2017 charity toolkit

Transcription

1 2017 charity toolkit

2 welcome to everydayhero We re happy you re here. On Tuesday, November 28, 2017, we have 24 hours to turn an ordinary Tuesday into something more. Millions of people around the world will come together online and offline for one common purpose: to celebrate and encourage giving. Anyone, anywhere can get involved. At everydayhero, we can't wait to help you make this your best #GivingTuesday yet. Whether you are joining our collaborative campaign or launching your own branded #GivingTuesday campaign on everydayhero Pro, this communications guide is sure to #TurnYourTuesday up a notch. Nonprofit Quarterly reports that in a review of 60,000 crowdfunding campaigns, every dollar raised translated to $2.46 of additional revenue, meaning money raised outside of the campaign as a result of the campaign. Clearly crowdfunding and peer to peer fundraising is a powerful tool to kick-start or improve your existing #GivingTuesday strategy. table of contents GETTING STARTED: S, SOCIAL AND MORE TIPS 4 GETTING THE WORD OUT 5 SAMPLE RECRUITMENT 1 6 SAMPLE RECRUITMENT 2 7 SAMPLE RECRUITMENT 3 8 SAMPLE RECRUITMENT S 4 & 5 9 SAMPLE ENCOURAGEMENT 10 FACEBOOK 11 TWITTER 12 FINAL THOUGHTS 13 2

3 GETTING STARTED is a really great place to start. We've provided a calendar and all the content you need to recruit donors and fundraisers. Use the samples provided to help you craft your messages. Once you've recruited your fundraising tribe, be sure to keep in touch to encourage them along the way. WHEN TO SEND SUBJECT 1 WEEK OF 10/23 #GivingTuesday is just one month away. Will you join us? 2 WEEK OF 11/6 Help us inspire others to give to [CharityName] this #GivingTuesday 3 WEEK OF 11/20 We're looking for some help next week, on #GivingTuesday. Can we count on you? 4 MONDAY 11/27 Tomorrow is #GivingTuesday. We need your support! 5 TUESDAY 11/28 Today is #GivingTuesday! Help us make it the best yet for [CharityName]! 6 Week of 11/20 Some tips for fundraising more for [CharityName] on #GivingTuesday GET SOCIAL! Social media is at the heart of #GivingTuesday! Remember to use hashtag #GivingTuesday and always include your sign up link. We've provided some sample posts for Twitter and Facebook in this kit. Schedule your posts ahead of time and consider putting a small budget behind your Facebook posts to ensure it is seen by as many people as possible. You can also find additional social media toolkits, images and posts on the GivingTuesday.org website or the Blackbaud.com #GivingTuesday website. MORE #GIVINGTUESDAY TIPS There are so many ways you can make this #GivingTuesday the best yet. Here are some additional tips on how to ensure you make the most of your #GivingTuesday campaign. Work with one of your corporate sponsors, board members, or major donors to implement a matching gift. Then, make sure you highlight the match in all of your communications. Create ownership and a sense of friendly competition by challenging all board members to create and share their own fundraising page. They are likely among your most passionate and well connected supporters. Contact supporters who have donated on #GivingTuesday in previous years and ask them to take it up a notch by fundraising. Encourage each fundraiser to recruit a friend to fundraise with them, everything is better with friends! Create a THANK YOU video to share on #GivingTuesday from your staff, members, or constituents. Highlight the year so far, and include a CTA to give back on #GivingTuesday. Organize a #GivingTuesday kick off for supporters that includes yummy snacks, community building and a brief training on fundraising best practices. 3

4 getting the word out While #GivingTuesday is a great day to make a direct appeal for donations, it also presents a powerful opportunity to engage your most passionate supporters as fundraisers. You'll want to give yourself some lead time to recruit supporters before #GivingTuesday so that your fundraisers are ready to go when November 28th rolls around. WHO TO RECRUIT Board members Staff Past donors Individuals who have indicated their company will match their gift Active and engaged or volunteers Lapsed signature event (run, walk or ride) participants Celebrity, influencer, and social media ambassadors Corporate sponsors & workplace teams s average s sent by people in peer to peer fundraising HOW TO RECRUIT Dedicated outreach 4 Personal outreach Prominent placement on website Social media Facebook, Twitter, Instagram, LinkedIn, Snapchat, etc. Phone calls Printed letters 1 in 4 s sent from an individual that result in a donation compared to 1 in 250 from an organization.

