Creative Ideas for Your #BrooklynGives Campaign

Transcription

1 Creative Ideas for Your #BrooklynGives Campaign August 1, 2018

2 What YOU want to get out of today Benefits of and strategies for participating in #GivingTuesday and #BrooklynGives Creative ways to reach and engage new donors Social media strategies and tips Getting Boards and staff on board Online fundraising tips and how to use the platform

3 Agenda What s so Great About #GivingTuesday? Proven Strategies for an Effective Campaign 7 Secrets to Giving Day Success Creative Engagement Ideas for #BrooklynGives Leveraging Your Supporter Base #BrooklynGives Promotional Resources Key Takeaways Q&A

4 What s so Great About #GivingTuesday? #GivingTuesday overtook December 31 as the biggest donation day of the year in 2016! Nearly $300 million raised online on #GivingTuesday 2017 Happy natural disaster : Huge spike in giving, followed by no drop off Busts the donor fatigue myth by tapping into different motivations giving not fundraising Donors more likely to discover and support a new nonprofit and give to multiple nonprofits Tell your own unique story through your branded campaign Powered by social media and collaborative action Activates the power of peer-to-peer fundraising

5 Why #BrooklynGives on #GivingTuesday? Branded campaigns allow you to tell your own unique story, while harnessing the power of collective action Multi-give and gift baskets allow donors to easily search for, discover and give to new nonprofits, and multiple organizations Leverages the power of social media to multiply your outreach Activates the power of peer-to-peer fundraising an an extension of your campaign Jumpstarts the stewardship process with immediate donor gratitude Prizes and matches make the day engaging and fun for donors Option for donors to cover fees and secure ACH deposits mean you get more donations, faster!

6 Proven Strategies for an Effective Campaign Have a (reasonable) goal Organizations with a goal raised 200% more! Leverage your supporters as peer-to-peer fundraisers Organizations with peer-to-peer fundraisers raised 300%+ more! Secure matches and challenges and use them strategically throughout the day Organizations with matches raised 400%+ more! Create a compelling story and share it widely (and creatively)

7 7 Secrets to Giving Day Success 1. Reflect - Review what you learned from past efforts. 2. Target - Identify the right people and the right goals. 3. Inspire - Inspire them with an authentic story. 4. Impact - Make it clear why their support matters. 5. Motivate - Create a context and urgency to give. 6. Share - Encourage supporters to share their experience. 7. Delight - Make your donors and prospects feel good.

8 Reflect: Past Fundraising Campaigns Conduct a retrospective: What worked well in the past? What do we want to change, not change? What do we want to do differently this year? Honesty is KEY to this process! This is how you grow and improve from year to year.

9 Your turn: Reflecting on your past fundraising campaigns, what went well, or not so well? How will you leverage your #BrooklynGives campaign differently than other past campaigns?

10 Target: Prepare Your Outreach Strategy Determine your target segment Don t necessarily target all of your donors Identify those who are ready to be asked again for support Consider how to reach those who have never heard of you Make your ask creative Doesn t have to be just to give! Apply to your story and marketing outreach strategies

11 Target: Prepare Your Outreach Strategy Identify your goals Dollars Number of Gifts Donors New Members New Donors Supporter/Board Repeat Donors Recurring Donors Engagement Social Media Reach

12 Your turn: Who do you want to reach through your #BrooklynGives campaign, and how does your target differ from your other campaigns? What is your goal for #BrooklynGives?

13 Inspire: The Importance of Storytelling A captivating story Goes beyond what your mission aims to achieve Is authentic, emotional and easy to understand Centers on people, supported by data Connects to the communities you serve Makes donating like buying a virtual feeling

14 Your turn: What s compelling about what you do for those you serve, and how will you communicate that through your #BrooklynGives campaign?

15 Impact: How Can Donors Make a Difference? Key questions: How does funding make your mission possible? Highlight one feature campaign or program How can one donor make a difference? Break down your impact into digestible bites (cost per client/student/visitor/etc.) How have donors helped your constituents achieve their goals? What have your constituents achieved? Who are the faces behind the stories?

16 Impact: Align Your Goals & Your Story Example: What s your goal? - $10,000 How many people do you serve yearly? How many programs do you run yearly? - 50 $20 = 1 person served $200 = supports one program Now bring your impact to life with a story of a person who has been positively impacted by your organization and how donors can be a part of creating more stories.

17 Impact: Leverage Donation Levels Custom Amounts Unique Descriptions Optional Photos Recommend 3-4 Levels

18 Your turn: How will you align your story and your goals to inspire people to support your #BrooklynGives campaign? How can one donor make a difference for your organization?

