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GIVING DAY CAMPAIGNS
Creating a Culture of Philanthropy
With Chris Taft and Yvonne Carlson
INTERACT WITH US TODAY!
@pursuant
#pursuantwebinar
GoToMeeting® Chat
YOUR PRESENTERS
CHRIS TAFT
Account Director
Chris.Taft@pursuant.com
Yvonne Carlson
Director of Client Relationships
Yvonne.Carlson@pursuant.com
Giving Days Done Right
Giving Days…
ü  Help you acquire new donors
ü  Provide a springboard for
future fundraising activities
ü  Create excitement about
your organization
Promote A Culture of Philanthropy
•  It is a rallying cry for your community
•  Instills behaviors that are important to establishing a
philanthropic culture
•  It sets philanthropy as a priority for your organization
•  Establishes a peer network that is important to creating a
culture of philanthropy
•  Instills a culture and identity…that part of being a donor,
alumni, volunteer is being a part of a group that is responsible
for the organization and its long term success
Giving Day campaigns engage the
University community bringing an increase
in awareness and understanding of the role
of a donor in supporting University priorities,
goals, and funding needs.
A Culture of Philanthropy in Higher Eds
Make Your Donors The Heroes
FACTS ABOUT GIVING DAYS:
60% of people who donate on
Giving Days are new donors.
Since #GivingTuesday launched in
2012, there has been a 470%
increase in online donations on the
Tuesday after Thanksgiving.
Example: North Texas Giving Day 2014
WWW.NORTHTEXASGIVINGDAY.ORG
ü  26% of donations were first-time givers to the nonprofit
ü  Donations from all 50 US States, 6 territories, and 28
countries
ü  Donors made gifts at a rate of 18 gifts per second
throughout the day
Giving Days Achieve Big Results!
Campaign Duration Donors Dollars
#ElonDay 2015 27 hrs 2,703 $702,000
Notre Dame Day 2014 24 hrs 4,049 $918,518
Umass Amherst’s UmassGives 2013 36 hrs 1,588 $84,000
Washington and Lee’s Give Day 2014 24 hrs 4,300 $1,400,000
UT Austin 40 for Forty 2015 40 hrs 2,000 $367,690
Boston University Giving Day 2014 24 hrs 2,872 $1,110,000
Arizona State University 2014 36 hrs 908 $3,059,000
Colgate’s WCRU Radio Campaign 2013 24 hrs 5,683 $5,100,000
Columbia University’s Giving Day 2013 24 hrs 9,700 $7,800,000
Giving Days Build Year to Year
Campaign Year 1 Results Year 2 Results
#ElonDay $100,000 $702,000
Notre Dame Day $918,518 $1.6 Million
Umass Amherst’s UmassGives $84,000 $112,000
UT Austin 40 for Forty $125,000 $367,690
Columbia University’s Giving Day $7.8 Million $11 Million
Keys to Success
HOW TO OVERCOME
CHALLENGES AND PLAN A
SUCCESSFUL GIVING DAY
A FEW CHALLENGES OF GIVING DAYS
ü  Staff
ü  Time
ü  Technology
ü  Communication
ü  Metrics and Tracking
#1 ANALYZE YOUR
DATA TO DEFINE
YOUR GOALS
Analyze your current donor database to
discover new opportunities and develop
the best approach.
ü  Establish your overall fundraising goal based on insights from your data.
ü  Determine the number of new donors and total participants you want to reach.
ü  Set segmented participation goals (young alumni, local donors, etc.).
ü  Determine in advance how you are going to measure your goals.
What Is Achievable?
50 Social Ambassadors X 10 donors each = 500 donors
16 Alumni Chapter Leaders X 10 donors each = 160 donors
20 Student Volunteers X 10 donors each = 200 donors
10 Faculty & Staff X 10 donors each = 100 donors
8 Email Sends to 15,000 Recipients @ .05% Response = 60 donors
Total Donors = 1,020
Total Revenue = $117,300*
* $115 average gift assumed, does not include matching gifts
Plus additional giving from: Faculty Giving, Matching Gifts, Phone Calling Program
Goal Setting Example: Higher Ed
#2 PICK A DATE
If you are not partnering with a regional giving day, pick
a day that is significant to your organization that will not
compete with another significant event.
Or look for opportunities to drive revenue in lower
performing months.
#3 PICK A THEME
Your giving day should be centered
around the core mission and values of
your organization. Let your vision drive
the campaign.
#4 BUILD INTERNAL CONSENSUS AND
IDENTIFY YOUR INFLUENCERS
•  Building internal consensus is extremely important
especially if your organization is large and complex.
•  The more buy-in you can get from all levels the more
successful your campaign will be.
#4 BUILD INTERNAL CONSENSUS AND
IDENTIFY YOUR INFLUENCERS
•  Which individuals have the most influence at your
organization? If you’re not sure, see who has a robust
social media following.
•  Do you have media relationships you can leverage?
#5 DEVELOP A COMPELLING EXPERIENCE
FOR DONORS:
CASE FOR SUPPORT
•  Start looking for stories that would drive your case for
support.
