To raise more money on Georgia Gives Day it will take an integrated marketing and fundraising campaign. This presentation was given as part of AMA Atlanta's Nonprofit SIG on 9/25/2014 to Georgia nonprofits.

1. How to Raise More Money on
Georgia Gives Day
Presented by: Susan Burnash

2. What is Georgia Gives Day?
www.gagivesday.org
Georgia Gives Day is a collaboration of the Georgia
Center for Nonprofits (GCN) in partnership with
participating nonprofits, state agencies, corporations
and businesses, associations, foundations and public
relations and advertising firms.

3. Why Participate In GA Gives Day?
• You can leverage your nonprofit’s efforts by capitalizing on the
energy, publicity, and branding of a bigger campaign
• It costs you nothing but time and a good plan
• It’s a great opportunity to tell your story to a larger audience than
you can reach alone
• You have a greater chance of inspiring and acquiring new donors
• Online donors tend to have higher average incomes so there is
greater potential to raise more funds
• Through their own personal fundraising page your greatest
supporters can raise funds for you too!
• You can win additional prizes donated by GA Gives partners
• Giving days are fun - beyond the fundraising dollars, they provide
great energy, goodwill and a sense of accomplishment

4. Georgia Gives Day Facts
1. GA Gives Day is Wednesday, November 13, 2014 but it is an
ongoing fundraising platform you can use all year long
2. It costs nothing for nonprofits to participate
3. Nonprofits enroll through a simple online registration form and
complete a profile page on the GA Gives Day website
4. Your nonprofit receives an individual merchant account for
donations to be received
5. Donations are made directly through your profile page and
deposited directly into your account
6. Thank you notes are sent automatically to donors (customizable)
7. Through a donor report you can see donation info
www.gagivesday.org

5. What will it take to “raise more money”
on Georgia Gives Day?
1. A focused campaign with clear goals and messaging
2. An integrated communications strategy
3. The support of all your existing supporters (staff, board,
volunteers, local business partners, fans, existing donors)
4. Media outreach and support
5. Leveraging GCN’s marketing/community outreach efforts
6. Qualifying for prizes from GA Gives Day
Partners

6. STEP 1 – Create A Focused Campaign

7. Determine your campaign goals
1. Your goal should be a motivator
2. It should be visible throughout your campaign
3. It should be big and meaningful
4. It should get people excited to work hard
Example for Humane Society of NE Georgia
Our goal is raise $10,000 to provide shelter care for
30 days for xxxxx of dogs
30 days for xxxx of cats
so they might have a “second chance” at love.

8. Define your campaign concept
1. What is the issue you are trying to address?
2. What will tug on your audience’s hearts?
3. What will move them to act?
4. What do you want them to do?
Example for Humane Society of NE Georgia
What is the issue you are trying to address?
Giving shelter animals a second chance for a loving home
What will tug on your audience’s hearts?
Pictures of dogs and cats that they can relate to
What will move them to act?
They don’t have to give a lot to make a difference
What do you want them to do?
Give up something that isn’t hard to give up to make a donation

9. Develop your key campaign messaging
Example for Humane Society of NE Georgia
On GA Gives Day (11/13) what would you give up
for a shelter animal to have a second chance at love?
On GA Gives Day (11/13) would you give up a latte
and a muffin to give me a second chance at love?
On GA Gives Day (11/13) would you give up a movie,
popcorn and a coke to give me a second chance at love?
On GA Gives Day (11/13) would you give up dinner
for two to give me a second chance at love?

10. “What would you give up to give a shelter
animal a second chance at love?”
Give to the Humane Society of NE Georgia
on GA Gives Day (11-13-14) www.gagivesday.org

11. STEP 2 – Create An Integrated
Communications Strategy

12. Determine the communication channels you’ll use
• GA Gives Profile Page
• Website
• Blog
• Email (newsletter, update, signatures)
• Direct Mail (post card, letter, other)
• Social media (Facebook, Twitter, LinkedIn, Pinterest, Instagram,
You Tube, etc.)
• Text messaging/Mobile
• Telephone
When your communication channels work in harmony, you
increase your audience’s exposure to your messages.

13. Create an editorial calendar
• Dates
• Each communication tool you will be using (Website, Blog,
Email, Social media, Text messaging/Mobile, Direct Mail,
Telephone, etc.)
• Summary of content to be included for each
communication platform
• Calls to Action
• Links to be included with content
• Assignments for
 writing content
 pushing out content
See handout for example!

14. Write the content for your editorial calendar
Be sure you include
• Compelling opening message
• Strong visuals
• A clear Call to Action
• Links to
 your GA Gives Profile Page
 Location of more detailed story
(website, blog, YouTube, Facebook, etc.)
See handout for example!

15. STEP 3 – Get Support For Your Campaign

16. From Your Staff And Volunteers
• Give them a specific task on your editorial calendar
• Provide everyone with final content they can push out too!
• Have them change their email signature to include your
campaigns messaging or visuals
• Encourage them to be active on your Social Media platforms (like,
share, comment, set up page for your organization)
• Ask them to set up their own personal fundraising page on GA
Gives website
• Ask them to make a donation on your GA Gives page on 11/14/14
• Have a contest with prizes for
 Most shares on Facebook and You Tube
 Most Retweets on Twitter
 Most status updates on Linked In or Facebook
 Most donations raised on their personal GA Gives Page

17. From Your Board
• Provide them with all content you will be using to push out event
• Ask them to set up a personal Fundraising page on GA Gives Day
website
• Inspire them to make a donation or match donations made on
their page
• Encourage them to recruit participation from their employees or
business associates (make it easy with content provided)
• Give them a specific task on your editorial calendar to complete
• Ask them to include your campaign messaging on their business
email signature
• Urge them to be active on your Social Media platforms (like, share,
comment, retweet, etc.)
• Have a contest with prizes for
 Most donations raised on their personal GA Gives Page
 Most new donors

