This document discusses strategies for non-profits to effectively participate in national days of service like #GivingTuesday. It highlights the growth of #GivingTuesday since 2011 and provides examples from the Support Center for Child Advocates of how they have successfully utilized #GivingTuesday to raise awareness and funds. The document concludes by listing 8 action steps non-profits can take to plan a successful #GivingTuesday campaign, such as assigning leadership roles, gaining board and staff participation, providing multiple ways to donate, and following up after the event.

1. Tapping into the Power of
National Days and Weeks
of Service
September 10, 2014
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2. Who are we?
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Kait Sheridan
Center for Innovation &
Social Impact, 92Y
@sheridankait
92y.org
Tracy Buchholz
Support Center for Child
Advocates
@TLBTB
advokid.org
Shari Tishman
VolunteerMatch
@heystish
VolunteerMatch.org

3. Agenda
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• Spotlight on #GivingTuesday
• Lessons from the Field
• 8 Action Steps
• Q&A

4. Kait Sheridan
Director, Partnership & Programs
Center for Innovation & Social Impact
92Y
@sheridankait
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8. 270%
Online donation
volume on
Tuesday after
Thanksgiving
since 2011
40%
Year-over-year
increase in the
dollar value of
the average
donation
40+
Countries had active #GIVINGTUESDAY
efforts in 2013
10,000+
Charities, nonprofits, corporations,
community groups and government
agencies participating in
#GIVINGTUESDAY
3BILLION+
Total global impressions in traditional and
social media
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31. Support Center for
Child Advocates
(Child Advocates)
www.advokid.org
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32. Child Advocates
About Us
• Volunteer Lawyer Program for Abused and Neglected
Children in Philadelphia, PA
• First Case in 1971, Incorporated in 1977
• Collaborative Teams of Volunteer Attorneys and Staff
Social Workers and Consulting Lawyers
• Legal Representation, Social Services and Advocacy
• Represented over 900 Children in FY 2014
• Over 350 Volunteer Attorneys contribute pro bono
services valued at $4.6 mil/year
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33. Child Advocates
Mission Statement
“To advocate for victims of child abuse and
neglect with the goal of securing safety, justice,
well-being and a permanent, nurturing
environment for every child.”
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34. Child Advocates
Obstacles & Barriers…
• We do not use “real” children in our marketing
• As attorneys we must respect our clients confidentiality
• Our biggest obstacle is finding creative ways to tell our story
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35. Child Advocates
2013 #GIVINGTUESDAY Initiatives
For more than 20 years, Child Advocates has
organized a Toy Drive delivering toys to 1000
child clients and their siblings throughout the
Philadelphia region.
• Off-site Toy Drive HQ that opens right
after Thanksgiving
• Toy Drop-off
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36. Child Advocates
2013 #GIVINGTUESDAY
• Volunteers were invited to come and help sort gifts throughout the day
• Staff encouraged to wear holiday themed sweaters
• Created photo-ops with branded signage
• Two anonymous matching gift donors ($1000 match x 2)
• Jade Yoga – 10% of proceeds from #GIVINGTUESDAY
• 1st Year Goal: Engage Audience & $2000 in donations
• Live Social Media engagement
OUTCOMES
• More than $5000 raised
• picture in metro newspaper
• Interview/tour on local tv #vmlearn

37. Child Advocates
2013 #GIVINGTUESDAY Outcome
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38. Child Advocates
2014 #GIVINGTUESDAY Strategy
• Start Campaign earlier; 3 weeks out
• Create a highlight video of #GIVINGTUESDAY 2013
• Recruit additional volunteers via VolunteerMatch.com
• Work with local elementary school; create decorations for the site (never to young to
volunteer your time!)
• Board participation
• Create #GIVINGTUESDAY/Agency logo
• AmazonSmile/Black Friday
• Involve staff to help live tweet, post and share pics and video
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39. Child Advocates
2014 #GIVINGTUESDAY Strategy
• Matching gifts
• First 25-30 people that donate gifts or $ on #GIVINGTUESDAY receive 5-10 holiday cards
• Use mobile app
Provides visually stimulating live measurement of
donations and easy for donors to use
2014 goal
• More than $5250
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40. Action Steps
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1. Plan!
2. Ask volunteers for ideas.
3. Assign leadership roles.
4. Board and staff participation.
5. Build momentum via networks.
6. Provide multiple ways of “giving.”
7. Post on VolunteerMatch!
8. Follow up!

41. 1. Plan!
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Should you roll it into an existing campaign?
Should you partner with other groups?
Do you have any budget?

42. 2. Ask volunteers for ideas
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They have plenty.

43. 3. Assign leadership roles
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Turn your extra
work into THEIR
opportunity and
YOUR engagement

44. 4. Get board and staff participation
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This is an out-of-the-ordinary
event. Get them excited to
talk about it.
Make it easy.

45. 5. Build momentum via networks
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(Both yours and theirs.)
Provide fun, share-able
content ready to go.
Make it about THEM.

46. 6. Provide multiple ways of “giving”
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• Donations
• Volunteering (and
pledging)
• Fundraising
• Spreading the word!

47. 7. Post on VolunteerMatch!
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Make sure your listings
are up-to-date.
Recruit help planning
and preparing for
#GivingTuesday.

48. 8. Follow Up!
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Don’t let your new
supporters languish.
Thank EVERYONE and
give them more ways to
help (like volunteering!)

49. Questions?
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#vmlearn
Kait Sheridan
Center for Innovation &
Social Impact, 92Y
@sheridankait
92y.org
Tracy Buchholz
Support Center for Child
Advocates
@TLBTB
advokid.org
Shari Tishman
VolunteerMatch
@heystish
VolunteerMatch.org

50. Next Webinar:
Engaging Volunteers on
Facebook
http://learn.volunteermatch.org
#vmlearn
September 25, 2014