•  Use compelling mediums like images and video to tell
stories that make an impact.
Giving Days Done Right
•  Consider tying your campaign to a matching gift or
specific program.
#5 DEVELOP A COMPELLING EXPERIENCE
FOR DONORS:
CASE FOR SUPPORT
Giving Days Done Right
•  Create an omni-channel experience.
•  Be sure to coordinate your communication efforts across
every channel, including mobile.
#5 DEVELOP A COMPELLING EXPERIENCE
FOR DONORS:
CASE FOR SUPPORT
•  Be intentional with your email strategy.
•  Start early.
•  Don’t be afraid to send multiple emails the day of the
campaign.
#5 DEVELOP A COMPELLING EXPERIENCE
FOR DONORS:
CASE FOR SUPPORT
Start Early
•  Segment donors and tailor messages to reach them.
•  Target donors with relevant content and contextualized
asks.
#5 DEVELOP A COMPELLING EXPERIENCE
FOR DONORS:
CASE FOR SUPPORT
•  Personalize your communications. People give to people.
•  Create a personal experience that resonates with each
individual donor.
#5 DEVELOP A COMPELLING EXPERIENCE
FOR DONORS:
CASE FOR SUPPORT
Let your donors share their experience. Encourage them
to share the campaign by asking engaging questions
that tie to your mission.
#6 LEVERAGE THE POWER OF
“VIRAL FUNDRAISING”
Giving Days Done Right
Equip social ambassadors with social content and images
for your campaign.
#6 LEVERAGE THE POWER OF
“VIRAL FUNDRAISING”
Giving Days Done Right
Create templated emails for your key influencers and board
members to share.
#6 LEVERAGE THE POWER OF
“VIRAL FUNDRAISING”
Reward participants for recruiting donors.
#6 LEVERAGE THE POWER OF
“VIRAL FUNDRAISING”
#7 LEVERAGE TECHNOLOGY TO WORK
SMARTER, NOT HARDER
Questions to ask - How will you…:
•  Deliver and personalize your communications?
•  Track engagement with campaign assets?
•  Cultivate relationships prior to the giving day?
•  Accept, process, and track payments in real time during
the giving day?
#8 BE INTENTIONAL WITH YOUR
FOLLOW-UP
Have a plan for how you will steward gifts at every level
the day of and following the giving day.
•  Staff
•  Personalized thank-you’s
•  Receipts
•  Thank-you video
How We Can Help
•  Strategic planning
•  Goal setting
•  Building consensus
•  Case and story development
•  Online / offline communications
•  Social media strategy and execution
•  Landing pages
•  Technology infrastructure
•  Video production
•  Follow up stewardship communications
•  And much more
Pursuant Resources
Download
The Ultimate #GivingTuesday Field
Guide
at pursuant.com/intelligent-fundraiser
www.ShareRewards.com
QUESTIONS?
Intelligent fundraising.

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Giving Days Done Right

  • 1. GIVING DAY CAMPAIGNS Creating a Culture of Philanthropy With Chris Taft and Yvonne Carlson
  • 2. INTERACT WITH US TODAY! @pursuant #pursuantwebinar GoToMeeting® Chat
  • 3. YOUR PRESENTERS CHRIS TAFT Account Director Chris.Taft@pursuant.com Yvonne Carlson Director of Client Relationships Yvonne.Carlson@pursuant.com
  • 5. Giving Days… ü  Help you acquire new donors ü  Provide a springboard for future fundraising activities ü  Create excitement about your organization
  • 6. Promote A Culture of Philanthropy •  It is a rallying cry for your community •  Instills behaviors that are important to establishing a philanthropic culture •  It sets philanthropy as a priority for your organization •  Establishes a peer network that is important to creating a culture of philanthropy •  Instills a culture and identity…that part of being a donor, alumni, volunteer is being a part of a group that is responsible for the organization and its long term success
  • 7. Giving Day campaigns engage the University community bringing an increase in awareness and understanding of the role of a donor in supporting University priorities, goals, and funding needs. A Culture of Philanthropy in Higher Eds
  • 8. Make Your Donors The Heroes
  • 9. FACTS ABOUT GIVING DAYS: 60% of people who donate on Giving Days are new donors. Since #GivingTuesday launched in 2012, there has been a 470% increase in online donations on the Tuesday after Thanksgiving.
