***Watch the full presentation video at: https://youtu.be/0uf6Lq2uXwU It’s mid-September. Do you know what your #GivingTuesday plans are? The biggest online giving day of the year is fast approaching. With less than three months to go, it's essential to prepare a top-notch strategy to build and mobilize your supporters for success. Join Samia Akhras from the Karam Foundation and Kara Fujita from Care2 in this strategy presentation filled with tips, best practices, and winning examples that will leave you prepped and energized for a blockbuster #GivingTuesday 2015. IN THIS PRESENTATION YOU WILL LEARN: • How to start strong by building your base of supporters • Crafty examples from successful fundraising campaigns • Strategies to maximize donations and #GivingTuesday prizes • Tools you can use for #GivingTuesday and beyond PRESENTERS: Samia Akhras, Director of Operations – Karam Foundation Kara Fujita, Director of Business Development – Care2 Jordan Brown, Philanthropic Partnerships Manager – Razoo

1. Plan to Win on #GivingTuesday

2. @Razoo Razoo Giving
Together, we can lift the world.
Razoo is crowdfunding for causes.
Use the hashtag #RazooGT15

3. Jordan Brown
Philanthropic Partnerships Manager
Razoo
jordan@razoo.com
Kara Fujita
Director of Nonprofit Services
Care2
karaf@care2team.com
Samia Akhras
Director of Operations
Karam Foundation
samia@karamfoundation.org
@Razoo Razoo Giving
Use the hashtag #RazooGT15

4. WHAT IS #GIVINGTUESDAY?
After Black Friday and Cyber Monday,
the nation shifts its focus to giving back.
#GivingTuesday is a 24-hour national Giving Day hosted on Razoo in
partnership with this global movement. Every year the buzz grows, and
our #GivingTuesday event is your opportunity to be a part of this
conversation. All sponsorship funds will go toward a prize pool to be
distributed among participating nonprofits.
#GivingTuesday is December 1.

5. #GIVINGTUESDAY
The 2014 National Campaign
$45+ million
in total donations
Nearly 300,000
donations made
15,000+ nonprofit
participants
20,000+ partner
organizations
(businesses & corporations)

6. #GIVINGTUESDAY
The 2014 Razoo Campaign
$1.7+ million
in total donations
Over 16,000
donors
More than 1,800
nonprofit participants
Over 74,000+ unique visitors with nearly 300,000 page views
The #RazooGT14 hashtag received approximately 2.7 million impressions on Twitter and Facebook

7. #RazooGT15
CARE2
DONOR RECRUITMENT & FUNDRAISING PLAN

8. #RazooGT15
BUILDING YOUR BASE OF SUPPORTERS
• Why email?
• Strategies for growing your list
• Care2 list growth campaign

9. #RazooGT15
WHY EMAIL?
• List size growth in 2014 was up by
11% year-over-year.
• Email accounts for 22% of
nonprofits’ online fundraising
revenue.
• Small organizations raised $124 per
1,000 fundraising emails delivered.
• Use email to drive supporters to
engage on social media.
Reference: 2015 M+R/NTEN Benchmark Study, mrbenchmarks.com

10. #RazooGT15
STRATEGIES FOR GROWING YOUR LIST
• Blogging: attracts visitors, great for
SEO, offer value to sign-ups.
• Sub-Branded Content: innovate
new digital streams for specific
audiences. Extensive issue and
message testing.
Content

11. #RazooGT15
STRATEGIES FOR GROWING YOUR LIST
• Ask your current email subscribers
to share your emails.
• “Tell-a-friend” after someone takes
action (social media, email).
• Peer-to-peer fundraising
campaigns.
• #GivingTuesday!
Referrals

12. #RazooGT15
• Social Media: promote signup link across channels, regularly.
Make offer clear (what they’ll receive).
• List Chaperones and Cross Promotions: organizations send
one another’s petitions to their own audiences, or promotes
content. Challenging but can produce good supporters.
• Petitions: advocacy value and sign-ups to your list!
Opportunity for shares.
Other Opportunities
STRATEGIES FOR GROWING YOUR LIST

13. #RazooGT15
CARE2 LIST GROWTH CAMPAIGN
• Care2 is the largest online
community for good – with over
30 million engaged members who
care about social causes, and start
and sign petitions.
• Care2 list growth campaigns help
nonprofits reach the Care2
audience and grow their lists.
Who is Care2?

14. #RazooGT15
CARE2 LIST GROWTH CAMPAIGN
1. Set up action with our
expert campaigns team
(petition or pledge)
How It Works

15. #RazooGT15
CARE2 LIST GROWTH CAMPAIGN
How It Works
2. Care2 promotes action
to targeted segments of
our audience.

16. #RazooGT15
CARE2 LIST GROWTH CAMPAIGN
How it Works
3. Care2 member takes
action and signs up for
your list.

17. #RazooGT15
CARE2 LIST GROWTH CAMPAIGN
How It Works
4. Care2 sends confirmation
email and delivers new
supporters to you!

