuesday Campaign Industry Expert Speakers Susan McPherson Joclyn Goss Shannon Boren
- 6. I How to Create a Viral #GivingTuesday Campaign #GivingTuesday: A Brief Overview #GivingTuesday is a global day of giving that launched in 2012. It has become a movement fueled by the power of Social Media and collaboration. Celebrated on the Tuesday following Thanksgiving, #GivingTuesday kicks off the charitable season. Just like every major retailer offers Black Friday deals, every Nonprofit should take advantage of the spirit, collective energy and possibilities of #GivingTuesday.
- 7. I How to Create a Viral #GivingTuesday Campaign #GivingTuesday: By the Numbers 0 20 40 60 80 100 120 140 2012 2013 2014 2015 Amount raised (in millions) Countries Participate Donors in 2015 Twitter Impressions 71 700k 114B
- 8. I How to Create a Viral #GivingTuesday Campaign #GivingTuesday: Keep in mind…. mean gift of donations were made via mobile online donations $107 17% 57% Source: Blackbaud
- 9. I How to Create a Viral #GivingTuesday Campaign The Baseline for #GivingTuesday Participation Determine your campaign theme – will it be standalone, a kickoff to your year-end campaign or both? Join the #GivingTuesday campaign and sign up as an official partner. Figure out the resources and assets you’ll need to make the campaign a success. Ensure your website is ready to go and optimized for both mobile and online donations. Create consistent but platform-specific marketing messages and materials for your social, email and other online channels – don’t forget text! Be sure to thank all donors and report back on progress.
- 10. I How to Create a Viral #GivingTuesday Campaign POLL #1: How many employees are at your organization? Join the Conversation
- 11. I How to Create a Viral #GivingTuesday Campaign Consider: Seeding the Message #GivingTuesday conversation starts trending NOW. It’s time to start seeding the message with your audiences.
- 12. I How to Create a Viral #GivingTuesday Campaign Consider: Matching Matching prizes can increase the probability of giving by up to 40%.
- 13. I How to Create a Viral #GivingTuesday Campaign Consider: Offline Events 4 in 5 millennials are motivated for the opportunity to work on a cause they are passionate about.
- 14. I How to Create a Viral #GivingTuesday Campaign Consider: Deploying Your Employees & Advocates Give employees and advocates everything they need to fundraise or spread the word on your behalf.
- 15. I How to Create a Viral #GivingTuesday Campaign POLL #2: What is your organization’s yearly #GivingTuesday Campaign budget? Join the Conversation
- 16. I How to Create a Viral #GivingTuesday Campaign Consider: Tapping into #Unselfies The #UNselfie flips the concept of selfies on its head – and gives your donors an easy way to increase your nonprofit’s visibility.
- 17. I How to Create a Viral #GivingTuesday Campaign Consider: Creating a Landing Page Make sure your landing page tells a story but also drives audiences to action – on desktop and mobile.
- 18. I How to Create a Viral #GivingTuesday Campaign Consider: Building in Real-Time Urgency People are inspired by other people. Keep your audience fully in the loop about progress throughout the day.
- 19. I How to Create a Viral #GivingTuesday Campaign Consider: Doing Something Fun on Social Make #GivingTuesday your own and get creative with it.
- 20. I How to Create a Viral #GivingTuesday Campaign POLL #3: What form of communication does your organization mostly use to connect with donors and supporters? Join the Conversation
- 21. I How to Create a Viral #GivingTuesday Campaign Consider: Not Asking for Money Be sure to offer your audience other ways to get involved aside from a monetary donation.