  • 10. Example: North Texas Giving Day 2014 WWW.NORTHTEXASGIVINGDAY.ORG ü  26% of donations were first-time givers to the nonprofit ü  Donations from all 50 US States, 6 territories, and 28 countries ü  Donors made gifts at a rate of 18 gifts per second throughout the day
  • 11. Giving Days Achieve Big Results! Campaign Duration Donors Dollars #ElonDay 2015 27 hrs 2,703 $702,000 Notre Dame Day 2014 24 hrs 4,049 $918,518 Umass Amherst’s UmassGives 2013 36 hrs 1,588 $84,000 Washington and Lee’s Give Day 2014 24 hrs 4,300 $1,400,000 UT Austin 40 for Forty 2015 40 hrs 2,000 $367,690 Boston University Giving Day 2014 24 hrs 2,872 $1,110,000 Arizona State University 2014 36 hrs 908 $3,059,000 Colgate’s WCRU Radio Campaign 2013 24 hrs 5,683 $5,100,000 Columbia University’s Giving Day 2013 24 hrs 9,700 $7,800,000
  • 12. Giving Days Build Year to Year Campaign Year 1 Results Year 2 Results #ElonDay $100,000 $702,000 Notre Dame Day $918,518 $1.6 Million Umass Amherst’s UmassGives $84,000 $112,000 UT Austin 40 for Forty $125,000 $367,690 Columbia University’s Giving Day $7.8 Million $11 Million
  • 14. HOW TO OVERCOME CHALLENGES AND PLAN A SUCCESSFUL GIVING DAY
  • 15. A FEW CHALLENGES OF GIVING DAYS ü  Staff ü  Time ü  Technology ü  Communication ü  Metrics and Tracking
  • 16. #1 ANALYZE YOUR DATA TO DEFINE YOUR GOALS
  • 17. Analyze your current donor database to discover new opportunities and develop the best approach. ü  Establish your overall fundraising goal based on insights from your data. ü  Determine the number of new donors and total participants you want to reach. ü  Set segmented participation goals (young alumni, local donors, etc.). ü  Determine in advance how you are going to measure your goals.
  • 18. What Is Achievable? 50 Social Ambassadors X 10 donors each = 500 donors 16 Alumni Chapter Leaders X 10 donors each = 160 donors 20 Student Volunteers X 10 donors each = 200 donors 10 Faculty & Staff X 10 donors each = 100 donors 8 Email Sends to 15,000 Recipients @ .05% Response = 60 donors Total Donors = 1,020 Total Revenue = $117,300* * $115 average gift assumed, does not include matching gifts Plus additional giving from: Faculty Giving, Matching Gifts, Phone Calling Program Goal Setting Example: Higher Ed
  • 19. #2 PICK A DATE If you are not partnering with a regional giving day, pick a day that is significant to your organization that will not compete with another significant event. Or look for opportunities to drive revenue in lower performing months.
  • 20. #3 PICK A THEME Your giving day should be centered around the core mission and values of your organization. Let your vision drive the campaign.
  • 21. #4 BUILD INTERNAL CONSENSUS AND IDENTIFY YOUR INFLUENCERS •  Building internal consensus is extremely important especially if your organization is large and complex. •  The more buy-in you can get from all levels the more successful your campaign will be.
  • 22. #4 BUILD INTERNAL CONSENSUS AND IDENTIFY YOUR INFLUENCERS •  Which individuals have the most influence at your organization? If you’re not sure, see who has a robust social media following. •  Do you have media relationships you can leverage?
  • 23. #5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT •  Start looking for stories that would drive your case for support. •  Use compelling mediums like images and video to tell stories that make an impact.
  • 25. •  Consider tying your campaign to a matching gift or specific program. #5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
  • 27. •  Create an omni-channel experience. •  Be sure to coordinate your communication efforts across every channel, including mobile. #5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
  • 28. •  Be intentional with your email strategy. •  Start early. •  Don’t be afraid to send multiple emails the day of the campaign. #5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
  • 30. •  Segment donors and tailor messages to reach them. •  Target donors with relevant content and contextualized asks. #5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
  • 31. •  Personalize your communications. People give to people. •  Create a personal experience that resonates with each individual donor. #5 DEVELOP A COMPELLING EXPERIENCE FOR DONORS: CASE FOR SUPPORT
  • 32. Let your donors share their experience. Encourage them to share the campaign by asking engaging questions that tie to your mission. #6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
  • 34. Equip social ambassadors with social content and images for your campaign. #6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
  • 36. Create templated emails for your key influencers and board members to share. #6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
  • 37. Reward participants for recruiting donors. #6 LEVERAGE THE POWER OF “VIRAL FUNDRAISING”
  • 38. #7 LEVERAGE TECHNOLOGY TO WORK SMARTER, NOT HARDER Questions to ask - How will you…: •  Deliver and personalize your communications? •  Track engagement with campaign assets? •  Cultivate relationships prior to the giving day? •  Accept, process, and track payments in real time during the giving day?
  • 39. #8 BE INTENTIONAL WITH YOUR FOLLOW-UP Have a plan for how you will steward gifts at every level the day of and following the giving day. •  Staff •  Personalized thank-you’s •  Receipts •  Thank-you video
  • 40. How We Can Help •  Strategic planning •  Goal setting •  Building consensus •  Case and story development •  Online / offline communications •  Social media strategy and execution •  Landing pages •  Technology infrastructure •  Video production •  Follow up stewardship communications •  And much more
  • 41. Pursuant Resources Download The Ultimate #GivingTuesday Field Guide at pursuant.com/intelligent-fundraiser