8 week workplan - sacregcf.org big dog 8 week workpla… · week 5: soft marketing. week 2: heavy...

8 WEEK WORKPLAN

Thank You Bootcamp Partners!

AGENDA

Overview - TimelineBest PracticesSocial mediaBoard engagementDonor engagementCommunication toolsGoal setting

8 Week ChecklistsGlobal Marketing Prize ChallengesQ & A

Overview - Timeline

OVERVIEW

PreparationPlanningStaffingToolsImplementationTiming

OVERVIEW - TIMELINE

March April May

Week 8 Week 7 Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 BDog Post

9th –13th

16th –20th

23rd –27th

Mar 30 –April 3 6th – 10th 13th –

17th20th –24th

27 –May 1 5th 6th +

Plan TeasePrep for Soft Launch

Soft MkgLaunch

Cont.soft mkg

Prep for 2-week blitz

Blitz begins

Cont.heavy mkg

Go, go go!

Thank yous

Week 5: soft marketingWeek 2: heavy marketing

Best Practice #1 Social Media


1. What social media platforms will you use?2. What are the key messages you will convey

on these platforms?3. Which social media challenges will you

attempt to win?4. Do you have a staffing plan? Who will run

your social media campaign before, during and after?

5. What tools/resources do you need to implement this practice


1. What social media platforms will you use?FacebookTwitter InstagramLinkedInVinePinterestYouTube

#1 REFERRAL SOURCE61% OF REFERRALS TO THE GIVING SITE WERE FROM SOCIAL MEDIA (FACEBOOK & TWITTER)


2. What are the key messages you will convey on these platforms?FunUse photos and videosTell a story of impactTalk about the solution, not the problem!


3. Which social media challenges will you attempt to win?

Tripod, “L” bracket for handheld, LED light, external microphone = $108 Video

http://youtu.be/NVDh9WuhYT0


Build your audience - Facebook makes it easy!


Build your audience – TwitterFollow to be followedRetweetParticipate in Twitter ChatsUse popular (relevant) hashtagsTagging

#BIGDoG2015


4. Do you have a staffing plan? Who will run your social media campaign before, during and after? Staff, volunteers, interns, your niece or nephew

5. What tools/resources do you need to implement this practice Internet connect, a laptop, a warm body, time

Best Practice #2 Board Engagement

TOOLS: 8 WEEK WORKPLAN

Board Engagement Questions…What will be your goal for board giving

(100%, increase from last year?)What prize challenges will you and your

board work on together?What donor engagement strategies will

your board employ?What social media activity will you ask

of your board?What other communication/marketing

activities will your board engage in?What other tasks or strategies will you

ask your board to participate in?

Start Thinking…

Best Practices for Successful Board

Engagement

BEST PRACTICES

The Board’s Role in …

Readiness & OutreachGiving & AskingThanking & Stewarding

A TEAM EFFORT

LEVERAGING YOUR NETWORK

Staff & Leadership

Existing Supporters

Volunteers

Prospective Supporters

Board Members

SETTING THE EXAMPLE

100% Board giving … and on May 5th

Set a goal of dollars and numbers of peopleoYour networkoThe organization’s database

The IDP – Individual Development PlanCreative engagement of your network

BUILDING RELATIONSHIPS

Social media shout-outs day ofBoard member thank you within 48 hoursQuarterly engagement thereafterUtilize a variety of methodsoEmailoPhoneoProfessional settings

Along with the "thank you" we also sent any

new donors for the day a full-color report on our programs, and followed up several months later with an appeal letter. Every

one of those new donors form the Big DOG has donated

again.

Best Practices #3 & #4 Donor Engagement

Best Practice #3 Donor Engagement

1. How will you engage your current donor base?

2. How will you thank your donors DURING May 5th?

3. What is your plan to thank your donors AFTER May 5th?

4. How will you engage new donors?5. Who are your current audiences?


Know Your Audience

1. Who do you want to target? (prioritize them)2. How do you find them?3. Your message: How is the world different

because you exist? What stories of impact can you share?