- 22. I How to Create a Viral #GivingTuesday Campaign Take Advantage of #GivingTuesday’s Resources Here is a sampling of what’s available:
- 23. I How to Create a Viral #GivingTuesday Campaign The #GivingTuesday Timeline NOW OCTOBER NOVEMBER DECEMBER Plan story and theme Set goals Contact partners Find a match Secure participation from volunteers Begin building landing page Announce your plans Send a save the date Plan for offline event(s) Provide volunteers with advocacy kit Start social posts Ensure all employees are in the loop Consider pitching media Go big on social Launch your landing page if you haven’t yet Finalize advocacy activities Finalize day-of events and engagements Be sure someone is monitoring and engaging on social media all day Say thank you Measure results and gather insights Keep momentum going for end of year campaign
- 24. I How to Create a Viral #GivingTuesday Campaign Empowering Nonprofit Communications BONUS SEGMENT Featuring the success story of: www.ourhouse-grief.org
- 25. I How to Create a Viral #GivingTuesday Campaign About OUR HOUSE Grief Support Center The OUR HOUSE mission is to provide the community with grief support services, education, resources, and hope. Since 1993, OUR HOUSE has helped thousands of grieving children, teens, and adults as they embark upon their journeys to hope and healing. www.ourhouse-grief.org Mission
- 26. I How to Create a Viral #GivingTuesday Campaign Our House Partners with UniVoIP to Power Progress “Initially we just wanted to cut our costs but then we started thinking about our future growth and what that meant. We then connected with UniVoIP to help us adopt a cloud-based phone solution that would keep our people and our locations connected as we continued to grow.” Joclyn Goss, OUR HOUSE
- 27. I How to Create a Viral #GivingTuesday Campaign Enhanced collaboration and communication between all offices. Received advanced VoIP phones at no cost and enjoys monthly communication cost savings. One service provider and one low monthly bill to manage all locations. Employees experience continuous communication and productivity from anywhere with advanced mobility features. Experiencing Superior Communication in The Cloud Benefits experienced after modernizing our communication infrastructure:
- 28. I How to Create a Viral #GivingTuesday Campaign POLL #4: Would your organization be interested in learning how to modernize its communication infrastructure just like Our House did? Join the Conversation
- 29. I How to Create a Viral #GivingTuesday Campaign susan@mcpstrategies.com @susanmcp1 celine.akrey@univoip.com 424.291.3265 Q&As @univoippbx Facebook.com/univoip Linkedin.com/company/univoip
Editor's Notes
- Acquaint your Attendees with what they see on their screen. To the left is the GoToWebinar Viewer through which they see the presentation. To the right is the GoToWebinar control panel where they can raise their hand, ask questions and select audio mode. Note: The attendee control panel will collapse automatically when not in use by an Attendee. To keep it open, Attendees can click the “View” menu and uncheck “Auto-hide Control Panel”. Give Attendees a closer look at the control panel and how they can participate. Text may be adjusted to suit your event needs. Note: Hand Raising is disabled (see slide 6) Tip: Add animations to the “call outs” using PowerPoint features to provide step by step instructions.
- Remind Attendees how to ask questions and provide “more info” or support contact. Text may be adjusted to suit your event needs. Note: Hand Raising is enabled (see slide 4) Visit the “Options” menu in the Organizer control panel a check to allow attendees to Raise Hands.
- Susan: Founder of McPherson Strategies Serial connector, passionate cause marketer and corporate responsibility expert and host of #CSRchat 40 Women to Watch Over 40, Fortune's 55 Most Influential Women on Twitter, Elle Magazine's Top 25 Women on Twitter and Fast Company's 25 Smartest Women of Twitter. Joclyn: Leadership/Development Trainer at Our House Grief Support Center Published Author along with her daughter Lauren-Joy Goss 25 years of Nonprofit Experience 15+ years of counseling, social work, organizational training, business/life coaching and co-therapy experience
- #GivingTuesday is a global day of giving that launched in 2012. Celebrated on the Tuesday following Thanksgiving (in the U.S.) and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Susan to explain her involvement in the early days and how she’s watched the movement grow – how it was created by the team at the Belfer Center for Innovation & Social Impact at the 92nd Street Y— and what it was like to be part of the early group of advisors.
- Growth has been unbelievable – and it’s not looking like it’s going to stop anytime soon. This has started from a campaign and is now a full fledged movement. 116 million raised last year alone from 700k donors in 71 countries. There were also 114 billion Twitter impressions, indicating the truly social nature of this movement (make sure social is part of your plan!)
- Importance of starting now with planning and even communicating message to your audience. Marketing ideas… Every Tuesday, highlight a donor or a story from your previous year’s #GivingTuesday campaign in a blog and/or on social media. Promote these donors each Tuesday leading up to #GivingTuesday as your “Tuesday Heroes” by sharing a compelling story of how these donors have acted as the heroes of your nonprofit’s mission! Tell stories that speak to the theme and ask you’ll make on GivingTuesday. Also use this month and next to get your volunteers, advocates, etc. all queued up and ready to go with materials they’ll need to help you spread the word.
- The Knight Foundation says that matching prizes can increase the probability of giving by up to 40% and matching is particularly effective for short-term campaigns like #GivingTuesday. See If someone on your board will do a match or ask a local company that also might be looking to get involved in #GivingTuesday. Explain tips for finding a match and how to go about it.
