givingtuesday 2016: how to plan a successful fundraising campaign

How To Plan A Successful

#GivingTuesday Campaign

presented by…

Noah Barnett, Marketing@noah_barnett

Rob Wu, CEO@robjwu

@causevox#GivingTuesday

A simple, yet powerful online& mobile fundraising platform

Easily create a powerful online fundraising campaign for your nonprofit or social good project in minutes.

Launch a crowdfunding or peer-to-peer fundraising campaign for #GivingTuesdayCreate a crowdfunding campaign for your nonprofit, social good project, or personal cause.

Easy to use personal fundraising pages for events, challenges, and ongoing fundraising.

Hassle-free fundraising at your finger tipsFlexible fundingKeep whatever you raise for #GivingTuesday.

Easy customizationYour brand comes first. No coding.

Powerful toolsPro level tools for any sized nonprofit.

Powerful features for peer-to-peer fundraisingPersonal fundraising pagesSupporters can easily create their own fundraising page during #GivingTuesday.

Team fundraising pagesBusinesses, schools, and other groups can fundraise through a team-based page.

AGENDAWhat is #GivingTuesday?Steps to successful campaignsFree resourcesQuestions & answersLive product demo

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What is #GivingTuesday?

In 2015,

700,000 donors gave online to charitable causes participating in #Giving Tuesday

Source: givingtuesday.org

In 2015,

$16 million was raised by online by causes participating in #Giving Tuesday

Source: givingtuesday.org

In 2015, more than

50%of all donors were ages 31-55 and 33% were over 56

Source: givingtuesday.org

5 Steps To Plan A Successful Campaign

Step 1: Set A Goal

HOW DO CAMPAIGNS SET GOALS?

3 WAYS TO SET A #GIVINGTUESDAY GOAL

Prior Campaign

s

OutsideExamples

Cost of Impact

Goal: Cost of Impact

FORMULATIC APPROACH

AverageDonation # of

Donors#GivingTues

dayGoal

x =

PROGRESSIVE GOALS

1. Set a highly achievable goal

2. After achieving the goal, increase the goal3. Repeat until campaign is over

Step 2: Write A Fundraising Appeal That Resonates

COMPONENTS OF AFUNDRAISING APPEAL

One-liner Problem &Solution

Call-to-action

EXAMPLE ONE-LINERS

1. The Struggle Is Now: A Campaign in Support of a Fair and Just New Orleans

2. Join #TeamHFNY to support the poor and marginalized of New York City

3. Walk the Wall 2016 is here! You can be part of ICC changing the lives of China’s abandoned and disabled. Together we’ve made so much progress! Yet there are still significant obstacles for so many. And you can help!

4. Do you believe that all animals should be treated with respect and compassion?

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Make Dreams Come True on #GivingTuesday

Double your donation! Donations up to $1,500 will be matched.

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EXAMPLE PROBLEM-SOLUTION

Studies show 3-6 p.m. is a formative time for kids. After school provides a place for kids to continue learning in their community while also providing opportunities to explore and develop their gifts and talents.

Our after school program currently serves 30 kids. We’re on a mission to expand our offerings to reach the hundreds of elementary age kids in our neighborhood and also a middle school program…

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Zochil wants to be a doctor, Gilma a cashier at a bank, Gabriel a computer engineer. Katia wants to be a

teacher so she can “teach other kids what she knows.” And 5-year-old Zoilita can’t wait to grow up and

become a fireman!

Imagine a place where you are taught not just to dream but where you can find the support, resources, and mentors to actually make those dreams come true.

That’s Casita Copán.

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TYPICAL CALLS TO ACTION

Donate Share Fundraise

CTA EXAMPLE

Here’s how you can help:

1. Share. Post this #GivingTuesday Campaign by clicking on the Facebook or Twitter share icons.

2. Fundraise. Join our campaign to end homelessness by clicking on the “Create a Fundraising Page button”. You can set a goal and be part of the movement.

3. Donate. Make a one-time or monthly recurring donation. Average donation is $75. Thank you for your generosity!

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EXAMPLE CALL-TO-ACTION

Please join us today and make dreams come true. Here's an example of how your donation will help…

Create your own fundraiser for #GivingTuesday. Share your page with friends, family, and coworkers to spread

the word.

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Step 3: Create Compelling Content

FOCUS ON

VIDEOS, SOCIAL

MEDIA, & BLOG POSTS

VIDEO BEST

PRACTICES

TIMELY

FOCUS IMPACT

TYPES OF BLOG POSTS

Impact Stories

News/ Updates

BLOG POST:

IMPACT STORY

BLOG POST:

IMPACT STORY

BLOG POST:

UPDATE

BLOG POST:

UPDATE

80% SHOULD BE EDUCATIONAL / ENTERTAINING

/ INSPIRATIONAL

SOCIAL MEDIA

20% SHOULD BE SALESY

80% SHOULD BE EDUCATIONAL / ENTERTAINING

/ INSPIRATIONAL

SOCIAL MEDIA

Step 4: Rally Your Tribe

Wait … what is a tribe?

RESPONSIBILITIES OF A TRIBE

Seed Campaign

Amplify Reach

Get Others

Involved

Secret tool: personal fundraising pages

2x donations when campaigns enable peer-to-peer fundraising

Source: CauseVox’s platform data

BUILDING A TRIBE

1. IDENTIFY & ASK

2. EMPOWER LEADERS

3. CULTIVATE

Step 5: Press & Partnerships

Focus on press only if you have the capacity

HOW TO GET PRESS/PUBLICITY

Target Prepare Pitch

PARTNERSHIP BEST PRACTICES

Clear Expectatio

nsToolkit Feedback

IDEAS IN PARTNERING• Obtain a matching grant • Find businesses to leverage their networks for

your #GivingTuesday campaign• Consider running a joint event or a competitive

campaign• Reach out to marketing agencies to donate a

certain amount of media for your campaign• Research influencers or celebrities that care

about your cause and ask them to be your advocate

• Develop a relationship with media outlets in varying mediums (print, digital, video, etc)

SUMMARY Set a campaign goal Craft a fundraising appeal Create compelling content Rally your tribe Leverage press

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Free #GivingTuesday Resources

#GivingTuesday Campaign Planning Guide

Download a free copy of the planning guide by clicking here.

Launch a #GivingTuesday campaign for freeCreate a campaign for your nonprofit or social good project using our simple, yet powerful fundraising platform.

Learn more and get started at causevox.com

Other Resources• http://resources.causevox.com/ebook/video-storytelling • http://www.causevox.com/resources/learning-center • http://www.causevox.com/community-building-for-crowdfunding/