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#GivingTuesday Pitch Book

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Jennifer Gordon, Ryan Gray,
Natalie Grigg, Cami Larson, Karissa Urry
GIVING TUESDAY
BRIGHAM YOUNG UNIVERSITY
REPORT GOOD, ...
TABLE OF CONTENTS
Research ................................................................................... 3
Introduct...
Research
3
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#GivingTuesday Pitch Book

  1. 1. Jennifer Gordon, Ryan Gray, Natalie Grigg, Cami Larson, Karissa Urry GIVING TUESDAY BRIGHAM YOUNG UNIVERSITY REPORT GOOD, INSPIRE CHANGE
  2. 2. TABLE OF CONTENTS Research ................................................................................... 3 Introduction ........................................................................................... 4 Background ............................................................................................ 4 Situation Analysis .................................................................................. 13 Core opportunity .................................................................................... 13 Planning and Programming ....................................................... 14 Campaign Goal ........................................................................................ 15 Objectives .............................................................................................. 15 Campaign Theme ...................................................................................... 15 Key Publics, Messages and Strategies & Tactics ....................................... 17 Evaluation Strategies ............................................................................. 23 Calendar ................................................................................................ 25 Budget .................................................................................................... 27 Appendix ................................................................................... 42
  3. 3. Research 3
  4. 4. Introduction You have the opportunity to create a day that everyone will come to recognize as the worldwide day of giving. Your main goal is to set apart the Tuesday after Thanksgiving as a day that people recognize as “Giving be involved because everyone is capable of giving something. To help you accomplish your goal, we have conducted research and analyzed the information to identify In order for #GivingTuesday to become as widely-recognized as Black Friday or Cyber Monday, our general public will feel an overwhelming desire to join in the cause. strategically target, in order to make #GivingTuesday a self-sustaining holiday. Background wellness and Jewish culture into people’s lives - started #GivingTuesday last year. Since 1874, 92Y has gained traction among people in New York City and in the United States with programs that enrich lives, strengthen communities and elevate humanity. More than 300,000 people visit 92Y’s New York venues and millions get in- volved around the world through satellite services and the Internet. 92Y’s desire to serve and build up communities provides the catalyst behind the #GivingTuesday campaign. In order to expand the campaign, 92Y enlisted your help, the UN foundation, to act as strategic advisors experience in taking on tough issues would be a great addition to the project (see here). Since establishing the partnership last year, the two organizations have created a new logo, added new partners and set more ambitious goals for #GivingTuesday this year. #GivingTuesday, through its partners and social media ambassadors, inspires people to give on the Tuesday following Thanksgiving. #GivingTueday coordinates the event by providing resources to its partners and media channel is Twitter. Last year #GivingTuesday inspired thousands of organizations and social media users to participate in the event. #GivingTuesday plans to continually increase online participation each year. The External Environment Currently, you have a community of partners that wish to further the same cause of global giving. Partners are charities registered to participate in #GivingTuesday through promoting personal initiatives. In addition to Partners are encouraged to plan a charitable event on #GivingTuesday. This provides opportunities for participants to easily get involved with organizations they already associate with. These events help achieve your goal of uniting communities in charitable causes. Last year, support was mainly generated from hashtag trending lists. The hashtag used to promote social good on #GivingTuesday is currently the largest factor in creating action from partners and their participants. Because partners are mostly just encouraged through online means to participate in #GivingTuesday, any personal contact or interest in helping their charitable initiatives could create more loyalty to the yearly movement. 4
