MobileCause Academy Training #GI INGTUESDAY & YEAR-END GIVING STRATEGIES AND CAMPAIGN PLANNING

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1 MobileCause Academy Training #GI INGTUESDAY & YEAR-END GIVING STRATEGIES AND CAMPAIGN PLANNING

2 USING GOTOWEBINAR Show/Hide Controls Interact with us! View Full Screen View Responses from Speakers Ask Your Questions Handouts available for download Questions not answered in session will be answered in follow up This is being recorded and a link will be sent out after the session 2 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

3 Facts and Figures AGENDA Your Multi Channel Strategy Communication Methods Ideas and Examples 3 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

4 SPEAKERS CHRISTY NOEL VP of Digital Marketing Services SARAH BAKER Digital Strategist COREY BLAKE Digital Strategist LINDSEY HIMPHILL Digital Strategist XANIKA COVINGTON Digital Strategist SCOTT COUCHMAN Training Manager 4 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

5 What were the results of your #GivingTuesday campaign last year? Registration Poll Results 6% 17% It was a great success! We raised more than we expected. 26% 52% We did not meet our goal. We did not have a #GivingTuesday campaign last year. 5 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

6 Class Poll How many communications or touch points of any kind did you send for your last Year End Giving Campaign? 6 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

7 FACTS AND FIGURES LINDSEY HIMPHILL

8 WHAT IS #GIVINGTUESDAY? A global day of giving fueled by the power of social media and collaboration 2012 Kicks off the charitable season Black Friday Cyber Monday #Giving Tuesday A simple idea to bring together your community and your organization, find a way to give back and then share your idea 8 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

9 YEAR END GIVING WHY SO IMPORTANT? 9 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

10 YEAR END GIVING STATS ANNUAL FUNDS 28% of nonprofits raise between 26 50% 26-50% of their annual funds from their year-end ask. Year-end giving can be a huge boost for your annual fund, with many nonprofits reporting that nearly half their annual funds come from their year-end ask #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

11 LAUNCHING #GT INTO YE You can have a goal for #GT the day, but money raised can be figured into Year-End Giving campaign Make #GivingTuesday the launch pad of your larger year-end fundraising campaign #GT is the day you start telling the story you ll be telling for the rest of the season 11 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

12 KEEP THE MOMENTUM GOING KEEP Keep the momentum you ve created with #GT going into Year-End Keep your increased social media posting going too No scaling back after #GivingTuesday, the lead up from #GivingTuesday to Year End should be a steady beat Xanika Covington, MobileCause 12 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

13 YOUR MULTI CHANNEL STRATEGY CHRISTY NOEL

14 14 #GivingTuesday and Year-End Giving Strategies and Campaign Planning CHRISTY NOEL

15 COMPELLING STORYTELLING WEBINAR 15 #GivingTuesday and Year-End Giving Strategies and Campaign Planning CHRISTY NOEL

16 MULTI COMMUNICATION STRATEGY Direct Mail Social Media (Web) Text Pro Tip: For best results, send at least four messages before you ask for a donation. 16 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

17 YEAR END GIVING STATS 59.9% of nonprofits make between 1-3 donor touches for their year-end campaign. 27.6% of nonprofits surveyed make zero touches for their year-end campaign 17 #GivingTuesday and Year-End Giving Strategies and Campaign Planning CHRISTY NOEL

18 TYPES OF COMMUNICATION Communication Campaign Exposition Impact Ask Stewardship Information on the organization and who/what it benefits Detailed explanation of how money raised is used and what it will achieve Requesting a donation or gift Ensuring donors feel appreciated so they continue to be involved in the organization and donate 18 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

19 Sunday Monday Tuesday Wednesday Thursday Friday Saturday #GivingTuesday Campaign Calendar KEY Channel M Mail S Social E T Text Type Exposition Impact Ask Stewardship 28 October November 2 3 M E Save the Date! E S T S S T Thanksgiving T E Morning S / T December Morning E Mid-Day S / T Morning E / S / T Mid-day S / T Evening S / T E1 / E2 S / T S S / T E 19 #GivingTuesday and Year-End Giving Strategies and Campaign Planning CHRISTY NOEL

20 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Year End Giving Campaign Calendar KEY Channel M Mail S Social E T Text Type Exposition Impact Ask Stewardship 2 December M / S S / T S E S T S S T/S Morning T Mid-day S E / S January Morning E Mid-Day S / T Morning E / S / T Mid-day S / T Evening S S E / S / T S / T M 20 #GivingTuesday and Year-End Giving Strategies and Campaign Planning CHRISTY NOEL