- In tandem with your online presence, in-person events can be an effective way to build excitement for your Giving Day. The in-person events also entice media coverage of your activities. Keep in mind that 4 in 5 Millennials are motivated by the opportunity to work on a cause they are passionate about. 94% enjoyed using their individual skills to help a cause. Camp Kesem empowers college student leaders nationwide to create free, fun-filled, and life-changing summer camps for children affected by a parent’s cancer. For their 2013 #GivingTuesday campaign, Camp Kesem encouraged college students, or “Big Kids,” across the country to take collaborative action and give back to their communities. When Tuesday hit, forty-five Camp Kesem college chapters activated a #BigKidsGive #GivingTuesday photo booth on each of their campuses. Each booth was propped with signs encouraging online donations at the local Camp Kesem chapter website. Students and faculty were invited to take photos with the signs, share them on Instagram, Facebook, and Twitter, and include the hashtags #GivingTuesday and #BigKidsGive. Also think if there are ways that volunteers/supporters can host their own events (providing them guidance on how to do so) or fundraisers.
- #GivingTuesday kicks off the giving season, when many people are looking to get involved in charitable work. Ask supporters to make a personal fundraising page on #GivingTuesday so they can get in touch with friends and family while making a difference for your cause. Set your fundraisers up for success by giving them a specific fundraising goal and sending them some fundraising tips after they make their page. Be sure to follow up over the next few days to help them get their first donations and gain some momentum. Use a platform like Causevox (above) to streamline these campaigns. Don’t think just about fundraising but also about spreading the word and helping you promote your campaign. Do they have the tools they need from you to amplify your mission across their networks—social, professional, and personal? Providing your volunteers with talking points, draft tweets, and other communication tools empowers them to share your message and mission in a way that is consistent with your brand. This also encourages your volunteers to share with their networks how and why they serve and support your organization. You can also ask your advocates to tag specific people in social media posts to ask them to donate as well.
- The #unselfie movement gained popularity following Typhoon Haiyan and on past #GivingTuesdays. An #unselfie takes the ubiquitous nature of smart phones and cameras and turns the lens toward social impact. This year, ask your supporters to upload a picture on social media that shows how or why they are giving back. You can start things off by having staff and their friends and families post the first #unselfies. Create a fun hashtag specific to your organization and encourage supporters to include a link to your donation page. On the #GivingTuesday site, you can find Unselfie resources – printable pages that you can upload to your website and ask supporters to print/fill in. You can also print these for your employees. Don’t forget to monitor and look for mentions of your org on Instagram, Twitter and FB – look for all mentions, not just use of your handle – and engage with supporters talking about your nonprofit.
- Promote your Giving Tuesday campaign on your site’s homepage, and across subpages so that all visitors will know about it. Create a focused giving page just for #GivingTuesday and promote that exact page, don’t make people click to find your donate button. Optimize! A/B test calls to action. WholeWhale saw 20 percent increases for pages where it tested calls to action. Make it easy to share. Pre-configure tweets and FB buttons that allow people to share. How do I know if my page is mobile friendly? 1. Fields should fit the screen without the need for scrolling, swiping, or “pinching” 2. Fields should be limited to collect only the information you absolutely need. 3. Fonts should be large enough to be easily readable on a small device. 4. Buttons should be large and easy to click.
- Example one: Tufts showing hourly updates of donations to encourage more- note that if you aren’t able to build in this functionality, you can just keep uploading updated images. Example two: 3 emails on Giving Tuesday from Marlyand ASPCA – updates from the dog on how far they were to goal. Remember – people are busy. This is a today where it’s OK to send multiple emails and remind them – here’s your chance to be part of this. Other ideas: Host a live YouTube ‘telethon’, announce new donors and interact with social media interactions. Register for YouTube.com/nonprofit and make sure you have a strong internet connection.
- Social media gives you a great opportunity to be creative – just look at Dress For Success’ #GivingShoesDay. The HALO Foundation asked people to donate their daily cup of coffee—or $5—on #GivingTuesday to empower youth in their youth homes around the world. They created #GivingTuesday coffee cups that have the heart on the bottom. Since the mugs were empty on #GivingTuesday, the heart remind people of their mission and how a simple gift could make a difference. The Cleveland Library and the Pratt LIbrary in Baltomire came together to have an epic showdown for #GIvingTuesday. Building off of the Monday Night Football game between the Browns and the Ravens, the libraries kicked-off a fundraising challenge to see which library could raise more on #GivingTuesday. The winners were the Pratt Library in Baltimore, which raised more than $41,000 for library programs and ultimately got to share a video of the losing Cleveland Library Director performing Edgar Allen Poe’s “The Raven” on social media. Together, the libraries raised more funds for their respsective programs, earned greater social media followings, and created a new model for collaboration that benefited both communities. Sometimes doing a crazy stunt is just what you need to grab people’s attention --- and Facebook Live and other video platforms can be a perfect way to do this. Commit to completing challenges as you reach campaign milestones. You don’t have to jump into a freezing cold lake (although you can, if you’re into that), but promising to take a video of your executive director or other employee doing something silly can be a great way to rally supporters. Better yet, get local officials or celebrities involved. Maybe your programs director shaves his head when you reach 50 percent of your goal, and at 75 percent your executive director does the same. But to see a local sports hero lose his hair, the community has to hit 100 percent of your fundraising goal. Be hyperactive on social and consider running ads in the afternoon 1-4pm when donation activity peaked on #GivingTuesday in 2013 (Blackbaud).