18. #RazooGT15
TIPS FOR YOUR #GIVINGTUESDAY
CAMPAIGN ON RAZOO

19. #RazooGT15
PROMOTION
• Razoo Foundation puts up tens of
thousands of dollars in prize funds each year
• Only registered nonprofits have the
opportunity to win
• Hourly Prizes
• Social Media Prizes
• Leaderboards
• More details soon in the coming months!
Prize Opportunities

20. #RazooGT15
PROMOTION
• There are 800+ people joining us
on the webinar today.
• Let's all take a moment, take out
our phones, and see how many
retweets we can get on Razoo's
most recent tweet.
Official Hashtag
#RazooGT15
The magic hashtag for
all of #GivingTuesday
on Razoo.

21. #RazooGT15
DONOR ENGAGEMENT
• Board members
• Volunteers
• Network of supporters who
will commit to fundraise on
your behalf
Identify Your Fundraisers

22. #RazooGT15
CASE STUDY
• Women’s Foundation of California
launched their first-ever crowdfunding
campaign on #GivingTuesday 2013
• 3x growth in just two years.
• Focused storytelling on four women’s
scholarships to the Women’s Policy
Institute
• The power of a $16,000 matching
grant from a local philanthropist
Women’s Foundation of California
2013
in donations
$10,000
YEAR OVER YEAR
total donors
87
2014
in donations
$15,620 raised on #GivingTuesday
$16,000 matching grant
$31,620
total donors
111

23. #RazooGT15
#GIVINGTUESDAY CASE STUDY

24. #RazooGT15
Karam provides humanitarian aid, sustainable
development and education programs for Syrians in need.
CASE STUDY
THE KARAM FOUNDATION

25. #RazooGT15
The Challenge
•Small nonprofit with limited staff and development
resources
•Looking to stand out in end-of-year rush to raise
funds
•Want to engage a sizable group of millennial
supporters to give back and spread the word
KARAM FOUNDATION

26. #RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Strategy
• Focused on “winter aid relief”
program in Syria
• Fun and creative approach:
Staches4Syria
• Organizing committee of staff and
volunteers to drive the strategy and
manage activity
• Student Activism – Students For
Syria (SOS)

27. #RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Strategy
• Activated teams of ambassadors to
spread the word and help raise funds
•12 teams in 2013
•15 teams in 2014
• Teams compete against each other
to raise the most funds
• Created Facebook Event page to
create community among teams and
donors

28. #RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Strategy
• Created Facebook Event page
to create community among
teams and donors
• Used this page as the central
communication hub
https://www.facebook.com/events/243615432496007/

29. #RazooGT15
KARAM FOUNDATION
#GivingTuesday Campaign Results
• Donations from 41 countries and
46 US states
• 1,600 new donors to the campaign
in 2014
2013
in donations
$59,000+
TWO-YEAR GROWTH
donors
525
2014
in donations
$92,000+
donors
1700

30. #RazooGT15
KARAM FOUNDATION
#GivingTuesday Prize Strategy
• Organizing committee strategy meeting
• Grassroots Prize
• Identified ambassadors who created fundraisers
• Developed YouTube tutorial
• Hourly Prizes
• Timed Facebook
• Text and email outreach to their teams
• Ambassadors and donors
• Social announcements when they won to encourage more giving

31. #RazooGT15
KARAM FOUNDATION
#GivingTuesday Prize Results
• Karam was Razoo’s Grand Prize Winner in both 2013 and 2014,
winning a total of $39,000 in prize funds over the 2 years
• Won 25% of total prize pool in 2013, increased this to 35% of
the total prize pool in 2014
• Karam was named the “Top Nonprofit Organization” for
#GivingTuesday on Razoo in 2014. Nabbed the most “Golden
Ticket” prizes (6) of any organization, and dominated in all
eligible prize categories.

32. #RazooGT15
KARAM FOUNDATION
Followup + Communicating Impact
• Fundraising teams held celebration parties, video chat with main office
• Winning team announcement + speech posted to Facebook event page
• $150,000 in “winter relief aid” distributions to families in need
• Produced short video and photos of Syrian children receiving packages

33. #RazooGT15
KARAM FOUNDATION
YouTube: Karam Smart Aid For Syria – https://youtu.be/8Kp-0jdTvkk

34. #RazooGT15
HOW TO GET STARTED?
Visit » http://givingtuesday.razoo.com
•Register your nonprofit
•Sign up for our webinar series
•Check out the Resources section

35. #RazooGT15
#GIVINGTUESDAY RESOURCES
• Registration Form
• Planning Timeline and Checklists
• Sign up for Training Opportunities
• Tips for Building your Page
• Communications templates &
Social Media Guides
• Messaging and Strategy Tips
on Razoo

36. #RazooGT15
STEP TWO: PLAN + LEARN
• Webinars
• October 13 - Introduction to #GivingTuesday
• October 27 - How to Amplify your #GivingTuesday with Social Media
• November 5 - Strategies for Individual Fundraisers
• November 12 - #GivingTuesday Prizes and Strategy for Nonprofits
• Resources
• Nonprofit Toolkit
• Social Media Tipsheet
• #GivingTuesday Checklist
Training Opportunities

37. #RazooGT15
QUESTIONS & ANSWERS

38. Jordan Brown
Philanthropic Partnerships Manager
Razoo
jordan@razoo.com
Kara Fujita
Director of Nonprofit Services
Care2
karaf@care2team.com
Samia Akhras
Director of Operations
Karam Foundation
samia@karamfoundation.org
Thank You!
support@razoo.com
@Razoo Razoo Giving

39. support@razoo.com
@Razoo Razoo Giving
Razoo is crowdfunding for causes.