10 tips in 10 minutes - givingtuesday campaign ideas

10 Tips in 10 Minutes

GivingTuesday Campaign Ideas & Objectives

Kathleen Grace Donor Marketing Manager, CanadaHelps

[email protected] @CanadaHelps @KathleenRGrace

December 1st, 2015

10 Tips in 10 Minutes Kathleen Grace | CanadaHelps | [email protected] | www.canadahelps.org

Agenda

December 1st, 2015

1.  Choosing a GivingTuesday Goal & Objective 2.  Acquire New Donors 3.  Foodbanks Canada Holiday Recipe Campaign 4.  Drive Incremental donations 5.  Find a Matching Partner 6.  Strengthen relationships with existing donors 7.  Say “Thank You” to Donors, Volunteers and Staff 8.  Recruit new volunteers or engage current volunteers 9.  Connect with a Civic Movement 10.  Leverage Social Media

10 Tips in 10 Minutes 10 Tips in 10 Minutes Kathleen Grace | CanadaHelps | [email protected] | www.canadahelps.org

1. Choosing a GivingTuesday Goal & Objective. This is the first step to a successful campaign. Leverage GivingTuesday to meet an objective for your organization, or use it as an opportunity to develop a new objective specific to GivingTuesday, or one that will follow you through to year end. Here we will discuss 4 goals / objectives, as well as tips and examples for each: •  Acquire new donors •  Drive incremental donations from new and / or current donors •  Strengthen relationships with existing donors •  Recruit new volunteers or engage current volunteers


December 1st, 2015


2. Campaign Objective: Acquire New Donors If acquiring new donors is your objective this GivingTuesday, focus your efforts on launching a campaign that your supporters can easily share with friends and family, so you can acquire new donors via word-of-mouth. TIP: Acquire new donors with the power of social fundraising! Ask supporters to fundraise for you or support your existing fundraising goals.


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GivingTuesday is the perfect opportunity to launch a peer-to-peer social fundraising campaign, or ask your supporters to help spread the word about your mission by sharing a fundraising page.


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3. Sample Campaign: Foodbanks Canada For GivingTuesday, Food Banks Canada launched a campaign that let their supporters easily share the cause with friends and family by doing what they love to do: share recipes!

4: Campaign Objective: Drive Incremental Donations from New and / or Current Donors Drive incremental donations by identifying a specific need or objective and describing the tangible impact of a donation amount. For example: •  Help us provide goats for families in need overseas. A $50 donation will

provide one goat for a family in need.

•  Help us send 50 or more kids to summer camp. A $150 donation will send one child to camp for a week.

•  Help us launch our new innovative cancer research project. Our goal is $50,000.

BONUS TIP: Avoid saying “Give to us because it’s GivingTuesday”. Campaigns that perform well are those that highlight a specific fund, and tangible need. The most successful GivingTuesday fundraising campaigns are those that used GivingTuesday as part of a longer campaign, as opposed to just focusing on the one day.


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5. Drive Incremental Donations from New and/or Current Donors through Matching Gifts Another great way to drive incremental donations for your charity on GivingTuesday is through a donation match. Find a matching partner for your GivingTuesday campaign. Example: Deloitte Atlantic matched $5,000 in donations for the Alzheimer Society Nova Scotia, allowing them to raise over $10,000.


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5. Drive Incremental Donations from New and/or Current Donors through Matching Gifts


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Example: Sobeys matched $10,000 in financial donations for FEED NOVA SCOTIA, doubling the impact of donations on GivingTuesday!

6. Campaign Objective: Strengthen Relationships with Existing Donors GivingTuesday is the perfect day to publicly and personally thank your volunteers, staff, donors and supporters for all of their hard work and support. You can thank your supporters via: •  Email •  Social Media •  Website •  Printed Letter (if resources permit) •  Phone Call (if resources permit)


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Charities have used GivingTuesday to create impactful storytelling and thank you campaigns that have helped strengthen their relationships, and in some cases led to increased donations throughout the holiday season.


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You can use social media, email, video or simply a picture with heartfelt words. BONUS TIP: Animoto is an affordable, easy tool for creating great videos.

7. Say “Thank YOU” to Donors, Volunteers, Staff and Supporters!

8. Campaign Objective: Recruit New Volunteers or Engage Current Volunteers GivingTuesday can be used as the perfect opportunity to shift the conversation and promote another important way for people to support your organization: volunteering


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Ideas: •  Team up with a local business to borrow

some of their employees’ professional skills for a day.

•  Ask volunteers to host a bake sale for your charity on GivingTuesday.

•  Consider running a volunteer program that helps your local community and is aligned with your mission.

•  Hold a Volunteer Day – either a project at your office or an outreach program.

9. Connect with a Civic Movement


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To amplify your GivingTuesday campaign message even further, check to see if there is a local civic movement happening in your community and take part in the ac:on! So far the following Canadian ci:es have started their own GivingTuesday civic movement: •  Calgary •  Guelph •  Halifax •  Mississauga •  ODawa •  Regina •  Sarnia Lambton •  Vancouver •  Victoria

Last year GivingTuesday came to the City of Guelph as part of a campaign called GuelphGives.

10. Leverage Social Media No matter what campaign or objective you set for GivingTuesday, leverage the power of social media to amplify your success! Get social with shareable content and stories. •  Always use #GivingTuesdayCA •  Use any other relevant hashtags •  Post lots of shareable content •  Ask supporters to share your content •  Join the #UNselfie movement, to

generate shareable and visual content


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BONUS TIP: Use Canva – a simple graphic design soKware website -‐ to create free visuals and graphics.

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www.givingtuesday.ca facebook.com/givingtuesdaycanada

twitter.com/GivingTuesdayCa plus.google.com/+GivingtuesdayCa

10 tips in 10 minutes - givingtuesday campaign ideas

Government & Nonprofit