19 Motivate Convey urgency and impact in all #BrooklynGives messaging Use matches and challenges to encourage donors to give now, rather than later Board members Business contacts Emphasize the collective impact of #BrooklynGives within the community and their part in making it happen Incite friendly competition among volunteers, staff, and board members: Whoever shares our #BrooklynGives post the most throughout the day wins a prize!

20 Share: Proven Strategies for an Effective Campaign Campaigns get 126% more donations when admins update supporters. COPE: Create Once, Post Everywhere Most announced their campaign 2-4 weeks ahead of Giving Tuesday Posted an average of 10 Facebook Posts Sent an average of 6 Tweets Sent 3-4 s out on Giving Tuesday Effectively leveraged Giving Day Ambassadors Board Members, Peer-to-Peer Fundraisers, etc.

21 Share: Make Your Story Easy to Tell Communicate clear calls to action Empower #BrooklynGives Ambassadors to amplify your message by personalizing the story Utilize multi-channel outreach Social Media Direct Mail Phone

22 Share: Asset Checklist Campaigns with personal videos raise 150% than those that don t have videos. Images 5-10 Photos of your mission in action (can be stock photos) #BrooklynGives logo added to shareable content Videos Host on YouTube or Vimeo for easy sharing Post a Thank You video to start the stewardship process Testimonials Infographics Highlight donor impact & data

23 Share: Telling A Story That People Want to Share Create a 24 Hour Story Arc that your supporters can follow throughout the day on Social Media Give supporters a reason to check back in and follow your progress during #BrooklynGives (FB Live, Challenges) Create a unique hashtag to promote your campaign on #BrooklynGives so supporters can follow you and share your story

24 Share: Go Mobile! In the past year, mobile giving donations have increased 205%. 51% of donors who visit a nonprofit s website do so on a mobile device 54% of nonprofit s are opened on mobile devices 90% of text messages are read in 3 minutes 25% of donors complete their donations on mobile devices 1 in 4 donors use mobile devices to discover nonprofits they were previously unaware of

25 Share: Marketing messaging drove 28% of all online revenue in is still a great way to share information with your supporters directly and immediately The majority of s are opened on mobile devices Develop an timeline leading up to #BrooklynGives and schedule in advance Chance to include multiple calls to action: Link to your #BrooklynGives campaign Include ways to get involved Use shareable graphics

26 Share: Social Media 55% of people who engage with nonprofits on social media end up taking some sort of action. Always include a clear CTA Create consistent shareable content (C.O.P.E.) Include photos for increased engagement Add the #BrooklynGives logo to all of your promotional materials leading up to the day Swap out your social media banners with #BrooklynGives graphics from the toolkit Use Hashtags to be a part of the conversation Include the hashtag #BrooklynGives to be featured on the #BrooklynGives tagboard

27 Share: Social Media Be part of the conversation on Tagboard!

28 Share: Facebook More than 29% of mobile donation traffic on Giving Tuesday came from Facebook. Routinely creates the highest level of social engagement (and donations) for giving days Facebook refers 29.4% of traffic to donation pages on #GivingTuesday. Great platform for sharing photos and longer stories or updates about your organization Supporters who liking and sharing your posts expose you to their entire network, expanding your reach Create a Facebook Event for #BrooklynGives Live Stream an event during #BrooklynGives Consider boosting your content to potential donors with paid promotions

29 Share: Twitter 55% of people who engage with nonprofits on Twitter take an action. You only get 140 characters to make an impression Great platform for updates and quick thank yous Engage with supporters by re-tweeting and liking their tweets about #BrooklynGives Follow different people or organizations you admire Donors & volunteers Prominent community members Local businesses Use hashtags to trend in different conversations #fundraising, #nonprofits, #giving

30 Share: Instagram 37% of nonprofits use Instagram to raise money and awareness. Great platform for sharing photos and stories Include a link to your #BrooklynGives profile in the description of your Instagram profile for CTA Create a post on Instagram and immediately share it on Facebook and Twitter (C.O.P.E.) Telling your stories through photos Supporter Spotlights ( Why I Give ) Event Highlights Impact Projects Create unique hashtags for different topics

31 Share: New to Social Media? Set a Goal: Start gaining followers Create an account & complete your bio Start following other organizations, communities, or influential leaders Start posting! Add pictures, videos, gifs, etc. Leverage hashtags to be part of the conversation Go live! Create an event if you re having one (Facebook) Be aware of new security rules (Facebook) Put your effort into 1 or 2 platforms!

