Recharge Your #GivingTuesday
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Find out how to prepare your strategies, organization, and staff for a #GivingTuesday blitz.
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Recharge Your #GivingTuesday
- 2. True Sense PAGE 2 Empowering Your Organization for Success Before, During, and After #GivingTuesday Jason Wood – VP, Digital Jeremy Haselwood – Sr. Director, Digital Strategy Samantha Jasnos – Digital Strategist Presented by
- 3. True Sense PAGE 3 Contents Why #GivingTuesday Is a Big Deal The #GivingTuesday Prep Plan #GivingTuesday Is Here It’s Over, Now What? 3 Keys to Success
- 4. Why #GivingTuesday Is a Big Deal
- 5. True Sense PAGE 5 Global movement that inspires action GIVE YOUR VOICE GIVE GOODS GIVE TIME GIVE MONEY Source: givingtuesday.org
- 6. True Sense PAGE 6 Global movement that inspires action $177 Million 1.64 Million 2.3 Million Countless Source: givingtuesday.org
- 7. True Sense PAGE 7 Increasing donation spikes each year $10.1 M $19.2 M $26.1 M $39.6 M $47.7 M 2012 2013 2014 2015 2016 Donations processed through Blackbaud Source: Blackbaud 2016 Charitable Giving Report
- 8. True Sense PAGE 8 Donations continue to shift to medium- and smaller-sized organizations SIZE 2012 2013 2014 2015 2016 Small (Less than $1M) 5% 3% 5% 7% 8% Medium ($1M–$10M) 15% 13% 21% 22% 26% Large ($10M+) 80% 84% 74% 71% 66% Source: Blackbaud 2016 Charitable Giving Report
- 9. True Sense PAGE 9 #GivingTuesday trends reflect general giving trends 17% 18% 21% Source: Blackbaud 2016 Charitable Giving Report
- 10. True Sense PAGE 10 Forces unite to better understand impact on philanthropic giving Is #GivingTuesday indeed inspiring new donations or simply shifting the timing of holiday giving? Source: DataKind
- 11. True Sense PAGE 11 #GivingTuesday helping grow charitable giving $160 $284 Source: DataKind
- 12. True Sense PAGE 12 #GivingTuesday brings in new donors 31 vs. Source: classy.org
- 13. True Sense PAGE 13 #GivingTuesday brings in new donors 31 vs. vs. Source: classy.org
- 14. True Sense PAGE 14 #GivingTuesday brings in new donors 31 vs. vs. vs. Source: classy.org
- 15. True Sense PAGE 15 #GivingTuesday brings in new donors 10-15% Source: classy.org
- 16. True Sense PAGE 16 #GivingTuesday compared to CYE - 2015 Giving Tuesday Donations 1 gift multiple gifts CYE Donations 1 gift multiple gifts 470 unique donations during GT in 2015 111 donors made additional gift in FY15 23% of GT donors made additional gift(s) 6% of GT donors made 4 or more gifts throughout remainder of FY 2209 unique donations during CYE 187 donors made additional gift in FY15 8% of CYE donors made additional gift(s) 2% of CYE donors made 4 or more gifts throughout remainder of FY
- 17. True Sense PAGE 17 #GivingTuesday compared to CYE - 2016 Giving Tuesday Donations 1 gift multiple gifts CYE Donations 1 gift multiple gifts 101 unique donations during GT in 2016 24 donors made additional gift in FY16 23% of GT donors made additional gift(s) 2% of GT donors made 4 or more gifts throughout remainder of FY 19 donors have given so far in 2017 190 unique donations during CYE 18 donors made additional gift in FY15 9% of CYE donors made additional gift(s) 1% of CYE donors made 4 or more gifts throughout remainder of FY 2 donors have given so far in 2017
- 18. True Sense PAGE 18 The data shows … Source: DataKind I must participate in #GivingTuesday! Now what? #GivingTuesday disrupts philanthropic giving, in a positive way.