4. What tools/resources do you need to prepare and implement this practice?

Donor Engagement

Pre-BDOG Engagement Follow up with donors from last year NOW, BEFORE BDOG

2015Work on telling your story in a short, clear, and effective

way. Put this messaging in all your marketing collateral around BDOG, including social media Send out Save the Dates and teasers about BDOG Direct each Board member to have an assigned task

before BDOG – phone calls to previous donors, forward email template and Save the Dates to their network prior to BDOG Put your post BDOG thank you plan in place BEFORE the

event


Donor Engagement

Day-Of Activities Keep it simple!!! Email, email, email – 60% of donors learned about

BDOG via email Social Media – Facebook / Twitter / Instagram Traditional Marketing – Phone calls. Host an eventMonitor Your Plan and post throughout 24-hr period Keep momentum & prevent burnout by engaging

your board and volunteers on the day of Focus your efforts on elements of BDOG and prizes

you will participate in. Don’t do everything!!!


Donor Engagement

Post BDOG Activities Say Thank You Immediately and Repeatedly Use the Data

oAssign someone to download and save your dataoAnalyze it and incorporate it into your database for

future outreach Create Year End Impact Report showing how donor

dollars have made a difference.Make a Cultivation Plan to “touch” your donors every

quarter and put it on your calendarDonor retention goes from 22% to 60% once a second

gift is received!


Best Practices #5 Goal Setting

Best Practice #5 Goal Setting

1. What is your financial goal for BIG DoG?2. What is your Donor Goal?3. What are your other goals? 4. How do you plan on measuring these goals?5. What tools/resources do you need for this

practice?

GOALS SETTING

$

New

#

$Firm

$=AVG ONLINE DONATION

DONORS

xTOTAL RAISED

ONLINE

Firm

New

New

New

=GRAND TOTAL RAISED ONLINE

HOW TO BOOST DONATIONS AND DONORS

Commitments- Start NOW with a list of 10-25 donors

• Call and talk with them• Ask them to share with their networks (give a specific #)

- Then generate a new # of committed donors

Year-over-year increase (for returning NPOs)- How much increase is reasonably expected?- 21% boost in avg donation (ADoG to BDoG)

On May 5th- Have an idea of what you will start out with on May 5th

- EXPECT to see that on the LEADERBOARD at Midnight or during the first hour of giving

GOALS SETTING: Factors to Consider

GOALS SETTING: BDoG MATH

$50 50 $2500=AVG ONLINE DONATION

# DONORS

xTOTAL RAISED

ONLINE

=GRAND TOTAL RAISED ONLINE

$50 75

AVG ONLINE DONATION

# DONORS

x $3750

50%

Y1

GOALS SETTING: Factors to Consider

GLOBAL MARKETING:

VISIBILITY TO BDOG

TARGETED MARKETING:

VISIBILITY TO YOU

LANDSLIDE:PRIZE

CHALLENGES

WE CAN DO IT!

Best Practices #6 Communication Tools

Best Practice #6 Communication Tools

1. What communication tools are you already using in your organization?Email, phone, meetings, mailers, newsletters, social media, website, events

2. What tools are you not currently using that you would like to incorporate into your campaign?

3. What current marketing collateral can you add a BIG DoG message to?

4. What tools/resources do you need for this practice?

8 Week Checklists

8 Week Checklists

WEEK EIGHT – MEET, PLAN, DISCUSSChecklist Set weekly meetings Complete workplan Design & print materials Decide on prize challenges Finalize donor email/contact lists Create outreach strategy for current

donors

WEEK SEVEN – TEASERS AND PREPARATIONSChecklist Nonprofit marketing toolkit Decide on communication tools outreach to local businesses Email signature Teasers & save the dates Board meetings

8 Week Checklists

WEEK SIX – PREPARING FOR YOUR SOFT MARKETING LAUNCHChecklist Social media campaign prep Events, will we have one? Bigdayofgiving.org training webinar NPO partnerships Create staffing plan

8 Week Checklists

8 Week Checklists

WEEK FIVE – SOFT MARKETING LAUNCHChecklist Mail printed materials Thank you plan Use GivingEdge! Check previous steps Implement donor outreach

8 Week Checklists

WEEK FOUR – CONTINUE SOFT MARKETINGChecklist Board assignments Invites to day-of events Meetings with donors (pre-commitments) Talk about your involvement Continue to implement plan

