The rise of social media has also given rise to online giving on cause awareness and giving days. The urgency of a campaign occurring on a certain day inspires individuals to donate, but only if your nonprofit prepares in advance and creates an online campaign that taps into the impulsivity of cause awareness and giving day donors. To help your nonprofit prepare and launch a successful cause awareness day and/or giving day online campaign, this webinar was presented on November 14 to more than one thousand nonprofit staff.

2. Today’s Presentation
• The Trend of Cause Awareness & Giving Days
• Before the Giving Day: Get Organized
• On the Giving Day: Get Focused
• After the Giving Day: Follow-up and Report

3. The Trend of Cause Awareness & Giving
Days
• The rise of social media has inspired in-the-moment
fundraising on cause awareness and giving days.
• World Water Day is the best know cause awareness day for
online fundraising success and #GivingTuesday is the most
successful giving day fundraising campaign at
$168 million raised in 2016 (700,000 online donors, average
gift of $107 USD, 1.3 million mentions on social media).
• The United States has Give Local America Day (May 1,
2018). Each state organizes giving campaigns through
local community foundations. $68 million was raised in
2015.

4. Before the Giving Day: Get Organized
• Create a landing page on your website, a microsite, or
use a fundraising platform.
1. Prominently feature the date, hashtag, a fundraising
goal, a “Donate” button, links to your social networks,
and an e-newsletter opt-in.
2. List three calls-to-action (donate, share on social
media, become a monthly donor, sign a petition, etc.).
3. Consider a .ngo domain for your landing page,
microsite, or third-party redirect.
WorldAidsDay.ngo, WorldRhinoDay.ngo, etc. are still availab
.

5. Before the Giving Day: Get Organized
• Recruit ambassadors for your giving day campaign:
1. Create an ambassador sign up page.
2. Provide sample email text and social media graphics
and avatars to your ambassadors.
3. In the weeks leading up to your giving day campaign,
email your ambassadors and ask them to update their
social media profiles and email friends and family.
4. If applicable, ask them to create a fundraising page for
your giving day campaign.
5. Create a “Meet Our Ambassadors” page on your
microsite.

6. Before the Giving Day: Get Organized
• If appropriate, seek a corporate partner for your giving
day campaign. They could match donations, give a
certain amount if a goal is reached, or give prizes to your
top fundraisers.
• Create social media graphics in at least two sizes (800 x
800 and 800 x 430). All graphics should have the giving
day campaign hashtag and/or your logo:
1. Countdown graphics
2. Call-to-give graphics
3. Powerful stats and inspirational quotes (ONE)

7. Before the Giving Day: Get Organized
• Write a minimum of ten posts/tweets coordinated with
your social media graphics in advance that can be easily
copied-and-pasted in the days leading up to and the day
of your giving day campaign.
• Always link to your giving day landing page, microsite, or
third-party fundraising page on social media.
• Send a “Save the Date” email to your lists two weeks
before the giving day. Be sure to create a
custom email banner (600 x 200).

8. Before the Giving Day: Get Organized
• Create a budget. This should include graphic design costs,
paid ads, fees to fundraising platforms, etc.
• Develop a 5-day editorial calendar for the three days
leading up to your giving day, the day of your giving day,
and the 24 hours following your giving day.

9. On the Giving Day: Get Focused
• Send at least two emails on your giving day. One for
announcing the giving day is here and another for
announcing that your nonprofit has reached XX% of its
fundraising goal. Also, activate your ambassadors.
• Be very active throughout the day on social media.
1. Post on Facebook a minimum of 3X.
2. Tweet a minimum of 2X hourly. Retweet donors,
supporters, and ambassadors.
3. Post on Instagram a minimum of 3X.
4. Go live on Facebook and Instagram at least once.
5. Post on LinkedIn, Google+, Pinterest, and Snapchat.

10. After the Giving Day: Follow-up and
Report
• Write an article or blog post summarizing the success of
your giving day and then:
1. Send an email to donors thanking them for their gift
and ask them to sign up to become an ambassador for
next year.
2. If you did not reach your goal, send an email to those
who did not give and let them know the campaign has
been extended another week in order to reach your goal.
• Post thank you graphics on social media the day after
your giving day.

11. After the Giving Day: Follow-up and
Report
• You could also use Storify to archive your giving day
and/or create a Twitter Moment.
• After the giving day,
update your landing page or microsite with the date of
next year’s giving day.
• If your giving day has its own domain, then purchase
domains years in advance, such as:
WWD2017.org, WWD2018.org, WWD2019.org
• Most trusted domains by donors:
.org (72%), .edu (7%), and .ngo (6%), .com (5%), .net (1%)

12. Resources for Fundraising on Giving
Days
1. Nonprofit Tech for Good:
2017 Cause Awareness & Giving Day Calendar
2. 92Y: #GivingTuesday Toolkit
3. Knight Foundation: Giving Day Playbook
4. Classy: #GivingTuesday Resource Pack
5. Attentive.ly: Amplify #GivingTuesday with Social Media
Influencers
6. Blackbaud: #GivingTuesday Trends Report (PDF)

13. Thank You
• This webinar was sponsored by the Public Interest Registry – the
nonprofit responsible for managing the .ORG, .NGO and .ONG
domains.
• This webinar was not recorded. Notes will be emailed within the next
24 hours. You are now subscribed to the Nonprofit Tech for Good e-
Newsletter and email alerts from the Public Interest Registry.