The document discusses an organization's inaugural 24-hour online giving campaign called "Big Give" that raised $5.3 million from over 7,300 gifts. It launched two years ago and the organization is now looking to sustain momentum from that successful campaign. The document outlines the planning process, which began 10 months in advance, and involved various working groups. It also details the phases of the campaign, including an initial silent phase to solicit major gifts followed by a public phase utilizing marketing strategies like social media, emails, ads and more to engage donors during the 24-hour giving period.

1. 1

2. LISHELLE
-­‐Introduce
myself
and
panelists.
Introduce
themselves.
-­‐Two
years
ago,
like
many
of
you,
we
became
increasingly
intrigued
by
the
trend
in
online-­‐focused,
one-­‐day
giving
campaigns.
So
in
2014
we
took
the
plunge
and
launched
our
own
inaugural
“day
of
giving:”
Big
Give.
The
24-­‐hour
fundraising
blitz
resulted
in
7,336
giNs
totaling
$5.3
million.
2

3. LISHELLE
Ask
the
audience:
We’d
like
to
learn
more
about
you.
Who
is
from
a:
4-­‐year
public
school,
4-­‐year
private
school;
community
college;
independent
school?
Who
has
been
involved
with
a
day
of
giving
campaign?
Who
is
considering
launching
a
day
of
giving
campaign?
3

4. LISHELLE
You’ll
be
seeing
photos
shared
by
our
community
during
Big
Give.
They
used
the
template
we
made
available.
4

5. LISHELLE
-­‐Looking
for
ways
to
sustain
momentum
of
$3.13B
campaign
-­‐Key
accomplishment:
281,000
donors
among
highest
in
country
-­‐Increased
sense
of
community
and
engagement
among
donors
-­‐Emerging
naYonal
trend
-­‐24
hour
ONLINE
“day
of
giving”
micro-­‐campaigns
-­‐Online
event
with
videos,
interacYve
messaging/posts,
conYnuous
social
media
and
PR
with
“celebrity”
alumni/campus
luminaries,
student
involvement,
alumni
gatherings
-­‐Peer-­‐driven
and
viral
-­‐Creates
a
buzz
among
campus
and
alumni
community
-­‐Contests
to
create
compeYYon
and
inspiraYon
5

6. LISHELLE
-­‐Explain
Big
Game
-­‐Acquire
new
donors
-­‐Leverage
momentum
of
campaign
and
excitement
of
Big
Game
-­‐Big
Give
campaign
on
Nov.
20
during
Big
Game
week
-­‐Show
strength
in
numbers
when
we
all
come
together
6

7. LISHELLE
Core
working
group
began
meeYng
approximately
10
months
in
advance
to
start
planning.
Groups
involved
included:
-­‐MarkeYng
and
social
media
-­‐Fundraising
-­‐Contest
administrators
-­‐Events
-­‐OperaYons
-­‐Website
-­‐Volunteer
engagement
-­‐Internal
communicaYons
7

8. LISHELLE
(This
slide
marks
start
of
Silent
Phase
secYon.
Phases
outlined
on
next
slide.)
8

9. LISHELLE
August
1–November
13,
2014
-­‐Solicited
lead
giNs/pledges
($1,952,900)
primarily
from
5-­‐6
figure
major
giNs
Contest
fund
Major
giNs
-­‐Raised
contest
funds
(handful
of
donors
provided
$128K
in
contest
funds)
-­‐Prepared
and
on-­‐boarded
campus
departments
Two
campus
meeYngs
with
materials
and
breakouts
Also
engaged
group
of
30
staff
from
various
departments
to
vet
plans
and
offer
ideas/input
Bimonthly
and
weekly
emails
to
campus
units
Intranet
site
with
all
presentaYons,
toolkits,
FAQ,
templates,
design
assets,
etc.
9

10. LISHELLE
-­‐Smaller
units:
Center
for
Race
and
Gender;
Center
for
LaYn
America
Studies.
-­‐We
were
surprised
that
research
centers
and
organizaYons
got
involved.
10

11. STEFANIE
-­‐Leverage
rivalries,
boost
energy
and
giving;
gamificaYon
of
fundraising
-­‐Determined
contest
fund
structure
-­‐Revenue
contest
(43%
of
contest
funds)
meant
to
raise
the
most
money
ParYcipaYon
contest
(48%
of
contest
funds)
meant
to
level
playing
field
for
small
units
Hourly
contests
(9%
of
contest
funds
meant
to
maintain
excitement
6-­‐7
a.m.
Most
InternaYonal
GiNs
10-­‐11
a.m.
117th
Donor
(117th
Big
Game)
12-­‐1
p.m.
Random
Faculty/Staff
Donor
1-­‐2
p.m.
Most
Donors
4-­‐5
p.m.
Random
Parent
Donor
5-­‐6
p.m.
Most
Student
Donors
6-­‐7
p.m.
Random
Alumni
Donor
7-­‐8
p.m.
Most
New
Donors
11

12. STEFANIE
12

13. STEFANIE:
-­‐
Mid-­‐September
to
mid-­‐October
-­‐Contracted
with
outside
vendor
to
build
dedicated
Big
Give
website
-­‐Ad
in
alumni
magazine
and
other
publicaYons
from
schools
and
colleges—the
ad
in
the
alumni
magazine
kicked
off
the
beginning
of
markeYng
to
the
public
-­‐Only
URL,
hash
tag,
and
a
splash
site
with
email
signup
were
revealed
-­‐Toolkit
provided
to
campus
partners,
whose
evolving
content
included:
o
Timeline
o
Art
assets
o
Graphic
design
guidelines
o
Sample
social
media
posts
o
Editorial
guidelines
and
content
o
Volunteer
handouts
o
Media
plan
o
Email
schedule
o
Much
more
as
needed
13