18. From Existing Donors
Through an email, letter or phone call ask them to support you in your
upcoming GA Gives Day campaign
• Ask them to set up a personal Fundraising page on GA Gives Day
site (include the content you would like them to use)
• Encourage them to recruit participation from their family, friends
and business associates
• Ask them to include your campaign messaging and a link to their
fundraising page on their email signature
• Urge them to be active on your Social Media platforms (like, share,
comment, retweet, etc.)
• Inspire them to donate on that day or match donations on their page
• Have a contest with prizes for
 Most donations raised on their personal GA Gives Page
 Most new donors

19. From Current Or Past Clients
Through an email, letter, social media post, or phone call ask them to
support you in your upcoming GA Gives Day campaign
• Ask them to set up a personal Fundraising page on GA Gives Day
site (include the content you would like them to use)
• Encourage them to recruit participation from their family, friends
and business associates
• Urge them to be active on your Social Media platforms (like, share,
comment, retweet, etc.)
• Encourage them to tell their personal stories on your Facebook
page
• Inspire them to donate on your GA Gives page on 11/13/14
• Have a contest with prizes for
 Most donations raised on their personal GA Gives Page
 Most new donors

20. From Local Business Partners
• Create a flyer they can post in visible locations
• Ask them to donate prizes for a campaign participation contest
• Provide them with content to help you push out event
• Ask them to set up a personal fundraising page on GA Gives Day
website
• Inspire them to make a donation or match donations made on
their page
• Encourage them to recruit participation from their employees,
customers, etc. (write up some content just for them to use)
• Urge them to be active on your Social Media platforms (like, share,
comment, retweet, etc.)
• Have a contest that includes a media release to local papers with
their name in it and prizes for
 Most donations raised on their personal GA Gives Page
 Most new donors

21. STEP 4 – Media Outreach
Get your story in their hands!

22. Write a Compelling Media Release
• Messaging about GA Gives Day and your nonprofit’s campaign for
that day (your theme and goal)
• Some statistics about the need in your community that your
nonprofit addresses daily
• How the money you raise will address the above need and benefit
the community
• Visuals if you have them (video PSA, campaign images you will be using
or just photos of your organization in action)
• Links to your GA Gives Fundraising Page
• Contact info for your organization (address, phone number, website,
Facebook link, LinkedIn Company page, etc.)
• Boilerplate paragraph at end of release that includes:
 About your organization
 About GA Gives Day

23. For Print and Online Papers, Radio & TV
• Find out who covers nonprofit or “feel good” stories (check their
website or call their news desk)
• Try calling and connecting with the writer or reporter by phone
• If you can’t get them on the phone leave a brief message that
includes why you are calling and what your story/media release is
about
• If you can’t connect with the writer/reporter directly but you have
a direct email address send a personal email with media release in
body of email and as a PDF attachment
• If you can’t find their direct email address, follow directions on
their website for sending a media release or news tip
• Be persistent, friendly and grateful!

24. Create A Public Service Announcement
For TV - send a 30 second video spot in high definition
For Radio - send a 30 second audio recording or script
• Utilize your campaign theme and messaging
• Include how to give to your organization on GA Gives Day
Page
 www.GAGivesDay.org
 Your nonprofit’s name
• Let them know how their gift will make a difference
Post them on your YouTube account, Facebook page, Website,
etc. and ask people to SHARE!

25. Step 4 – Media Outreach
Example: PSA for radio or script for a video
“Every shelter animal deserves a home and a second chance for love. On GA
Gives Day, November 13th, your donation can help the Humane Society of NE
Georgia give the animals in their care a chance to find love again. Visit
www.gagivesday.org and donate to the Humane Society of NE Georgia today.“
“What would you give up to give a shelter dog or cat a second chance to find
love? A latte and a muffin? a fast food lunch? a dinner for two? a movie,
popcorn and a coke? On GA Gives Day, November 13th, when you give up to
give a donation to the Humane Society of NE Georgia you are giving a shelter
dog or cat a second chance to find love. Visit www.gagivesday.org and donate
to the Humane Society of NE Georgia today. “

26. Step 5 – Leverage GCN’s Marketing Efforts
Visit www.GAGivesDay.org for your Nonprofit Toolkit
• The Georgia Gives Day Checklist
• Live Webinars and Training Events
• Training Webinar Library
• Flyers
• Outdoor Advertising
• The Boilerplate
• The Celebrity "Call to Action"
• The Sample Press Outreach Letter
• 10 Ways to Use Social Media on Georgia Gives Day
• The Social Media Toolkit
• The Recommended Tweets
• Sample Donor Emails
• Web resolution Logo
• Hi-Res print quality Logo

27. Step 6 – Qualify for some great prizes!
In 2013 prizes included
For Most Donors that give to a nonprofit
First Place - $5,000 Second Place - $2,500 Third Place - $500
Most Dollars Raised
First Place - $2,500 Second Place - $1,000 Third Place - $500
Golden Tickets (hourly random drawing)
Either one $1000 prize or two $500 most donations during that hour
Power Hours (hourly random drawing)
Between $500 - $1,000 for nonprofit with the most donors
Coastal Giving Challenge Funds $2,000 total
SunTrust Foundation Financial Wellness Challenge
Gifts ranging from $1,000 - $2,500 ($50,000 total) and more!!!

28. So what are you waiting for?
Start planning today to raise More
Money on Georgia Gives Day!!!
www.GaGivesDay.org