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Getting Ready for #GivingTuesday

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Getting Ready for #GivingTuesday

  1. 1. Getting Ready for #GivingTuesday
  2. 2. THE ONLINE GIVING DAY A multi-generational celebration of philanthropy for your organization or institution
  3. 3. GIVING DAYS BOOST THE ANNUAL FUND  The AF’s biggest day of the year  Huge new donor acquisition (with ambassadors)  Your fundraising message amplified
  4. 4. GIVING DAYS GRAB MILLENIALS • 55% of Millennials prefer Social to Learn about Nonprofits1 • A dynamic web presence has been cited as a top reason why young adults support a nonprofit 2 1 & 2 – Millennial Impact Report
  5. 5. GIVING DAYS GRAB MAJOR DONORS Major Donor Contributions out of the $3.72M raised during UC Santa Barbara’s 2016 Giving Day $3.5M $100,00 0 Single, unexpected online gift made during Florida State Giving Day 12 12 new donor Gifts >$1K from a major donor’s page on World Vision’s crowdfunding page
  6. 6. t WHY…
  7. 7. #GIVINGTUESDAY IS A MOVEMENT Dollars raised in 2016 $168M 98 Countries had nonprofits participate in 2016 1.56M Gifts given in 2016
  8. 8. #GIVINGTUESDAY Building a #GivingTuesday that gets noticed and raises serious money
  9. 9. Online Ambassadors
  10. 10. ONLINE AMBASSADORS ARE THE INFLUENCERS  Peer to peer is most trusted1  Ambassadors + Giving Days = New donors2  Game changer for those under 403 1 2013 Nielsen 2 BentzWhaleyFlessnerGiving DayStudy 3 MillennialImpactReport 10
  11. 11. ONLINE AMBASSADORS ARE THE FUNDRAISERS 200 ambassadors = $25,000 (on average)1 1 ScaleFundergivingday data
  12. 12. GROUNDWORK’S 4-STEP APPROACH TO BUILDING AMBASSADOR PROGRAMS  Identification  Engagement  Deployment  Stewardship 12
  14. 14. ENGAGEMENT 14
  15. 15. DEPLOYMENT 15
  16. 16. STEWARDSHIP 16
  17. 17. Technology
  18. 18. FACEBOOK CHANGES THE GAME 1.6 billion users worldwide and more than half of America active on a near daily basis… …no community – real or virtual – carries the reach of Facebook. 18
  19. 19. FACEBOOK + GIVINGTUESDAY  $6.79 million raised in 2016  $1 million in matching grants available 19
  20. 20. 20
  21. 21. 21
  22. 22. GOOD TECH IS A MUST 22
  23. 23. GOOD TECH IS A MUST Poor technology during a giving day is like… …the food at Fyre Festival 23
  25. 25. VIDEO IS KING 57% of everyone who watches a nonprofit’s video… …goes on to give to that nonprofit.1 251 2013 Google study
  26. 26. VIDEO IS EASY And it doesn’t have to look great… …use whatever tools and resources you have to create video
  28. 28. MULTI-CHANNEL DEPLOYMENT  Social media  Email  Ambassadors 28
  29. 29. DIGITAL ADVERTISING  FacebookAds outperform other online advertising  Retargeting is a useful tool to lock up fence sitters 29
  30. 30. t #GIVINGTUESDAY TO DO…  Build your ambassador program  Use smart technology  Create great content  Ensure the right audience sees it
  31. 31. t GROUNDWORK CAN HELP… Email us about…  #GivingTuesday packages  Digital fundraising manager  Digital major gift officer … at
  32. 32. Getting Ready for #GivingTuesday

Notas del editor

  • For nearly every client we’ve worked with, it was the biggest day for dollars and donors of the year … ambassadors find new donors … Incredible reach of your message, expanding your message to new audiences and segments
  • Recommendation from a friend is, by far, the most trusted form of promotion1
    On average, 40% of donors are new during ambassador-led giving days2
    More than 75% of Millennials say peer recommendation influences their philanthropic decisions3
  • On average, an ambassador is worth $125 during an online giving day … different orgs, different sizes, doesn’t matter … ambassadors drive online giving
  • Manually by reviewing online donor lists, social media accounts (finding your low-hanging fruit) … Technology can help and is a must for big orgs … no right or wrong number, but the more the merrier.
  • Email for mass groups, one-on-one for major donors. The more one-on-one the better, even if it’s just a phone call (Joe Klen story from Wabash)

    We deliver a webinar for orientation – two goals: show the ambassador their potential impact and let them know what is expected
  • Online ambassadors are a communications channel. If you’re sending out via email and social media, you should also be sending out via your ambassadors

    For GT and giving days, it’s about getting the solicitations out through ambassadors – throughout the year, it’s about messaging through ambassadors. Make sure you ambassadors are involved in stewarding the new donors they introduced to your org
  • Part of this is about incentivizing ambassadors … rewards, experiences, and showing them the impact…

    Stewardship is much the same thing. Absolutely recognize how important they are. Always be showing the impact and thanking them for the impact … have stewardship plans for top ambassadors and for anyone who shares
  • Donors have to have an easy path to making a gift
  • Establish your presence! When people look for your org, you want to be found. Plus, you can now do things like add “Donate” buttons to content shared on Facebook
  • Set your ambassadors up with Facebook Fundraiser pages!
  • If you have the budget, go with a giving day platform……but DO NOT send donors to a bland, evergreen online giving form

    Improving conversion rates by 10 percent could easily be the difference in hundreds of gifts … especially if you’re an org that is large enough to afford good technology. If you can’t afford the up-front fees, that’s why we recommend Facebook
  • ASTRONOMICAL expectations, utter failure on delivering on those expectations
  • Short compelling appeal by your ED
    Impact stories featuring those affected

    Facebook algorithm … YouTube/Google study … the reasons are many, the key is producing it.
  • Memes are amazing content … fast and free to produce … shareable across most social networks … people love them!
  • California Academy of Sciences: 6x the website clicks more than any other digital advertising … Environmental Defense Fund has a 55 percent higher conversion rate and a 63 percent increase in revenue year over year when launching a Facebook Ads strategy

    Again – you need some budget to make this worthwhile. But really, not much when it comes to Facebook