  5. 5. The Industry or Organizational Context #GivingTuesday is part of an initiative created by the 92nd Street Y organization and managed by The discovering the movement. The Service #GivingTuesday is a movement that encourages generous giving during a time of mass consumerism. a designated day of giving and a worthy reason to donate. Partners are responsible for their respective charitable initiatives, but you provide the name, logo, tools and resources that all organizations can use in order to unite as a giving community. The #GivingTuesday site also provides ideas and case studies from the previous year to help Communication Environment media to gain momentum. In order to promote the idea of a day of giving online, you ask partners and social media ambassadors to be involved in posting material online using the logo and hashtag. You have a presence on Twitter, Facebook, Pinterest, Tumblr, Instagram, YouTube and Google+. Google and Millward Brown conducted a study in September 2013, in which they concluded that donors now prefer digital sources to traditional ones when researching and picking charities. In fact, they found that 75 donors actually make donations through mobile devices. Interpretation of this data suggests that you have the right idea about how to best connect with people to promote your message. (Mission 501(c)(3): Driving Donations, 5
  6. 6. than you currently do. This year you have a 60-day countdown beginning on October 3rd for #GivingTuesday, and September, you may miss the boat. Because of this, we suggest a three-stage strategy plan to keep audiences involved throughout the entire year - December to September, 90-days prior to #GivingTuesday and the day of #GivingTuesday. several traditional media channels such as CBS, NPR, Fox News and CNBC that have pro- vided quality coverage for #GivingTuesday as well. Even though you primarily share through social media, traditional media has helped promote awareness as well. 6
  7. 7. Social Media On October 4, #GivingTuesday began their 60-day countdown. During these 60 days, #GivingTuesday - down campaign is this year, a one-week social media report was conducted from October 2 to October 9 on the social media tracker NUVI. The following information is from this study. The report analyzes 4,492 social mentions including the keywords: @unfoundation giving tuesday, @Giv- ingTues, @GivingTuesdayHI, #givingtuesday, #givingtues, #givingtuesday2013, #givingtues2013, Giving Tues- day, @GivingSpokane, @GivingTuesBucks, 92Y Giving Tuesday, December 3 giving, Dec 3 giving, December third giving and Dec third giving. Positive online conversations included the keywords: emotions join, help, good, want and strength. The peak of conversation occurred on October 3 at 2 p.m. and included the keywords: was the @unfoundation with 170,570 followers. @unfoundation’s mentions were shared 1,300 times. Volume Between October 2 at 12 a.m. and October 9 at 6 p.m. there were 4,492 mentions reaching a potential mentions to an additional 5,418,094 people. The data shows that the hashtag #GivingTuesday is used mainly through Twitter, making up 4,335 men- tions. Facebook came in second with 109 mentions. RSS feeds, Google+ and YouTube have little impact. 7
  8. 8. their tweet about #GivingTuesday was seen by the most people. Location NUVI analyzed 1,375 mentions, between October 2 at 12 a.m. and October 9 at 6 p.m. Each tweet was marked with a location, acquired from geo-tagging or with the location listed in a tweeter’s bio. Most of the conversation, 12 percent, about #GivingTuesday occurred in California. The graph below marks the amount of states’ tweets by a varying scale of blues (the darker the blue, the greater the amount of tweets). 8 Conversations From NUVI’s location research we are targeting major cities in the states that had the highest volume of -
