Planning For Your Best #GivingTuesday Yet

What I Wish I’d Known

Planning Today for The Best #GivingTuesday Yet

About the presenter

2

Former executive director, community organizer, & business consultant

Digital Engagement Strategist since 2009

[email protected]@askdebra

Today’s workshop 8:30 – 10:30 am

Social Trends Online Giving & Mobile Giving #GivingTuesday [Including Our Community Foundation] Campaign Planning Elements Breakouts and Shares: Planning your best #GivingTuesday yet!

Organizational culture shifts

http://www.flickr.com/photos/47817241@N00/4094538566/

Moving from ME to “WE”

Non-profit

DonorDonor

Donor

DonorDonor

Donor

Donor

Donor

Non-profit

Donor

To young donors…

Donor

Donor

Donor

Non-profit

Donor

Donor

The nonprofits themselves are not important

Donor

Technology has put donors in the driver’s seat

Access to information means:

The rise of influence networks

Donation solutions where donors live…online

The ability to rate and communicate with each other

http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

91%

76%

Monetary donations

Volunteering and social

sharing

Matures and Baby Boomers

Gen X and Millennials

http://ssir.org/articles/entry/the_permanent_disruption_of_social_media

http://ssir.org/articles/entry/the_permanent_disruption_of_social_media

Many entry points Movement between entry points during life cycle of engagement No fixed end pointDonor needs are at the center Social influence

Social influence & campaigns: Social media champions are your secret weapon

https://www.flickr.com/photos/51035555243@N01/6954844640/

ONLINE GIVING

https://www.blackbaudhq.com/corpmar/cgr/how-nonprofit-fundraising-performed-in-2015.pdf

>> Overall giving rose 1.6% in 2015

MOBILE GIVING

https://www.flickr.com/photos/wocintechchat/25703053051/in/photostream/

Next Generation of American Giving Blackbaud Report 2013

Mobile giving

84% of nonprofits do not have donation forms optimized for mobile

Remember: 14% of online donations are made through a mobile device

34% = percentage increase in conversion rate for responsive websites and donation forms.

#GIVINGTUESDAY

https://www.flickr.com/photos/wocintechchat/22344153910/

Tipping point

2012: $13.46M2013: $28.09M2014: $45.68M

2015: $116.7M

https://ww

w.blackbaud.com

/GivingTuesday

http://braintumor.org/join-the-fight/its-your-fight/champions/

Make champions matter!

https://www.youtube.com/watch?v=wney79vzEp8

[Don’t forget] Thank You Wednesday

https://vimeo.com/147630271

#GivingTuesday

TABLE SHARE:What did you do for

#GivingTuesday?

https://www.flickr.com/photos/wocintechchat/21910900553/in/photostream/

CAMPAIGN PLANNING


Campaign elements

Story People

Design Donations

Goals

Your big idea: Is it..?SMART (specific, measurable, realistic)Part of a longer-term org goalMovement-buildingTesting an ideaBuilding the organization

Share Pair: Campaign Big Idea

How will your #GivingTuesday..?Build your organizationBuild the movement(or test an idea)


Campaign elements

StoryConnected to larger cause

Great design elements

PeopleEasy to participate

Champions and active supporters

DesignWhere campaign will live

Different levels of engagementIntegrated asks and activities

What assets do you have/need

DonationsChoose a fundraising platform

Mobile donationsFun and easy to use

Rewards?

Goals

Design: Where will the campaign live?

Your website Crowdfunding site

Peer to Peer event site Facebook

People Assets

Internal External

Champions/Advisoryhttps://www.flickr.com/photos/55592808@N00/22146499509/

Your assets (“stuff”)

Email address acquisition assets– Sign-up forms and people/interest data collection

Database– Does it connect with your forms?– Can it segment new contacts?

Graphic design and images– SM channel customization– Promotional images for the campaign– Promotions during the campaign– Photographic images

Microsite/website/web page– Customization ability, real-time customization possibility

Fundraising integrationReal-time campaign metrics trackingSoftware/hardware specific to the campaign


Pay For the Right Tools

Individualized Activity: What you need / already have

What I need Clean mailing list Good database Mobile optimized donation Ability to track & find online

conversations Graphic design capacity Google Analytics and social media

analytics At least 10 social media champions

in place Online communities

Are they engaged with you?

What I have now Clean mailing list Good database Mobile optimized donation Ability to track & find online

conversations Graphic design capacity Google Analytics and social media

analytics At least 10 social media champions

in place Online communities

Are they engaged with you?

• Research• Asset & content development• Create goals• Broad campaign design• Recruit champions

3 months out: Research &

Design• Specific campaign details• Content creation• Campaign seeding • Solidify support, tactics, elements

2 to 1 month out: Solidify Plans

• Activate and engage supporters• Execute• Monitor, measure, capture • Iterate (if necessary)

#GivingTuesday: Activate & Engage

• Thank donors• Evaluate campaign• Nurture new leads/emails• Deepen new supporter loyalty

1 day post: Evaluate &

Engage

Sample timeline

Post-Campaign: Marketing Activities

Evaluate– Send survey or other evaluation tools to participants– Internal post-event evaluation• Mad, sad, glad feedback

– Ask champions for feedback– Did it meet the campaign goals?– Review metrics

Lead nurturing and loyalty development– Post-campaign email • What was accomplished, add nurturing content

– Ask them to do something else

Campaign Design Checklist Research the concept and evaluate support Set campaign goals Select social media channels and assets to be leveraged Assess internal assets and staff capacity Create a campaign timeline

Content and asset development Supporter/fan development Technological elements

Create a campaign champions group Evaluation Post-campaign engagement strategy

A note on why campaigns fail…The goal was unrealisticDid not set major campaign development pointsDid not take into account why people giveYour donation form or landing page isn’t optimizedNot having the right measurement system in place or

being able to measure successUndeveloped social media communitiesDid not reach out to most engaged social media fans

ahead of time

[email protected]: communityorganizer20.comTwitter: @askdebraSlides: slideshare.net/debaskTelephone: (617) 682-2977

I’m always happy to answer follow-up questions!

mailto:[email protected]

http://communityorganizer20.com/

Bonus resources follow

Online giving trends by sector and org sizeOnline story design resources

Suggested campaign timeline by month




Story element visuals

Free and freemium:– Canva (graphics/infographics)– Animoto (video)– iPhone video (iMovie)– GoAnimate (animated movie)– MakeBeliefsComics.com, BitStrips, Chogger (comics)– Compfight (creative commons photos)