introduction to #givingtuesday 2015 with razoo
TRANSCRIPT
Introduction to #GivingTuesday 2015
@Razoo Razoo
Tweet about today’s webinar #RazooGT15
• Introduction to Razoo and #GivingTuesday • Our #GivingTuesday Event • Getting Started on Razoo • Building a Strategy • Wrap-Up and Q+A
Today’s Agenda
#RazooGT15
Razoo is crowdfunding for causes.Together, we can lift the world.
#RazooGT15
Themarket-leading, cause-based
crowdfundingplatform
Over $450 million in donations for
nonprofits, schools, foundations, and corporate giving
Market innovator of Giving Days
and host of over 80 events that have raised millions.
#RazooGT15
14,600+ Twitter followers
45,000 nonprofitsaccessing the site
100,000+ fundraising pages
Over $450 million raised
80,000+ Facebook followers
#RazooGT15
A national day of giving and a movement of generosity
on December 1, 2015
Black Friday… Cyber Monday…
A Little History
• Began in 2012 with more than 2,500 partners in all 50 states
• Influencers from Bill Gates to the Clinton Foundation to socially-
conscious celebrities spread the word about #GivingTuesday
• Created by 92nd Street Y (a cultural community in NYC) in
partnership with United Nations Foundation
#RazooGT15
Tremendous Growth!
• Over 30,000 partners in 68 countries worldwide
• Estimated 470% increase in donations since 2012
• 32.7 million Twitter mentions
• 15.4 billion global impressions over all media
• 40 community campaigns in cities across the US
#RazooGT15
In 2013, Razoo’s #GivingTuesday Giving Eventraised $1,141,907.
In 2014, Razoo’s #GivingTuesday Giving Eventraised $1,775,511.
With your help, we can make 2015 an even more generous year.
#RazooGT15
A 24-Hour Giving Day on December 1, 2015
from Midnight ET to Midnight PT
A Giving Day on Razoo24 hours of online fundraising
that unites communities and causes through common goals and friendly competition
#RazooGT15
Why a Giving Day?
AcquireNew
Donors
Engage Your
Supporters
Boost End-of-Year
Giving
Prizes and
Incentives
#RazooGT15
Details coming soon!
Get Started with #GivingTuesday
1 2 3Register for the Event
Create Your Page
Build Your Strategy
Get Started with #GivingTuesday
#RazooGT15
Register for the Event
Register for the Event
Register online at givingtuesday.razoo.com
#RazooGT15
Register for the Event
Click the Register button in the “I’m a Nonprofit Organization” section.
#RazooGT15
Create Your Page
Create Your Page
Organization Name
Image/Video Gallery
Social Sharing
Organization Story
Admin Panel
Donation Levels
#RazooGT15
Create Your Page
Tell Your Story1• Tell the story of your
nonprofit’s mission and how you are changing the world.
• Remember that you can change this text throughout your campaign.
#RazooGT15
Create Your Page
Set Your Goals2• 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.
#RazooGT15
Create Your Page
Images + Video3• Show your nonprofit at
work with images and video.
• Use captions to identify images.
• Upload videos from YouTube or Vimeo
• Select a thumbnail
#RazooGT15
Create Your Page
Thank Donors4• Thank donors twice as
often as you ask them to donate.
• Upload a video for a personal touch.
• Include a message in your donor’s receipt to create that warm fuzzy donor engagement feeling.
#RazooGT15
Create Your Page
Share5• Spread the word via
social media on the “share” tab
• Ask supporters to reach out to their inner circle of friends, family, and colleagues to support you on #GivingTuesday
#RazooGT15
Create Your Page
Donations6• An email notification
is sent to your admin email when a donation is made
• Click “Donations” tab to view donor information and download report
#RazooGT15
Create Your Page
Matching Grant7• Display a dollar-for-dollar
matching grant on your page.
• The match does not need to be verified by Razoo.
• The matching grant icon will appear on your page at midnight and track the amount left.
#RazooGT15
Create Your Page
#RazooGT15
Build Your StrategySet Goals
• 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
#RazooGT15
Build Your StrategyBe Creative
• Try something new and experiment
• Fundraise with your personality
• Provide a reason to come back / competition
• Connect online and offline with the actual work you do
#RazooGT15
Build Your StrategyIdentify Your Ambassadors
• 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
#RazooGT15
Build Your StrategyCommunicating the Campaign
• 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.
#RazooGT15
Build Your StrategyCommunicating the Campaign
• Be Personal • Send directly to individuals
• Make phone calls
• Be Relational • Tell stories
• Make a connection
• Be Specific • Provide examples of your past work
• Explain your plans for the future
#RazooGT15
Build Your StrategyCommunicating the Campaign: Pledges
• Secured Pledges
• Jumpstart your #GivingTuesday momentum by inviting donors to schedule a donation prior to the event
#RazooGT15
Build Your StrategyCommunicating the Campaign: On #GivingTuesday
• Send 3 main emails
• “#GivingTuesday is here!”
• Fundraising progress + prize incentives
• Reason to give again + share on social
• Be on the ground
• Invite people in for an open house or happy hour
• Go to where the people are with iPads and mobile devices
#RazooGT15
Build Your StrategyCommunicating the Campaign: On #GivingTuesday
• Create a manufactured viral campaign for #GivingTuesday
• This is where your ambassadors fit in
• Get them to work on social media
• Have them do the legwork for you
• Convert donors into ambassadors after they give
#RazooGT15
Build Your StrategyCommunicating the Campaign: Thank Donors
• Thank in Real-Time • Use social media for shout-outs • Send follow-up emails
• 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
#RazooGT15
Build Your StrategyCommunicating the Campaign: Follow-Up
• 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
#RazooGT15
Build Your StrategyKeeping It Real
• Online fundraising does not replace traditional fundraising. It expands your 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.
• A monetary goal is not always the only goal. Awareness, volunteerism, followers, likes, conversations, lessons-learned all have value.
• You will raise more money online than you think! Commit to the challenge!
#RazooGT15
Build Your StrategyOur Top 5 Tips
Be Specific
1
Fundraisers do better when they
are tied to a specific campaign,
initiative, or project
Be Savvy
2
Use all of your tools! Pages with
high quality images and video are more 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 do the same old things. New ideas (Twitter, YouTube, live
events) can reach new donors.
#RazooGT15
Get Started Today!
1 2 3Register for the Event
Create Your Page
Build Your Strategy
#RazooGT15
Good Luck on #GivingTuesday!
#RazooGT15
A 24-Hour Giving Day on December 1, 2015 from 12:00am - 12:00pm EST
Got questions? [email protected] | Connect with #RazooGT15Join us at givingtuesday.razoo.com