  9. 9. reveal that your Twitter account feeds the most conversation about #GivingTuesday. Fom this we can see that #GivingTuesday will create a more organic online conversation. It is also important to note that 6.6 percent, or 272 mentions, were shared from the @GivingTues Twitter account. This reveals that @GivingTues does not have the same reach that the @UNFoundation twitter account has. If a #GivingTuesday message needs to be sent, perhaps @UNFoundation would be a more appropriate outlet. Competition within the philanthropy realm. The real competition derives from the attention devoted to Black Friday and Cyber shopping on these two days. Your aim is to help people focus on the spirit of giving and helping others throughout the entire holiday season. was not only the pinnacle of the Thanksgiving shopping weekend, but also the “biggest online shopping day ever.” $52.4 billion 2011. National Retail Federation President and CEO, Matthew Shay, says Black Friday is a huge win because Thanksgiving shopping has become an extension of the day’s activities and whole families are going out to shop. Nearly 139.4 million people shopped during Black Friday weekend in 2012. You may initially have trouble partnering with major department stores and businesses that thrive on Black Friday and Cyber Monday because of how busy they are. However, if you adequately appeal to these corporations’ self-interest of improving their image and creating goodwill, you can persuade them that they can’t names of other corporations that are getting involved. This creates a sense of “corporate peer pressure,” similar to the pressure that Black Friday deals spurred. The competition between corporations for holiday sales is what drove wider acknowledgement of Black Friday initially and, in turn, what drove attention from participating consumers. Through committing targeted corporations to participate in #GivingTuesday, you can not only diminish the aspect of competition from these companies for participant attention, but you can also create allies that will champion your idea and help brand the day. It is vital for you to help corporations see how promoting #GivingTuesday can help improve their reputation and goodwill. By doing so you will gain their participation and reach millions of holiday shoppers who hold the potential of being future #GivingTuesday participants. 9
  10. 10. Resources Your #GivingTuesday website provides excellent online resources for partners. On the resources page, the following resources are available: partner resources, educational resources, case studies, charity and volunteer advisors, giving platforms and how to request a mayoral proclamation for #GivingTuesday. The “partner resources” section of the site includes logos for download and a communications toolkit. This toolkit includes: email, questionnaire, action plan ideas, communications timeline and a press release template. These resources are extremely helpful for partners to utilize when carrying out their individual campaigns. The educational resources tab includes a “Giving Day Playbook” written by the John S. and James L. Knight Foundation. The playbook can be found here - day events. If a partner isn’t sure who they should donate their time or money to, there is a Charity and Volunteer are highlighted on the giving Platforms tab. Your resources are extensive; however, the method in which messages are dispersed by partners and social media ambassadors is really left up to them. The content you provide is useful, but the lack of structure in when and how to deliver messages may be counterproductive if the desired goal is to unite everyone in setting apart a day of giving. SWOT Analysis Strengths You already have a well-recognized organization. Because of the prestige associated with your name, you have already been able to acquire over 2,500 partners for #GivingTuesday. more than any other time of year. People feel a need to give back extra to compensate for the unusual amount traditions in a variety of cultures around the world. Weaknesses The greatest weakness, however, is helping participants understand where the hashtag #GivingTuesday Facebook pages, Instagram accounts, etc. – it may be confusing to some potential donors and participants what Opportunities their participation. Due to the sheer volume of your partners, you have potentially thousands of accounts on Twitter, Facebook, YouTube, Instagram and other social media channels pushing forward the #GivingTuesday hashtag. If the amount of online content produced by partners had continuity in its messaging and increased in size, awareness of and participation in the campaign would increase. 10
  11. 11. Threats One of the greatest threats is all the competitive noise occurring around the same time as #GivingTues- Having a day that asks consumers to give after they’ve emptied their wallets may be overwhelming for some. It’s important to emphasize more heavily that participants can “give back” in ways that do not require money. The other great threat to #GivingTuesday is the hundreds of other charitable fundraisers executed during is still a limit to people’s money, time and energy. Strengths Well-recognized foundation Global focus on charity during this time of year Feed common global self-interest Weaknesses Unclear mission statement Partners have their own key audiences Lack of continuity between partners’ outreach Lack of information on website Opportunities Social Media Opinion Leaders Global and national charitable organizations Threats Black Friday Cyber Monday Other holiday charitable causes 11
