2017 charity toolkit · • celebrity, influencer, and social media ambassadors • corporate...

2017 charity toolkit

table of contents

2

GETTING STARTED: EMAILS, SOCIAL AND MORE TIPS 4

GETTING THE WORD OUT 5

SAMPLE RECRUITMENT EMAIL 1 6



SAMPLE RECRUITMENT EMAILS 4 & 5 9

SAMPLE ENCOURAGEMENT EMAIL 10

FACEBOOK 11

TWITTER 12

FINAL THOUGHTS 13

an-extraordinary-givingtuesday.everydayhero.do

http://bit.ly/ExtraordinaryGT

charity toolkitWe've built this toolkit to help you spread the word to your supporters and get them excited about fundraising for you

on #GivingTuesday. Always, always, always include the sign up link in emails and social media posts. If you don't include

the link, supporters wont know how to sign up to support you! Here are the long form and short form links:

3« Back to Table of Contents

GETTING STARTEDEmail is a really great place to start. We've provided a calendar and all the content you need to spread the word

and recruit fundraisers. Use the samples provided to help you craft your messages. Once you've recruited your

fundraising tribe, be sure to keep in touch to encourage them along the way.

EMAIL WHEN TO SEND SUBJECT

Email 1 WEEK OF 10/23 #GivingTuesday is just one month away. Will you join us?

Email 2 WEEK OF 11/6 Help us inspire others to give to [CharityName] this #GivingTuesday

Email 3 WEEK OF 11/20 We're looking for some help next week, on #GivingTuesday. Can we count on you?

Email 4 MONDAY 11/27 Tomorrow is #GivingTuesday. We need your support!

Email 5 TUESDAY 11/28 Today is #GivingTuesday! Help us make it the best yet for [CharityName]!

Email 6 Week of 11/20 Some tips for fundraising more for [CharityName] on #GivingTuesday

GET SOCIAL!Social media is at the heart of #GivingTuesday! Remember to use hashtag #GivingTuesday and always include the

sign up link. We've provided some sample posts for Twitter and Facebook in this kit. Schedule your posts ahead

of time and consider putting a small budget behind your Facebook posts to ensure it is seen by as many people as

possible. You can also find additional social media toolkits, images and posts on the GivingTuesday.org website or the

Blackbaud.com #GivingTuesday website.

welcome to everydayheroWe’re happy you’re here.

On Tuesday, November 28, 2017, we have 24 hours to turn an ordinary Tuesday into something more. everydayhero and IfOnly's An Extraordinary #GivingTuesday campaign with the perfect last minute or ancillary #GivingTuesday activation for any nonprofit. everydayhero inspires everyday people to do extraordinary things for the causes they love by giving their time, effort, energy and voice to fundraise on your behalf. Together with IfOnly, a marketplace for incredible experiences, this #GivingTuesday campaign will truly #TurnYourTuesday up a notch. From unique everyday offerings with local experts to once-in-a-lifetime connections with laud d luminaries, IfOnly provides access to a curated selection of extraordinary experiences that foster lasting memories and benefit impactful causes like yours. And this year, when individuals raise $150 through their personal everydayhero fundraising page for #GivingTuesday, they’ll be entered to win their choice of an experience of a lifetime! Are you ready to #TurnYourTuesday into An Extraordinary #GivingTuesday? Use this kit to spread the word.

https://www.givingtuesday.org/sites/default/files/2017-07/Social%20Media%20Toolkit.pdf

https://www.blackbaud.com/givingtuesday


getting the word out While #GivingTuesday is a great day to make a direct appeal for donations, it also presents a powerful opportunity

to engage your most passionate supporters as fundraisers. We've created this campaign to make it fun and easy for

you to get your supporters excited about fundraising for you. You'll want to give yourself some lead time to recruit

supporters before #GivingTuesday so that your fundraisers are ready to go when November 28th rolls around.