1/3 of donors heard about BDoGthrough word of mouth

8 Week Checklists

WEEK THREE – PREPARE FOR 2 WEEK HEAVY MARKETING BLITZChecklist Customize emails & schedule eblasts Finalize Social media scheduling/content Partnerships w/ biz & NPOs

Contact local media

8 Week Checklists

WEEK TWO – 2 WEEK HEAVY MARKETING BEGINS Checklist Saturate Amp up social media Change SM graphics to BDoG Begin sending emails phone calls to donors Flier businesses

Have a kickoff event “Smarter Giving Challenge” begins.

8 Week Checklists

WEEK ONE – HEAVY MARKETING CONTINUESChecklist Donor data link Continue saturation! Activate your board! Finalize plans day-of event, roles and staffing plan

Night before Have a party! Schedule SM posts before going to bed

MAY 5 – BIG DAY OF GIVINGChecklist Kick off midnight with a bang! Get on the leaderboard early! Pound the pavement Stay in contact w/ board all day Social media all day Check your donor link every hour

8 Week Checklists

POST - BIG DAY OF GIVING (day after and beyond)Checklist Get some rest! Implement donor thank you plans Thank everyone! (biz & npo partners too) Send an update to everyone on your results post-even thank you reception/event Attend “Report to the Community” celebration

event in July.

8 Week Checklists

“Global” Marketing

And now – for the inspiration! 24 Hours to Give Where Your Heart Is!Give to the nonprofits that make this the place we call home…If you LOVE living here, go to bigdayofgiving.org and put your money where your heart is!(Subliminal message – Show Your Regional Pride on May 5th!)

Key Messaging

Media tour is under way – prepare the way for major coverage on May 5th!Marketing - paid and pro-bono

oSac BeeoKVIE oCPRoClear ChanneloDirect MailoSpanish language mediaoCrossings TVoSocial MediaoAutomall

How?

Community Captains Celebrity Videos

Something New!

https://www.youtube.com/watch?v=JworB5DOjX8&feature=youtu.be

Prize Challenges

Prize Challenges

BIG Day of Giving incentive pool will be divided into two buckets. 1. Prize Challenges2. Pro-rated Incentive dollars

INCENTIVE POOL SPONSORS, in process

Point DoG: Sacramento Region Community Foundation, Wells Fargo Bank, Lynne Cannady

Endurance DoG: Barry and Lynda Keller

Sled DoG: Sacramento Metropolitan Arts Commission (SMAC), Roseville Auto Mall, Susan and James McClatchy Family Fund

Team DoG: Elfrena Foord, SMAC, Sierra Health Foundation, Earl Family Fund, Placer CF, Yolo CF

Other Sponsors: Linda Bradenburder, Aerojet Rocketdyne, Jean Runyon Fund for the Arts, Ken and Lynn Hall

Pinterest

https://www.pinterest.com/sacregcf/big-dog-2015-sponsors/

Prize Challenges

89 challenges$124,250 up for grabs!Four categoriesTime challengesSocial Media challengesBoard challengesDonor challengesGrand prize & other challenges

Placer, Yolo and Sac Arts too!

Prize Challenges

Don’t go for all of them Build a strategy to winUse your board!

Determine which prizes to go after and let donors know!

Prize Challenges

Small Organizations Under $250,000

Medium Organizations $250,000 - $1 million

Large Organizations $1 million and above

Size is determined by revenues. Figures are taken from most recent financial reports

submitted with your GivingEdge profile.

New This Year! Challenges by ORG size

Prize Challenges

Time Challenges Description Prize

Blast Off Challenge!

Nonprofit who receives the first donation $5,000

Landing Challenge

Nonprofit who receives the last donation $5,000

Night Owl Challenge

Nonprofit who receives the most $ donations between the hours of 12:00 AM and

6:00 AM

$2,500

Prize Challenges

Time Challenges Description Prize

BIG DoG Hour Money Boosters!

Each hour of the 24 hours, an award will be given to the

nonprofit that raises the most money. 24 chances to boost

your winnings!