  12. 12. #GivingTuesday’s Success Main Players Participants Participants are those willing to join the #GivingTuesday movement and support charitable organizations. Every strategy and tactic implemented in this campaign will have a united end goal of reaching participants, whether they are reached directly by you or indirectly through your other publics. These men and women range from ages 18 to 75 and live in the United States. These individuals have an interest in serving others, being a part by social media, face-to-face contact and large news and media outlets. Most participants do not already have a direct relationship with the United Nations Foundation, but they could have contributed to charities in the past. intervening players: customers their philanthropic actions and goals. They care about their social media interactions. They also gain charity. They could use extra help and more information to carry out their goals to support #GivingTuesday. ages 18-60 living in the United States. The best way to contact them is through direct communication, i.e. email or and participants. Social Media Opinion Leaders Social media opinion leaders are male and female, ages 18 to 40 and they typically live in big cities. Even are opinion leaders and they enjoy their elite status. They’re invested in growing their online following and do so by participating in new popular social media trends. Some of these social media opinion leaders have expressed they don’t want to be #GivingTuesday’s “philanthropic booty call” -- used whenever they’re needed and then left alone. It will be important for you to implement new strategies and tactics that will keep these opinion leaders interested and involved throughout the year, but not require them to ask for donations from followers all year long. 12
  13. 13. Situation Analysis You currently have over 2,500 partners and many social media ambassadors involved in helping you brand #GivingTuesday as the worldwide day of giving. So far #GivingTuesday has seen some great success. If you want to turn it into a self-sustaining global holiday however some chansges will have to be made. Our research shows it will be crucial to have a year-round strategic communications plan wholly focused on reaching participants. methods of promoting #GivingTuesday is largely left up to them. In the past this has resulted in some messaging confusion for participants. The year-round strategic plan will provide more direction and continuity, so that your media ambassadors and partners throughout the year you will increase your outreach to participants. In the days before the event, you’ll experience a jolt to the conversation as your corporate partners make Black Friday and Cy- ber Monday irreplaceable promotional opportunities. Through implementing this suggested year-round plan you will have a greater impact on participants, and the awareness of #GivingTuesday will grow in the coming years. Core opportunity Because participants will drive the long-term momentum of this campaign, we have the opportunity to increase awareness and engagement on #GivingTuesday as we pursue a more organic online conversation. 13
  14. 14. Planningand Programming 14
  15. 15. Introduction are seeking to have the Tuesday following Black Friday and Cyber Monday globally recognized as #GivingTuesday. Having this day well-branded, i.e. well-recognized, will create a self-sustaining momentum for - The second step of branding is to move the microphone from your organization to independent participants. Fostering an organic online conversation will stimulate a long-term perpetual movement for this campaign. The following planning and programming section will explain how to create a self-sustaining brand for #GivingTuesday. Objectives 1. - cent before September 2, 2014. 2. To increase the total number of social media ambassadors by 10 percent before Septem- ber 2, 2014. 3. To increase participants’ awareness of #GivingTuesday by 20 percent before December 2, 2014. 4. To increase participants’ involvement in the online conversation on #GivingTuesday by 35 percent, within three years. Goal To foster a more organic online conversation by increasing the involvement of participants to make the #Giv- ingTuesday campaign self-sustaining. The Big Idea step away from mass consumption and focus on giving. Just as Black Friday is recognized as a day of extreme bargain shopping, we aim to have #GivingTuesday recognized as a day centered on giving. #GivingTuesday is an of the conversation is fully moved from your organization to independent participants, a self-sustaining brand will be created. If our proposed campaign is adopted, #GivingTuesday will be as well-recognized as the other post-Thanksgiving landmark days, “Black Friday” and “Cyber Monday.” 15