32.1 emails average emails sent by people in peer to peer fundraising

WHO TO RECRUIT

• Board members

• Staff

• Past donors

• Individuals who have indicated their company will

match their gift

• Active and engaged or volunteers

• Lapsed signature event (run, walk or ride) participants

• Celebrity, influencer, and social media ambassadors

• Corporate sponsors & workplace teams

HOW TO RECRUIT

• Dedicated email outreach

• Personal email outreach

• Prominent placement on website

• Social media – Facebook, Twitter, Instagram, LinkedIn,

Snapchat, etc.

• Phone calls

• Printed letters

1 in 4emails sent from an individual

that result in a donation compared to 1 in 250 from an organization.


recruitment email 1

EMAIL TEMPLATES

We've included some sample

emails you can send out to your

potential fundraisers. You can

simply insert your charity and

personal information where

applicable.

SUBJECT LINE #GivingTuesday is just one month away. Fundraise for us and win a once in a

lifetime experience.

EMAIL BODY COPY

#GivingTuesday is a global giving movement that has been built by individuals,

families, organizations, business and communities in all 50 states and in

countries around the world. Millions of people have come together to support

and champion the causes the believe in and the communities in which they live.

This year, we're asking you to join with [CharityName] to help make a

difference on Tuesday, November 28th. Join us to make it An Extraordinary

#GivingTuesday - raise $150 and get entered to win an Extraordinary

Experience for Good from IfOnly and everydayhero.

Supporting us is easy!

Put your passion into action by joining us and raising funds for [CharityName].

Start your fundraising page now! Visit http://bit.ly/ExtraordinaryGT and start

your personal fundraising page for [CharityName] so you're ready to make a

difference this #GivingTuesday.

Sincerely,

[Charity Representative Name]


sample recruitment email 2

A NOTE ABOUT SEGMENTING

Make sure you segment your

emails. Specifically, take special

care to remove anyone who

took action after your previous

recruitment email and created a

fundraising page.

SUBJECT LINE Help us inspire others to give to [CharityName] this #GivingTuesday

EMAIL BODY COPY

Dear [First Name],

Anyone, anywhere can get involved in #GivingTuesday. On the Tuesday after

Thanksgiving - after the turkey's been carved, and the Black Friday and Cyber

Monday madness is past, we'll have 24 hours to turn an ordinary Tuesday into

something extraordinary. On Tuesday, November 28, 2017, charities, families,

businesses, and millions of passionate individuals all over the world will join

together for one common purpose: to celebrate and encourage giving.

Will you help us inspire others to give back to [CharityName] this

#GivingTuesday? By creating a personal fundraising page and sharing it with

your friends and family, you'll raise important funds and awareness. And, when

you raise $150 you'll have a chance at winning a once in a lifetime experience

from our friends at IfOnly and everydayhero.

Start your fundraising page > [Link to: http://bit.ly/ExtraordinaryGT]

Grab a few friends, get social, and join the movement. Then tell your story and

share your page on #GivingTuesday. Every act of generosity counts, and each

means even more when we give together.

We can't wait to see what you come up with,



sample recruitment email 3

MAKE IT PERSONAL

Make sure your personalize

your email messages as much

as possible. Definitely use the

individuals name. Even better,

change up the messaging based

on the audience you're sending

to. For example, if you're sending

a message to past donors, you

could mention their previous gift

SUBJECT LINE Make this #GivingTuesday unforgettable by WINNING an Experience of a LIfetime.

EMAIL BODY COPY

Dear [First Name],

#GivingTuesday is a celebration of America's greatest traditions: generosity,

entrepreneurialism, community - raising over $177,000,000 last year.

This year, let’s make it even more unforgettable Win an Extraordinary

Experience for Good from IfOnly and everydayhero when you raise $150 this

#GivingTuesday.


Get ready to join the #GivingTuesday movement and be a part of something

incredible.