32 Delight: Stewardship Assess your stewardship plan before #BrooklynGives Make it personal Try something new Thank you phoning Hand written notes Acknowledge new and P2P donors Continue following up after the day to show the dollars raised on #BrooklynGives in action

33 Your turn: What are some creative ways you ve stewarded donors in the past, and what are you going to try this year?

34 Creative Engagement

35 Creative Engagement Ideas Challenges and matches Engage large donors and businesses to donate to match pools that allow donors to double their impact Unlock challenges throughout the day to motivate donors Link challenges to your goals Number of donors Number of dollars Time period (i.e. Power Hours) New donors Social engagement

36 Creative Engagement Ideas Creative Challenges Motivate donors to give by using each donation as an entry for a special incentive Example: Utilize the comment feature to collect responses from your donors during the day Plan a Social Media Challenge leading up to the day to help you engage supporters early and capture more authentic stories connected to your cause Example: Use hashtags to collect stories and ideas easily! Integrate offline fundraising challenges into your campaign Example: Collect change in the school pick up line

37 Creative Engagement Ideas Corporate Engagement Local businesses can help you leverage their customer base Promotions Publicity In-kind donations/events Social media Sponsor matching Employee matching Utilize donation receipts for special incentives Provides incentive for giving throughout your community while driving traffic to local businesses that support your cause! E.g. Discounts at local bars or restaurants Access to the kickoff or closing event

38 Creative Engagement Ideas Other Ideas Host an event! Kickoff party Success celebration Mobile giving lounge Nonprofit events Billboards Lawn signs Yearly collectables Mascots

39 Creative Engagement Ideas Yeah, Mascots!!

40 Your turn: What is the most creative thing you ve done to promote your organization or campaign?

41 Peer-to-Peer Fundraisers

42 Leverage Your Supporters Crowdfunding vs P2P Fundraising

43 Leverage Your Supporters: Benefits of P2P Fundraising Expands your reach to a new network of donors Average of 4 new donors per P2P fundraiser Donors are giving because they know the fundraiser, not necessarily to further the cause (yet!) Increases the average number of donations to your campaign Provides a new opportunity to engage with existing supporters Builds trust with your potential supporters by highlighting your strong connections with passionate evangelizers Organizations with P2P fundraisers raise 3x more than those that don t on a giving day

44 Leverage Your Supporters: Impact of P2P Fundraising (Spring 2018) On average, NPOs during Spring 2018 Giving Days using P2P raised 330% more than NPOs not using P2P!!! Average % of NPOs using P2P during a Giving Day = 19% Average # of P2P fundraisers during a Giving Day = 138 Average total raised by P2P fundraisers during a Giving Day = $63,465 Average raised per NPO with P2P fundraisers = $6,306 Average raised per NPO without P2P = $1,908

45 Leverage Your Supporters: Who are your P2P Fundraisers? Anyone passionate about your cause ready to use their voice to make a difference Board Members Volunteers Lower Capacity or Major Donors (who have already given) Staff Members Friends & Family

46 Leverage Your Supporters: Guiding your P2P Fundraisers Gauge interest in advance. Find out what motivates them to act - Be authentic! Provide clear expectations: your organization s goal for the campaign, how they can be an effective voice Make it FUN! Create prizes to incentivize P2P fundraising Emphasize the importance of sharing their own story and personal connection to your mission Treat them like major donors. Celebrate them on social media and be sure to thank and continue to steward your P2P Fundraisers after the day Host a P2P fundraisers party to get the ready and motivated

47 Leverage Your Supporters: Guiding your P2P Fundraisers Provide resources for communications, but give them autonomy! P2P Fundraiser s Toolkit

48 Leverage Your Supporters: Guiding your P2P Fundraisers

49 Leverage Your Supporters: Guiding your P2P Fundraisers

50 #BrooklynGives Promotional Resources The Nonprofit Toolkit has everything you need to plan, prepare, and promote #BrooklynGives and reach your goals! Customizable Templates Communication Timelines #BrooklynGives Graphics Helpful resources for your board members, volunteers, and fundraisers

51 Key Takeaways Start planning now Work within your capacity and your specific goals Determine your #BrooklynGives campaign focus and tell your story around it Always include calls to action! Try something new! Peer to Peer Fundraisers Secure a Matching Fund Create a challenge Leverage your supporters Use the resources available to you

52 Support Team Visit Our Help Center Send us an at Chat with GiveGab s Customer Success Team We will assist you with anything from technical questions to strategy Look for the little blue chat bubble!

53 Questions?