Blake Groves, VP, Strategy & Business Development, SalsaLabsThe average online gift on #GivingTuesday 2013 was $142.05. That’s up significantly – 40% to be exact – from 2012’s average gift of $101.60. In this presentation, you’ll learn the best tactics from nonprofits who raised money successfully on #GivingTuesday in 2013. Come prepared to learn how to attract new donors, retain existing donors, integrate #GivingTuesday in your year end fundraising program and more in this hands-on presentation.

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#GivingTuesday:
Plans that Work

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270%
Online donation
volume on
Tuesday after
Thanksgiving
since 2011
40%
Year-over-year
increase in the
dollar value of
the average
donation
40+
Countries had active #GIVINGTUESDAY
efforts in 2013
10,000+
Charities, nonprofits, corporations,
community groups and government
agencies participating in
#GIVINGTUESDAY
3BILLION+
Total global impressions in traditional and
social media

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The Opportunity
・Scale
・Storytell
・Unite
・Partner
・Inspire
・Create

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1. Demonstrate tangible ROI from donation
2. Communicate an aspirational but
realistically achievable goal
3. Asks from Individuals big motivator
(power of RT and #ff)
4. Match the “headlines”, branding, etc.
Top 4 Fundraising Rules for Twitter

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1. Demonstrate tangible ROI

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2. Communicate achievable goal

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3. The Power of Friends

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4. Match the headlines, etc.
It’s more than just branding
– it’s a seamless experience
(with higher conversion
rates)

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Can’t emphasize this enough:
• DON’T direct people to a generic page on
your site
• The hashtag or theme as headline
• Call-to-action – level for Twitter audience
• Think about audience and match it all to
them
Match it all: branding, CTA…!!!!!!

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All
Social
Media
Email
Peer-to-
Peer
#GivingTuesday > Twitter

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First: Identify Your Audience
Donated on
#GivingTuesday
last year
Signed XYZ
Petition
Recurring Donor Social Influencer

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Second: Segment Your Audience

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Now for the Plan

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Top 3 Things to Remeber
1. Friends are the best!
2. Email is not dead!
3. Personalization is
more than polite, it’s
effective.

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Friends Inspire 33% of the Time

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Friends Inspire & Spread the Word

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Email is Where It’s At…
Social Email
Supporter
Love

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Don’t Personalize, Individualize
244%
e-mail opens
161%
click through
330%
revenue per
mailing
E-mail segmentation by demographics and interests
Social + Segmentation + Email

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It doesn’t end on #GivingTuesday
December makes up
about 28% of yearly
fundraising for nonprofits
using Salsa.
Quite a bit of it coming in
the last week.

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Follow-up First: before you tweet
Plan Twitter
Campaign
Plan Email
Follow-Up
Launch
Campaign
Capture
Info in DB
Automation
Kicks In
Analyze
Results

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It’s Not About You.
It’s about
them.

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#GivingTuesday Salsa
@salsalabs
info@salsalabs.com
www.salsalabs.com
Get in Touch with Us.
Get a Complete #GivingTuesday Plan at
www.salsalabs.com/givingtuesday