We hope you'll join us,



sample recruitment emails 4 and 5

FREQUENCY IS KEY

How often should you reach

out? If this is going to be a major

initiative for your organization,

plan to reach out to each

segment at least 5-7 times Use

a clear call to action, always

include the link to register.

SUBJECT LINE

Tomorrow is #GivingTuesday. Make it Extraordinary. Fundraise or Give$150.

EMAIL BODY COPY

Dear [First Name],

Whether you revel or balk at Black Friday and Cyber Monday, these two days

have become a prominent part of the holiday season. Tomorrow, we invite

you to a step back from the frenzied holiday shopping to remember the true

"reason for the season". For 24 hours, millions of individuals around the world

will join together for #GivingTuesday to celebrate and encouraging giving.

There's still time to get involved; and there are so many ways you can give back.

Take a few minutes today to create a fundraising page for [CharityName] and

then share it with your friends, family and social network to encourage them to

give on #GivingTuesday.


Plus, when you raise $150, we'll give you even more reason to celebrate this

season with a chance at winning an experience of a lifetime from IfOnly and

everydayhero.

Happy Holidays!


SUBJECT LINE

Today is #GivingTuesday! Help us make it extraordinary!

EMAIL BODY COPY

Dear [First Name],

Today is #GivingTuesday! Everyone has something to give. Please remember to

give today by making a donation or starting (and sharing!) your own personal

fundraising page for [CharityName]!


Remember, when you raise $150, you'll get a chance at winning an experience

of a lifetime from IfOnly and everydayhero.

We're so grateful for your support,



sample encouragement email for your fundraisers

A LITTLE ATTENTION GOES A LONG WAY

Here is an example of an email

template to fundraisers who

have registered to support

your charity. Once an individual

has created a page and started

fundraising, it’s important to let

them know that you are grateful

for them. Also consider calling

every fundraiser to see what

further support you can offer.

Consider sending this email the

week before, day before or on

#GivingTuesday.

SUBJECT LINE

Some tips for fundraising more for [CharityName] on #GivingTuesday

EMAIL BODY COPY

Dear [FundraiserName],

Thank you for fundraising on behalf of [CharityName] this #GivingTuesday!

The funds you raise are critical to helping continue to do the work we do in the

community. Remember, when you raise $150, you'll get a chance at winning an

experience of a lifetime from IfOnly and everydayhero.

HERE ARE A FEW TIPS TO HELP YOU REACH THAT $150 GOAL

• Adding a profile photo to your page can help you raise 10x more than

fundraisers who don't. Uploading a profile picture helps people know their

giving to the right person.

• Updating a personal story can help you raise up to 74% more. People want

to know why you're passionate about [CharityName] and what motivated

you to start fundraising.

• Fundraising as all about sharing! Email is the best place to start, and of

course, sharing on social media is key. Make sure you include a link to your

personal fundraising page.

YOU ARE MAKING A DIFFERENCE

Every dollar you raise does make a difference! Keep emailing your fundraising

page to your family, friends and colleagues to ask them to support your efforts

on #GivingTuesday. Fundraising really is as simple as sharing your passion

and your page. It might feel strange to send more than one email to the same

person on #GivingTuesday, but remember, we only have 24 hours to make it

the best #GivingTuesday yet. You can also text, post to social media including

Facebook, Twitter, Instagram and Snapchat, and make personal phone calls!

Thank you so much for making a difference and good luck.

With gratitude,


With your recruitment up and running, you should begin to see some passionate supporters sign up to fundraise for

you. First, you'll want to acknowledge them for choosing to fundraise for you. You'll see better results if you give

them a little bit of attention and encouragement along the way. You can send this email as a personal note or to the

entire group.


FACEBOOKRemember to use hashtag #GivingTuesday and always include the sign up link. You can also use Facebook to tag,

share, and highlight individual fundraisers. Consider boosting your post to help make sure lots of people see it!