- 20. True Sense PAGE 20 Critical Elements Needed for Success Email marketing messages – designed correctly Deployment times confirmed and scheduled in advance Follow-up and new donor welcome series messages developed Suppression techniques/process in place Planned and written/designed social media paid and organic posts/tweets
- 21. True Sense PAGE 21 Quick tip on email marketing Progress bars/goal indicators are wonderful – but be wary of the empty progress bar Progress bar introduced at end of series
- 22. True Sense PAGE 22 Planning the email design Recognize that emails are being viewed and opened on a mobile device – design and write mobile first!
- 23. True Sense PAGE 23 Email Cadence - Scheduling Confirm with ESP delivery date and time and do not deviate. Employ tentative schedules while massaging copy and design.
- 24. True Sense PAGE 24 Prepare now for new online donors Consider trigger-based welcome series for all new donors Works in conjunction with #GivingTuesday follow-up Thank You email Best chance to immediately convert brand new donors into retained donors (and even better – sustainers)
- 25. True Sense PAGE 25 New donor welcome series
- 26. True Sense PAGE 26 Lift email marketing with Facebook advertising Facebook FansEmail List
- 28. True Sense PAGE 28 The Day Has Come What we want our office to look like on Giving Tuesday What our office usually looks like on Giving Tuesday
- 29. True Sense PAGE 29 7 Tips for the Morning Charge 1 2 3 4
- 30. True Sense PAGE 30 7 Tips for the Morning Charge 5 6 7
- 31. True Sense PAGE 31 Off to the Races Deploy AM Email Donor Shout Outs
- 32. True Sense PAGE 32 Off to the Races Socialize Match Communicate ProgressGo Live
- 33. True Sense PAGE 33 Off to the Races
- 34. True Sense PAGE 34 Off to the Races Respond Quickly Boost High-Performing Posts Order In
- 35. It’s Over. Now What?
- 36. True Sense PAGE 36 After Tuesday Biggest Donors General Message All Donors Thank You & Report Back
- 37. True Sense PAGE 37 After Tuesday Welcome Series
- 38. True Sense PAGE 38 After Tuesday Communicate Success Internally • Leadership • Board • Internal Stakeholders
- 39. True Sense PAGE 39 After Tuesday Segment New Donors Add Donors to Holiday and Year-End
- 40. 3 Keys to Success
- 41. True Sense PAGE 41 3 Keys to Success #GivingTuesday Matters Plan Now Execute All Day Long
Editor's Notes
- #GivingTuesday was launched by the 92nd Street Y in 2012 has now become a global movement that inspires action. Whether individuals participate by giving their time, money, resources or voice, people are coming together to create real change in their communities. Sources: #GivingTuesay Website DataKind, #GivingTuesday Insight Report 2017
- #GivingTuesday.org reports that last year’s global day of giving brought in $177 million dollars online. This revenue was generated by 1.64 million gifts, with a mean gift size of just over $107. Over 2.3 million social media engagements occurred, as well as countless acts of kindness. Since its inception in 2012, there have been sizeable and increasing donation spikes each year. The estimated revenue in 2012 was just over $13 million, which is a difference of $163 million dollars in a short 5 year span. (The data was collected from 28 data platform partners and the full list can be see givingtuesday.org. The majority of the #GT data is collected from online donations made to US-based nonprofits. ) Sources: #GivingTuesay Website DataKind, #GivingTuesday Insight Report 2017
- The incredible Giving Tuesday data spikes on Blackbaud platforms alone speak for themselves. Blackbaud processed $47.7 million dollars alone in 2016. And not only has the number of donors grown each year, but the number of organizations participating has as well. Throughout the 5 years, Blackbaud reports more than 6,700 nonprofit organizations varying in size have participated. (Blackbaud is a founding partner of #GivingTuesday) Source: Blackbaud 2016 Charitable Giving Report
- As the number of organizations participating increases, the overall distribution of revenue is beginning to shift. Blackbaud’s analysis found that small and medium nonprofits generated the highest increases in digital revenue over the previous year, while large nonprofits saw a smaller growth. As you can see, large organizations now only represent 66% of the #GivingTuesday revenue compared to 80% in 2012. The shift that we are seeing may be attributable to a couple different reasons. One, #GivingTuesday is an easy opportunity for small/medium organizations to participate in even though they may not have a lot of resources like some of the larger organizations. Two, donors feel like their gifts on this day will directly impact local causes that they truly care about. Source: Blackbaud 2016 Charitable Giving Report
