15 essential steps to optimize your #givingtuesday results

1

15 Essential Steps to Optimize Your

Results

Confidential document: Kimbia Inc. 20142

Miriam KaganSenior Fundraising Principal

Kimbia

Hi!

Dolores McDonaghPrincipal Consultant

Charity Dynamics

Rachel LewisDirector of Digital Strategy

Social Factor


Marketing Strategy

1. Leverage Existing Communications Resources

2. Incite Your Online File

3. Promote on Your Website

4. Go Further with a Lightbox

5. Integrate to Year-End Giving


1. Leverage Existing Communications Resources

• How can existing organizational Public Relations be used?

- Empower media and corporate partners

- Empower celebrities, board members and major donors to speak on your behalf

• Provide distinct talking points both leading up to event and for event day


2. Incite Your Online File

Develop and send an email series to your existing online constituents

• Announce the concept and recruit participation to share Giving Day activities socially

• Provide “Breaking News” email updates of corporate or major gift donor match challenges

• Send a pre fundraising ask on Black Friday

• Send a Giving Tuesday event appeal

• Kick off Year End Giving Email Asks


3. Promote on Your Website

• On December 2, 2014 your website belongs to Giving Tuesday

• Feature across all digital properties in a consistent manner

• Provide a single, simple one-click opportunity to respond for site visitors


4. Go Further with a Lightbox

• Interrupt site visitors with a pop up lightbox

• On this day alone – as well as December 31 – your website serves as a cash register

• Simplify “check out” for visitors with an embedded donation form

• Convert other visitors who were on the fence


5. Integrate to Year End Giving

Giving Tuesday can serve as a tactic for overall Year End giving; integrate to overall Year End plans

• Use national visibility to activate all communities and kick off season of philanthropy (earlier than traditional Year End)

• Determine how Giving Tuesday donors should be treated in December

• Differentiate Year End from Giving Tuesday activities to prevent campaign fatigue


Social Media Drives Results

6. Establish goals

7. Know what works

8. Create a content calendar

9. Leverage existing partnerships

10. Capitalize on momentum


Why Social Matters

• It’s called #GivingTuesday . . . .so . . .yeah

• Social Media delivers reach and scale

• Different platforms reach different targets and donors

- Visibility on Facebook and Twitter is a MUST

- Instagram, Pinterest and LinkedIn are also options, depending on content opportunities


6. Establish Goals to Develop Strategy

• Clearly define and prioritize goals

- New donors, donation size, repeat donations, etc.

• Outline a content strategy designed to deliver on those goals

• Quantify current benchmarks to monitor progress


7. Know What Works

• Review lessons from last year

- Analyze existing data and content

• Test is now!

- Content, messaging, frequency and timing

• Get to know your targets

• Research and develop organization-specific hashtags

- Incorporate broad-reach hashtag for scale


8. Create a Content Calendar

• Alleviate game time stress

• Establish visual representation of content flow and messaging

• Design with flexibility in mind

• Optimize based on performance hashtags


9. Leverage Existing Partnerships

Expand your organization’s reach through existing relationships

Facebook: 7.8 MM Twitter: 931K

Facebook: 201K Twitter: 33K


10. Capitalize on Momentum

• Celebrate the win!

• Thank your supporters

• Engage new donors and followers

• Talk to them all year long!

• Analyze your data to determine optimization opportunities for the upcoming year

- Gain insight into donor demographics and content performance


11. Pick the Right #GivingTuesday Model

12. Choose the Right Incentive Structure

13. Evaluate Platform Readiness

14. Evaluate Organizational Processes and Resource Readiness

15. Communicate Results

Giving Day & Platform Enablement


11. Pick The Right Model


Pick The Right Model

Key Questions to Ask:

•Do we need a competitive element?

•If so, on what will it be based?

•Can we get matching funds?

•How will we distribute funds?


12. Choose the Right Incentives

• Create prize & match opportunities

• Incentivize healthy competition

• Prizes may include:

- First project/program to reach goal

- Most donors in given period

- Most referrals from given partner

- Fund with most international donors


Incentive Examples


13. Evaluate Platform Readiness

VS

VS

VS


Your Tech Prep List


Evaluate Organizational Process and Staff Readiness:

14. Is Your Organization Ready?


• Event Day HQ: phone staff/volunteers for FAQ and Offline donations

• Have a clear contingency plan: know all your vendor’s contact info and line of command

• Manage the media: Social and traditional

• Manage the day: updates, special prizes, etc.

Are You Ready?


• Feature real-time results on home page

• Leverage social media, youtube, email to amplify results

15. Communicate Results


Communicate Results


#GivingTuesday Calendar


Q & A


www.kimbia.com@kimbiainc

[email protected]

@miriamkagan

29

www.socialfactor.com

@socialfactor

[email protected]

@rachellynell

www.charitydynamics.com

@charitydynamics

[email protected]

http://www.givingtuesday.org/join/


Thank you!

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