14. STEFANIE:
Intro
video
and
video.
(hqps://www.youtube.com/watch?v=3OZcA-­‐E5QGs)
14

15. STEFANIE
-­‐October
18–November
19,
2014,
8:59
p.m.
PST
-­‐Website
became
much
more
robust
with
countdown
clock,
video,
FAQ,
and
social
media
-­‐Postcards
sent
to
large
list
(approximately
120,000),
including
lists
from
campus
partner
units
-­‐Email
campaign
-­‐Print,
web,
and
radio
ads
-­‐Social
media
posts
(you’ll
hear
more
about
that
shortly)
-­‐Full
website
launch
promoted
at
home
football
game
with
video
shown
-­‐PromoYonal
card
stunt
and
all-­‐stadium
announce
at
home
basketball
game
-­‐PromoYons
at
Big
Game
week
events
including:
• Straw
Hat
band
cable
car
rally
with
a
large
banner
that
later
moved
to
main
plaza,
and
large
buqons
• “Get
the
red
out”
rally/canned
food
drive
• Rally
Commiqee
promoted
at
bonfire
rally
15

16. STEFANIE:
-­‐Website
changed
over
again,
to
feature
new
video,
“give
now”
buqons,
donaYon
form,
and
contest
leaderboards.
-­‐Explain
why
the
Yme
started
was
at
9
pm
Nov
19
-­‐Countdown
clock
changed
to
now
show
“total
raised”
-­‐MulYple
acYve
volunteer
networks
-­‐On-­‐campus
presence
included
a
table
where
donaYons
could
be
made
and
images
taken
and
shared
-­‐Social
media
(take
it
away,
ChrisYna)
16

17. CHRISTINA
Advance
work
Template
for
image
Ambassador
network-­‐define
what
it
is,
how
many
people.
Show
volunteer
piece
(social=peer
to
peer)
AdverYsing
on
FB
and
Twiqer
17

18. CHRISTINA
-­‐Working
with
student
groups
and
faculty.
Easy
wins.
-­‐Helped
us
seed
the
effort.
-­‐EffecYve
way
of
connect
alums
to
campus.
18

19. CHRISTINA:
-­‐InternaYonal
relaYons
big
supporter.
Ran
contest.
Leverage
social
ambassador
network.
-­‐AggregaYon
of
posts
on
website.
-­‐Social
platorms
used:
Facebook,
Twiqer,
Pinterest,
LinkedIn,
Instagram.
19

20. CHRISTINA
Content
tagged
Big
Give
-­‐Shares:
640
-­‐Impressions:
336,585
-­‐Clicks:
982
-­‐ReacYons:
332
20

21. NANCY
-­‐Student
caller
and
outbound
telemarkeYng
(2
PM
TO
9
PM)
-­‐In-­‐bound
calls
were
handled
by
Donor
and
GiN
Services;
installed
“hunt
line”
to
ensure
calls
were
answered
by
a
person.
-­‐Staffing
for
in-­‐bound
calls
from
7
pm
(soN
launch)
Nov.
19
to
9
pm
Nov.
20;
customer
service
and
taking
credit
card
giNs.
-­‐Planned
for
tallying
of
giNs
made
by
phone
(out-­‐
and
in-­‐bound)
was
to
capture
all
giNs
resulYng
from
this
markeYng
effort;
common
spreadsheets
to
facilitate
roll-­‐up.
-­‐We
took
care
of
our
people;
security
and
meals/snacks
21

22. NANCY
-­‐Website
design
changed
to
include
Thank
You
video,
contest
results,
and
final
tally
-­‐Daily
Cal
coverage
-­‐Thank
you
email
sent
on
Nov.
21,
not
just
to
those
who
gave.
-­‐Impact
report
sent
via
email
to
Big
Give
donors
once
the
month
of
Nov.
closed.
Who
gave?
What
did
they
give
to?
-­‐Big
Give
donors
de-­‐selected
from
year-­‐end
e-­‐appeals.
-­‐DistribuYon
of
contest
funds
by
finance;
opportunity
to
communicate
with
fundraising
and
finance
colleagues.
22

23. NANCY
During
Big
Give,
donors
made
7,336
giNs
total
$5,309,418.
23

24. NANCY
Some
universiYes
focus
on
a
single
area
of
giving,
but
we
allowed
donors
to
give
to
the
funds
of
their
choice.
-­‐Best
pracYce
to
offer
limited
number
of
choices
for
giving
-­‐Link
to
online
giving
site
24

25. LISHELLE
Please
share
a
piece
of
advice
that
you
would
offer
to
anyone
who
might
be
considering
a
similar
effort.
Lessons
learned:
-­‐Don’t
set
a
goal.
-­‐Having
both
a
teaser
and
a
pre-­‐event
phase
was
confusing
for
campus
partners
this
first
Yme
out.
-­‐The
rules
for
quiet
phase
giNs
and
what
counts
on
the
day-­‐of
were
confusing.
-­‐GiN
OperaYons
was
overstaffed
on
the
day
of
the
event.
-­‐Number
of
departments
involved.
Imagine
our
surprise!
-­‐We
probably
shouldn’t
have
scheduled
the
event
on
a
rainy
day
when
tuiYon
increases
were
announced
and
protests
were
staged
in
front
of
the
building
where
tent
was
located!
-­‐Contests
and
urgency
are
key.
Leadership
addicYon
is
a
real
-­‐Don’t
underesYmate
the
creaYvity
of
partners
on
campus.
-­‐Use
this
as
a
team
building
opportunity
for
employees.
Put
a
screen
in
the
conference
room
and
throw
a
pizza
party.
25

26. 26