Introduction to #GivingTuesday 2014

@Razoo Razoo Giving

Tweet about today’s webinar #RazooGT14

Sam Lundquist Creative Director sam@razoo.com

• Introduction to Razoo and #GivingTuesday • Our #GivingTuesday Event • Getting Started on Razoo • Building a Strategy • Wrap-Up and Q&A

Today’s Agenda

Razoo is crowdfunding for causes.Together, we can lift the world.

The market-leading, cause-based

crowdfundingplatform with over 27,000 nonprofits

Over $230 million in donations for

nonprofits, schools, foundations, and corporate giving

Market innovator of Giving Days

that have raisedmore than $120

million

Black Friday… Cyber Monday…

A national day of giving and a movement of generosity

on December 2, 2014

• Began in 2012 with more than 2,500 partners in all 50 states.

• Bill Gates, the White House, the Clinton Foundation, and

numerous socially-conscious celebrities publicly supported

#GivingTuesday on their blogs and social media channels.

• #GivingTuesday mentions on NPR, CBS, ABC, USA Today, the

Huffington Post, Forbes, the Washington Post and the LA Times.

A Little History

The Partners

• In 2013, the movement had 300 million Facebook impressions.

The #GivingTuesday hashtag reached 2 billion people and was

tweeted as much as 700 times/minute, resulting in national

and international trending.

• The average online gift in 2013 was $140.05, a 40% increase

over 2012.

The Numbers

In 2013, Razoo’s #GivingTuesday Giving Event raised

$1,141,097With your help we can make 2014

an even more generous year.

A 24-Hour Giving Day on December 2, 2014

from 12:00am - 12:00pm EST

A Giving Day on Razoo24 hours of online fundraising

that unites communities and causes through common goals and friendly competition

Why Giving Days?

Acquire New

Donors

Prizes And

Incentives

Boost End-Of-Year

Giving

Engage Your

Supporters

New for 2014

PayPal MatchingPayPal will match 1% of all

donations made through

PayPal processing. It just

takes one-click at check-out.

Prizes & Incentives• $25,000 from Razoo Foundation • Nonprofits (Dollars Raised) • Top Fundraisers (Most Donors) • Golden Tickets • Power Hours • Grassroots Fundraising

New for 2014

Donation BoosterDonors can now cover all

fees for their donations.

That means nonprofits get

even more back.

Why Razoo?

Expert On

Causes

Focused On You

Back Office

Management

Tax Deductible Donations

Get Started on Razoo

Claim Your Organization

Create Your Page

Build Your Strategy3

Get Started on Razoo

1 2

Claim Your Organization

Claim Your Organization

• A short form will grant you access to your Razoo nonprofit page.

• 1-2 day turnaround

• Our customer support team will contact you with any additional questions.

Visit razoo.com/nonprofits

Create Your Page

Create Your Page

• Make sure you’re logged in

• Click Get Started >Start a Fundraiser

Visit givingtuesday.razoo.com

Include “#GivingTuesday 2014”

in the title of your fundraiser

Create Your Page

Fundraiser Name

Image/Video Gallery

Social Sharing

Fundraiser Summary & Story

Donation Goals

Donation Levels

Admin Panel

Admin Panel

Create Your Page

• Tell the story of how your nonprofit meets needs in your community

Tell Your Story1

• Highlight the value of a donor’s investment with suggested donation amounts

• Use descriptors that tell a donor what their money will be used for after the event

Set Your Goals2

Create Your Page

• Show your nonprofit at work with images and video

• Use captions to further tell your story

• Upload videos from YouTube or Vimeo

• Select and Image to be your thumbnail

Images & Video3

Create Your Page

• Thank your donors twice as often as you ask them

• Upload a Thank You Video for a personal touch

• Include a message in your donor’s automatic receipt to create that warm fuzzy feeling of donor engagement

Thank Donors4

Create Your Page

• Spread the word via Social media on the “share” tab

• Ask supports reach out their inner circle of social media friends to support you on the day

