Building a successful online

campaign for #GivingTuesday

TODAY’S PRESENTER

Simren Deogun Senior Account Manager, Digital and Marketing Services

Stephen Thomas

WEBINAR REMINDERS

• You can hear us, but we can’t

hear you

• Have questions? Type questions

in the Questions Log

• Turn up your computer’s volume

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close all other applications

• Webinar slides will be shared

WHAT IS CANADAHELPS?

• A public charitable foundation and registered charity

• Through CanadaHelps.org, anyone can donate to any

registered Canadian charity online

• We have facilitated over $345 million in charitable

donations online since our launch in 2000

• 14,000 charities use us to collect donations and fundraise

online

• Over 800,000 Canadians have donated through

CanadaHelps

• For donors, CanadaHelps is a one-stop-shop for giving For

charities, CanadaHelps is an online fundraising solution

that is affordable, easy and secure

WELCOME TO GIVING MADE SIMPLE!

#GivingTuesdayCa

• A national NEW day of giving on the

Tuesday following Black Friday and

Cyber Monday – Dec 3, 2013

• Celebrates and encourages giving

back in ways that support charities

• Partners create and commit to a

project then help spread the word to

their networks – online and offline

• Over 500 partners so far!

www.GivingTuesday.ca

#GivingTuesdayCa

#GivingTuesdayCA

BUILDING A

SUCCESSFUL

ONLINE

CAMPAIGN

FOR

#GIVINGTUESDAYCA

Tuesday, November 12, 2013

#GivingTuesdayCA

ABOUT

#GivingTuesdayCA

STEPHEN THOMAS LTD

Full service marketing

and fundraising

agency serving non-

profits exclusively for

over 33 years.

Creative | Digital | Direct | Branding

& Communications | Integrated |

Data | Social

#GivingTuesdayCA

SIMREN DEOGUN

Senior Account Manager, Digital and Marketing Services

Focused on best-practice digital and

integrated marketing and fundraising that finds audiences and generates results.

#GivingTuesdayCA

WHAT IS GIVING TUESDAY?

#GivingTuesdayCA

WHAT IS GIVING TUESDAY?

Most people know about Black

Friday and Cyber Monday …

GivingTuesday is coming to

Canada on December 3, 2013.

It is a new Canadian movement

for giving and volunteering, taking

place each year after Cyber

Monday. The “Opening day of the

giving season,” it is a day where

charities, companies and

individuals join together to share

commitments, rally for favourite

causes and think about others.

#GivingTuesdayCA

DECEMBER IS FOR GIVING (TUESDAY!)

• Giving Tuesday is

the perfect

opportunity to

begin asking

current and

prospective

donors to make

their year-end gift

Source: 2012 Blackbaud Charitable Giving Report

#GivingTuesdayCA

CAMPAIGNS CAN BE SCARY

#GivingTuesdayCA

CAMPAIGNS PUT THE FUN IN

FUNDRAISING

• Your campaign about Giving Tuesday

should be about communicating and

promoting an ask to give before the

year-end

• The trick to taking out the ‘scary’ is getting

all of your teams involved so that it’s a

collaborative effort where everyone is

working toward the same goal

#GivingTuesdayCA

CAMPAIGN DESIGN

Big Idea Strategy Channel Selection

Media Creative

Development Comms Plan Stewardship

Rinse and Repeat

#GivingTuesdayCA

BRAINSTORM

#GivingTuesdayCA

BRAINSTORMING

• Making the most of Giving Tuesday means

putting your best idea forward

• There are a lot of questions to answer when

putting together a campaign (of any size) but a

brain dump is a perfect place to begin

• Get together a small group of representatives

from your organization and have a 1 hour

brainstorm for your Giving Tuesday campaign

#GivingTuesdayCA

BRAINSTORM NIRVANA

• Create a list of what you already have to

work with:

– Creative Assets

– Relationships / Partnerships

– Lists / Audiences

– Technical Capabilities

NOW, you’re ready to write a strategy

#GivingTuesdayCA

STRATEGY

#GivingTuesdayCA

STRATEGY

1. Put strategy first

2. Select the optimal channel mix

3. Develop creative that falls out of strategy

4. Get out the ask

5. Track results

#GivingTuesdayCA

1. STRATEGY

• Begin with a succinct 1-2 page document

that includes your:

– Objectives

– Target Audience

– Call to Action

– Channel Mix (you need more than one!)

– Timeline (Before, During, After)

#GivingTuesdayCA

2. CHANNEL MIX

• With your strategy in place and selected

marketing channels, it’s key to be

organized

• An easy and effective way to do this is to

create a matrix that maps out each

channel and the collateral and

communications required

#GivingTuesdayCA

3. CREATIVE

• Your creative should include:

– Your brand

– Giving Tuesday assets

– Case for Support on why to give

– Call to Action (+ how to do so)

#GivingTuesdayCA

4. MAKE THE ASK

• Put up landing & donation pages

• Send out emails

• Start tweeting and posting…

Whatever the ideal mix is for your audience, the most important part is that you

communicate your message across all relevant channels on Giving Tuesday to

ensure your message is heard

#GivingTuesdayCA

5. TRACK RESULTS

• Track and measure results using online

analytics:

– Google Analytics

– Tracked URLs for each channel

– Custom landing / donation pages

– Post-analysis for the day(s) of the campaign

#GivingTuesdayCA

STRATEGY

1. Put strategy first

2. Select the optimal channel mix

3. Develop creative that falls out of strategy

4. Get out the ask

5. Track results

#GivingTuesdayCA

WHERE DOES SOCIAL MEDIA

FIT IN?

#GivingTuesdayCA

GO BIG WITH SOCIAL

• Social Media lends itself beautifully to

Giving Tuesday campaigns:

– Timely and Quick

– Buzz-builder

– Simple ask married with a simple mechanic

– Instant sharing

– Instant thanking

#GivingTuesdayCA

MAKING THE MOST OF SOCIAL

• Tips for making the most of social before,

during and after Giving Tuesday:

– Create a communications plan for your social

media strategy: who, when, what + reactions

– Brand your social channels with Giving

Tuesday

– Give your audience a simple but compelling

reason to respond

#GivingTuesdayCA

EXAMPLES

#GivingTuesdayCA

CARE

• Press Release

• Win-a-Trip Contest

• Donor Appreciation

Telethon

• Birthday Party

• Gap’s Give Twice Gift

Card

#GivingTuesdayCA

HEIFER INTERNATIONAL

• You spend a lot on

Black Friday and

Cyber Monday, with all

that you’ve saved in

those purchases, how

can those dollars be

translated to help

#GivingTuesdayCA

PHOENIX HOUSE

• Write letters of

encouragement to

those in treatment

programs

• All collected and

distributed on Giving

Tuesday

#GivingTuesdayCA

THE FOLLOW-UP

#GivingTuesdayCA

IT’S OVER. NOW WHAT?

• Giving Tuesday will likely come and go in

a flash but that doesn’t mean your

communications need to end at midnight

on Tuesday

• Don’t be afraid to follow-up, report back

and use Giving Tuesday as the kick-off to

your year-end fundraising campaign

#GivingTuesdayCA

QUESTIONS

#GivingTuesdayCA

GET IN TOUCH

Simren Deogun

Senior Account Manager, Digital & Marketing Services

Tel: 416.690.8801 x246

Email: simrend@stephenthomas.ca

Twitter: @SimrenDeogun

More Charity

Training

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communications@canadahelps.org

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