***Watch this presentation on YouTube at https://youtu.be/x0KUzoaJ0jA
Take a deeper dive into the strategies that your organization can adopt for success on #DayForTheBrave 2015. This presentation covers optimizing your Razoo page, empowering your ambassadors to support your campaign, prizes you can win, dates to remember, and much more!
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#DayForTheBrave Campaign Strategy
1. DAY FOR THE BRAVE: CAMPAIGN STRATEGY
OCTOBER 7, 2015
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PRESENTED BY
2. BRAVE
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Bethany Natoli
Senior Account Manager,
Razoo
bethany@razoo.com
Tori Bundy
Associate Director, Digital
Media, CDR
vbundy@cdrfg.com
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PLEASE TAKE A MINUTE TO…
Like us at facebook.com/DayForTheBrave
Join our Facebook event: http://bit.ly/dayforthebrave
Follow us @DayfortheBrave
Tweet your participation #DayForTheBrave
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OPTIMIZING YOUR RAZOO PAGES
Add Awesome Photos
• Single most important way to attract donors
to your fundraiser.
• Don’t use logos or images overlaid with text.
• Select landscape/horizontal photos
• 4:3 aspect ratio; crop photos to be 600x450
pixels or larger for best results
• Make sure to choose your logo as your
thumbnail (but exclude it from your gallery).
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OPTIMIZING YOUR RAZOO PAGES
Finish Your Summary
• Your summary should
• Connect with your title
• Be persuasive!
• Summaries should be limited to 140
characters (think: like a tweet!) - don’t leave
it blank, or too short.
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MEDIA OUTREACH
Razoo Media Outreach:
• Partnering with ScoutComms for comprehensive approach
• Initial Press Release last week
• Traditional Local and National Media Outreach
• Government Media Outlets: DoD, VA
• Blogging Networks: Military Spouses
• Corporate Sponsor Outreach
We want to tell your story! We’ll be sending around a short survey. Please share
your voice with us so we can include you!
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MEDIA OUTREACH
Your efforts will bring the most success at the local level!
We encourage you to:
• Use our sample press release and customize it for your
organization.
• Pitch your story to five (5) of your local news outlets (TV,
radio, newspaper) over the next three weeks.
• Tell your story as a participating nonprofit and the impact you
are having locally.
• Don’t just leave it to your Development staff! Enlist your
Communications team, ED, and Board connections.
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EMPOWER YOUR AMBASSADORS
Why engage your ambassadors?
• Acquire new donors
• Cultivate relationship with ambassadors
• Amplify traditional outreach you are doing
• Share the personal story of your work
• Any dollars, donors that come from your
Ambassadors count toward your totals for
the day, increasing your chance to win
prizes
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EMPOWER YOUR AMBASSADORS
TIP #1: IDENTIFY
Make a list of prospects to ask.
Consider Groups instead of just individuals (Board).
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EMPOWER YOUR AMBASSADORS
TIP #2: PREPARE
Create a Sample Fundraising Page (or create the
page for any ambassadors).
Prepare Email Templates and Social Posts your
ambassadors can easily copy & paste.
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EMPOWER YOUR AMBASSADORS
TIP #3: ENGAGE
Create a Facebook Event to organize and
communicate with your ambassadors.
Create an internal competition among
ambassadors to get participants actively engaged.
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EMPOWER YOUR AMBASSADORS
TIP #4: COMMUNICATE
On #DayForTheBrave, your ambassadors will be
your best asset. Keep contact communication
going with them about prize incentives, your goals,
and progress – and ask them to help you spread
the word!
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ONLINE STEWARDSHIP
In-Campaign Stewardship:
Social Media
• Tag and retweet
• Highlight your supporters
Email
• Feature an ambassador in
your newsletter!
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Post-Campaign Stewardship
Email
• Have a targeted welcome series that includes a
thank you message ready to send supporters
immediately after the campaign has ended.
Include Veterans Day language in this
messaging.
• Continue to targeting this specific list of new
donors with the messaging that they are most
likely to respond to (socially-focused; peer-to-
peer; etc.)
ONLINE STEWARDSHIP
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Post-Campaign Stewardship
• Keep them engaged – use petitions, quizzes
and other devices throughout the year.
Encourage them to continue supporting your
organization (increasing lifetime donor value).
• Highlight the supporters who participated
amongst the rest of your email file. Give them
a campaign breakdown of your campaign
success and what impact this will make for
your organization’s mission.
ONLINE STEWARDSHIP
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ONLINE STEWARDSHIP
Post-Campaign Stewardship
• Consider using Facebook Custom Audiences
• Another way to target a specific email, and
thank them or seek to upgrade their donation
to a larger one-time gift or a monthly gift
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COMMUNICATIONS & OUTREACH
Social Media:
• Build excitement leading up to the giving
day. Try a countdown!
• Creative and engaging posts: use images,
quotes, and stories.
• Use #DayfortheBrave in all posts to be
featured on the site homepage.
• Schedule posts ahead of time: (time of day
matters!)
• Day of Strategy: shout-outs, thank you’s
and progress updates.
• Ask your social media followers and staff to
SHARE!
@DayfortheBrave
Day for the Brave
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• $25,000 in prizes available from the Razoo Foundation
• Only organizations that register with Day for the Brave
are eligible for prize funds
• Keep an eye on dayforthebrave.org on the Giving Day to track
placement on the leaderboards and hourly prize winners
• Update your supporters on any prizes or progress, get them to
share and come back to your site to give again
PRIZES
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Registration Prize for all Organizations
who registered by September 30th.
• A $500 prize given to 2 randomly selected
organizations
• Prize will be made as a donation to your
organization page to kick off your campaign.
• Announcement will be made via social media on
October 14th…so stay tuned!
PRIZES
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Early Social Media Prizes:
• $500 prize for Best Photo
• $500 prize for Photo with the most Re-tweets
• Prompt for Photo: “What is ‘Brave’ to you?”
• Must use #DayForTheBrave
• Can post to Facebook, Twitter or Instagram
• Timeframe is October 14th - October 31st
• Winners will be announced the week of Nov 2
PRIZES
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Trivia and Spot Prizes:
• We will randomly post trivia questions over the
next few weeks on our Facebook and Twitter
accounts
• Be the first to answer the question correctly to
win more funds for your organization
• Can answer on Facebook & Twitter from your
organization’s account
• Must include #DayfortheBrave in your answer
PRIZES
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2 confirmed Leaderboards:
• Large Nonprofits (determined by budget)
• Small Nonprofits (determined by budget)
• Stay tuned for announcements on more leaderboard
prizes coming soon!
PRIZES
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• Golden Tickets and Hourly Prizes
• Prizes for the organization with the most unique
donors or the most dollars in a specific hour
• Prizes on random donations in specific hours
• Details TBA:
• hours we will be hosting these special opportunities
• how much you can win
PRIZES
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IMPORTANT DATES
October 14: Start Accepting
Donations
• Your Page should be
complete
• Messaging should begin
November 11: #DayForTheBrave
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DAY FOR THE BRAVE
Thank you for being a part of this national movement
to raise funds and awareness for Veterans Service Organizations
around the country.
27. CONTACT US AT BRAVE@RAZOO.COM
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PRESENTED BY