As Giving Tuesday has grown to a global day of giving, this is a unique opportunity to engage with your donors, supporters, and volunteers — and raise some money! To help you get the most out of Giving Tuesday, this Webinar will discuss picking a campaign theme, focusing on your audiences, getting the timing right, inspiring millennials, making it viral, using video, harnessing social media and making your campaign multichannel.

1. Maximize Your
Giving Tuesday
Fundraising and
Engagement
November 1, 2018

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3. A Global Network
Bridging Tech Solutions
and Services for Good
Where are you on the map?
Countries Served TechSoup Partner Location NetSquared Local Group

4. Acclivity
Adobe
Alpha Software
Atlas Business Solutions
Atomic Training
Amazon Web Services
Autodesk
Azavea
BetterWorld
Bitdefender
Blackbaud
Bloomerang
Box
Brocade
Bytes of Learning
Caspio
CauseVox
CDI Computer Dealers
Cisco
Citrix
CitySoft
CleverReach
ClickTime
Closerware
Comodo
Connect2Give
Dell
Dharma Merchant Services
Digital Wish
Dolby
DonorPerfect
DocuSign
Efficient Elements
FileMaker
GoDaddy
GrantStation
Guide By Cell
Headsets.com
Horizon DataSys
HR Solutions Partners
Huddle
Idealware
InFocus
Informz
InterConnection
Intuit
JourneyEd
Litmos
Little Green Light
Mailshell
Microsoft
Mobile Beacon
NetSuite
Nielsen
NonProfitEasy
O&O Software
Okta
Quickbooks Made Easy
Reading Eggs
ReadyTalk
Red Earth Software
Sage Software
Shopify
Simple Charity Registration
Skillsoft
Smart Business Savings
Society for Nonprofit Organizations
Sparrow Mobile
Symantec
Tableau
TechBridge
Tech Impact
Teespring
Telosa
Tint
Ultralingua
Western Digital
Zoner

5. Explore our Nonprofit
Tech Marketplace
For more information, please visit
www.techsoup.org/get-product-donations
"We are an all-volunteer organization with
limited professional skills. Adobe's donated
technology is helping us present our story to
the public and to lenders in the format of a
much larger organization. With Adobe, we
are able to knock off a few of the "rough
edges" so that our story is front and center
instead of our technological limitations.
Thank you, Adobe!”
- Richard de Koster
Constitution Island Association, Inc

6. Presenters
Michael Stein,
Sr. Director of Partnerships
EveryAction
Sima Thakkar
Online Learning Producer
TechSoup
Assisting with chat:
Zerreen Kazi
Marketing Associate
TechSoup
Sima Thakkar
Online Learning Producer
TechSoup
Zerreen Kazi
Marketing Associate
TechSoup
Michael Stein
Sr. Director of Partnerships
EveryAction

7. MAXIMIZE YOUR GIVING
TUESDAY FUNDRAISING
& ENGAGEMENT
Webinar ~ November 1, 2018
Presented by Michael Stein

8. Today’s presenter:
Michael Stein
Senior Director of Partnerships
EveryAction
Page 2

9. Giving Tuesday was created when two
organizations, the 92nd Street Y and the United
Nations Foundation came together in 2012,
about a month before that year's Thanksgiving.
Their intention was to set aside a day to
celebrate the generosity of giving, a great
American tradition.
3 Page 3

10. 1. Build your campaign strategy
2. Message via email
3. Prepare your website
4. Harness your social networks
5. Measure everything
6. Q & A
4 Page 4
Tue Nov 27 is 26 days away

11. 5 Page 5
1/ BUILD YOUR
CAMPAIGN STRATEGY

12. Giving Tuesday vs Year End:
- Cannibalization issue
- Different campaigns
- Separate goals
- Messaging strategy
1. Build your campaign strategy

13. What worked last year?
- Messaging that worked
- Audiences that responded
- Money raised
- Open rates, click rates, links clicked
- Testing
- Social media activity
- Anecdotal & community response
1. Build your campaign strategy

14. Determine your goal:
- Raise money
- Engage supporters
- Recruit volunteers
- Grow your email list
1. Build your campaign strategy

15. Activate your audiences:
- Active donors
- Lapsed donors
- Volunteers
- Activists
- Non-donors
- Social media followers
- What other audiences?
1. Build your campaign strategy

16. 10 Page 10
Tuesday Nov 27
- Start your messaging up
to a week ahead of time
- Email & social media
promotion, including on
the weekend
- Follow-up messaging
during the week
Black
Friday
Weekend
1. Build your campaign strategy
Cyber
Monday

17. 11 Page 11
Create a unique
campaign
- Create original content
- Make your ask goal-
oriented
- Make your Giving
Tuesday unique
- Connect clearly to your
mission
1. Build your campaign strategy

