Giving DayPlaybook

www.givingdayplaybook.org

Plan so you know your target

General Goals Measurable Target might be…

Grow giving base Increase total amount donated on Giving Day by 25%; Raise > $10,000

Democratize giving base Engage 500+ donors to make a contribution

Engage a new donor segment

Engage 50+ members of new donor segment

Expand public profile Generate 25+ mentions, develop new kinds of media relationships

Example: Young Professionals

Tool

Choose the right prize & match incentive

SECTION: PLANNING > Matching Prizes and Funds Example: Fundraising

Type of Prize

Pros

Cons

Goal Alignment

Tool

Engage online and excite offline

• Remind people to give by email• Provide real-time donation

totals on website• Thank donors on Twitter• Share event photos on

Facebook

ONLINE

OFFLINE• Kick off at a coffee shop• Food truck lunch• Afternoon event at nonprofit• Happy hour

Example: Generate media attention

Build for the long termBE GRATEFULThank donors and community partners

BE TRANSPARENTReport success to entire community

BE SMARTSurvey donors and nonprofits; analyze web data

Example: Donor insight