$1,000

BIG DoG Hour Donor Boosters

Each hour of the 24 hours, an award will be given to the nonprofit that has the most

number of unique donors within that hour. 24 more chances to

boost your winnings!

$1,000

Social Media Challenges Description Prize

BIG DoGVideo

Challenge

Share a video (15 seconds max) on Facebook (org page)

or Twitter that demonstrates your mission! Must use the

hashtags #BIGDoG2015 and #GLNVideo and post on May

5th. A committee* will determine winners the

following day. One award will be given for each organization

size (small, med, large).

$750

Prize Challenges


“I Give Local Now” Video Challenge

A 15 second (max) video from a donor or board member that starts with the phrase: "I give local now to <XYZ nonprofit> because…" and shared on

Facebook or Twitter with the hashtags #BIGDoG2015 and #GLN

on May 5th. A committee* will determine winners the following day One award will be given for

each organization size (small, med, large)

$750

Prize Challenges

Prize Challenges


Donor Thank You Video Challenge

A 15 second (max) video to thank your donors. Must be shared on Facebook and/or

Twitter on May 5th with the hashtags #BIGDoG2015 and #GLNDonor. A committee* will determine winners the

following day. One award will be given for each

organization size (small, med, large)

$750

Prize Challenges


BIGDoGMeme

Challenge

Memes must be posted to Facebook or Twitter with

the hashtags BIGDoG2015 and #GLNMeme on May

5th. A committee* will determine winners the

following day. One award will be given for each

organization size (small, med, large)

$500

Prize Challenges

Donor Challenges Description Prize

BIG DoG Donor Challenge

Nonprofit who receives the most donors* overall. One

award will be given for each organization size

(small, med, large).

$5,000

New Donor Challenge

Nonprofit that receives the most new donors*. One

award will be given for each organization size


$500

* A donor is defined as one gift from one donor. Donors that give more than one donation to your organization will only be counted once.

Prize Challenges

Donor Challenges Description Prize

Increase Your Donors

Challenge

Nonprofit with the highest % increase in donors* compared to

their 2014 BIGDoG results (for returning

organizations only). One award will be given for each organization size


$500

* A donor is defined as one gift from one donor. Donors that give more than one donation to your organization will only be counted once.

Prize Challenges

Board Challenges Description Prize

100% Board Giving

Challenge

Get every member of your board to make a donation and you’ll receive an entry

into a drawing to win. Entries must include a list of your

board members and emailed to [email protected] no

later than 12Noon on May 5th. Winner will be drawn and

announced at the Halftime Celebration in Sacramento.

(award contingent on verification)

$3,000

Prize Challenges

Board Challenges Description Prize

Fetch! Board Challenge

Have a board member attend any of the three official BIGDoG events

in the region (Sacramento, Placer, Yolo) and receive an entry into a drawing.

One entry per nonprofit, per event for a

maximum of three entries

$1,500

Prize Challenges

Grand Prize & Other Challenges Description Prize

Leaderboard Grand Prize

Nonprofit that raises the most $ donations. One award will be given for each organization size (small, med, large).

$5,000

Million Dollar Baby Challenge

Nonprofit that receives the donation that gets us to each of these 5 milestones ($1Mil, $2Mil, $3Mil, $4Mil, $5M). Prize amounts will vary for each milestone.

$500, $1,000, $1,500, $2,000,$2,500

Prize Challenges

Grand Prize & Other Challenges

Description Prize

Golden Ticket Donation

Challenge

Nonprofit that receives the donation that gets us to each of these 5 donation milestones (5K donations, 10k donations, 15k donations, 20k donations, 25k donations) Prize amounts will vary for each milestone.

$500,$1,000 $1,500 $2,000 $2,500

Prize Challenges

Grand Prize & Other Challenges

Description Prize

Smarter Giving Challenge (new)

Nonprofit that receives the most unique visits to their GivingEdge profile between April 20 – May 5

$1,500

Smarter Giving Challenge (returning)

Nonprofit that receives the most unique visits to their GivingEdge profile between April 20 – May 5

$1,500

Marketing Toolkit

Toolkit

Bigdayofgiving.org/#toolkits

8 week workplan - sacregcf.org big dog 8 week workpla… · week 5: soft marketing. week 2: heavy...

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