Empower Your Supporters on #GivingTuesday

Get Into the Holiday Spirit!Empower Your Supporters on

#c2webinar

Caleb Tiller – UN FoundationLesley Mansford – Razoo

Kara Fujita – Care2

Watch the full presentation here: http://hub.am/1cSKgrT

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Nonprofits use Care2 for:

• Recruiting donors and

supporters

• Driving traffic – fundraising

and branding

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• Growing Facebook community

Citizens use Care2 for:

• Starting and signing petitions

• Donating

• Spreading news

• Commenting on blogs

• Starting groups (organizing)

• Joining nonprofits

About


Tuesday December 3, 2013

GivingTuesday.org

12.3.13 | GivingTuesday.org

What is #GivingTuesday?

Black Friday… Cyber Monday… #GivingTuesday

#GivingTuesday is a new national day of giving on the Tuesday following Thanksgiving.

The “Opening Day to the Giving Season,” #GivingTuesday is a celebration of philanthropy and volunteerism. It is a day where people everywhere join together to share commitments, rally for favorite causes and think about others.

“We have two days that are good for the economy. Now we have a day that is good for the soul.”


What did #GivingTuesday 2012 achieve?

Over 2,500 partners came together in all 50 U.S. states for the inaugural #GivingTuesday in 2012.

Online giving was up 50% year-on-year, based on data from Blackbaud, Network for Good, and DonorPerfect.

Paypal mobile donations soared 487% higher than the previous year's number. The total value of those donations increased 228%.

Over 800 press hits (59 million impressions) including NPR, CBS Evening News, ABC News, USA Today, the Huffington Post, Forbes, Mashable, the Washington Post and the Los Angeles Times.

The movement garnered 2.5 million social media impressions. On Nov. 27, the #GivingTuesday hashtag was mentioned 185,000 times, resulting in national and international trending.


Who supported #GivingTuesday 2012?

• The White House, Bill Gates and the Clinton Foundation publically championed #GivingTuesday.

• U.S. Mayors of Chicago, Philadelphia and New York formally endorsed #GivingTuesday.

• High-profile figures supporters included Bill Gates, Shakira, Chelsea Clinton, Arianna Huffington, Seth Meyers, Kevin Bacon, Pete Cashmore, Channing Tatum, Charlize Theron, John Legend, Christy Turlington, and Katie Couric.

• The movement was heralded as the “Social Innovation of the Year” by Bloomberg.com and “One of Five Philanthropy High Points in 2012” by the Chronicle of Philanthropy.


What will #GivingTuesday offer your company?

The chance to tell your giving story to new audiences and bring attention to your philanthropic commitments during the holiday season.

You will have access to innovative marketing materials and easy to implement “plug-and-play” social media and outreach opportunities.

You will have the strength of a national “umbrella” and unified message that upholds and supports many individual brands. #GivingTuesday harnesses the power of a collective voice to make a difference.

The benefits of the giving community coming together under a common theme and set of messages. Just as the retail world has benefitted from coordinating national shopping days across many brands and platforms, #GivingTuesday does the same thing.


Why is #GivingTuesday powerful?

• A new narrative around the kickoff of the holiday season.

• The synergies in leveraging collective celebrity relationships, media partners and communication assets.

• A powerful “hook” to rally major social media, outdoor media, traditional media partners to help us “tell the story” about the power of American giving.

• A comprehensive messaging platform and coordinated communication strategy that will support all participants.

• For individuals, it is an opportunity to be part of a global celebration of generosity. #GivingTuesday is something that everyone can share with friends, family and colleagues.


3 steps to participating in the movement

1. Commit: Plan something special for December 3 to make it easy for people to give. It could be a special offer, a fundraising initiative, a major new announcement, a matching campaign, a new commitment, a gift opportunity…it’s completely up to you. Our only goal is to unite the giving community to drive more giving and more awareness.

2. Share: We’re asking everyone involved to work together using the same hashtag and logo. We will also be providing partners with resources in the months leading up to #GivingTuesday and opportunities to share their plans. Help us all tell us the story about why #GivingTuesday matters, why it’s easy to give, and how you and your organization are doing your part. Share your message with your members, customers and grow with the collective power of #GivingTuesday.

3. Celebrate: Share your success! On that Tuesday and after the event we want to hear about what you achieved. We want everyone everywhere to celebrate giving.


#GivingTuesday ideas

Provide an opportunity at point of sale for customers to donate to charity on #GivingTuesday.

