2014 #GivingTuesday Campaign Plan empowered by This December 2, will mark the 3 rd annual #GivingTuesday – a day of giving back to kick off the holiday

2014 #GivingTuesday Campaign Plan2014 #GivingTuesday Campaign Planempowered by

This December 2, will mark the 3rd annual #GivingTuesday – a day of giving back to kick off the holiday giving season. Each year, this event attracts more and more participants – and more than 10,000 organizational partners - eager to do some good. The strategically chosen day is the Tuesday following Black Friday and Cyber Monday. In a very short time, #GivingTuesday has revolutionized year-end giving and transformed it into a mainstream movement for social good.

While organizations may have been able to sit on the sidelines in years past, it’s apparent with each year’s growing momentum, that the #GivingTuesday impact is only getting stronger. This year is expected to be the biggest one yet, with donations expected to increase more than 46%.

And here’s the big secret to #GivingTuesday success (or any nonprofit campaign for that matter): It’s easier to join a movement than to create one yourself. And this is a powerful movement. With a little preparation, #GivingTuesday can be the just the boost your year-end fundraising campaign needs to win the hearts and minds (and hopefully the wallets) of those already in the giving spirit.

#GivingTuesday: A Brief Overview


• The following slideshow is meant to be a resource for #GivingTuesday planning and to help coincide with your end-of-year fundraising strategy.

• Use these PowerPoint slides as a template and springboard for internal discussion.

• Our insider tips are found in the NOTES section below the slides. Underlined text in the notes section means an additional resource can be found at the end of the slides.

• Where you see text in this color or in black italics, it is to provide you with some hints and suggestions as to how you might best fill in the slides for your audience (staff, organizational leadership, supporters, etc.).

• Modify accordingly to best fit the needs and style of your organization

(We recommend deleting the teal part when you have filled in the slides. Just a thought.)

Instructions for Use


2014 #GivingTuesdayCampaign Plan

Jane Doe

INSERT YOUR ORGANIZATION’s LOGO HERE


• Begun in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation.

• A global day for people to give back, usually by donating to their favorite nonprofits.

• #GivingTuesday launched a global movement that has engaged over 10,000 organizations worldwide.

• Save the date: Tuesday, December 2

What is


• 90% INCREASE in online giving compared to 2012*

• Avg. online gift increased 40% year-over-year for #GivingTuesday nonprofits

• 10,000+ #GivingTuesday Partners across all 50 U.S. States + 11 countries

• 2 BILLION people reached on Twitter alone (Approx. 700 tweets per minute at its peak)

Why is #GivingTuesday so important?


• Successes: [List your major accomplishments: What amazing things happened this year that you want your supporters to

know?]• Stories: [List your supporting messages/stories: What

messages are resonating? What stories do you want your current and

future supporters to know?]• Resources: [List your supporting content: Include

infographics, pictures, videos, any other visuals that help tell your

story]• Data: [List your supporting data: How can you demonstrate

you’ve made an impact? What are your strongest statistics or gains?] • Special Moments: [List other special moments: What

makes this year unique or special compared to others? Why?]

Highlights


The following are examples. Identify the best 1-3 goals for your organization:•To raise a total amount of $X•To increase social media following by X%•To gain X new donors•To increase average donation by X%•To retain X% of 2013 donors•To increase advocacy by X%

#GivingTuesday Goals


The following are examples. Identify the strongest KPIs for your organization:•Total donation amount•# of social media shares, likes or comments (be specific – which platform? Which action?) •Action rate•Avg. donation amount•Click-through rate

Measuring Success


• Staff • Volunteers • Partners • CRM• Email • Social media accounts

Take Inventory: Resources


• The next slides will help define your 1) audience, 2) messages and 3) call to action.

• Spend some time sketching a persona of your typical donor. Who are they? How did they find out about your organization? What kinds of stories motivate them to give?

• Use this information and try to find the intersections between your existing donors and what you know about likely #GivingTuesday participants.

• Consider surveying a few select donors about whether they’ve given during past #GivingTuesdays. If they have, then did they give to your organization? Why or why not?

• You’ll be more successful at reaching new audiences if you better understand what drives your existing base of supporters.

Campaign Theme/Message


Existing Supporters: [Insert main message for this specific group here]

•Interests:•Age:•Demographics:•Giving habits:•Preferred form of communication:•Call To Action:

New Supporters: [Insert main message for this specific group here]

•Interests:•Age:•Demographics:•Giving habits:•Preferred form of communication:•Call To Action:

#GivingTuesday Audience/Message


Example Audience - New High Donors: [Insert main message for this specific group here]

• Interests:• Age:• Demographics:• Giving habits:• Preferred form of

communication:• Call To Action:

Example Audience – Millennials: [Insert main message for this specific group here]

• Interests:• Demographics:• Giving habits:• Preferred form of

communication:• Call To Action:

#GivingTuesday Audience/Message


• Email • Newsletter• Landing page• Social media

(specific platforms)• Events• Blog• Mobile

Channels

• Paid ads• Homepage

feature• Video • External websites• Magazines,

publications


• WEEK 1

• WEEK 2

• WEEK 3

Calendar

• WEEK 4

• WEEK 5

• WEEK 6


Twitter: [What is your goal for this specific platform?]

• Call to Action• Events • Approx. Number of Tweets• Key dates for tweeting• Creative content descriptions

Facebook: [What is your goal for this specific platform?]

• Call to Action• Events • Approx. Number of Posts• Key dates for posting• Creative content descriptions

Social Media Plan


• What’s next? After #GivingTuesday, how will you reach out to your new donors? When?

• Segmentation What are your criteria for segmenting those donors? How will you do it?

• Messaging stream How are you planning to reach out? Newsletter? Email?

• Measuring success What will you use as your metrics?

• Report and Analyze What worked? What didn’t?

Post-#GivingTuesday Nurturing


Thank you!

Last thoughts


Twitter

Facebook

Google +

Instagram

Pinterest

LinkedIn

Keep In Touch

Tell us how it’s going – and goes with your #GivingTuesday campaign:


Everything You Need to Know About #GivingTuesday

GivingTuesday Shows Successful Fundraising Means Making an “Ask”

The Essential Guide to End-of-Year Fundraising for Nonprofits of All Sizes

Questions About Planning Your Year-End Fundraising and #GivingTuesday Campaign

Tips to Maximize Your Year-End Fundraising

8 Social Media Fundraising Tips for Beginners

Resources


2014

Campaign Planner

Documents

2014 #GivingTuesday Campaign Plan empowered by This December 2, will mark the 3 rd annual #GivingTuesday – a day of giving back to kick off the holiday