21 EASY TO DONATE ON YOUR WEB PAGE 26% 21% 51% 51% messaging accounted for 26% of all online revenue 21% of donations are directly through social media of high-wealth donors ($200k+) prefer to give online 21 #GivingTuesday and Year-End Giving Strategies and Campaign Planning CHRISTY NOEL

22 EASY TO DONATE ON YOUR WEB PAGE 22 #GivingTuesday and Year-End Giving Strategies and Campaign Planning CHRISTY NOEL

23 COMMUNICATION METHODS SARAH BAKER, XANIKA COVINGTON, COREY BLAKE

24 SOCIAL MEDIA STATISTICS I m afraid I will send too many s and alienate or overwhelm my supporters. On #GT alone, the top fundraisers posted: 10 times per Social Media channel + sent 2 s + sent 1 or more texts < 20% NOT-SO-FUN FACT: Of the 1,500+ stories a person might see whenever they log onto Facebook, the News Feed displays approximately #GivingTuesday and Year-End Giving Strategies and Campaign Planning SARAH BAKER

25 SOCIAL MEDIA TOOLS Send Videos Quick Videos Schedule Posts 25 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SARAH BAKER

26 SOCIAL MEDIA EXAMPLES 26 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SARAH BAKER

27 AMBASSADORS 47% of supporters learn about nonprofits from social media 92% of people trust recommendations from individuals, even if they don t know them, over brands. 81% of people say they are influenced by what their friends share on Social Media. 71% of consumers have an improved perception of a brand when there are positive reviews on Social Media TIP: Include images or video with every message 27 #GivingTuesday and Year-End Giving Strategies and Campaign Planning XANIKA COVINGTON

28 AMBASSADORS Share content and information about your organization encourage them to share a personal story! Help raise the profile of your organization in the community Serve as cheerleader for your organization Drive impact and results Ambassadors should increases trust between your organization and potential new supporters 28 #GivingTuesday and Year-End Giving Strategies and Campaign Planning XANIKA COVINGTON

29 AMBASSADORS FUN FACT: The average volunteer fundraiser brings in $612 from 8 donors, 5 of which are new to the nonprofit 29 #GivingTuesday and Year-End Giving Strategies and Campaign Planning XANIKA COVINGTON

30 TEXTING INCREASES GIVING Connect with your supporters: ü any time ü anywhere ü on any device For year-end appeals, texting can: ü offer a convenient way to give ü help you increase giving by creating a sense of urgency 30 #GivingTuesday and Year-End Giving Strategies and Campaign Planning COREY BLAKE

31 TEXT TO INCREASE ENGAGEMENT 31 #GivingTuesday and Year-End Giving Strategies and Campaign Planning COREY BLAKE

32 SCHEDULE TEXTS SAVE TIME & ENERGY 32 #GivingTuesday and Year-End Giving Strategies and Campaign Planning COREY BLAKE

33 CULTIVATING SUPPORTERS: POST #GT Direct Recognition o Post with their first names o Share videos mentioning them o Tag them FUN FACT: 80% of donors say a simple thank you would convince them to make a second donation General Thank You Messages o Place a video thank you message on your donation Thank You page o Create a #GivingTuesday Impact page 33 #GivingTuesday and Year-End Giving Strategies and Campaign Planning COREY BLAKE

34 IDEAS AND EXAMPLES SCOTT COUCHMAN, LINDSEY HIMPHILL

35 PERSONALIZE YOUR YEAR END DONATION PAGE 35 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SCOTT COUCHMAN

36 PERSONALIZE YOUR YEAR END DONATION PAGE 36 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SCOTT COUCHMAN

37 IMPACT METRICS AS A DROP DOWN 37 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SCOTT COUCHMAN

38 IMPACT METRICS AS AN IMAGE 38 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SCOTT COUCHMAN

39 MATCHING GIFTS 39 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

40 MATCHING GIFTS 40 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

41 ANNUAL MEMBERSHIP RENEWAL 41 #GivingTuesday and Year-End Giving Strategies and Campaign Planning

42 COLLECTION DRIVE 42 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

43 ASK & THANK YOU ALL IN ONE 43 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

44 GIVING CHALLENGES 44 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

45 MAKE IT YOUR OWN 45 #GivingTuesday and Year-End Giving Strategies and Campaign Planning LINDSEY HIMPHILL

46 CLOSING SCOTT COUCHMAN

47 SUMMARY Facts and Figures Your Multi Channel Strategy Communication Methods Ideas and Examples 47 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SCOTT COUCHMAN

48 FURTHER STUDY 48 #GivingTuesday and Year-End Giving Strategies and Campaign Planning SCOTT COUCHMAN

49 QUESTIONS?

50 THANK YOU FOR JOINING OUR CLASS TODAY. Work on your campaign with our Digital Marketing Strategy team: Customer Support Team // // ext. 2