What can we do now, to prepare for the best GivingTuesday yet? In this presentation, given at the AFP of Mahoning-Shenango County, I highlight what's hot in online giving, the digital giving and mobile trends, and how they inform GivingTuesday. The slide deck includes a successful GivingTuesday case study, and offers a framework for designing your own winning GivingTuesday fundraising or engagement campaign. The deck also includes a framework, campaign ideas, and a path for developing your own GivingTuesday campaign that will move your stakeholders to action.

1. What I Wish I’d Known
Planning Today for The Best #GivingTuesday Yet

2. About the presenter
2
Former executive
director, community
organizer, & business
consultant
Digital Engagement
Strategist since 2009
debra@communityorganizer20.com
@askdebra

3. Today’s workshop
8:30 – 10:30 am
Social Trends
Online Giving & Mobile Giving
#GivingTuesday [Including Our Community Foundation]
Campaign Planning Elements
Breakouts and Shares:
 Planning your best #GivingTuesday yet!

4. Organizational culture shifts
http://www.flickr.com/photos/47817241@N00/4094538566/
Moving from ME to “WE”

5. Non-
profit
DonorDonor
Donor
Donor
Donor
Donor
Donor
Donor
Non-
profit
Donor
To young donors…
Donor
Donor
Donor
Non-
profit
Donor
Donor
The nonprofits themselves are not important
Donor

6. Technology has put donors in the
driver’s seat
Access to information means:
The rise of influence networks
Donation solutions where donors live…online
The ability to rate and communicate with
each other

9. http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
91%
76%

10. Monetary
donations
Volunteering
and social
sharing
Matures and Baby
Boomers
Gen X and
Millennials

12. http://ssir.org/articles/entry/the_permanent_disruption_of_social_media

13. http://ssir.org/articles/entry/the_permanent_disruption_of_social_media
Many entry points
Movement between
entry points during life
cycle of engagement
No fixed end point
Donor needs are at the
center
Social influence

14. Social influence & campaigns: Social media
champions are your secret weapon
https://www.flickr.com/photos/51035555243@N01/6954844640/

15. ONLINE GIVING

16. https://www.blackbaudhq.com/corpmar/cgr/how-nonprofit-fundraising-performed-in-2015.pdf
>> Overall giving rose 1.6% in 2015

17. MOBILE GIVING
https://www.flickr.com/photos/wocintechchat/25703053051/in/photostream/

20. Next Generation of American Giving Blackbaud Report 2013

21. Mobile giving
84% of nonprofits do not have donation forms
optimized for mobile
Remember: 14% of online donations are made through a
mobile device
34% = percentage increase in conversion rate for
responsive websites and donation forms.

23. #GIVINGTUESDAY
https://www.flickr.com/photos/wocintechchat/22344153910/

25. Tipping point
2012: $13.46M
2013: $28.09M
2014: $45.68M
2015: $116.7M

26. https://www.blackbaud.com/GivingTuesday

27. http://braintumor.org/join-the-fight/its-your-
fight/champions/

28. Make champions matter!
https://www.youtube.com/watch?v=wney79vzEp8

30. [Don’t forget] Thank You Wednesday
https://vimeo.com/147630271

31. #GivingTuesday

32. TABLE SHARE:
What did you do for
#GivingTuesday?
https://www.flickr.com/photos/wocintechchat/21910900553/in/photostream/

33. CAMPAIGN
PLANNING
https://www.flickr.com/photos/43666171@N07/24277450136/

34. Campaign elements
Story People
Design Donations
Goals

35. Your big idea: Is it..?
 SMART (specific, measurable, realistic)
 Part of a longer-term org goal
 Movement-building
 Testing an idea
 Building the organization

36. Share Pair: Campaign Big Idea
How will your #GivingTuesday..?
Build your organization
Build the movement
(or test an idea)
https://www.flickr.com/photos/32420980@N06/23142252665/

37. Campaign elements
Story
Connected to larger cause
Great design elements
People
Easy to participate
Champions and active supporters
Design
Where campaign will live
Different levels of engagement
Integrated asks and activities
What assets do you have/need
Donations
Choose a fundraising platform
Mobile donations
Fun and easy to use
Rewards?
Goals