  16. 16. Slogan “Report Good, Inspire Change” The slogan “Report Good, Inspire Change” concisely captures #GivingTuesday’s two-part purpose. First, Tuesday following Cyber Monday as a day centered on giving. a. Report Good - pose of feeding online conversation and online donations. The largest platform for report- online, people will be inspired by the good deeds reported by others and subsequently will want to participate in #GivingTuesday as well. b. Inspire Change People will be inspired as they learn about the #GivingTuesday movement, inform others about it and engage in the online conversation. The inspiration people feel from this unique purpose. 16
  17. 17. Key Publics, Messages and Strategies & Tactics Social Media Opinion Leaders Social media opinion leaders, also known as your social media ambassadors, are males and females rang- They focus on consistently providing content that relates to their followers on a personal level. media ambassadors. It’s highly important to opinion leaders that they are on the forefront of movements. They want to be able to take part of the credit for making an event/campaign successful. Every opinion leader has a distinct angle and voice they use to set themselves apart. They utilize their distinct voice to promote events in a It’s important to note though that social media opinion leaders are highly strategic in how they post. They share promotional content in moderation. They do not want to become a giant advertisement for any organi- zation. In our proposal, the greatest challenge with this public will be getting them to post a larger amount of content about #GivingTuesday. Primary Message Be at the forefront of a growing movement - report the good caused by #GivingTuesday and inspire others to also make a change. Secondary Messages • Media opinion leaders are shown to not only be strong voices, but people who actually interpret content for others online. In this case, social media opinion leaders can interpret the many components of #GivingTues- day to non-opinion leaders. • Social media opinion leaders are commonly labeled as “experts” and “especially educated” by their followers. If social media opinion leaders portray #GivingTuesday as an irreplaceable service opportunity others will take their word and act accordingly. Strategy One To recruit and publicly recognize social media opinion leaders’ participation in #GivingTuesday through social media, email and an event, from December to September. Tactics Implementing from December - September • about the upcoming day. • Host a Thank You Party, featuring Bill Gates, with 50 social media ambassadors in New York City. - pendix B • Create a biweekly Follow Friday (#FF) campaign where @GivingTues asks its followers to follow certain social media ambassadors who participated in last year’s #GivingTuesday campaign. You can use online services, such as HootSuiteq, to schedule these tweets. • On #GivingTuesday’s half-birthday, send out a thank-you email to the social media ambassadors. • Email a monthly newsletter, “Report Good, Inspire Change,” to all social media opinion leaders. Newsletter spotlights one social media ambassador’s contribution to #GivingTuesday. • Invite a few social media ambassadors to the Social Good Summit. 17
  18. 18. Strategy Two To train and reward social media opinion leaders involved in the upcoming #GivingTuesday through social media, online communication and an event, 90-days prior to #GivingTuesday. Tactics Implementing 90 Days Prior to #GivingTuesday • - ingTuesday. • Host a Google Hangout for social media ambassadors to chat with Beth Kanter about social media engage- ment. • Create six 60-second celebrity videos. Each video has a celebrity reporting on their involvement with a particular charitable foundation and the personal change it had on them. Every video ends with text screen displaying “#GivingTuesday” and “Report Good, Inspire Change.” Email the videos biweekly to the social - pendix C Strategy Three To provide material for social media opinion leaders to share through social media, on #GivingTuesday. Tactic Implementing on #GivingTuesday • Create a call to action video that features celebrities asking viewers to participate in #GivingTuesday. This two-minute video will be given to social media ambassadors to share on #GivingTuesday. Corporations This audience plays a critical role in raising awareness of #GivingTuesday. Throughout the year many of contact with participants. During the holidays consumers have a particular interest in charitable causes because 18
