Creative Ideas for Your #BrooklynGives Campaign

August 1, 2018

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

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

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

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!

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 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.

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.

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?

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

● Number of Gifts

● New Members

● Supporter/Board

Engagement

● Social Media Reach

● Dollars

● Donors

● New Donors

● Repeat Donors

● Recurring Donors

Target: Prepare Your Outreach Strategy

Identify your goals

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?

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

Your turn:

What’s compelling about what you do for those you serve, and how will you communicate that through your

#BrooklynGives campaign?

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?

Impact: Align Your Goals & Your Story

Example:

● What’s your goal? - $10,000

● How many people do you serve yearly? - 500

● 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.

Impact: Leverage Donation Levels

● Custom Amounts

● Unique Descriptions

● Optional Photos

● Recommend 3 - 4

Levels

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?

Motivate

● Convey urgency and impact in all #BrooklynGives messaging

● Use matches and challenges to encourage donors to give now,

rather than later

● 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!”

○ Board members ○ Business contacts

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 emails out on Giving Tuesday

● Effectively leveraged Giving Day Ambassadors

○ Board Members, Peer-to-Peer Fundraisers, etc.

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

○ Email

○ Social Media

○ Direct Mail

○ Phone

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

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

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 emails 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

Share: Email Marketing

Email messaging drove 28% of all online revenue in 2017.

● Email is still a great way to share information with your

supporters directly and immediately

● The majority of emails are opened on mobile devices

● Develop an email 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

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

Share: Social Media

Be part of the conversation on Tagboard!

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

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

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

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!

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

Your turn:

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

Creative Engagement

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

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

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

Other Ideas

● Host an event!

○ Kickoff party○ Success celebration○ Mobile giving lounge○ Nonprofit events

● Billboards

● Lawn signs

● Yearly collectables

● Mascots

Creative Engagement Ideas

Creative Engagement Ideas

Yeah, Mascots!!

Your turn:

What is the most creative thing you’ve done to promote your organization or campaign?

Peer-to-Peer Fundraisers

Crowdfunding vs P2P Fundraising

Leverage Your Supporters

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

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

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

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

Leverage Your Supporters:Guiding your P2P Fundraisers

Provide resources for communications, but give them autonomy!

○ P2P Fundraiser’s Toolkit

Leverage Your Supporters:Guiding your P2P Fundraisers

Leverage Your Supporters:Guiding your P2P Fundraisers

#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

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

Support Team

● Visit Our Help Center

https://support.givegab.com/

● Send us an email at

CustomerSuccess@givegab.com

● 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!

Questions?