Introduce or expand employee payroll giving.

Launch a special campaign to support your favorite cause.

Match your employees donations on that day.

Create a dynamic online giving initiative for #GivingTuesday.

Create a volunteering initiative.

Organize a local toy drive, consignment sale or holiday goods sale to raise money and goods for charity.

Commit a portion of proceeds on #GivingTuesday to your favorite cause.

Here are just a few #GivingTuesday ideas.


Who is involved with #GivingTuesday?

New York’s 92nd Street Y has been the catalyst and incubator for #GivingTuesday, bringing the expertise of 140 years of community-management to the project, and providing the movement a home. The United Nations Foundation bring their strategic clout to the project and manage communications. There is an amazing team of influencers, advisors and endorsers helping develop this effort.TEAM OF INFLUENCERS

Charles Best (CEO, DonorsChoose)Matthew Bishop (The Economist)Kathy Calvin (CEO, UN Foundation)Troy Carter (Founder, Chairman and CEO, The Atom Factory)Sharon Feder (COO, Mashable)Colleen Giles Timms (Co-creator, #GivingTuesday)Hank Goldstein (Principal, The Oram Group Inc.)Adam Hirsch (SVP, Edelman)Patty Huber (Head of Groupon Grassroots)Libby Leffler (Strategic Partner Manager, Facebook)Rob Reich (Professor, Stanford University)Selig D. Sacks (Partner, Foley & Lardner LLP)Thomas Tierney (Chairman, Bridgespan GroupAndrew Watt (President and CEO, Association of Fundraising Professionals)

CHARITY AND VOLUNTEER ADVISORSCharity NavigatorGuideStarGiveWellVolunteerMatch

ENDORSERSCommittee Encouraging Corporate Philanthropy Dorothy A. Johnson Center on PhilanthropyGiving InstituteGiving USA FoundationInterAction Lodestar Center for Philanthropy and Nonprofit Innovation


Who is involved with #GivingTuesday?

United Nations FoundationCaleb Tiller

[email protected]

Partnerships - 92nd Street Y Jessica Schneider

[email protected]

Please contact us for more information!

Why should my nonprofit participate?

• Acquisition channel for new donors

• Many opportunities to win cash prizes

• Boost to end-of-year fundraising

• Gives your supporters an opportunity to engage on your behalf

Identify your Ambassador Fundraisers

• Utilize your most engaged supporters to fundraise for you

• Profile your database to pull the most engaged in terms of interactions and social media

• Equip ambassadors with the tools to promote

• Set individual ambassador goals

Getting Ready for Your Campaign

Getting Ready for Your Campaign

Communicating #GivingTuesday

• Use segments and conditional content. The last thing you want is generic messaging

• Create an email schedule that incorporates #GivingTuesday with your end-of-year fundraising appeals

Personal• Send to individuals• Make phone calls

Relational• Tell stories• Make a connection/touch-point

Specific• Provide examples of past work• Explain future plans

Communication: Asking

• Create your fundraiser

• Use the CAUSE SETUP boxo Tell your storyo Suggested donation amountso Upload videos and images with captionso Create a thank you video and messageo Set up a matching granto Integrate social media

For Nonprofits:Claim admin access @ www.razoo.com/claim

How to Prepare

• Set goals – both financial and tangible

• Secure a matching grant

• Host a live event

• Be creative and real

• Engage everyone you know

Strategies for Success

• Try something new, experiment

• Fundraise with your personality

• Provide a reason to come back, competition

• Put your own skin in the game

• Connect online & off with the actual work you do

Be Creative

Example Fundraisers

Secure pledges ONE WEEK before the campaign

A Week Before

Create a manufactured viral campaign for #GivingTuesday

• This is where your ambassadors come in

• Leverage your ambassadors and put them to work on social media

• Ambassadors push the campaign and ultimately do the legwork for you.

• After donors give: First, thank them, then convert them to ambassadors

On the Day

For Your New Donors: Continue to Cultivate

• Welcome series

• Survey

• …but don’t bombard

After #GivingTuesday

For Your Ambassadors: Show Your Gratitude

• Include them in a special event

• Acknowledge them in your newsletter

• Feature them on your blog/website

After #GivingTuesday

QUESTIONS?

#c2webinar

Caleb Tiller, UN Foundation: [email protected] Mansford, Razoo: [email protected] Fujita, Care2: [email protected]

Empower Your Supporters on #GivingTuesday

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Transcript of Empower Your Supporters on #GivingTuesday