  19. 19. Primary Message Report the good your company is doing; inspire a lasting change. Secondary Messages • Corporations that publicly tell others about their involvement in charitable causes are more likely to attract consumers committed to service. • Corporations involved in assisting a local charity have a greater opportunity to network with other like-minded • Corporations that utilize their unique skills can build up charitable organizations in an irreplaceable manner. Strategy One shoppers, from December to September. Tactics Implementing from December to September • Send a pitch email to corporations asking them to sell #GivingTuesday bags on Black Friday and/or Cyber Monday. • Send a pitch email to corporations asking them to sell #GivingTuesday t-shirts in their stores/online. Each corporation may choose what organization the proceeds are given to. • Send an email to corporations asking them to place a #GivingTuesday donation box in their store the month before #GivingTuesday. Each corporation may choose what organization the proceeds are given to. Strategy Two - pers, on Black Friday and Cyber Monday. Tactics • Sell #GivingTuesday shopping bags in the corporate partners’ stores. These bags will be featured in six major • • Create #GivingTuesday t-shirts and merchandise tags for corporations to sell in their stores. These t-shirts and • Display a #GivingTuesday donation box in corporate partners’ stores. Implement in six major cities across corporation chooses what foundation to give the donations to. 19
  20. 20. Strategy Three on #GivingTuesday. Tactics Implementing on #GivingTuesday • Request corporate partners to post on their social media channels about #GivingTuesday. The partners can post about their involvement, bags, t-shirts, etc. • - timize on the potential coverage gleaned from being involved in large campaigns. There are currently thousands Primary Message #GivingTuesday will help promote your organization. Secondary Messages • - pating in #GivingTuesday. • mentioned on the #GivingTuesday and UN Foundation’s Twitter accounts. • - • Shakira, Linkin Park, Kevin Bacon and Ellen Degeneres. Strategy One December to September. Tactics Implementing from December - September • Implement a biweekly Follow Friday (#FF) campaign. The #GivingTuesday Twitter account will suggest han- • Implement a biweekly Throw Back Thursday (#TBT) campaign. @GivingTues will tweet a picture or article 20
  21. 21. Strategy Two prior to #GivingTuesday. Tactic Implementing 90-Days Prior to #GivingTuesday • and/or Instagram post scheduled to be sent at the same time on #GivingTuesday. Strategy Three - ingTuesday, on #GivingTuesday. Tactics Implementing on #GivingTuesday • hashtag #GivingTuesday. • they are implementing on #GivingTuesday., always including the hashtag #GivingTuesday Participants participant is an individual who is not producing online content or promoting #GivingTuesday on behalf of any organization or corporation. Participants can be of any age, gender, socioeconomic status and de- mographic. Participation on #GivingTuesday is not limited to monitorial donations. Other forms of participation include posting about #GivingTuesday on social media, wearing a #GivingTuesday t-shirt, telling friends and family face-to-face about #GivingTuesday and reposting the #GivingTuesday celebrity videos. - ment from independent participants increases, a more organic conversation will be created for #GivingTuesday. by one particular organization, a self-sustaining momentum will result. Primary Message Report the service you do on #GivingTuesday through social media, so you can inspire a change in others. Secondary Messages • Twitter is a multi-directional communication platform. Sharing about participation in major events helps fos- ter conversations with people around the globe. • 21
  22. 22. • Social media conversation is controlled by everyday tweeters, Facebook posters and Instagram posters. • who follow them online. Strategy One To launch social media campaigns that recognize last year’s #GivingTuesday participants and invites new participants to the conversation, from December to September. Tactics Implementing from December - September • Create a monthly newsletter, “Report Good, Inspire Change,” that spotlights one participant’s “good” act during the last #GivingTuesday. • Celebrate #GivingTuesday’s half-birthday on Instagram by encouraging participants to post pictures of them- selves celebrating. Pictures could capture things such as an individual serving or a group of friends eating a half-birthday cake. Select a few winners to be invited to the Social Good Summit. • Launch a biweekly Throw Back Thursday (#TBT) campaign. Have @GivingTues tweet