5 recruitment 1 SUBJECT LINE #GivingTuesday is just one month away. Will you join us? BODY COPY TEMPLATES We've included some sample s you can send out to your potential donors and fundraisers. You can simply insert your charity and personal information where applicable. #GivingTuesday is a global giving movement that has been built by individuals, families, organizations, business and communities in all 50 states and in countries around the world. Millions of people have come together to support and champion the causes the believe in and the communities in which they live. This year, we're asking you to join with [CharityName] to help make a difference on Tuesday, November 28th. Raising funds this #GivingTuesday is very important to help us achieve our mission of [INSERT MISSION/CAUSE]. Supporting us is easy! Of course, we'd be very grateful if you can make a donation on #GivingTuesday. But, what we'd really love, is if you'd consider creating your own personal fundraising page to share with your friends and family in order to inspire them to give to [CharityName] on #GivingTuesday! Put your passion into action by joining us and raising funds for [CharityName]. Start your fundraising page now! [Sign up link] Sincerely, [Charity Representative Name] 5

6 sample recruitment 2 SUBJECT LINE Help us inspire others to give to [CharityName] this #GivingTuesday BODY COPY Dear [First Name], A NOTE ABOUT SEGMENTING Make sure you segment your s. Specifically, take special care to remove anyone who took action after your previous recruitment and created a fundraising page. Anyone, anywhere can get involved in #GivingTuesday. On the Tuesday after Thanksgiving - after the turkey's been carved, and the Black Friday and Cyber Monday madness is past, we'll have 24 hours to turn an ordinary Tuesday into something extraordinary. On Tuesday, November 28, 2017, charities, families, businesses, and millions of passionate individuals all over the world will join together for one common purpose: to celebrate and encourage giving. Will you help us inspire others to give back to [CharityName] this #GivingTuesday? By creating a personal fundraising page and sharing it with your friends and family, you'll raise important funds and awareness to help [statement about mission]. Start your fundraising page > [Sign up link] Grab a few friends, get social, and join the movement. Then tell your story and share your page on #GivingTuesday. Every act of generosity counts, and each means even more when we give together. 6 We can't wait to see what you come up with, [Charity Representative Name]

7 sample recruitment 3 SUBJECT LINE We're looking for some help next week, on #GivingTuesday. Can we count on you? BODY COPY MAKE IT PERSONAL Make sure your personalize your messages as much as possible. Definitely use the individuals name. Even better, change up the messaging based on the audience you're sending to. For example, if you're sending a message to past donors, you could mention their previous gift Dear [First Name], #GivingTuesday is a celebration of America's greatest traditions: generosity, entrepreneurialism, community. Everyone has something to give. You can give time or expertise, monetary donations large or small, simple acts of kindness, your time, effort, energy and voice. You can even give your social network. This year, we're looking for some help on #GivingTuesday. Can we count on you? Create a fundraising page for [CharityName] and then share it with your friends, family and social network this #GivingTuesday to raise important funds and awareness for the important work we do. Start your fundraising page now! [Sign up link] Get ready to join the #GivingTuesday movement and be a part of something incredible. We hope you'll join us, [Charity Representative Name] 7

8 sample recruitment s 4 and 5 SUBJECT LINE Tomorrow is #GivingTuesday. We need your support! BODY COPY Dear [First Name], FREQUENCY IS KEY How often should you reach out? If this is going to be a major initiative for your organization, plan to reach out to each segment at least 5-7 times Use a clear call to action, always include the link to register. Whether you revel or balk at Black Friday and Cyber Monday, these two days have become a prominent part of the holiday season. Tomorrow, we invite you to a step back from the frenzied holiday shopping to remember the true "reason for the season". For 24 hours, millions of individuals around the world will join together for #GivingTuesday to celebrate and encouraging giving. There's still time to get involved; and there are so many ways you can give back. Take a few minutes today to create a fundraising page for [CharityName] and then share it with your friends, family and social network to encourage them to give on #GivingTuesday. Start your fundraising page now > [Sign up link] Together, people are creating a new ritual for our calendar. Join the worldwide #GivingTuesday movement and help redefine the giving spirit this holiday season. Happy Holidays! [Charity Representative Name] SUBJECT LINE Today is #GivingTuesday! Help us make it the best yet for [CharityName]! BODY COPY Dear [First Name], Today is #GivingTuesday! Everyone has something to give. Please remember to give today by making a donation or starting (and sharing!) your own personal fundraising page for [CharityName]! GIVE NOW > [Sign up link] We hope your day is full of joy, laughter and meaning. We're so grateful for your support, [Charity Representative Name] 8