- Blackbaud is also seeing that #GivingTuesday trends reflect general giving trends. Education, Healthcare, and Human Services organizations represent a large percentage of charitable giving in the United States, and that is reflected on #GivingTuesday as well. Environment/Animal Welfare organizations and Medical Research nonprofits outperform all other sectors on #GivingTuesday. It is worth nothing that Blackbaud’s focus has been on measuring online giving during #GivingTuesday as this represents the best snapshot of what happened the day of the event. Undoubtedly, a tremendous amount of offline giving is also triggered by #GivingTuesday, but these gifts have a long tail that appears several days and weeks after the event. For this reason, Blackbaud has not reported on offline giving data specifically on #GivingTuesday because it is not an accurate representation of donor or nonprofit behavior. Source: Blackbaud 2016 Charitable Giving Report
- But when we were putting this webinar together, we didn’t want to solely focus on the data coming from a couple transaction platforms, so we decided to highglight a couple of key findings from the 2017 DataKind #GivingTuesday Insight Report. In March 2017, DataKind and the #GivingTuesday team gathered to better understand #GivingTuesday’s impact on philanthropic giving. The project team analyzed up to 10 years of financial transaction data from multiple payment processors. From the available data, the team was able to look at “loyalists” (who are known as repeat givers) as well as one-time donors, organizational giving trends, the density and frequency of charitable giving over periods of time, and shifts in giving. DataKind, #GivingTuesday Insight Report 2017
- One aspect that the team examined was the giving behavior of individual donors. In a sample where only 5% of donors regularly gave before #GivingTuesday was established, but after its inception, not only did the average amount of their individual donations increase 78% from $160 to $284, but their giving frequency increased as well. This indicates that #GivingTuesday may be positively changing giving behaviors (e.g., recurring gifts, increased donations) beyond just motivating donors to give on the day itself. And in a sample of long-term loyal donors – those who gave consistently before 2012 – are more likely to give and give more on average on #GivingTuesday than at other times of the year. This is an indication that #GivingTuesday is highly motivating for engaged donors. Sources: DataKind, #GivingTuesday Insight Report 2017
- Not only is #GivingTuesday a great way to engage with your existing donors, it is a great way to acquire new prospects as well. Classy’s #GivingTuesday data shows that #GivingTuesday brings in twice as many new donors as December 31 … Source: https://www.classy.org/blog/giving-tuesday-data-reveals-new-donors/
- three times more than a typical day during disaster relief … Source: https://www.classy.org/blog/giving-tuesday-data-reveals-new-donors/
- and over 13 times more than a typical day throughout the year. For each of these events, 75 percent of the one-time donations made on Classy’s platform are made by first-time donors—and because #GivingTuesday continues to generate more traffic than any other day each and every year, the influx of new donors will continue to grow. Source: https://www.classy.org/blog/giving-tuesday-data-reveals-new-donors/
- Not only is Giving Tuesday the great acquisition opportunity, according to data analyzed by Classy, donors acquired during #GivingTuesday are 10 to 15 percent more likely to give again than donors acquired on December 31. Source: https://www.classy.org/blog/giving-tuesday-data-reveals-new-donors/
- But don’t just take their word for it, takes our word!
- The results show that DataDive validated that #GivingTuesday provides a net lift to charitable giving. Given these trends across various analysis, it’s clear that nonprofits can no longer afford to skip out on #GivingTuesday. This opportunity to acquire and engage donors happens once a year, and you can design a campaign that activates your community and jumpstarts your year-end fundraising. Sources: DataKind, #GivingTuesday Insight Report 2017