out a picture of an individual’s participation during last year’s #GivingTuesday. Strategy Two To create a loud conversation on major communication channels about the giving season, 90-days prior to #Giv- ingTuesday. Tactics Implementing 90-Days Prior to #GivingTuesday • Promote the six 60-second celebrity videos for participants’ viewing. Each video has a celebrity reporting on their involvement with a particular charitable foundation and the personal change it’s had on them. Every video ends with text screen displaying “#GivingTuesday” and “Report Good, Inspire Change.” • • One week before the major holiday sales, include hashtags #Thanksgiving, #BlackFriday, and #CyberMon- day in tweets about #GivingTuesday to create more buzz about the day. Strategy Three To foster an organic conversation and build recognition of #GivingTuesday through launching engaging social media content and contests for participants on #GivingTuesday. 22
  23. 23. Tactics Implementing on #GivingTuesday • Create a call to action celebrity video that features celebrities telling potential participants why it’s important to be involved with #GivingTuesday. The two-minute long video will be shared on social media channels on #GivingTuesday. • tweets include “Chuck Norris spends his #GivingTuesday giving ____________” or “On #GivingTuesday, Godzilla__________.” • Create a caption contest on Facebook where a select number of participants receive a free #GivingTuesday t-shirt and bag. Evaluation Criteria and Tools Objective 1 Criteria: 5 percent increase in the number of corporate partners participating in #GivingTuesday by September 2, 2014. Tool: #GivingTuesday’s corporate partners list. Objective 2 Criteria: 10 percent increase in the total number of social media ambassadors before September 2, 2014. Tool: #GivingTuesday’s social media ambassadors list. Objective 3 Criteria: 20 percent increase in participants’ awareness of #GivingTuesday before December 2, 2014. - ingTuesday to measure awareness. Objective 4 Criteria: 35 percent increase in participants’ involvement in the online conversation of #GivingTuesday within three years. Tools: Nuvi metrics. 23
  24. 24. 24 Calendar,Budget, andCommunication
  25. 25. Appendix 42
  26. 26. You’re Invited! To the #GivingTuesdayLive Chat When: April 3 When: 8 p.m. EST Join us on Twitter: @GivingTuesday #GivingTuesday Chat with other social media Elite Ambassadors for a #GivingTuesday Q&A. Come to discuss service ideas and past successes. Twitter Event The #GivingTuesday Live Chat Schedule 8:00: @GivingTuesday opens the chat session and tags the ambassadors to join the conversation. 8:35: @GivingTuesday moderates the conversation about the ideas the ambassadors have. 8:50: @GivingTuesday thanks the participants for participating and end the chat.
  27. 27. Thank you party event outline This should be a three day event in New York City that shows your appreciation to social media ambassadors that have promoted #GivingTuesday. 90 days prior to #GivingTuesday: • Note which social media ambassadors are accepting the invitations to be involved with #GivingTuesday • December - Beginning of February: • • Reserve hotel rooms • Reserve plane tickets • Make restaurant reservations • Invite keynote speakers • Make schedule for attendees, leaving time and means for site seeing • Newsletter Highlighting a Social Media Ambassador February 2014 you that the world is able to see a change for good. Thank you for using your voice for good through social media! Meet Jarod. Jarod is a well-known blogger and content publisher. Having had one of his own sibling’s live saved campaign this last #GivingTuesday. Thanks for your example, Jarod! You can learn more about Jarod by following him on Twitter and Instagram, @jarodbult. B
  28. 28. YouTube Video Outline Concept/Timeline: 90-days prior to #GivingTuesday a weekly video will be exclusively emailed to all social media ambassadors. The videos are 45-second messages from various celebrities “reporting” on the “good” they’ve done (ranging from with kindness) and the “change” that “inspired” within their own heart/others hearts. These videos are designed to be one of the ways to show gratitude/preferential treatment to our social media am- video on their various social media accounts anytime after the email is received. #GivingTuesday’s social media Screenplay: general concept of each video though is to have a narrative dialogue from each celebrity and then some footage with a light blue screen and the text “#GivingTuesday” in the middle of the screen with “Report Good, Inspire Change” directly below it. Media Pitch To relevant reporters at major media outlets: Subject line: Over 10,000 organizations participating Dear [name of reporter], In correspondence with your recent story, [enter story name], I knew you’d want to be informed about the most recent happenings of the charity event that involves over 10,000 organizations, #GivingTuesday. This year, #GivingTuesday is releaseing a series of intimate videos where celebrities share their personal stories about service and why they promote the causes they do. There are many celebrities participating, including Bill Gates and Celine Dion. To learn more please call Rachel Ribbons at 555-555-5555, or join our media call this Thursday at 8 am EST (555-555-5555) Sincerely, Contact Information C
