Hi, my name is Tara Verner and I oversee marketing at GreatNonprofits. For those of you who are not familiar with our site, we are the Yelp of nonprofits with over 200,000 reviews about nonprofits. Today I’m going to be reviewing what some of our top-rated nonprofits (and others) are doing to keep the momentum going. Much of this, given the nature of our site, will be how to leverage content, testimonials and your constituents. I’ll also be talking bout our 2015 Top-Rated Awards program which takes place after the holidays are over.
Before I begin, however, I want to give you all a virtual high five not only for participating in #GivingTuesday but also for all the hard work you do all year long.
So, with that said, now that #GivingTuesday is over, now what. Well, I’ll be covering 5 ways you can keep the momentum going by: cultivating social media, making the most of your website, extending the giving day throughout and after the holidays; evangelizing your base and tapping into other ideas and ways to engage users.
So, first about cultivating social media. Now I know we’re probably all tired from the work on #givingtuesday not to mention holiday shopping, but it’s never too late to make sure you respond to donors and viewers by favoring, re-tweeting or replying to messages on social media. You’ll also want to send out a genuine thank you. For example, the Fistula Foundation posted this thank you on their website that showcases their #GivingTuesday results and thanks donors. You can even have a sponsor or supporter post on your behalf. For example, Irwin Naturals, an alternative health company, posted that their fundraising project helped the Sunrise Senior Living decorate for the holidays.
You’ll also want to amplify your message with visuals with infographics, thank you videos or pictures of those you’ve helped. We’ve posted one of our infographics about our user growth and impact here. If you want to make your own infographics, there are lots of free tools out there like Picktochart and Visuall.y and InfoActive. For the top 12, go to practicalecommerce.com.
You can also make videos with your iphone using videolicious or camtastic and edit and upload. But if all that is too time consuming, consider a simple thank you graphic like the one from Born this way foundation thanking users in many different languages.
You can also use tools like storify or tagboard.com. In particular, you can use tagboard.com to showcase all your mentions to donors. I’ve pulled together this tagboard from the GreatNonprofis 2014 Top-Rated awards so you can see how our nonprofits are using videos, testimonials and awards in their social media. In particular, the Cambodian Children’s Fund has done a nice job of combining a visual of their clients with the award. But you can also use certificates like the one on the right. Or, better, yet see how Summit Adventure has one of their participants talk for 30 minutes about the impact of the Summit Adventure program.
So, we’ve talked about social media, but what about your website. First and foremost you can blog about the impact of giving Tuesday. OR better yet, put forth a simple graphic or banner on your home page. This is a sample from Cure JM Foundation about the $130,000 they raised with the help of the Crowdrise Holiday Challenge which I’ll talk more about. I also like how they have their donation button clearly visible at the top of the page.
One other pointer (which I’m sure you are doing) is to use impact statements. This is one of our nonprofits profile pages, The National Breast Cancer Foundation. On the right hand side, we have links to donate. I like how they’ve clearly articulated that $100 can pay for one woman’s mammogram and 3 hours of volunteering can spread the message of early detention. Make sure your impact statements are clear, concise and concrete.
Ok, so now let’s move on to how you can extend the #GivingTuesday day to the holidays and beyond.
The first, most obvious is to just take advantage of the holidays. For example, Harvest Bridge, a 2014 Top-Rated nonprofit, has an “Alternative Christmas” inviting users to give a gift in their honor. For example, you can buy gifts for children, large families such as children's shoes. The gift will be given to the person needing supplies and you can give on behalf of your loved one.
A similar, but different program comes from the Fistula Foundation. They have a #nopresentspledge where people can pledge that instead of another gift they don’t need, they’ll pledge to give the gift of health to a woman in need. Search “hashtag” “nopresentspledge” for details.
Lastly, I love this example from FNE International. They are asking users to help their campaign by contributing a favorite picture of a trip taken while working with FNE in 2014 along with 6 words. They are posting a different picture and impact each day. I think this an excellent way to engage users, show impact and allow for another way of giving. You’ll here more about these ideas in a few slides.