18. - Visit GivingTuesday.org
- Toolkit, Ideas & Case Studies
- Focus on a unique theme
1. Build your campaign strategy
12 Page 12

19. 1. Build your campaign strategy
13 Page 13

20. Focus on a unique
theme
- Example: Mercy for
Animals
- ”Fund One Full
Investigation"
1. Build your campaign strategy

21. Focus on a unique
theme
- Example: Middle East
Children’s Alliance
- Focus on “Maia
Project” to raise
$15,000 to provide
safe, clean water to
2,500 kids in Gaza
1. Build your campaign strategy
https://youtu.be/qob6QGrmXrs

22. Focus on a unique
theme
- Example: Berkeley
Humane
- “$50 will feed me for
a month”
- Cats vs. Dogs!
1. Build your campaign strategy

23. Focus on new donors &
small gifts
- Connect with new supporters
- Encourage new gifts, any size
- Focus on small gifts
- Attract monthly donors
- Crowdfunding = small gifts
- Your donation page gift string
should start at $5
- Challenge match
1. Build your campaign strategy
17 Page 17

24. 18 Page 18
2/ MESSAGE VIA EMAIL

25. 2. Message via email
- Figure out your
timing for emails
- What worked last
year? (review
performance)
- List segmentation
- Messaging &
template design
19 Page 19
Black
Friday Weekend
Cyber
Monday

26. Page 20
Nov
22
Nov
26
Nov
28

27. 2. Message via email
Page 21
Sun Nov 26, 2017 Tue Nov 28, 2017

28. Key Strategies:
- The sender
- The ask
- Giving level
- Challenge match
- Gift (SETI book)
- Visuals (photos, video)
- Timing, deadline, momentum
2. Message via email

29. 23 Page 23
3/ PREPARE YOUR
WEBSITE

30. - Promote appeal on
home page (top,
carousel)
- Use clear headline,
value proposition,
image, button
- Other website content
to strengthen your
appeal
3. Prepare your website

31. Lightbox
- Pop-up lightbox on
homepage
- Pop-up lightbox on
top 20 pages
- Only show lightbox
to new visitors
3. Prepare your website

32. 3. Prepare your website
Lightbox
- Example:
Sempervirens
Fund
- Matching gift

33. 3. Prepare your website
Donation Page
- Example: No
Kid Hungry
- Matching gift

34. 3. Prepare your website
Donation Page
- Example:
Defenders of
Wildlife
- 3-for-1 Match

35. 3. Prepare your website
Donation Page
- Example: National
Museum of African
American History &
Culture
- Gift at $100 level = hat

36. 30 Page 30
4/ HARNESS YOUR
SOCIAL NETWORKS

37. - Multi-channel outreach
- Distribute content across
email, web, social & events
- Engage your audience
(hashtags, selfies, thank
donors)
- Create momentum
4. Harness your social networks

38. Facebook:
- Boost your content to
increase reach
- Facebook Live
- Facebook
Fundraising tools
- Create “custom
campaigns” to target
email subscribers
- Paid ads to increase
your reach
4. Harness your social networks

39. 4. Harness your social networks
• Recruit social media
ambassadors
• Crowd-fundraising
• Reach out to friends,
family, co-workers
• Personal donation
pages (Facebook
Fundraising, etc)
33 Page 33
Best Buddies Challenge website, Mar 2018.
www.bestbuddieschallenge.org

40. 34 Page 34
5/ MEASURE EVERYTHING

41. - What worked year-over-year?
- Revenue, donors, average gift
- Monthly donor recruitment
- Performance by audience
segment
- Traffic to donation pages &
conversion rate
- Social media activity
35 Page 35
5. Measure everything

42. 1. Integrate channels
2. Create campaigns
3. Email more
4. Recruit social ambassadors
5. Increase your social media
activity
6. Promote monthly giving &
small gifts
7. Improve your donation pages
36 Page 36
Michael’s Top 6 Tips

43. Further Learning
37 Page 37
A Nonprofit’s Guide to
Successful Year-End
Fundraising
Published by EveryAction
Free download:
http://bit.ly/eoy-giving

44. 6. Questions & Answers

45. Thanks for joining us!
- Please share your feedback
- Follow on Twitter
- TechSoup @techsoup
- EveryAction @everyactionHQ
- Michael Stein @mstein63
- Contact Michael via email at
mstein@everyaction.com
39 Page 39

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47. Join us for our
upcoming webinars.
11/13
Intro to Building PDF Forms
11/19
From Desktop to the Cloud: Why Organizations
Are Converting
12/10
How Can a Nonprofit Best Utilize Remote Tech
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12/11
Payroll for Nonprofits: 2018 Law Changes That
Affect You
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