hjc and Kimbia presents their 2nd webinar on Giving Days. Learn best practice and proven methods in starting a Giving Day.

1. HOW TO START
& LEVERAGE YOUR
GIVING DAY

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House Keeping

3. Introductions
NAME: Michael Johnston
FROM: Toronto
FOUNDER OF HEWITT AND JOHNSTON CONSULTANTS (HJC)
Interactive, Integrated & Digital for 27+ Years;
• Author of 4 books on technology and integrated
marketing and fundraising
• Comic Book Nerd
• Hockey Fan, Coach and Cheerleader
• Blackbaud Global Solution Provider of the Year 2014
and 2015
• Raised over $2 billion in 20+ countries

4. Introductions
NAME: Mike Mostransky
FROM: New York City
National Sales Manager at KIMBIA
Interactive, Integrated & Digital for 12+ Years;
• Technologist & Fundraiser
• Photographer
• Product Manager & Consultant
• Comic Book Nerd
• Basketball, Baseball & Soccer Coach… to 4 kids

5. Giving Days – Why do they work?
• A time-limited online fundraising competition
o in most cases 12-24 hours
• Bringing together your communities
o donors, participants, advocates, alumni,
corporate partners, etc.
• Raising money for your community, nonprofits,
programs, institutions
• A single online donation campaign
• Driven by a sense of urgency around
matching funds and/or prizes

6. Why do they work?
• Increase revenue from a new revenue stream (across
channels)
-- it’s not just online
• Attract new donors and appeal to more hands-on
fundraising demographic
• Generate buzz and excitement in the community, with
sponsors, and on social media
• The long-tail effect: successful days may inspire major
donors to give matches, endow future programs, etc.
• Increase lapsed participant, donor, alumni participation-
new exciting way to engage

7. NOW, HOW DO WE MAKE IT ALL
HAPPEN?

8. Key Pillars of Giving Day Success
Value
Proposition
Why Us &
Why Right Now
Sense of
Urgency
Limited
Opportunity
Incentive
Added Value
Sense of
Competition
Marching
Toward a Goal

9. Planning: Selecting Dates
When is the idea time to:
• Hold the event?
• Begin promotion to internal staff?
• Launch the Giving Day site?
• Start public promotion via each channel?

10. Event Dates
You probably already have one:
• Coat Tail on Giving Tuesday
• Look for something tied to your mission
• Hundreds of days a year!
• October 16: Day of the Girl

11. Event Dates

12. Planning: Project Planning
• Assign a Project Manager
• Document all tasks
• Assign each task to someone
• Set completion dates

13. Most Nonprofits…
Planning: Choose a Model
Chapter/ Affiliate
Project/ Fund
Single Mission

14. Planning: Define your Target Audience
Active: Strong offer for active donors
Lapsed: Great reactivation tool for lapsed donors
New: 20 – 30% of responses come
from new donors
Middle: Many donors upgrade to mid-level giving
Major: Great opportunity to engage major donors
for matching funds
Corporate: Engagement on multiple levels:
event sponsorship, employee giving, matching funds

15. Planning Phase: Choose a Compelling Value
Proposition
• How you solve a problem
• Why you show impact
• Utilize the voice and images of your
supporters and beneficiaries

16. Planning Phase: Strategic Promotion
Your plan should include:
• Target audience
• Best channels to reach audience
• Messages that resonate
• Target number of impressions
• Monitor and measure
• Two-way communications

17. Promotion via Social Media
Social Media is KEY before, during
and after Giving Days!

18. UC Berkeley Big Give
https://www.youtube.com/watch?v=3OZcA-E5QGs

19. Big Give SA
https://www.youtube.com/watch?v=4wLSVTJwxN0

20. Give Local America
https://www.youtube.com/watch?v=FkxTo1JIByI

21. Leveraging celebrities if you can..

22. Leveraging celebrities if you can..

23. Leveraging celebrities if you can..
• Get them to make a gift – matching
or truly generous involvement. And
you can mention it or leverage it!
• Get them to keep involved over
time e.g. Mike Holmes for SOS
Children’s Villages
• Allow you to leverage their social
networks
• Allow you to leverage their HNTW
networks