Save the date: #GivingTuesday is November 28th. Find out how you can help make a difference and win an experience

of a lifetime from @IfOnly and @everydayheroUS. http://bit.ly/ExtraordinaryGT

#GivingTuesday is a day for everyone, everywhere, to GIVE! Find out how you can be part of the #GiveBack movement and win an #extraordinary experience from @IfOnly and

@everydayheroUS. http://bit.ly/ExtraordinaryGT

We're looking for some help next week on #GivingTuesday. Can we count on you? Raise $150 and win an #extraordinary

experience. http://bit.ly/ExtraordinaryGT @IfOnly @everydaheroUS

Happy #GivingTuesday! Turn your money into meaning and your time into treasures today. Remember, giving is the true

reason for the season! http://bit.ly/ExtraordinaryGT @IfOnly @everydaheroUS

SIGN UP LINK Always, always, always include the sign up link in emails and social media posts. Here's the

shortlink in case you missed it: http://bit.ly/ExtraordinaryGT. If you don't include the link,

supporters wont know how to sign up! Once a fundraiser gets to the sign up page, they'll

simply click "FUNDRAISE TO WIN", search for your charity, and create their page.


TWITTERRemember to use hashtag #GivingTuesday and always include the sign up link. You can also use Twitter to tag, share,

and highlight individual fundraisers.

Join us for

#GivingTuesday by

fundraising and you can

win big. @IfOnly

@everydayheroUS

http://bit.ly/

ExtraordinaryGT

#GivingTuesday is almost

here! Join us on 11/28 to

make a difference. Raise

$150 and win. @IfOnly

@EverydayHeroUS http://

bit.ly/ExtraordinaryGT

Turn your money into

meaning and your

time into treasures on

#GivingTuesday. #donate

#fundraise

http://bit.ly/

ExtraordinaryGT

Make this #GivingTuesday

#extraordinary. Start

your own fundraiser to

inspire your friends and

family to give! http://bit.ly/

ExtraordinaryGT

A PICTURE IS WORTH A THOUSAND WORDS High quality images help tell your story and grab people's attention. Go ahead and use

our fancy #TurnYourTuesday images from Blackbaud Social Media Toolkit. Just download

them and then post with your tweet or FB Post


about everydayheroAt everydayhero, we empower everyday people to do extraordinary things for the causes they love. Our events and

partnerships enable individuals to turn their passion into a force for good. Our heroes commit themselves to a personal

goal and share their journey with friends and family members to raise funds and awareness for the cause that means

the most to them.

We know that giving isn’t just about money – it’s about time, effort, energy and voice. It all counts. So we count these

things. We also know collective effort is ever more powerful than anything we could achieve alone. So everything we

do is built in true partnership.

everydayhero is a part of Blackbaud, the world’s leading cloud software company powering social good.

At everydayhero we’ve enabled thousands of heroes to raise millions of dollars for charities all over the world.

about ifonlyIfOnly is a marketplace for incredible experiences. From unique everyday offerings with local experts to once-in-a- life-

time connections with lauded luminaries, IfOnly provides access to a curated selection of extraordinary experiences

that benefit great causes.

We help you do something amazing every weekend. Meet athletes, epicureans, artists, musicians, designers and more

who inspire shared interests, foster lasting memories, and support local and global nonprofits.

support We hope this toolkit has provided you with the resources you need to #TurnYourTuesday up a notch, create

excitement, improve participation, increase donations and ultimately make this year's #GivingTuesday extraordinary

and a big win for your organization. We’re here to help. Please feel free to reach out to us anytime.

You can visit http://bit.ly/ExtraordinaryGT to view terms and conditions and access additional FAQ's for charity

partners.

Contact US

SIDEKICK HELP CENTER

US: (213) 293-1133

[email protected]

http://bit.ly/ExtraordinaryGT

http://help-us.everydayhero.com/

2017 charity toolkit · • celebrity, influencer, and social media ambassadors • corporate...

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