15 essential steps to optimize your #givingtuesday results

1

15 Essential Steps to Optimize Your

Results

Confidential document: Kimbia Inc. 20142

Miriam KaganSenior Fundraising

PrincipalKimbia

Hi!

Matthew MielcarekVice President,

Consulting & StrategyCharity Dynamics

Rachel LewisDirector of

Digital StrategySocial 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 MM Twitter: 857K

Facebook: 197K Twitter: 32K


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]


Thank you!

15 essential steps to optimize your #givingtuesday results

Government & Nonprofit

confidential document

content strategy

yearend giving

content opportunities

traditional year end

content performance

content calendar

existing data