  29. 29. Organic Corporation Bag Merchandise Tag #GivingTuesday T-shirt: These shirts will be available for purchase on Black Friday from major corporate partners Miami and Seattle. Corporations have the option of also printing their logo on the back of the shirt. Clothing D
  30. 30. Radio Spot “You’ve heard of Black Friday… Cyber Monday… now it’s time for Giving Tuesday. Join the movement and give - nation of your time or money. Join us online with the hashtag Giving Tuesday… Report good and inspire change in the world today!” pool of tweets (so the more you enter/tweet the more likely you are to win). The winners will be informed via *These fun tweets will help the hashtag #GivingTuesday trend and also help participants see how easy it is to be a part of #GivingTuesday. Examples: “On #GivingTuesday Godzilla gives _____” “Chuck Norris spends his #GivingTuesday giving _____” “If I could give myself a charitable power it would be _______ #GivingTuesday” Facebook Caption Contest Posts Facebook Caption Contest example: E
  31. 31. List of Social Media Opinion Leaders in the Philanthropic Sector 2. Philanthropy 3. Kanter 4. Idealist 5. RedCross 6. TwitCause 7. GlobalGiving 8. TechSoup 10. Camfed girls and investing economic and leadership opportunities for young women 11. Philanthropy411 12. Pledgie 14. ComuniCause power to choose a charitable organization to receive a social media makeover. How they will be secured and used: These social media philanthropic opinion leaders will be secured through social media engagement and F
  32. 32. Thank you letter template to Social Media Ambassadors December 15, 2014 Mr/Mrs [name] Dear Mr/Mrs [name], - a successful campaign for good. - book/or Blog post]. - pared to last year’s drive. The movement garnered [#] social media impressions and, on December [#], 201[#], many people across the globe. For this, we thank you. may be able to join us next year as we continue promoting this great day. Remember, when you report the good you are doing, you inspire others to do the same. Thank you, [Signed by #GivingTuesday team] G
  33. 33. Feature Story - ton. “In our store, we have a whole section devoted to giving back.” large sign that reads “#GivingTuesday, a global day of giving. This Tuesday, give to those in need.” available for purchase that features the #GivingTuesday logo and JC Penny’s invite for people to give this upcom- “Here at JC Penny we have decided to give all the proceeds of #GivingTuesday memorabilia to The Sal- want to honor them by donating our #GivingTuesday proceeds to this great organization.” “#GivingTuesday is a globally recognized day of giving,” says Stacy Garland, Vice President of Commu- nications for #GivingTuesday. #GivingTuesday is an organizational movement started by the UN Foundation in 2011. The purpose of #GivingTuesday is to brand the Tuesday after Thanksgiving as a global day of giving. People all around the world choose to give to those in need through the charity of their choice. #GivingTuesday has already received a considerable amount of buzz since its launch three years ago. “I remember we all sat in a conference room brainstorming on how to make this campaign happen,” said Garland. “Now, three years later, we have been able to reach thousands of people and inspire them to give.” Since its humble beginnings three years ago, #GivingTuesday has received the endorsement of more than through social media. for #GivingTuesday. “On Twitter, people can express their support for our campaign by using the hashtag, #Giv- ingTuesday.” Last year alone, #GivingTuesday received more than 190 thousand tweets featuring #GivingTuesday and Barbara Streisand, and Kevin Bacon. - tion. “Since we have participated in #GivingTuesday, we have seen a 24 percent increase in donations,” said able to receive the love and care they need.” you shop in department stores this Black Friday, just remember next Tuesday is a day to give back.” This year, #GivingTuesday will be held on Tuesday, December 2. For more information visit givingtuesday.com. H
  34. 34. Black Friday Insert/Flyer Seattle. I
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