24. • What is your overall fundraising goal?
• Are those goals realistic and attainable?
• Are they relevant to your event?
• Can you set goals for specific times of the day?
Planning: Set SMART Goals

25. • Who: your biggest fans, your vocal supporters
• Consider board members, staff, volunteers, partners
• Emphasize the importance
of their impact
• Large Social media component
• Schedule workshop-style training
Planning: Recruit Online Ambassadors

26. • Matching funds secured from sponsors and major donors
• Influences why donors would choose this day to give
– their gift is multiplied!
• Helps amplify message and create awareness
Planning: Secure Matching Funds &
Corporate Sponsors

27. Planning: Create Incentive Structure
Incentives and Prizes can be applied in
following ways:
• Based upon donor and
organization/program behavior
• Allocate funds % based on
fundraising totals

28. Planning: Create Incentive Structure
Incentives and prizes can be offered before,
during, and after the event
Prize examples include:
• Pre-event video or social media challenge
• First project/ program to reach their goal
• Most unique donors in a particular timeframe
• Most referrals from a sponsor
• Hourly prizes to donors, to keep excitement
going, particularly during overnight hours
• Chapter with most social media buzz

29. Technology: Website
Criteria for choosing a platform
 Protects your brand
 Provides you with your donor data
 Features real-time donation totals
and leaderboards
 Makes donation forms easy to share
 Provides Peer-to-Peer fundraising functionality
 Is mobile-responsive
 Assures scalability
 Includes multi-currency, multi-language and
multi-country settlement

30. Kimbia Giving Day Experience
givingday.columbia.edu
Supports high
transaction volume
Multi-org or multi-
department gifts
Matching Gifts
& Prizes
Customizable
Leaderboards

31. givemn.org
Multi-Org/ Affiliates > Multi-Give!
Each organization
gets own page
Donor can give to multiple
orgs at one time

32. Advanced Giving Feature
givingday.redcross.org
Advanced
Giving
Allows donors to
give in advance
of event
&
gifts process day
of event

33. Integrate with media partners & sponsors
Embed giving forms directly into media sponsor web pages.
All donations are treated as if they were donated directly on your page.
&

34. Objects can be shared & syndicated
o corporate sponsors
o P2P participants
Syndicated Donations Example
Secure, no matter where form lives
PCI v3 Level 1 and SSAE16

35. Event Day
• Event Day HQ
o Sufficient Staff to field questions
o Community Outreach
o Real-time Communications
• Leverage Social Media
• Provide Real-Time Updates
• Host In-Person Events

36. Post-Event
• Say Thanks!
• Enable post-event giving
• Celebrate.. & include donors!
o Importance of closing the loop
o Plan to transition donors

37. Stewardship is Key
• To understand how you will take care of each
donor, you want to ‘map’ the donor journey for
important constituent groups: single, monthly,
corporate, middle and major donors
• GIVING DAY MAPPING

38. Oracle . CX Journey Mapping Workshop . designingcx.com
Giving Day Journey Mapping Process
Create Initial Map Evaluate Explore
Design New
Experience
Brainstorm
Persona, Brand Attributes, Key
Trends
Behavior Line
On Stage Experience
Back Stage Support
RESERVATION
SYSTEM
Prioritize Focus
“Moment that Matters”
Determine Impact
Evaluate Attitudes
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities
(Roles & Processes)
Desired Transformation
INCREASE
REFERAL
RATE
Build CX Design Canvas
Brainstorm Innovation
Redesign Experience
Reality Check
Build Giving Day CX
Hypothesis
Attitudes &
Emotions
Useable
effortless
Meaningful
emotional
Useful
functional

39. Giving Day Mapping
• Cross functional
participation
• Internal and External
Stakeholders
• Choose the journeys that
are the most important

40. Plan next year’s event!
• Give your self time! Typically 6 months!
• Pick a day that is important to your cause
• Are you a global organization? Choose the right
platform that supports multi-currency/ multi-
language
• Know your audience
• Get sponsors
• Be social
• Leverage Celebrities
• Steward your new Donors!

41. THANK YOU!!
Mike Johnston
Founder of hjc
Got more questions? Email me!
mjohnston@hjcnewmedia.com
Mike Mostransky
National Sales Manager of Kimbia
Got more questions? Email me!
mike@kimbia.com