Ok. So now that we’ve talked about content, lets have a word for a promotion you can take advantage of. The Crowdrise Giving Tower challenge is running now through January 6. This is a collaborative effort to collectively raise money. Each week Crowdrise is helping nonprofits by adding to successful campaigns. One of our top rated nonprofits, the JM Foundation raised a total of $130,000 with the help of one of the weekly Crowd sire Giving Tower Promotions. Visit crowdrise.com for more information.
Ok, so here are some lighter lift things you can do to publically acknowledge donors, volunteers and clients.
First, use social media to showcase donors and thank them. I like this example on the left from “Because of the Kids” as they’ve shown a montage of donors who are holding up signs (or post-its) expressing why they gave.
An example from showcasing clients served comes form Upwardly Global. They help immigrants secure jobs. This year their main target was their alumni base. During #GivingTuesday they engaged alumni with hard copy appeals, email, and messages and raised $17,000 through 12/4 and informed us the pledges kept coming in. In the middle you’ll see a post about one of their clients served.
Finally, Give Kids the World, a non profit providing joy to kids with life threatening diseases gathers testimonials about volunteers from the GreatNonprofits site and showcases those volunteers in social media as way of thank you.
My last example is how you can keep the momentum going. Consider featuring a review, testimonial or why donors give in your regular newsletter – such as the International Rescue committee has done here.
So I’ve finished my review of ideas from some of last year’s Top-Rated nonprofits I want to tell you about one more opportunity. Starting January and running through October 31 of 2014, GreatNonprofis holds an annual top rated awards. Nonprofits need to get 10 or more positive new reviews and maintain an overall average of 3.5 stars. Winners get a top rated badge, certificate, marketing kit and are placed on our leaderboard and in our #GivingTuesday guide as well as promoted on the HuffingtonPost and in other places.
Theses reviews are important because behind in person recommendations from friends our research shows that reviews are the second most important influence to helping donors understand your mission and influence giving.
For more information about the awards or to learn more about GreatNonprofits, we have a free social media and marketing kit that talks more in depth about how to use our service. We also invite you to claim your profile and invite reviews as our 2014 Top Rated Awards program is currently under way.
How to Optimize Holiday Giving after #GivingTuesday
#GivingTuesday is Over, Now What
How to showcase impact online after
First, Congratulations on Your Hard
Work on #GivingTuesday & ALL YEAR
#GivingTuesday! Now what?
How to keep the momentum going?
Cultivate social media
Leverage your website
Extend giving beyond one day
Evangelize donors and your base
Tap into other ways to engage users
Show the impact of
Cultivate Social Media
Tips on Social Media
Favor, re-tweet, or
Send a genuine
details on impact
Blog about your
Cultivate Social Media
Amplify engagement with visuals:
Infographics (tools: Picktochart,
Visuall.y, InfoActive and more)
Thank you videos
Photos of those helped
Cultivate Social Media: Tag Boards, Awards,
Leverage your website
Blog after the
event or post
info on your site
Leverage the web
Tell people what
every dollar or
hour can do
Extend Giving: Holidays
Giving is not Just One Day
Extend the giving season to
cover the holidays
Extend Giving: Holidays
Extend Giving With Holiday Recognition
Look for other ways for people to acknowledge you
Crowdrise holiday challenge
that runs through 1/6
Success Story: Cure JM
Evangelize Your Base
Make Your Impact Personal
Showcase why your donors gave
Leverage constituents to showcase your impact
Showcase your volunteers and the hours of their time
Leverage reviews and testimonials
Evangelize Your Base
Make Your Impact Personal: Leverage reviews & testimonials in
Top Rated Badge, Certificate,
Leaderboard & #GivingTuesday
Promotion on Huffington Post and
REVIEWS ON GNP?
• 80% of donors say
• 90% of donors say
reviews help them
For more: Get our
Get a free copy of the guide below:
Click here: http://slidesha.re/1dyOW4l
Or Visit: greatnonprofits.org