- The Family Dinner Project helped families include giving in their Thanksgiving with tips for conversation and giving on #GivingTuesday and beyond. As part of its annual #familydinnerforward initiative, the Family Dinner Project invited families to share a meal for the good of others. From Nov. 25 through Dec. 15, families visited thefamilydinnerproject.org and download the #GivingTuesday “Dinner Tonight” card, created in partnership with Blue Star Families, a nonprofit organization supporting military families. People could also visit the Family Dinner Project on Facebook and Twitter and share or retweet the card with the hashtag #familydinnerforward. Each time the card was downloaded or shared, Boston Market donated to support military families (up to $5,000). Thread, a Baltimore based nonprofit, organized a campaign to inspire 1,000 actions on #GivingTuesday. From “raking leaves for a neighbor” to donating to a nonprofit, Thread’s initiative inspired 1,163 actions on #GivingTuesday
- Talk through these resources
- About Our House and Shannon Major programs/initiatives/achievements Future of Our House Do you participate in #GivingTuesday? (add a few tips to share your fundraising success/experience) – tying it into the theme of the webinar
- Challenges your nonprofit faced before adoption of the cloud We were not able to connect directly with our other offices without calling through an outside vendor. We dropped calls when trying to transfer call and returning to main call. Conferencing calls were complicated. It was exciting to venture into something new, but new means just that new! Learning something new, new learning curve, new ideas, new ways of doing things, it was all new to us, but we are young and ambitious and ready for the new. It’s good to learn new! So Univoip knew that we were all new to this Cloud and they took the time to teach us their “new”. We had tons of questions and tons of calls to their service department, and they were patient beyond anything that I thought was justifiable. They walked us through and still walk us through every single step when we are attempting to figure out how to take on the “new” in excellence. I think we all have enjoyed learning the Cloud and figuring out ways to make it work for us in a great way. There is some prep work needed before you venture into adopting the Cloud, you should really lay out how you need for this system to work for you, so that Univoip can help you plan for the best end result. See the end from the beginning. What is your end result? For us, it was a cut in costs and a better, more direct communication within our offices and staff for now and as we grow into the future. Why did our house adopt the cloud Initially we just wanted to cut our costs. Then we started thinking about the future and growth and what that meant, and how that would look, so we decided to begin to discuss how we connect and stay connected to all of our people and offices as we grow. After we had an idea of how that might work we connected with Univoip to give us a picture of how it would really work for us. See the big picture when planning the could, Univoip will help you look at your needs as you make the decision to adopt the Cloud.
- Achieving better communication with donors, volunteers and employees Benefits of modernizing to the cloud with UniVoIP and how it’s helped improve communication for your organization Modernizing to the cloud has allow us to communicate with our other offices that are in different parts of the city. We no longer have to call the outside offices through an outside line, we connect directly. We have eliminated several phone vendors. (Each office had a different phone vendor). This process has reduced our cost tremendously. We can communicate from anywhere, we just take our phones with us. When we leave the office or work from home we can forward our calls to our cell which is wonderful, we don’t have to miss a call. In a nonprofit structure things can move very quickly and sometimes we need to communicate as directly and as quickly as we can. The fact that we can now intercom when we need someone fast is great. We don’t have to look up extensions of people that we need, we can program them directly into our phones and at a push of a button they are there. We don’t drop or lose incoming calls as we have in the past. Losing calls frustrates our clients. Our lines are primarily a crisis line at any time during the day, and when we need to connect the caller to someone we need to do it fast. The cloud allows us to do that. How a modern communication infrastructure could help with a #GivingTuesday campaign (Shannon)
- We’ve talked about tips and tricks for retention and upgrading donors. It really all comes down to the relationships. Now, let’s talk about questions you have and your ideas for retaining donors!