9 sample encouragement for Your fundraisers With your recruitment up and running, you should begin to see some passionate supporters sign up to fundraise for you. First, you'll want to acknowledge them for choosing to fundraise for you. You'll see better results if you give them a little bit of attention and encouragement along the way. You can send this as a personal note or to the entire group. SUBJECT LINE Some tips for fundraising more for [CharityName] on #GivingTuesday BODY COPY Dear [FundraiserName], A LITTLE ATTENTION GOES A LONG WAY Here is an example of an template to fundraisers who have registered to support your charity. Once an individual has created a page and started fundraising, it s important to let them know that you are grateful for them. Also consider calling every fundraiser to see what further support you can offer. Consider sending this the week before, day before or on #GivingTuesday. Thank you for fundraising on behalf of [CharityName] this #GivingTuesday! The funds you raise are critical to helping continue to do the work we do in the community. HERE ARE A FEW TIPS TO HELP YOU RAISING MORE Adding a profile photo to your page can help you raise 10x more than fundraisers who don't. Uploading a profile picture helps people know their giving to the right person. Updating a personal story can help you raise up to 74% more. People want to know why you're passionate about [CharityName] and what motivated you to start fundraising. Fundraising as all about sharing! is the best place to start, and of course, sharing on social media is key. Make sure you include a link to your personal fundraising page. YOU ARE MAKING A DIFFERENCE Every dollar you raise does make a difference! Keep ing your fundraising page to your family, friends and colleagues to ask them to support your efforts on #GivingTuesday. Fundraising really is as simple as sharing your passion for [statement about mission]. It might feel strange to send more than one to the same person on #GivingTuesday, but remember, we only have 24 hours to make it the best #GivingTuesday yet. You can also text, post to social media including Facebook, Twitter, Instagram and Snapchat, and make personal phone calls! Thank you so much for making a difference and good luck. With gratitude, [Charity Representative Name] 9

10 FACEBOOK Remember to use hashtag #GivingTuesday and always include your sign up link. You can also use Facebook to tag, share, and highlight individual fundraisers. Consider boosting your post to help make sure lots of people see it! Save the date: #GivingTuesday is November 28th. We're proud to be a part of the global celebration of giving. Find out how you can help make a difference by creating your own fundraiser! #GivingTuesday is a day for everyone, everywhere, to GIVE! Find out how you can be part of the movement by We're looking for some help next week on #GivingTuesday. Can we count on you? Find out how you can give your time, effort, energy and voice to make a huge difference XYZ. #everydayhero #fundraise Happy #GivingTuesday! Turn your money into meaning and your time into treasures today. Remember, giving is the true reason for the season! 10 YOUR SIGN UP LINK Always, always, always include your sign up link in s and social media posts. If you've joined our collaborative campaign, this could your team or personal page. If you have a custom branded campaign, this could be your landing page URL or get-started URL. Where ever you decide to send people, just make sure there is a prominent CTA to donate or fundraise when they get there!

11 TWITTER Remember to use hashtag #GivingTuesday and always include your sign up link. Join us for #GivingTuesday by donating or fundraising! #GivingTuesday is just around the corner. How are you celebrating? Join us on 11/28 to make a difference. Turn your money into meaning and your time into treasures on #GivingTuesday. #donate #fundraise Give your time, effort, energy and voice this #GivingTuesday. Start your own fundraiser to inspire your friends and family to give! A PICTURE IS WORTH A THOUSAND WORDS High quality images help tell your story and grab people's attention. Go ahead and use our fancy #TurnYourTuesday images from Blackbaud Social Media Toolkit. Just download them and then post with your tweet or FB Post 11

12 about everydayhero At everydayhero, we empower everyday people to do extraordinary things for the causes they love. Our events and partnerships enable individuals to turn their passion into a force for good. Our heroes commit themselves to a personal goal and share their journey with friends and family members to raise funds and awareness for the cause that means the most to them. We know that giving isn t just about money it s about time, effort, energy and voice. It all counts. So we count these things. We also know collective effort is ever more powerful than anything we could achieve alone. So everything we do is built in true partnership. everydayhero is a part of Blackbaud, the world s leading cloud software company powering social good. At everydayhero we ve enabled thousands of heroes to raise millions of dollars for charities all over the world. Join us. support We hope this toolkit has provided you with the resources you need to #TurnYourTuesday up a notch, create excitement, improve participation, increase donations and ultimately make this year's #GivingTuesday a success for your organization. We re here to help. Please feel free to reach out to us anytime. Contact US SIDEKICK HELP CENTER US: (213) nonprofits@everydayhero.com 12