• Use QR Codes at live events

Share5

Create Your Page

• An email notification is sent to your user account email when a donation is made

• Click on the “Donations” tab to view donor information and download the report

• Donations are disbursed on the 10th of each month

Donations6

Create Your Page

• Display a dollar-for-dollar matching grant on your page

• The match does not need to be verified through Razoo

• The matching grant icon will appear on your page at midnight of the start date and track the amount left of the grant as donations are made

Matching Grant7

Create Your Page

Create Your Page

Admin Panel

Build Your Strategy

Build Your Strategy

• Create financial and tangible goals • Total donations • New donors • New outreach strategies • Special Events • Matching Grants

!

• Develop a step-by-step schedule to achieve these goals

Set Goals

Build Your Strategy

• Try something new and experiment !

• Fundraise with your personality !

• Provide a reason to come back / competition !

• Connect online and offline withthe actual work you do

Be Creative

Build Your Strategy

• 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

Identify Your Ambassadors

Build Your Strategy

• 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 !

• Use multiple channels, including social media, email, video, and live events

Communicating the Campaign

Build Your Strategy

• Be Personal • Send to individuals • Make phone calls

• Be Relational • Tell stories • Make a connection

• Be Specific • Provide examples of past work • Explain future plans

Communicating the Campaign

Build Your Strategy

Secure pledges ONE WEEK before the campaign

Communicating the Campaign: The Week Before

Build Your Strategy

• Send 3 main e-mails • “GivingTuesday is here!” • Fundraising progress and prize incentives • Reason to give again and social sharing

!

• Be on the ground • Invite people in for an open house or happy hour • Go to where the people are with iPads and mobile

Communicating the Campaign: On #GivingTuesday

Build Your Strategy

• 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

Communicating the Campaign: On #GivingTuesday

Build Your Strategy

• Thank in real-time • Use social media for shout outs • Send follow-up e-mails

• For New Donors • Create a welcome series • Survey • Don’t bombard!

• For Your Ambassadors • Include them in a special event • Acknowledge them in a newsletter • Feature them on your blog/website

Communicating the Campaign: Thank Your Donors

Build Your Strategy

• Follow-up 2-5 days after the event • Physical notes to top donors • Make phone calls

• Long-term • Provide ways for donors to receive updates • Let them know the end results

Communicating the Campaign: Follow Up

Build Your Strategy

• Online fundraising does not replace traditional fundraising. It expands impact and donor base.

• It is not one size fits all. Some strategies may work for your NPO, others not so much.

• It is not an overnight success story. Commit the time needed to your online campaign.

Keeping It Real

• A monetary goal is not always the only goal. Awareness, volunteerism, followers, likes, conversation, lessons learned all have value.

• You will raise more money online than you think! Commit to the challenge!

Build Your Strategy

Be Specific

1

Fundraisers do better when they are tied to

a specific campaign, initiative,

or project.

Be Savvy

2

Use all of the tools at your disposal. Pages with high quality images/

video are 2x likely to reach their goal.

Be Encouraging

3

Make your best donors and partners feel

special. They’re your best channel to quick growth.

Be Connected

4

Use your donor data to stay in

touch with your network during and

after your fundraiser.

Be Creative

5

Don’t get stuck doing the same old things. New ideas (Twitter, YouTube,

live events) can reach new donors.

Our Top 5 Tips

Get Started Today!

Claim Your Organization

Create Your Page

Build Your Strategy31 2

Upcoming Events

2nd Intro WebinarTuesday, 10/21 at 2PM EST Let your nonprofit colleagues

and partners know they can

get started. Contact

support@razoo.com for

more information

Prize StructureWe’re finalizing our prize

structure and partners now.

More information is coming

soon so you can plan the

best strategy for your

organization.

ResourcesEmail templates, social media

posts, and images to help

make your day a success.

These will be available on

givingtuesday.razoo.com

soon.

Good Luck on #GivingTuesday!

Got questions? support@razoo.comJoin us at givingtuesday.razoo.com