38. Design: Where will the campaign live?
Your website
Crowdfunding
site
Peer to Peer
event site
Facebook

39. People Assets
Internal
External
Champions/Advisory
https://www.flickr.com/photos/55592808@N00/22146499509/

40. Your assets (“stuff”)
Email address acquisition assets
– Sign-up forms and people/interest data collection
Database
– Does it connect with your forms?
– Can it segment new contacts?
Graphic design and images
– SM channel customization
– Promotional images for the campaign
– Promotions during the campaign
– Photographic images
Microsite/website/web page
– Customization ability, real-time customization possibility
Fundraising integration
Real-time campaign metrics tracking
Software/hardware specific to the campaign

41. https://www.flickr.com/photos/27237408@N03/4530861996/
Pay For the Right Tools

42. Individualized Activity:
What you need / already have
What I need
 Clean mailing list
 Good database
 Mobile optimized donation
 Ability to track & find online
conversations
 Graphic design capacity
 Google Analytics and social
media analytics
 At least 10 social media
champions in place
 Online communities
 Are they engaged with you?
What I have now
 Clean mailing list
 Good database
 Mobile optimized donation
 Ability to track & find online
conversations
 Graphic design capacity
 Google Analytics and social
media analytics
 At least 10 social media
champions in place
 Online communities
 Are they engaged with you?

44. • Research
• Asset & content development
• Create goals
• Broad campaign design
• Recruit champions
3 months out:
Research & Design
• Specific campaign details
• Content creation
• Campaign seeding
• Solidify support, tactics, elements
2 to 1 month out:
Solidify Plans
• Activate and engage supporters
• Execute
• Monitor, measure, capture
• Iterate (if necessary)
#GivingTuesday:
Activate & Engage
• Thank donors
• Evaluate campaign
• Nurture new leads/emails
• Deepen new supporter loyalty
1 day post:
Evaluate & Engage
Sample timeline

45. Post-Campaign:
Marketing Activities
Evaluate
– Send survey or other evaluation tools to participants
– Internal post-event evaluation
• Mad, sad, glad feedback
– Ask champions for feedback
– Did it meet the campaign goals?
– Review metrics
Lead nurturing and loyalty development
– Post-campaign email
• What was accomplished, add nurturing content
– Ask them to do something else

46. Campaign Design Checklist
 Research the concept and evaluate support
 Set campaign goals
 Select social media channels and assets to be leveraged
 Assess internal assets and staff capacity
 Create a campaign timeline
 Content and asset development
 Supporter/fan development
 Technological elements
 Create a campaign champions group
 Evaluation
 Post-campaign engagement strategy

47. A note on why campaigns fail…
The goal was unrealistic
Did not set major campaign development points
Did not take into account why people give
Your donation form or landing page isn’t optimized
Not having the right measurement system in place or
being able to measure success
Undeveloped social media communities
Did not reach out to most engaged social media fans
ahead of time

48. debra@communityorganizer20.com
Website: communityorganizer20.com
Twitter: @askdebra
Slides: slideshare.net/debask
Telephone: (617) 682-2977
I’m always happy to answer follow-up
questions!

49. Bonus resources follow
 Online giving trends by sector and org size
 Online story design resources
 Suggested campaign timeline by month

50. https://www.blackbaudhq.com/corpmar/cgr/how-nonprofit-fundraising-performed-in-2015.pdf

51. https://www.blackbaudhq.com/corpmar/cgr/how-nonprofit-fundraising-performed-in-2015.pdf

52. https://www.blackbaudhq.com/corpmar/cgr/how-nonprofit-fundraising-performed-in-2015.pdf

53. Story element visuals
Free and freemium:
– Canva (graphics/infographics)
– Animoto (video)
– iPhone video (iMovie)
– GoAnimate (animated movie)
– MakeBeliefsComics.com, BitStrips, Chogger (comics)
– Compfight (creative commons photos)